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                <title>The Yellow Nineties Online</title>
                <title>The Magazine of Art, January 1897</title>
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                <editor>Lorraine Janzen Kooistra</editor>
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                        <editor>Marion Harry Spielmann</editor>     
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                        <title level="j">The Magazine of Art</title>
                        <title level="a">At the Sign of the Dial</title>
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                            <pubPlace>London</pubPlace>
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                            <date>January 1897</date>
                            <biblScope>"At the Sign of the Dial." Rev. of <emph rend="italic">The Dial</emph>,
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                    verbal and visual printed material, including non-referential physical elements such as
                    bindings, page layouts, and ornaments. We view any text as the outcome of collaborative
                    processes that have specific manifestations at precise historical moments.
                    The Yellow Nineties Online publishes facsimile editions of a select collection of fin-de-
                    siècle aesthetic periodicals, together with paratexts of production and reception such as
                    cover designs, advertising materials, and reviews. This historical material is enhanced
                    by two kinds of peer-reviewed scholarly commentary: biographies of the periodicals’
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                    experts in the field. All scholarly material on the site is vetted by the editor(s) and peer-
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                    tag sets. In order to make ornamental devices, such as initial letters, head- and tail-
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                    website is always in process; Phase One of The Yellow Nineties Online (2010-2015) is
                    completed and Phase Two (2016-2021) is underway. </p>
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            <head>
                <title level="a"><emph rend="bold">AT THE SIGN OF THE DIAL. MR RICKETTS AS A BOOK-BUILDER.</emph></title>
                
            </head>
            
            <p>BY <ref target="#GWH">GLEESON WHITE</ref></p>
            
            <p>
                <!-- [ornamental T] -->THE quality which has distinguished 
                <ref target="#CRI">Mr. Ricketts's</ref> work from the 
                first is “personality.” 
                In Art, personality is but another name for originality; 
                and, as in life, there are two sorts. The one fostered by ignorance, 
                whether of social amenities or precedent; the other restrained 
                or fantastic, pedantically simple or complex and profound, is 
                alike based upon sound knowledge, which is power.
                </p>
            
            <p><emph rend="indent"></emph>To-day a few designers, anxious 
                for a short cut to success, appear to think 
                that if they follow the track of a single predecessor 
                they can slip through the thorn-brake with no personal 
                effort and succeed 
                in awaking the sleeping beauty. But the path must be 
                cleared anew for himself by every true artist, who 
                disdains the solitary trail 
                as much as the common highway; for by either route 
                a traveller will find when he reaches his goal that 
                the prince has already carried 
                off the prize.
            </p>
            
            <p><emph rend="indent"></emph>Mr. Ricketts is himself always. 
                It is open to dislike his aims; but common fairness 
                must admit that they are his own, and owe 
                little to any predecessor. Of the school of 
                <ref target="#DRO">Rossetti</ref>&#8212;does 
                someone whisper? Yes, in one sense; but only in the sense that the 
                younger Pre-Raphaelite has learned from the sources 
                whence the earlier drew his inspiration, and first 
                gave expression to a certain 
                intensity new to English art. Besides, 
                Rossetti&#8212;maker of poems and pictures&#8212;was 
                not to any extent a designer of books, and it 
                is in that aspect we are considering Mr. Ricketts here.
            </p>
            
            <p><emph rend="indent"></emph>In one aspect of his art Mr. 
                Ricketts appears distinctly akin to Rossetti, for he is 
                dowered with the highly nervous temperament 
                which feels the commonplace as positive pain. Most of us 
                can hardly suffer gladly the reiteration of a monotonous 
                note in a bell 
                or the foolish ineffectual whine of a chained puppy. 
                The repeated sound provokes a disproportionate sense 
                of irritation. It is 
                told of Walter Savage Landor that he hated mixing 
                indiscriminately with his fellows because the 
                platitudes which they uttered 
                inflicted actual torture. “Fancy,” he said on one 
                occasion, “if I chanced to be sitting by the sea, 
                and a stout motherly female 
                came and sat beside me, and, as a steamboat came 
                in sight, said - “Lor, sir! what should we have 
                thought of that when we were 
                young?” The fatuous astonishment of the average 
                person at something that he recognises, but cannot u
                nderstand, is as maddening 
                to a thinking man, as the same person's 
                self-satisfied familiarity with other wonders 
                which are equally beyond his comprehension.
            </p>
            
