Warning: Parameter 2 to qtranxf_postsFilter() expected to be a reference, value given in /web/htdocs/www.aisdesign.org/home/aisd/wp-includes/class-wp-hook.php on line 286

RicercheID: 0809

Visions in pursuit of the future: Technological change in U&lc magazine, 1973-1993

U&lc (Upper & lower case) magazine is generally associated with the expressive typographic experimentations of Herb Lubalin. It is also remembered as a showcase for the typefaces released by the International Typeface Corporation, which founded the magazine in 1973 to promote them. This article relies on the online archives of the magazine (which ceased publication in 1999) to investigate a lesser known, but not marginal, aspect of its history: its role in mediating the new photographic, electronic and digital technologies to an audience of graphic designers and art directors. The focus is not so much on the evolution of technology, or the development of systems and devices, but rather on the way in which the new technologies were described and adopted by the magazine, under the direction of Lubalin and later of Edward Gottschall. The analysis of the publication between 1973 and 1993 reveals a constant effort to keep up with the pace of the transformation underway, in both the editorial and advertising pages, responding to what was immediately perceived as a revolution with “visions” projected into the future, as is evident in the special issues Vision ’77 and Vision ’80. These visions, however, also testify to the effort involved in keeping up, the apprehension and disorientation caused by changes so rapid that it was difficult to keep abreast.


This article is only available in Italian.

Visioni alla rincorsa del futuro: il cambiamento tecnologico nella rivista U&lc, 1973-1983

Questo articolo è stato pubblicato in AIS/Design Storia e Ricerche, numero 8 ottobre 2016

Carlo Vinti

Carlo Vinti is a researcher in the field of the History of design and visual communication. He is an assistant professor at the Università degli Studi di Camerino (School of Architecture and Design “E. Vittoria”). After earning his PhD at the School of Advanced Studies in Venice (2006), he became an adjunct professor and research fellow at the Università Iuav di Venezia. Since 2009, he has coordinated the project titled Comunicare l’impresa (www.houseorgan.net) with Giorgio Bigatti. He is currently an associate editor for the AIS/Design. Storia e Ricerche online journal and member of the editorial board of Progetto Grafico magazine.
His publications include: Gli Anni dello Stile Industriale 1948-1965 (Marsilio, 2007), L’impresa del design: lo stile Olivetti (Loccioni 2010), the chapter “A Historiography of Italian Design” (with Maddalena Dalla Mura) in Made in Italy: Rethinking a Century of Italian Design (Bloomsbury Academic, 2013), Grafica Italiana dal 1945 a Oggi (Artedossier Giunti, 2016), as well as several essays and articles included in books, catalogues and periodicals. In 2012, with Giorgio Camuffo and Mario Piazza, he co-curated the 5th edition of the Triennale Design Museum in Milan, TDM5: Grafica Italiana, and the exhibition catalogue (Corraini).

Comments are closed.