Printer’s specimen book 1958, Pt.3

Yet more mid-century fonts, layouts and illustration from Abbey Mills, North Wales

In the 21st century, anyone designing text and graphics has an infinite palette of colours and effects to throw at a design, and we can see the results vomited on street signs and shop fronts in all our towns. They’re not street signage of course, but the simple, effective designs here are not just a product of diligent training and effort, but also the restraints placed by what was technically possible. And surely these are delivering just as much impact.

It’s quite sad and a sign of the times that concise graphic design like this – used for everyday items, like food packaging, signage, informative and promotional materials – as opposed to book covers, artwork for music and posters, for example – has been shepherded into a visual language for what was once called the ‘discerning consumer’, shorthand for aspiring, likely to be sold overpriced product packaged beautifully or a word now rarely seen, ‘tastefully’.

Calvin Swann

In amongst all the mid century modernity, the Pepys layout above demonstrates an ongoing love of gentle baroque decoration, coloured like fine china.

Uncredited
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