WEEK TEN

Tuesday:

We'll discuss some production issues with book jackets.

All caps in body copy:
https://practicaltypography.com/all-caps.html

Different Blacks:
https://www.printi.com/blog/guide-to-cmyk-black/



THEN we'll work on a layout similar to the project due next.

It's an article about designer Paul Rand.

You'll need the following:

and this copy:

Rand’s defining corporate identity was his IBM logo in 1956, which as Mark Favermann notes “was not just an identity but a basic design philosophy which permeated corporate consciousness and public awareness.”

The logo was modified by Rand in 1960. The striped logo was created in 1972. The stripes were introduced as a half-toning technique to make the IBM mark slightly less heavy and more dynamic. Two variations of the “striped” logo were designed; one with eight stripes, one with thirteen stripes. The bolder mark with eight stripes was intended as the company’s default logo, while the more delicate thirteen stripe version was used for situations where a more refined look was required, such as IBM executive stationery and business cards. Rand also designed packaging, marketing materials and assorted communications for IBM from the late 1950s until the late 1990s, including the well known Eye-Bee-M poster. Ford appointed Rand in the 1960s to redesign their corporate logo, but afterwards chose not to use his modernized design.

Although the logos may be interpreted as simplistic, Rand was quick to point out in A Designer’s Art that “ideas do not need to be esoteric to be original or exciting.”His Westinghouse trademark, created in 1960, epitomizes that ideal of minimalism while proving Rand’s point that a logo “cannot survive unless it is designed with the utmost simplicity and restraint.”Rand remained vital as he aged, continuing to produce important corporate identities into the eighties and nineties with a rumored $100,000 price per single design.The most notable of his later works was his collaboration with Steve Jobs for the NeXT Computer corporate identity; Rand’s simple black box breaks the company name into two lines, producing a visual harmony that endeared the logogram to Jobs. Jobs was pleased; just prior to Rand’s death in 1996, his former client labeled him “the greatest living graphic designer.”

Story by Jim Langston

Rand’s career began with a part-time job as an illustrator producing ‘junk’, but nevertheless he learned more about graphic techniques than he had in school. He launched his first freelance project and landed a few minor accounts in the mid 1930’s.

Convinced by his friends that a jewish name might slow his career down, he changed his name. “He remembered that an uncle in the family was named Rand, so he figured that four letters here, four letters there, would create a nice symbol. So he became Paul Rand.”

In 1936 Rand was hired as a freelance-designer to produce layouts for “Apparel Arts”, a men’s fashion magazine. Although his methods were unconventional, for they relied on the intelligence of the viewer, it was never too extreme. He gained the trust of his editors and they gave him a long leash. Rand earned a full-time job and an offer to become art-director for the Esquire magazine.

By the end of the 1930’s, after the great depression, the industry was spending large sums to advertise their products. William Weintraub, senior at Esquire, sold his shares in the company and opened his own advertising office. Three years at Esquire was just about enough for Rand, so when Weintraub asked him to join him as chief art-director at his new agency, he accepted the job.

In his advertising work Rand frequently used futura instead of the more common calligraphic fonts. His advertising was simpler looking and in turn more eye-catching that the typical ads. Rand brought ideas and intelligence to advertising, but kept in mind that whatever he was doing, should communicate, so the guy in the street knew what they were trying to sell. For every product he defined the problem and costumized a solution. His advertising was conceptually sharp and visually smart. Every detail was meant to attract the eye. He often divided designs into two components; a large mass that drew the attention and a smaller mass that needed closer attention.

Rand was not an art-director in the traditional sense, he developed the ideas and most of the artwork himself. The staff at Weintraub’s was there to serve his creative needs according to his strict requirements, and they were afraid of him. When Rand was unsatisfied with someone’s work, he would say so. But at the same time he would explain what was wrong. “He was a good teacher, but not always a pleasant one”, wyszygorod remembers. “He did not have the patience to go into lengthy discussions with someone who questioned his authority. He would digest it and come back with a bunch of answers and designs to explain what he meant.” *

By the late 1940’s Rand as a name had become so popular that he demanded that Weintraub give him double the pay for half the time.

1914
Born Peretz Rosenbaum,  August 15, Brooklyn, New York

1929-1932
Education: Pratt Institute, New York Education: Harren High School, New York

1929-1932
Education: Pratt Institute, New York 

1932
Education: Parsons School of Design, New York

1933
Education: Art Students’ League with George Grosz

1945
Design Assistant: George Switzer Studio Freelance:
Glass Packer magazine Changes legal name from Peretz Rosenbaum to Paul Rand

1936-1941
Art Director: Apparel Arts and Esquire magazines

1939
EInstructor: New York Laboratory School 

1941-1955
Art Director: William H. Weintraub Advertising Agency. 

