Guggenheim Gallery, Chapman University, Orange, CA
January 24 - March 2, 2012
Open Monday – Saturday 11am-5pm
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Chapman University is pleased to showcase the Photo-Lettering archives and typefaces from one of the leading type foundries and design studios in America, House Industries. Photo-Lettering or PLINC was one of the earliest and most successful type houses to utilize photo technology in the production of commercial typography and lettering. Numerous artifacts chronicling PLINC's development are exhibited such as original specimen books, catalogs and films with Photo-Lettering founder Ed Rondthaler and long time Photo-Lettering art director Ed Benguiat. Chapman is pleased to host the first West-Coast exhibition showcasing its history.The exhibition also includes the materials and methods used in graphic design practice during the “Cold Type” or Phototypesetting Era. Phototypesetting took precedence in the 1970’s when letterpress was replaced by offset printing. Commercial Artists/Graphic Designers became “Paste-up Artists” and used numerous tools to create layered mechanicals that were camera-ready to develop plates to go on press. The show invites students to examine the mechanical nature of this period of the history of graphic design and the physical craftsmanship involved in the process.
Sponsored by House Industries, The International Printing Museum & Jeff Campbell, Lithographix
Coordinated by Rachelle W. Chuang
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