Cover -- Title -- CONTENTS -- INTRODUCTION -- FOREWORD -- FOREWORD -- I: PRE-20TH-CENTURY INFLUENCES -- Petrograms and Petroglyphs -- Stonehenge -- Hieroglyphics -- The Greek Iconic Alphabet -- Roman Monumental Inscriptions -- The Pantheon -- Church of Sant' Apollinare Nuovo -- Chartres Cathedral -- Basilica of Santa Maria Novella -- Piazza Campidoglio -- Taj Mahal -- The Shaker Aesthetic -- Corn Palace -- The Arts and Crafts Movement -- II: THE MODERN AGE 1900-1950 -- CHAPTER 1 THE IMPACT OF INVENTION 1879-1933 -- The Incandescent Lightbulb -- Eiffel Tower -- The Modern Billboard -- Hector Guimard and the Paris Metro -- Commerce and the Urban Streetscape -- The Great White Way -- Luna Park -- New York City Subway -- One Times Square and the First Zipper -- Frank Lloyd Wright and the Larkin Building Atrium -- La Samaritaine Department Store -- Michelin Building -- Horn & Hardart Automat -- Grand Central Terminal -- On the Road -- Georges Claude and Liquid Fire -- Hollywoodland -- Burma-Shave -- Edward Johnston, Henry Beck, and the London Underground -- CHAPTER 2 ART AND TECHNOLOGY: A NEW UNITY 1901-1928 -- Otto Wagner and Die Zeit -- Peter Behrens and AEG -- El Lissitsky and Proun -- Aleksandr Rodchenko and Mosselprom -- Gerrit Rietveld and Schröder House -- Herbert Bayer -- J. J. P. Oud and Café de Unie -- Dessau Bauhaus -- Izvestia -- Piet Zwart and First Church of Christ Scientist -- Theo van Doesburg and Café l'Aubette -- Paul Renner and Futura -- De Volharding Cooperative -- CHAPTER 3 STYLE AND THE MASS MARKET 1924-1947 -- Miami Art Deco District -- Exposition Internationale des Arts Decoratifs et Industriels Modernes -- Grauman's Chinese Theatre -- The New York City Skyscraper -- Rockefeller Center and Radio City Music Hall -- Streamline Styling in America -- The Drive-in Service Station -- Douglas Leigh and the Sign Spectacular.

The Modern Retailer -- CHAPTER 4 BETWEEN THE WARS 1932-1945 -- PSFS Building -- Century of Progress Exposition -- Fascist and Nazi Propaganda -- New York World's Fair -- Alvar Aalto and the Finnish Pavilion -- Walter Dorwin Teague and the National Cash Register Pavilion -- Works Progress Administration (WPA) -- III: THE POSTWAR WORLD 1950-2000 -- CHAPTER 5 POPULUXE: THE AMERICAN INFLUENCE 1946-1961 -- Tail o' the Pup -- Las Vegas and the Neon Desert -- Morris Lapidus and the Populist Hotel -- Alvin Lustig and Northland Shopping Center -- Holiday Inn -- Howard Johnson's -- Los Angeles's Watts Towers -- McDonald's -- Walt Disney and the Happiest Place on Earth -- Hollywood Walk of Fame -- CHAPTER 6 MODERNISM AND THE INTERNATIONAL STYLE 1950-1979 -- Gyorgy Kepes and the Influence of Light -- Luis Barragán and Towers of Satellite City -- Josef Müller-Brockmann -- Jock Kinneir, Margaret Calvert, and the British Traveler -- The First American Modernist-Lester Beall -- Paul Rand and Westinghouse -- Chermayeff & Geismar and Chase Manhattan Bank -- Alexander Girard and La Fonda del Sol -- Mobil Oil and the Suburban Landscape -- New York World's Fair -- CBS and Black Rock -- Lou Dorfsman, Herb Lubalin, and Gastrotypographicalassemblage -- John Massey and the Art of the Banner -- Barbara Stauffacher Solomon and Sea Ranch -- Unimark and the New York City Subway System -- The Boston T -- Rudolph de Harak and 127 John Street -- Lance Wyman and the Mexico Olympics -- Crosby/Fletcher/Forbes and A Sign System Manual -- Corita Kent and Boston Gas Company -- The "New" Construction Barricade -- Otl Aicher and the Munich Olympics -- TKTS Times Square -- Number 9 -- Harper & George -- Adrian Frutiger and Paris-Roissy Airport -- AIGA Symbol Signs -- Page, Arbitrio & Resen and I. M. Pei -- Armin Hoffman and Disentis -- John Follis and Architectural Signing and Graphics.

CHAPTER 7 POSTMODERNISM AND BEYOND 1966-1995 -- Venturi Scott Brown and Associates -- James Wines and Best Products -- Studio of Richard Haas -- Jean Widmer and Centre Georges Pompidou -- Milton Glaser and the Big Kitchen -- Dan Reisinger and Yad Vashem -- Turin's Lingotto -- Maya Lin and the Vietnam Veterans Memorial -- Takenobu Igarashi and the Architectural Alphabet -- Los Angeles Summer Olympics -- Cincinnati Zoo -- The New American Marketplace -- Communication Arts and Bayside -- 712 Fifth Avenue -- Solana -- Hold Everything Prototype Store -- Studio Dumbar and PTT -- Musée du Louvre -- Sussman/Prejza and Walt Disney World -- Shea Stadium -- Chicago O'Hare's United Terminal Walkway -- Erik Spiekermann, and the Berlin Transportation System -- Alan Fletcher's House Gates -- Corning Glass -- North Hollywood Pump Station -- The Infuence of Universal Design -- Disney's All-Star Resorts -- Fremont Street Experience -- Morgan Stanley in Times Square -- IV: THE BEGINNING OF THE 21ST CENTURY -- LAX Airport -- Universal City Walk -- NJPAC Lucent Center -- National Museum of Emerging Science and Innovation -- Bibliotheca Alexandrina -- Towers of Light -- The New York Public Library for the Performing Arts -- MoMA QNS -- Melbourne Exhibition Centre -- Seattle Central Library -- Bloomberg Headquarters -- S. I. Newhouse School of Public Communications -- The New York Times Building -- Newseum -- GreenPix Zero Energy Media Wall -- Brooklyn Botanic Garden -- The Cooper Union -- Gough Street Banners -- X Exhibition -- Photograffeur JR -- GLOSSARY -- A -- B -- C -- D -- E -- F -- G -- H -- I -- J -- L -- M -- N -- O -- P -- Q -- R -- S -- T -- U -- V -- W -- Z -- BIBLIOGRAPHY -- IMAGE RESOURCES -- CONTRIBUTORS -- INDEX -- A -- B -- C -- D -- E -- F -- G -- H -- I -- J -- K -- L -- M -- N -- O -- P -- R -- S -- T -- U -- V -- W -- X -- Y -- Z.

ACKNOWLEDGMENTS/ ABOUT THE AUTHOR.