Contents -- AUTHOR'S FOREWORD: Context Is Everything -- About the Title of the Book -- SECTION ONE: The Language of Design -- The Secret Brotherhood of Graphic Design -- "Design Diversity" and the Con -- 20th-Century American Industrial Graphic Design -- Typography as Image -- Manufactured Style: From Victoriana to Art Deco -- Modernism Is Just Another Retro Style -- Graphique Moderne -- God Told Me To -- Cheesecake Clip -- Hallmark Psychedelia -- 1960s Design Reality -- The Acrimonious History of the Happy Face -- The Anonymity of Manufactured Art -- Alfred E. Neuman is MAD -- Help! A Genius Cluster -- Grade School Indoctrination -- The Fine Art of Marketing Lowbrow -- A High Huh? Factor: Japanese Graphic Design -- Chaos as Design Theory -- SECTION TWO: Designers and Artists -- Ross F. George: Typographic Man of Mystery -- Saint Paul -- Norman Rockwell and Corporate Sentimentality -- Alvin Lusting: A Nod Is as Good as a Wink to a Blind Horse -- Albert Hurter: Disney's Crazy Uncle in the Attic -- William Golden: Grans Master of Corporate Design -- A.M. Cassandre's Bazaar Surrealism -- Richard M. Powers Showed Us What Science Fiction Looks LIke -- Harry Chester, King of Monster Type -- Herb Lubalin: If You Can't Design in B&W, You Can't Design -- Ivan Chermayeff and BJ -- Robert Massin: Thinking Outside the Condom Box -- Peter Max and the Cult of Fake Psychedelia -- Cal Schenel CleansYou! Cleans & Thrills You! -- John Van Hamersveld and Los Angeles Psych -- Sister Corita Kent -- Mo Lebowitz's Antique Press -- Jim Phillips: Skate or Design -- "Mouse" -- Moscoso -- Drella, Commercial Artist -- Genesis P-Orridge: No Future at the Death Factory -- SECTION THREE: Tools of the Trade, Forgotten Processes, and Obsolete Objects -- Linotype -- The Lost Art of the Print Process -- The Printer's Drill -- The Haberule -- Printing Cuts.

Labelmaker: Punk Typography 101 -- Stencil Lettering as Art -- The French Curve -- Pocket Pal -- Punch Tape -- Thermography -- Niche Market Packaging -- Matchbook: A Tiny Design Canvas -- AFTERWORD: The Moist Towlette -- INDEX -- ACKNOWLEDGMENTS/COLOPHON.