Melissa takes over the blog today for a style study on an often-used term.
“Vintage” is probably one of the most popular style genres I am asked to create when a customer is interested in a custom design. Unfortunately for me, who studied four years of art history in college, I’m actually not sure what people mean when they say “vintage” with no other references provided. The word could mean any number of wonderful things!
The actual meaning of the word “vintage” doesn’t refer to design characteristics at all, but rather to the literal year or place in which wine (especially wine of a high quality) was produced. It was used exclusively in reference to wine until the 1880s when it began being used more generally to reference anything from an earlier time. More recently, since the late 1920s, it has been used to describe automobiles.
I suspect “vintage” may have begun it’s most popular use in describing printed design characteristics sometime in the early 2000s, though I don’t have any evidence to support this other than my own observations and historical studies. Before 2000, it seems most designers worked harder to develop their own new style, rather than manipulating existing styles from the past. How interesting!
My studies of historical art are constantly floating around in my head when I’m working on a design influenced by “age” as it were. As an experienced designer, I think this background may affect my interpretation of “vintage” requests in a much different way than the customer might, or even than some other designers might, based only on the myriad of similar designs that pop up in searches. I don’t expect my customers to be knowledgable in the range of graphic references that I do (that’s my job!), but I have to admit that I don’t know what specifically they mean when they ask for “vintage”!
This style category does require some specification.
I’m writing this to provide some background about old-era design references (because that’s what we mean by “vintage”). I think an understanding of the following ideas can open the possibilities for designs inspired by days of old, from a fresh and unique perspective.
A “VINTAGE” STYLE STUDY
If you Google “vintage wedding invitation” you will find quite a variety of ideas, which is why it is difficult to pinpoint a direction without more description from a “vintage” style request. Below is a super brief art history outline, including references paired with found-examples of how graphic elements might be used in the application of the modern “vintage” wedding invitation:
FRENCH BAROQUE
Circa 1600s-1700s.
Features gaudy leaf-like embellishments or borders that mimic interior
architectural elements of the French Baroque period.
INDUSTRIAL REVOLUTION
Circa early 1800s.
Contrasted typography with very fine-lined embellishments, often referred to as “circus themed,” this style was prevalent in the 1800s when the printing processes of the industrial revolution lead to more freedom in type and graphic layouts. The result was used most for ornately designed advertisements, featuring detailed illustrations and “big headline” text treatments.
ART NOUVEAU
Circa late 1800s-1900s.
The nouveau style is inspired by natural forms, mostly in flowers and plant motifs, but also set within a very curvy and organic structure. Our La Meuse baby announcement is a great example too.
ART DECO
Circa 1920s-1940s.
This eclectic style, often confused with Art Nouveau, was inspired by imagery and architecture of the Machine Age. It is often characterized by rich colors, bold geometric shapes, and lavish ornamentation.
(Invitation by Ceci New York.)
CONTEMPORARY
Circa 1950s-present.
There’s a huge range of contemporary art ranging from Pop Art to Minimalism and more, but most modern/vintage references reflect a minimalist style, characterized by a flatter, boldly colored illustration style and a simplification of typography. (Invitation by Coeur Noir Specialty Printers)
RETRO
Present
“Retro” refers to new artwork that self consciously is inspired by stylings of past eras (not limited to 1950s and 1960s references, a common misconception), paired with in-trend elements of design layout. This style has a fresh, modern twist on whatever older style is being referenced.
As you can see, there is quite a variety of creative fodder here, in this extremely abbreviated study. There are many more ideas from countless cultures and ages, because art history goes back to, well, the beginning of all time! In fact, this week I’m working with a couple on a unique design inspired by ancient Greek architecture and their beautifully silhouetted pottery designs. There are lots of gorgeous eras that never get touched when it comes to invitation design references.
I love to encourage customers to try new things that fit with their vision and that break the Trend Mold, especially if it’s in their best interest where individuality is concerned. Talking historics is sort of my nerdy pleasure, so I always welcome projects willing to delve into the glorious wonders of historical art. It brings a deeper level of thoughtfulness and curiosity, as well as a very high end appeal to paper goods for any upscale event.