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dc.contributor.authorCleveland, Paul
dc.date.accessioned2019-05-29T12:36:00Z
dc.date.available2019-05-29T12:36:00Z
dc.date.issued2018
dc.identifier.issn0952-4649
dc.identifier.doi10.1093/jdh/epx019
dc.identifier.urihttp://hdl.handle.net/10072/380407
dc.description.abstractAlthough the Curwen Press gained considerable prestige between the two world wars for its contribution to jobbing work and the fine printing of books, little recognition has been given to Harold Curwen, Joseph Thorp, and Oliver Simon for pioneering new forms of applied commercial art, that would, Curwen stated, cure the ‘commercial drabness’ associated with existing printing practice, and form a unique brand strategy.1 The Curwen Press engaged illustrators, photographers and commercial artists who were already building their professional careers, to enrich and imbue clients’ printed projects with a certain Curwen twist. Informed by the archives of the Curwen Press, this paper examines how the Press created innovation in applied design and inadvertently developed a brand strategy before the term was properly identified, thus distinguishing them from traditional printers.
dc.description.peerreviewedYes
dc.languageEnglish
dc.language.isoeng
dc.publisherOxford University Press
dc.publisher.placeUnited Kingdom
dc.relation.ispartofpagefrom66
dc.relation.ispartofpageto82
dc.relation.ispartofissue1
dc.relation.ispartofjournalJournal of Design History
dc.relation.ispartofvolume31
dc.subject.fieldofresearchDesign Practice and Management not elsewhere classified
dc.subject.fieldofresearchDesign Practice and Management
dc.subject.fieldofresearchcode120399
dc.subject.fieldofresearchcode1203
dc.titleCurwen Press, Early Adapters of Brand Strategy
dc.typeJournal article
dc.type.descriptionC1 - Articles
dc.type.codeC - Journal Articles
gro.facultyArts, Education & Law Group, Queensland College of Art
gro.hasfulltextNo Full Text
gro.griffith.authorCleveland, Paul C.


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