About U. S. Experimental Typography. COME HOME TO JAZZ: Herb Lubalin; THAT NEW YORK: Brownjohn, Chermayeff & Geismar; THE AGE OF THE AUTO: Lester Beall; and LOVE OF APPLES: Gene Federico. The Composing Room, 1960.

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COME HOME TO JAZZ: Herb Lubalin

THAT NEW YORK: Brownjohn, Chermayeff & Geismar

THE AGE OF THE AUTO: Lester Beall

LOVE OF APPLES: Gene Federico

About U. S. - Experimental Typography By American Designers

Percy Seitlin [text] and Herb Lubalin [design]: COME HOME TO JAZZ. New York: The Composing Room, 1960. First edition. Saddle-stitched booklet bound in orange letterpressed wrappers. 16 pp. Elaborate graphic design by Herb Lubalin. The first volume of the four-volume set “About U. S. - Experimental Typography By American Designers” published by the Composing Room in 1960. Rear wrapper panel scuffed and creased, textblock lightly sunned to edges. A very good copy.

Percy Seitlin [text] and Brownjohn, Chermayeff & Geismar [design]: THAT NEW YORK. New York: The Composing Room, 1960. First edition. Saddle-stitched booklet bound in gray letterpressed wrappers. 16 pp. Elaborate graphic design by Brownjohn, Chermayeff and Geismar. The second volume of the four-volume set “About U. S. - Experimental Typography By American Designers” published by the Composing Room in 1960. Textblock with a faint dampstain to spine heel, but a very good copy.

Percy Seitlin [text] and Lester Beall [design]: THE AGE OF THE AUTO. New York: The Composing Room, 1960. First edition. Saddle-stitched booklet bound in tan letterpressed wrappers. 16 pp. Elaborate graphic design by Lester Beall. The third volume of the four-volume set “About U. S. - Experimental Typography By American Designers” published by the Composing Room in 1960. Textblock with a faint dampstain to spine heel, but a very good copy.

Percy Seitlin [text] and Gene Federico [design]: LOVE OF APPLES. New York: The Composing Room, 1961. First edition. Saddle-stitched booklet bound in tan letterpressed wrappers. 16 pp. Elaborate graphic design by Lester Beall. The fourth and fina volume of the set “About U. S. - Experimental Typography By American Designers” published by the Composing Room in 1960. WRappers lightly worn and spotted, but a very good copy.

[4] 7 x 9.5 saddle-stitched brochures with 16 pages in publishers printed wrappers. THAT NEW YORK is a photo-illustrated poem by Percy Seitlin with b/w photographs by Len Gittleman, Raymond Jacobs, and Jay Maisel and the incomparable typographic design of Robert Brownjohn, Ivan Chermayeff and Tom Geismar.

Along with WATCHING WORDS MOVE, THAT NEW YORK was one of the experimental works that came out of the short-lived partnership of Robert Brownjohn,  Ivan Chermayeff and Tom Geismar -- before Brownjohn's heroin addiction caused the firm too disband and forced Brownjohn to seek a country with more liberal drug laws. The rest they say, is history.

LOVE OF APPLES is poem by Percy Seitlin photo-illustrated by William Bell and incomparably designed by Gene Federico. The publisher's wrappers are printed with briefs on the writer, designer, and the series. A timeless piece of visual poetry with a timeless message that Mr. Federico considered a career highlight.

From the AIGA web site: "I wanted to try something where I used metal type in extreme ways without having to cut it—without cutting up proofs or playing with stats," explains Federico about this masterpiece of descriptive typography. "For some time, I had known that if you stacked Title Gothics they would have a different look than traditional types. So the whole book was based on that simple idea." But the aesthetics of type were not his only concern, as he says, "The message of the book was that nature’s beauty is being radically altered. There's a line that reads 'When we, in business, industrial America began to get smart about apples, we packaged them and packaged them and packaged them until the apple itself became a package.' I illustrated that point with a photograph of an apple with a string tied around it."

Originally conceived at the Composing Room by Dr. Robert Leslie and Aaron Burns, ABOUT U. S. was a series of experimental typographic inserts published in DER DRUCKSPIEGEL to showcase both the skills of the Composing Rooms' typesetters and the creative muscles of Americans BC+G, Lester Beall, Herb Lubalin, and Gene Federico. Spare sheets from DER DRUCKSPIEGEL were assembled in plain letterpressed wrappers for distribution to friends of the Composing Room.

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