BASELINE 10. London: Esselte Letraset, 1988. The Cassandre Issue; Revolution by evolution: Jeremy Leslie; Neville Brody Post Brody.

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Mike Daines [Editor],  Newell and Sorrell  [Art Direction]

Mike Daines [Editor],  Newell and Sorrell  [Art Direction]: BASELINE 10 [The Cassandre Issue]. London: Esselte Letraset, 1988. Original edition. A near-fine magazine in printed stiff wrappers: trace of wear overall. Cover: Reemtsma Cigaretten OVA i‘m Araber format, poster, 1929. Design by A.M.Cassandre.

10.5 x 14.25 saddle-stitched magazine with 50 elaborately-designed pages. Second issue published in the new, oversized format. From the current Publishers: "During 21 years of publication, 'Baseline' has become the leading international magazine about type and typography. It began life in 1979, published by the graphics arts products manufacturer, Letraset. It was originally intended as mainly a vehicle to promote new typeface designs, made available under licence to typesetting system manufacturers. Published "when available material allowed," 'Baseline' nevertheless gained an immediate reputation despite only appearing on average once a year for its first 10 years of existence. Its editorial content, despite the obligatory typeface promotion, struck a chord with the typographic community, because of its objective, and informed approach.

  • Editorial: Editorial team. A Leading authority on typography; its styles, trends and influences, Baseline combines the very latest in typography with the influences and styles which have coloured the industry through the years. We assess typography on a truly global scale and studying its effects against the backdrop of the demands of the design fraternity. This issue mixes the contemporary with the traditionalist nature of typography with a series of thought provoking articles.
  • New work: Editorial team. In the ‘New Work’ section we take a look at some interesting contributions from professional and student typographers and designers.
  • Revolution by evolution: Jeremy Leslie. Jeremy Leslie is Art Director of Blitz magazine, one of the leading ‘style’ magazines of the mid 1980s and now firmly established in bookstalls around the world. Baseline talks to Leslie about the Blitz typographic style.
  • Type Directors Club New York – TDC 34 Awards Editorial team. Continuing the theme, the Type Directors Club of New York annual competition has been running for 34 years. Baseline reviews the latest offerings.
  • Cassandre: Editorial team. The first true commercial artist, A.M.Cassandre became one of the 20th century’s most influential forces in poster design. Less well known for his type design, we examine three of his most famous typefaces developed against the background of his graphics successes. A revolutionary in the best graphic traditions, Cassandre’s contribution to an embryonic industry verges on the legendary.
  • Legibility of type: Dr. Linda Reynolds. Breaking the fundamental rules of typography can invoke high drama on the page which sometimes verges on tragedy. Linda Reynolds gets back to basics with a blow by blow account of typographical do’s and don’ts.
  • Post Brody: Editorial team. Neville Brody is a legend in his own lifetime and he’s only 31 years old! His radical approach to typography had led a generation of designers to re-evaluate typographical principles. Baseline interviews Brody at a time of torment and self doubt: he’s in danger of becoming a leading light in establishment graphics!
  • Morisawa Awards: Colin Brignall. Nobuo Morisawa invented the first Kanji phototypesetting machine back in 1924. Now he runs a major typesetting manufacturing company and is patron of the Morisawa Typographic Awards. In our review of the awards Colin Brignall, Director of Typography at Letraset, comments on the material and Mike Daines reflects on the whole idea of typographic competitions.
  • Times Roman: A Revaluation: Peggy Lang. Times New Roman was developed in 1932 and is now established as one of the most widely used text faces. Baseline looks as its ‘raison d’être’ with a fascinating review written just 13 years after its launch.
  • Desert Island Type – Paul Smith: Sir Paul Smith. Paul Smith, a London fashion designer, has always had a penchant for type and in our series ‘Desert Island Type’ we look at Paul’s favourite typographic ephemera.
  • Reviews: Editorial team. Mike Daines reviews a series of typographical books, which we think you’ll find interesting and on the ‘Back Page’ Mike fills you in on Baseline’s history.
  • Imprint: Editorial team

Adolphe Jean-Marie Mouron was born in Kharkov in the Ukraine in 1901. By 1915 his family had returned with him to Paris and by 1918 he had embarked upon a career as a fine artist. To fund his training, Mouron resorted to poster design and to save face and hide his embarrassment he used the pseudonym Cassandre. Thus began one of the most illustrious careers in commercial art. Cassandre’s artistic exploits are well documented, but his typographical sensitivity and creativity are all but lost on today’s audience…