            <p><emph rend="indent"></emph>It is hard that no 
                word exists to describe accurately the builder 
                of beautiful books. “Editor” or “publisher” expresses too much. 
                The architecture of book-building is at once an art 
                and <!-- [image: Reduced from “Daphnis and Chloe” (Drawn by Charles Ricketts.)] -->
                a science, and in many respects would show 
                a near parallel to the third of the fine arts which 
                is included in that trinity of 
                which many believe that the last is also greatest. 
                But it is wiser to accept them as co-equal.
            </p>
            
            <p><emph rend="indent"></emph>Now most people still 
                express surprise at the marvels of printing; and 
                still show apparent satisfaction with the meanest and 
                ugliest examples of that art, which, they recognise, 
                has done so much to change the life-history of the world. 
                They will gaze 
                in open-mouthed astonishment at so many thousand copies 
                an hour being thrown off steam presses, and yet purr with satiated 
                approval over the hideous volume which is the result 
                of all this applied mechanism.
            </p>
            
            <p><emph rend="indent"></emph>The artist is always amazed, 
                and is for ever appalled, by common accidents of light 
                and movement which do not excite the 
                man in the street in the smallest degree. The emotions 
                which move an artist to joy or grief seem the veriest 
                trifles to the 
                orthodox British citizen; while all the toys of 
                the taxpayer&#8212;politics, religions factions, and 
                other burning questions&#8212;
                interest the artist rarely, and seldom deeply. This 
                may seem discursive; but unless you are willing to realise that to
                an artist's eyes the production of a beautiful book is worthy 
                of as much patient study as 
                the result of an international cricket match, the passing of
                a Bill through Parliament, or the shibboleth of one sect as 
                opposed to the shibboleth of another&#8212;until one is ready 
                to allow that the subject which attracts him interests him as 
                honestly and wholly as these other matters interest the larger 
                number, it were foolish to consider seriously a few volumes 
                issued under the direct control of a young artist.
            </p>
            
            <p><emph rend="indent"></emph>The art of producing a book differs 
                in infinitesimal degree only, whether it be a cheap and nasty 
                edition or a masterpiece 
                that satisfies the most exacting critic. The possible variations 
                allowed in good Roman type are few and exquisitely slight; 
                the paper is necessarily paper, merely a poor quality for a 
                bad book and a fine quality for a good one. Every page has margins: 
                those produced by artists&#8212;of the past or present&#8212;are 
                finely proportioned; the rest are left to chance. The ink 
                is nominally 
                black in each case : in the fine book it is really black; 
                in the badly-printed one sometimes black, sometimes a dull neutral 
                colour. The ugly book is usually, though not always, unreadable 
                in some degree; its pages are often shiny and its type thin 
                and meagre. But, after all, the possible difference between a 
                beautiful book and a book of no beauty at all is a matter of 
                surfaces, tones, and fractional variations of 
                measurement&#8212;all trifles of small importance to the 
                practical man of business.
            </p>
            
