The Guggenheim Gallery presents,
Fanatical Mechanical
February 6-March 9
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 gallery@chapman.edu or call 714-997-6729.
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