Artistic credit tended to be assigned to the lithographic company, as opposed to the individual artists who usually performed less important jobs. Consultancies and trades-groups in the commercial arts were growing and organizing by 1890, the US had 700 lithographic printing firms employing more than 8,000 people. The arts were expanding in purpose-from expression and decoration of an artistic, storytelling nature, to a differentiation of brands and products that the growing middle classes were consuming. Simultaneously, typography itself was undergoing a revolution of form and expression that expanded beyond the modest, serif typefaces used in books, to bold, ornamental typefaces used on broadsheet posters. 600 BCE), trans-cultural diffusion of logographic languages, coats of arms, watermarks, silver hallmarks, and the development of printing technology.Īs the industrial revolution converted western societies from agrarian to industrial in the 18th and 19th centuries, photography and lithography contributed to the boom of an advertising industry that integrated typography and imagery together on the page.

Numerous inventions and techniques have contributed to the contemporary logo, including cylinder seals (c.

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