Guiding questions:

• What does design thinking mean when applied to “New York Modernism” ?
• What does it mean when design leads vs. follows other cultural trends?
• How does Zeitgeist influence, or is effected by, design thinking?
  

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Graphic design education at Yale University, 382 An editorial design revolution, 383

Editorial design after the decline, 386

The new advertising, 389

American typographic expressionism, 391

Key Terms (in order of appearance; the first page number of their appearance is

listed)

Visual/verbal syntax, page 390

“The new advertising,” page 391

Figurative typography, page 391

Phototypography, page 392

Typogram, page 393

Key People and Their Major Contributions (in order of appearance; the first

page number of their appearance is listed)

Paul Rand (1914–1996), page 374, (Figs. 19-1 through 19-7)

Bill Bernbach (1911–1982), page 375

Alvin Lustig (1915–1955), page 375, (Figs. 19-8 through 19-13)

Alex Steinweiss (1916–2011), page 377, (Fig. 19-14)

Bradbury Thompson (1911–1995), page 377, (Figs. 19-15 through 19-18)

Saul Bass (1919–1996), page 378, (Figs. 19-19 through Fig. 19-21)

George Tscherny (b. 1924), page 381, (Figs. 19-23 and 19-24)

Robert Brownjohn (1925–1970), page 381

Ivan Chermayeff (b. 1932), page 381

Thomas H. Geismar (b. 1931), page 381

Chermayeff and Geismar

Brownjohn, Chermayeff, and Geismar, page 381, (Figs. 19-25 through 19-27)

Norman Ives (1923–1978), page 383

Leo Lionni (1910–1999), page 383, (Fig. 19-32)

Alexander Liberman (1912–1999), page 383

Cipe Pineles (1910–1991), page 383, (Fig. 19-31)

Otto Storch (b. 1913), page 384, (Figs. 19-33 through 19-36)

Henry Wolf (b. 1925), page 385, (Figs. 19-37 through 19-40)

Peter Palazzo (1926–2005), page 387, (Figs. 19-42 and 19-41)

Dugald Stermer (b. 1936), page 388, (Fig. 19-43)

Bea Feitler (1938–1982), page 388, (Fig. 19-44)

Michael Salisbury (b. 1941), page 389, (Figs. 19-45 and 19-46)

Doyle Dane Bernbach Agency, page 389, (Figs. 19-47 through 19-50)

William Bernbach

Robert Gage (b. 1919–2000), page 389

Phyllis Robinson (b. 1921), page 389

Gene Frederico (1919–1999), page 391, (Fig. 19-53)

Edward Rondthaler (b. 1905), page 393

John Alcorn (1935–1992), page 393, (Fig. 19-55)

Herb Lubalin (1918–1981), page 393, (Figs. 19-56 through 19-70)

Aaron Burns (1922–1991), page 396

International Typeface Corporation (ITC), (Figs. 19-68 through 19-70)

George Lois (b. 1931), page 397, (Figs. 19-71 through 19-73)