Graphic Design in Scotts Valley, CA
About Graphic Design
Graphic design is the process of visual communication and problem-solving through the use of typography, photography, and illustration. The field is considered a subset of visual communication and communication design, but sometimes the term “graphic design” is used synonymously. Graphic designers create and combine symbols, images and text to form visual representations of ideas and messages. They use typography, visual arts, and page layout techniques to create visual compositions. Common uses of graphic design include corporate design (logos and branding), editorial design (magazines, newspapers and books), wayfinding or environmental design, advertising, web design, communication design, product packaging, and signage.
The term graphic design was coined by William Addison Dwiggins in 1922. However, the origins of graphic design can be traced from the origins of human existence, from the caves of Lascaux, to Rome’s Trajan’s Column to the illuminated manuscripts of the Middle Ages, to the neon lights of Ginza, Tokyo. In “Babylon, artisans pressed cuneiform inscriptions into clay bricks or tablets which were used for construction. The bricks gave information such as the name of the reigning monarch, the builder, or some other dignitary”. This was the first known road sign announcing the name of the governor of a state or mayor of the city. The Egyptians developed communication by hieroglyphics that used picture symbols dating as far back as 136 B.C. found on the Rosetta Stone. “The Rosetta stone, found by one of Napoleon’s engineers was an advertisement for the Egyptian ruler, Ptolemy as the “true Son of the Sun, the Father of the Moon, and the Keeper of the Happiness of Men””  The Egyptians also invented papyrus, paper made from reeds found along the Nile, on which they transcribed advertisements more common among their people at the time. During the “Dark Ages”, from 500 AD to 1450 AD, monks created elaborate, illustrated manuscripts.
About Scotts Valley, California
Scotts Valley is a small city in Santa Cruz County, California, United States, about thirty miles (48 km) south of downtown San Jose and six miles (10 km) north of the city of Santa Cruz, in the upland slope of the Santa Cruz Mountains. As of the 2010 census, the city population was 11,580. Principal access to the city is supplied by State Route 17 that connects San Jose and Santa Cruz. The city was incorporated in 1966. Scotts Valley is named for John Scott, who discovered gold at Scott’s Bar.
Approximately ten thousand years ago there was a lake in the lowest elevation of Scotts Valley, and Paleo Indians lived near its shores. The lake receded to form a peat bog. Later, around 2000 BC, Ohlone people occupied areas along the remaining creeks, spring and seep areas, along with permanent and seasonal drainages, and on flat ridges and terraces. Therefore, areas along watercourses are considered likely locations for prehistoric cultural resources. Several watercourses, including portions of Carbonera Creek, Bean Creek, MacKenzie Creek and the San Lorenzo River, are within the city. Permanent villages were usually placed on elevations above seasonal flood levels. Surrounding areas were used for hunting and seed, acorn, and grass gathering.
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