introduction, and first topic: 70's computer ads

I hope that a title like 70's/80's Type Miscellania doesn't generate too much in the way expectations.  From my point of view, it certainly shouldn't - after all, do you REALLY know what I'm talking about? Do I?

I selected 70's/80's Type Miscellania out of a broader interest in 70's and 80's design.  Part of my research for this blog will be in film and tv titles - the more obscure and unusual the better. But in particular, I am interested in the small, lost things: the retired logos, product package design logotypes, and forgotten once-off's such as limited edition collector's cups and even stickers.  To put it more directly, I am interested in the general design trends of these two periods, but also in design at its least glamorous, most unique, and possibly most misguided. How type-based design solutions relate to content should also be examined.

It will be my goal over the course of this blog to attempt to define - however loosely - these general design conventions so that I may then examine how an individual design connects to them, and the personal touch with which it expresses the concept it is marketing.  As design conventions can be very broad and far-reaching, this second goal may be impossible without research far in excess of the reach of this short blog.  We'll see!

It is also my hope there will be plenty of opportunities to discuss type in relation to the rest of the design as well (as the "rest" part, honestly, interests me far more - sorry, type-fiends!)

So to dispense with the talk-talk and pacify with some fascinating images of musty but still-fresh retro design...Why not start with vintage computer ads?

One has to consider that there was once a time when a market for personal computers did not exist. The market for personal computers rumbled into being practically overnight in the late 70's, introducing numerous problems for advertisers: how to market a new, untested product to consumers, and how to distinguish your product from others.

The obvious solution to the first problem was to create copy-heavy ads, in which the various features are given the hard sell.  However, this environment conversely created the circumstances in which these new devices could be sold as "magic boxes."  I think both these approaches are evident in APF electronics' "Imagination Machine." (LOVE the name!) The advertisement features a large, somewhat long sub-head with extensive body copy, while in the space above the computer whooshes through space like a starship, heralded by the header "The Imagination Machine."

Note the rainbow color of the type (signifying its magical, feature-packed properties) and the distinctive long, lyrical, round curls emerging from the pleasingly curved san-serif letterforms.  This logotype sells the idea of "The Imagination Machine" as a thoroughly whimsical, somewhat fruity experience.

Next (and admittedly much less entertaining) we have sinclair's (note my deliberate use of all-lowercase, in imitation of their own logotype) ZX8O.  I love the design on this thing - the orange ZX8O text with the purple keys set against a black keypad - but I only have two things to talk about here: the header "The first personal computer for under $200" uses a distinctly modern typeface - a very practical one to reach out to consumers with - but with the "sinclair" logo and product name uses a very compressed, squarish font that emphasizes horizontal movement.

This is not unlike a lot of typefaces used in association with computers at the time, and suggested both the "futuristic" quality of this new technology, as well as alluded to the unique look of fonts on computer screens due to the limited, low-resolution manner in which they were displayed.  Returning to the all-lowercase presentation of the logo, the small "s" puts the top bar in alignment with that of the n, c, a, and r, thus enhancing its horizontal thrust.  Great logo!