            <p><emph rend="indent"></emph>But we must remember that 
                trifles rule the world; a fraction of difference in the 
                curve of an eyebrow, or the contour of a 
                nose, separates a Cleopatra from a commonplace dowdy. In 
                Art there is no such thing as a trifle; every item of perfection 
                must be prefect, and only those who know the thousand and 
                one errors which <!-- [image: Reduced from “Daphnis and Chloe.” (Drawn by Charles Ricketts.)] -->
                would, any one of them, mar a perfect book, can appreciate the 
                result. The right thing often looks the easiest ; but if it be 
                the most direct way to produce the result, as it often is, 
                the natural depravity of animate nature has to be fought in every one 
                of the thousand possible shortcomings. In short, the 
                renovation of the book from its normal ugliness to a thing 
                satisfactory in 
                every respect must concern its every particle. It must 
                not be confounded with the pretty book&#8212;a thing with 
                a charming cover 
                and &#230;sthetic illustrations. From the more serious point 
                of view “the book” can dispense with these adjuncts, and become 
                beautified by reason of its proportions and essential 
                decorations. There is much decoration at present, good 
                in itself that 
                does not beautify the book; in borders, for instance, 
                you constantly find many young artists have not 
                learned how to turn corners.
            </p>
            
            <p><emph rend="indent"></emph>Logical efforts to produce 
                a beautiful book are at present the secret of England. 
                In France, Holland, and Belgium they know 
                this well enough. This was apparent at the exhibition 
                of <emph rend="italics">Le Livre Moderne</emph> in Paris; 
                although the Kelmscott editions do not 
                seem to have been treated there so seriously as their 
                importance warrants, and Mr. Ricketts’s books were 
                practically unrepresented.
            </p>
            
            <p><emph rend="indent"></emph>As the Vale Press books 
                owe everything except the actual presswork to Mr. 
                Ricketts, who is responsible for the type, the build 
                of the page, the paper with its “Vale” watermark, 
                the illustrations and decorations, and the bindings, 
                it will be best to trace 
                the evolution of these editions from earlier volumes 
                which were only partially under his control.
            </p>
            
            <p><emph rend="indent"></emph>Of these, the first number of 
                “The Dial” is, I believe, the earliest; and the plan of 
                this sumptuously-printed quarto reveals 
                attention to those details of book-building which later 
                works develop more fully. The prospectus to announce 
                “The Dial,” No. 1, 
                and that to proclaim the advent of No. 3, are 
                delightfully original; indeed, with all respect 
                for Mr. Ricketts’s later aims, 
                one can hardly restrain a certain amount of regret 
                that the invention displayed in arranging ordinary 
                types in well-balanced 
                masses has been set aside for a stricter adherence 
                to the canons laid down by the early Italian and 
                other master book-builders 
                of the past. “The Dial,” No. 1, appeared “from 
                the Vale, Chelsea,” in 1889; No. 2 in February, 1892; 
                No. 3 in October, 1893; 
                and No. 4, with the imprint “Hacon and Ricketts,” in 1896.
            </p>
            
            <!-- [image: Reduced from “Nimphidia,” (By Michael Drayton. Vale Press Edition.)] -->
            
            <p><emph rend="indent"></emph>The earliest book produced 
                under Mr. Ricketts’s entire control is “Silver-Points” 
                (Lane, 1891)&#8212;a tall thin octavo, which, in 
                its dainty cover (designed by Mr. Charles H. Shannon), 
                is a treasure to collectors and a continual joy to the 
                lover of fine books. 
                Several points in it, then entirely fresh in modern 
                book-making, deserve mention. The poems are all in 
                italic, except the initial 
                letter of each line, which is Roman; the titles are 
                in Roman capitals; the dedication in smaller-sized 
                capitals, the whole 
                packed tightly together, with margins that fulfil 
                the established rule of the great printers&#8212;that 
                is, narrowest on the inner 
                side, the outer margin double the width of the inner, 
                the top still more ample, and the lower wider still. 
                Except that a simple 
                decoration surrounds a few of the initials, there is 
                not a spot of ornament in the whole book, which owes 
                its beauty entirely 
                to the arrangement of the type. In “A House of 
                Pomegranates” (Osgood, McIlvaine, 1891)&#8212;as 
                the prospectus duly announced&#8212;
                “the design and decoration of the book are by C. 
                Ricketts and C.H. Shannon.” Here we find that the 
                pictures are deliberately 
                planned to decorate the page, and that certain roundel 
                designs are dotted here and there on the margins for 
                the same purpose. 
                Other books, notably “Grimm’s Fairy Tales,” with Mr. 
                <ref target="#WCR">Walter Crane’s</ref> designs, had long before attempted to 
                bring the illustration 
                to accord with the type-page; but this is nearer the 
                ideal, for the massing of the type itself seems to 
                have been more thoroughly 
                supervised by the artist. “Lord Arthur Savile’s 
                Crime” (ditto) and “The Bard of the Dimbovitza” 
                (ditto) also show strong trace 
                of Mr. Ricketts’s influence in their title-pages.
            </p>
            
