Strathmore Archives

One of the most elusive skills for a designer is kerning. I am asked often, "How do I know if it's right yet?" regarding the kerning of a word or letterspacing in a paragraph. You know when it looks right. Which is like saying, "make it better," or "I know it's pornography if I think it is." It's frustrating for someone looking for a binary direction, good or bad. 

When I began my career, very open letterspacing was the fashion. It was the 1980s, and the combination of 1950s nostalgia, the introduction of a Basel aesthetic, and the rise of new wave demanded space. It was about optimism, whereas the ultra tight letterspacing of the 1960s and 70s seemed to be about commerce.

That tight letterspacing was more about technology. Photo-typesetting, introduced in the 1960s, allowed the designer to specify type that was touching. This wasn't possible when it was made with individual slugs of metal. Like all new technologies, such as a cool new Photoshop filter, everyone jumped all over it. The tighter letterspacing also allowed for larger typography. Using less real estate horizontally, a word could now be enlarged for more impact. This was especially popular in advertising when the name of the product could be even larger.

I like tight letterspacing. It makes me feel secure. Nothing is lucy goosey and about to fly away. And it kind of screams at the viewer, "13! Dammit."

Michael Manwaring, April Greiman, 1984

Massimo Vignelli

Massimo Vignelli

Sean Adams

Sean Adams is the Chair of the undergraduate and graduate Graphic Design Program at ArtCenter, founder of Burning Settlers Cabin studio, and on-screen author for LinkedIn Learning/Lynda.com He is the only two term AIGA national president in AIGA’s 100 year history. In 2014, Adams was awarded the AIGA Medal, the highest honor in the profession. He is an AIGA Fellow, and Aspen Design Fellow. He has been recognized by every major competition and publication including; How, Print, Step, Communication Arts, Graphis, AIGA, The Type Directors Club, The British Art Director’s Club, and the Art Director’s Club. Adams has been exhibited often, including a solo exhibition at The San Francisco Museum of Modern Art.

Adams is an author of multiple magazine columns, and several best-selling books. He has been cited as one of the forty most important people shaping design internationally, and one of the top ten influential designers in the United States. Previously, Adams was a founding partner at AdamsMorioka, whose clients included The Academy of Motion Picture Arts and Sciences, Disney, Mohawk Fine Papers, The Metropolitan Opera, Los Angeles County Museum of Natural History, Richard Meier & Partners, Sundance, and the University of Southern California.

Twelve Inches of Pleasure

I'm currently writing a new course for Lynda.com, Fundamentals of Graphic Design History. You'd think this would be easy. I know the history, have the images, and am so old I knew Guttenberg personally. But condensing all of the Bauhaus into a three-minute format and making sure it doesn't sound like, "Bueller, Bueller, anyone?" is tricky. It's a great challenge and fun.

When I started writing about design in the 1970s, I kept circling around album covers. The emotional impact of these artifacts is extraordinary. Sure, there was great corporate identity and typography at the time and more than enough to discuss with those alone. But when I mention a specific album, people light up. "Oh, I stared at The Tubes cover for hours trying to figure out how it worked." or "I kept the Frampton cover on the top of my pile of records just to see it when I woke up every morning.

When I went to college, Roland Young was one of my teachers. I was 19 and knew everything. On the first day, when I realized that Roland was responsible for a big part of the record covers I loved, I was impressed. And that's not easy for an asshole 19 year-old. Today, Roland is a good friend. I took over his Communication Design 1 class at Art Center and still hear from almuni, "Wow, when I had Roland for that class my life changed." My students say, "You were funny."

I recently discovered his cover for Joan Baez, Where are you now, my son?. This cover may seem unassuming and quiet, but it's masterful. The sharp typography with the confidence to be just what it is and the texture of the grainy image is contrast at its best. The image of Baez that speaks to the object of a printed photograph is about a moment in time and intimacy. The Smiths tried this later with some covers, but the original is still my favorite.

Roland's body of work and career, from working with Lou Danziger to art director to teacher, is immense and impossible to show without a major book. Publishers, publishers, anyone?.