History: Evolution of Graphic Design in the Philippines

• Minimum line length is 40 characters, narrower columns are read more quickly
• Maximum line length is 75 characters, wider columns are read more slowly

Evolution of Graphic Design

• Before the Spanish arrival in 1521, Filipinos had unique visual communication forms
• Pre-colonial writing system in Luzon and other regions, often carved on bamboo is called Baybayin Script
• Indigenous patterns and symbols woven into textiles and pottery represent early decorative design
• Tattoo art (Batok) among Visayans served as graphic identity, with intricate designs symbolizing bravery and social status
• The arrival of the Spaniards introduced European art and design influences

Religious Art & Typography

• Churches used Baroque-style religious art, illuminated manuscripts and religious iconography in paintings, engravings, and church murals
• Doctrina Christiana (1593) was the first book printed in the Philippines using woodblock printing, featuring Baybayin and Roman script
• By the 19th century, lithography and printmaking emerged, with printing presses producing newspapers, posters and advertisements, influencing typography and layout design

American and Japanese Occupation (1898-1946)

• Modern advertising and mass media flourished during the American era
• Japanese occupation saw restricted artistic expression
• American companies established newspapers, billboards, magazines, and advertisements, shaping early Filipino graphic design through the introduction of modern print media
• The 1930s brought Art Deco-inspired typography and poster design in publications
• During World War II, the Japanese used posters and leaflets to spread war propaganda

The Invention of Writing

• Early symbols and writings in Lascaux and Altamira serve as precursors to written communication

Cave Paintings

• Lascaux is famous for its Paleolithic cave paintings
• Lascaux was found in a complex of caves in the Dordogne region of southwestern France
• The cave paintings in Lascaux are of exceptional quality, size, sophistication, and antiquity
• Lascaux consist primarily of large animals, once native to the region
• The Red Cow & First Chinese Horse is located in the top section of passageway
• The Red Cow & First Chinese Horse includes a large number of different signs
• Cave paintings in Altamira are located in Santillana Del Mar, Spain, and are some of the most pristine examples of Paleolithic cave paintings of pictographs and petroglyphs
• The Bulls painted on the ceiling are at least 14,000 years old with new dating techniques
• The painting in Altamira started in this chamber more than 34,000 years old

Cuneiform (3100 BCE)

• The first known system of writing in Mesopotamia used for trade and record keeping
• The earliest writing dates back to around 3000 BCE and was probably invented by the Sumerians
• Earliest tablets with written inscriptions represent work of administrators from large temple institutions, recording allocation of rations or the movement of goods
• Hieroglyphics (3200 BCE) is an Egyptian pictorial script that blended art and communication

The Alphabet (2000 BCE)

• The Phoenicians developed the first alphabet for writing communication

Typography in Renaissance (1400s)

• Gutenberg's printing press revolutionized typography and the spread of ideas

Digital Writing (20th Century)

• Fonts, typefaces, & graphic design software were developed

History of Alphabet Development

• Early beginnings of pictographs and ideograms
• Cave paintings and symbols: Lascaux Cave (15k BCE)
• Cuneiform: Mesopotamia (3.4k BCE)
• Hieroglyphics: Egypt (3.1k BCE)

The Alphabet Revolution

• The Phoenician Alphabet (1,050 BCE) was the first alphabet widely used
• Greek Alphabet (800 BCE) introduced vowels
• The basis for the modern Latin Alphabet is the Roman Alphabet (200 BCE)

History of Typography Development

• Key milestones in Typography
• Gutenberg Press (1440): Revolutionized printing and type production
• Renaissance Typography (1500s): Birth of various fonts (e.g., Garamond)
• Industrial Revolution (1800s): Introduction of display typefaces for advertising

Modern Movements

• Bauhaus (1920s): Functional and minimalist type
• Digital Revolution (1980s-present): Accessibility of custom typography
• The alphabet is a set of letters/symbols in a fixed order, used to represent the basic sounds of a language (A-Z)
• Typography is art and technique of arranging type to make written language legible, readable, and appealing when displayed
• There are specific typefaces, point sizes, line lengths, line spacing, letter spacing.

