Thursday, February 9, 2012

EVENT NEWS: Fanatical Mechanical, Feb. 6 - March 9

The Guggenheim Gallery presents, 

Fanatical Mechanical
February 6-March 9

Fanatical Mechanical showcases 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 longtime Photo-Lettering art director Ed Benguiat. Chapman is pleased to host the first West-Coast exhibition showcasing its history.

Included in this exhibition are the materials and methods used in graphic design practice during the “Cold Type” or Phototypesetting Era. Phototypesetting took precedence from the 1960s to 1980s when letterpress was replaced by offset printing. 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 and visitors to examine the mechanical nature of this period of the history of graphic design and the physical craftsmanship involved in the process.

For more information or questions please e-mail your inquiry at or call 714-997-6729.

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