The seventies were an eclectic time in graphic design history, on the verge of being overtaken by postmodern approaches and shifts in form and function. Letragraphix, a journal of techniques from Letraset, represents the bold type and illustrative design of the period. Styles varied, but a decorative realism and comic impressionism ruled the roost.
In 1978, when these copies were published, Push Pin Studios had opened its doors to a range of stylists and Letraset put them to work showing how its products (color markers, Pantone by Letraset color overlays and papers and, of course, press-type) advanced the eclectic aesthetic. These issues are mostly forgotten and easily filed under “promotion.” But they illustrate a small sliver of design history that was full of colorful whimsy.
Print’s Legends in Advertising
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