Post-War & 20th Century (1946-1990s)

• The design industry flourished with modern influences after independence

Rise of Advertising & Commercial Art - The 1950s

• The 1950s to 1970s saw a boom in print advertising, branding, and logo design as businesses expanded

Political & Protest Graphics

• Martial Law (1972-1986) led to underground revolutionary graphic design, with posters & banners spreading political messages

Philippine Comics (Komiks)

• Philippine Comics became a huge industry, featuring bold typography, illustrations, and storytelling techniques

Contemporary & Digital Era (2000s - Present)

• With digitalization, Filipino graphic design rapidly evolved

Rise of Digital & Multimedia Design

• The transition from print to digital saw the growth of web design, motion graphics, and UI/UX design

Filipino Branding & Identity

• Companies embrace local culture in branding, combining traditional motifs with modern aesthetics

Social Media & Online Presence

• Rise of digital marketing has made graphic design an essential part of branding, content creation and political movements

Characteristics of Filipino Graphic Design

• Strong cultural identity and symbolism
• Vibrant colors and dynamic compositions
• Integration of traditional elements with modern aesthetics
• Storytelling and social advocacy through design
• Printing comes to Europe
• Pre-Printing Era was until 1400s with Handwritten manuscripts (Illuminated M.) being labor intensive & expensive (produced by monks in SCRIPTORIA)

Arrival of Printing in Europe and Johannes Gutenberg

• Invention of the movable-type printing press was from 1440s-1450s
• Gutenberg's 42-line Bible was the first major printed book in Europe
• There was a faster production and cheaper books and literacy expansion

The Spread of Printing Across Europe (Late 1400s to 1500s)

• Printing presses were established in Italy, France, England, etc.
• The first printed newspapers & advertisements emerged
• The rise of typography: Gothic vs Roman typefaces

The Impact of Printing on Graphic Design

• Standardization of fonts & layouts were created
• Birth of mass media and advertising was achieved
• Influence on modern book and magazine design was seen

Typography & Influence and the Social & Economic Power of German Illustrated Books

• The social roles of typographic communication

• Played a crucial role in the evolution of typography with the invention of the printing press by Johannes Gutenberg in the 15th century

• Combined detailed illustrations with carefully designed type to enhance readability & engagement

• Cultural Influence played a major role in literacy & education, making information more accessible to the general public

Religious and Political Impact

• Spread of Martin Luther's German translation of the bible, printed using movable type and contributed to the Protestant Reformation by making religious texts more widely available
• Artistic Movements influenced artistic movements such as Bauhaus, which emphasized functional design, simplicity, and readability
• Typography as Identity:
• Long-standing debate between FRAKTUR (a traditional blackletter type) & ANTIQUA (a Roman type) reflected broader cultural & national identity discussions in Germany
• The Printing Revolution - ability to mass-produce books led to the establishment of publishing houses, boosting literacy & knowledge dissemination
• Typography as a Commercial Tool - businesses utilized typography to create brand identities & market their products effectively

Key Figures in German Typography

• Johannes Gutenberg inventor of the movable type printing press
• Albrecht Dürer influenced German book illustration
• Peter Behrens influenced the Bauhaus movement and pioneered modern typography and graphic design

Impact of typography

• Inspired modern book and type design aesthetics

Key figure in Typographic History Jan Tschichold (20th - Century- The New Typography)

• Jan Tschichold wrote the New Typography (1928), introducing modernist principles in typography and advocated for asymmetry, sans-serif typefaces, and grid systems
• His impact influenced Swiss design & modern branding
• Johannes Gutenberg (15th century Printing revolution) and his invention of movable-type printing press (1440s) allowed mass production of books, revolutionizing communication
• His impact led to the Gutenberg Bible set a foundation for modern typography

Paul Rand (20th century - Corporate Identity & Typography)

• Designed logos for IBM, UPS, ABC, emphasizing simplicity & functionality, merged typography w/ corporate branding, and shaped modern corporate identity design
• Giambattista Bodoni (18th Century - Modern Typography) created the Bodoni typeface, known for high contrast and sharp serifs and its impact influenced modern luxury branding & book design
• William Moris (19th Century Arts & Crafts movement) a founder of the Kelmscott Press, promoted handcrafted typography & design.