1946
Instructor: Pratt Institute, New York 

1956-1969Professor: Yale University, New Haven, CT

LAB: Change article subject to either Saul Bass or Ivan Chermayeff.



THURSDAY:


LESSON:
Editorial Layout and type 

Type: Avenir Condensed
Winterthur Condensed

Colors:

TEXT:

Cold-Brew Iced
Coffee Concentrate

Makes 5 cups concentrate

For a clear liquid, use coarsely ground coffee. (Finely ground beans make for a cloudier drink.)

12 oz. coarsely ground fresh coffee beans

Milk (optional)

special equipment: Cheesecloths

Place ground coffee in a large container. Gradually add 7 cups cold water. Stir gently to be sure all grounds are moistened. Cover with a layer of cheesecloth. Let stand at room temperature for 15 hours.

Remove cheesecloth and use it to line a fine-mesh sieve set over a large pitcher. Pour coffee through sieve into pitcher (do not stir); rinse jar and set aside. Discard cheesecloth with solids.

Line same sieve with a large coffee filter and set over reserved jar. Strain coffee through sieve into jar. (It may take up to 45 minutes for all of the coffee to drip through; do not stir or coffee may become cloudy.) Cover and chill. DO AHEAD: Coffee concentrate can be made 2 weeks ahead. Keep chilled.

Fill a glass with ice. Dilute 1 part coffee concentrate with 1 part milk, if desired, or water.

Hooked on home-brewed? Invest in an affordable Toddy Cold Brew System ($40; toddycafe.com)

BREWIN’ U.S.A.

The cold brew coffee craze is hardly new, but it might finally be mainstream. Starbucks recently announced that its launching cold brew in more than 2,800 stores in the U.S. and Canada, the latest java trend the coffee giant has incorporated into its menu. While cold brew is, well, cold coffee, it’s not just regular iced coffee. Chris Cross, a roaster at New York City’s Cafe Grumpy, told TODAY.com how the trendy brew is made, and why it’s different. “It’s coffee that’s brewed with room temperature or cold water over a 12 to 24-hour brew time,” he said. “It depends on the recipe, it’s done to taste.

“Because it’s made with colder water, it’s generally a bit mellower and tastes more rounded out,” Cross added. “So there’s more of a full body and a little less acidity [than iced coffee.]”

For deep iced-coffee geekdom at home: the Hario cold water coffee dripper ($265; williams-sonoma.com)

HIT THE BOTTLE

An increasing number of on-trend regional coffee companies offer bottled cold brew that packs an artisanal wallop. They’ll even ship it to your doorstep.

1 GRADY’S    
 COLD BREW
A double-strength concentrate that’s brewed with chicory
in Brooklyn, NY 

2 Chameleon Cold Brew
This concentrated coffee is cool enough to beat the heat of it’s Austin, Texas hometown.

3 STOK COLD BREW
With a hint of sweetness, Philadelphia’s finest is great straight from the bottle.

4 Beantown
Cold Brew
Boston-based cold brewery is our laboratory, and we are always experimenting with new beans. flavors, and processes. Stay tuned for our latest offerings!

LAB

Using the style we've set up, create the cover page for this article with the following as your layout guide.

COPY:

Top yellow banner:

the drink

iced coffee 2.0

1 of 2

TEXT ON  IIMAGE:

The Coolest Brew

Few things say summer like a gulp of iced coffee, and cold brewing (the technique du-jour) makes it more refreshing than ever. Find out how to get in the action.

INSET:

Cold brew goes down easy but watch out: This is high-octane stuff.

BODY COPY:

Coffee, like bourbon and Disney musical, is different on ice: a bit smoother, a bit more seductive. Iced coffee is a type of coffee beverage served chilled, brewed variously with the fundamental division being cold brew – brewing the coffee cold, yielding a different flavour, and not requiring cooling – or brewing normally (hot) and then cooling, generally by simply pouring over ice or into ice cold milk. In hot brewing, sweeteners and flavourings are often mixed into the hot coffee before cooling, due to faster dissolution in hot water. Alternatively, syrup (sugar pre-dissolved in water) may be used, particularly gum syrup.

Pre-packaged iced coffee is available as a grocery item in several countries, though without ice. Iced coffee is also regularly available in most coffee shops. Regardless of brewing method, iced coffee is generally brewed at a higher strength than normal coffee, due to the dilution caused by the ice. Turn the page for how to make it and where to get it.

—rachel sanders