Design, lettering and commercial typography in Zaragoza (1880-1889): analysis of archival resources for a history of the publicity record
Abstract
Research on the typefaces used in commercial establishments at the end of the 19th century in Zaragoza is enriched thanks to the study, hardly explored until now, of the official requests for the placement of these samples of signage conserved in its municipal archive. In them, the exposed writing (either typographic or hand-lettered) was a determining element of the publicity and the consolidation of the name and brand of the business. The value of these administrative documentary sources is analyzed to broaden the possibilities of studying public documents in relation to commercial architecture and thus understand the diffusion of certain fonts and lettering styles. The results of this research make it possible to underpin an evolution over time of graphic forms: from the nineteenth-century French to a more avant-garde writing and lettering under the protection of American marketing and production modes.
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