            <p><emph rend="indent"></emph>But these preliminary 
                efforts must not be dwelt upon. With “Daphnis and 
                Chloe,” a quarto volume, we encounter what is said to 
                be the first book published in recent times with 
                woodcuts by the artist, in a page arranged by himself. 
                It must not be forgotten 
                that Mr. Ricketts is distinctly a revivalist 
                <!-- [image: (From an unpublished block.)] -->of original engraving, 
                never common at any period. Mr. W. J. Linton 
                admits only two original wood-engravers in the sixteenth 
                century. One of the blocks reproduced here will 
                convey an idea of the “Daphnis and Chloe,” which 
                is modelled obviously on the 
                “Hypnerotomachia” (Venice, 1499) and other books 
                of that period. Not a few people have blamed Mr. 
                Ricketts severely for his 
                faithful adherence to the manner of the early 
                Italians; and a few of these have at the same 
                time approved equally faithful 
                imitations of books of another race and time. 
                The question is purely a matter of taste; but 
                in choosing the Italians as models 
                to follow, Mr. Ricketts stands alone at present. 
                Not a little decorative book-making inspired by 
                Teutonic and other early fashions 
                has been put forth of late years; but so far my 
                inquiries have discovered no modern book 
                which has been directly inspired by the 
                Florentine Rappresentazioni.
            </p>
            
            <p><emph rend="indent"></emph>“Hero and Leander,” issued 
                in 1894, an octavo, is conceived in a different manner, 
                and cannot be traced to the direct influence 
                of any predecessor. The type of beauty which Mr. 
                Ricketts adopts in its illustrations it not one 
                that appeals to the lovers of 
                the quaint or the pretty, who may be repelled by 
                its severely archaic lines and the decorative 
                intention which depicts a 
                strangely fantastic ideal of humanity. To-day, 
                when realism and imitation are dominant, the 
                deliberate intention of an artist 
                to make his subject express the idea he wishes 
                to convey with a rigid convention, without binding 
                himself to the canons of 
                academic draughtsmanship is apt to be taken as treason. 
                But those who are offended should remember that a draughtsman of Mr. 
                Ricketts’s ability does not err (if he err at all) 
                through ignorance or carelessness. Emotion, passion, 
                and the decorative 
                pattern of his design sway him most; and to that end 
                he evolves types of humanity which are not common, 
                and proportions which 
                do not agree with the record of the Kodak.
            </p>
            
            <p><emph rend="indent"></emph>In “The Sphinx” (1894)
                &#8212;a delicately-wrought small-quarto, clad 
                in white and gold, and printed in red, green, and black&#8212;
                the illustrations are still more severe and 
                are certainly entirely remote from the direct 
                influence of any work past or present. 
                The artist, I believe, ranks this as one of his 
                most satisfactory works; and caviare though it 
                must needs be to the average 
                taste, its singular beauty needs no praise here. 
                The absence of sensuousness in designs that are 
                passionate in intention is 
                peculiarly noticeable. But for the moment we may 
                regard the illustrations of these three books as a side issue; except in 
                one very important factor: the quality of their 
                line, and the amount of white paper left untouched, 
                which has been<!-- [image: (From an unpublished block.)] --> 
                entirely with regard to the effect in juxtaposition with 
                the type. This is a point which Mr. Ricketts considers to be of the 
                highest importance. It is the build of the page, the 
                relation of the “colour” of the engravings to the type, 
                and the symmetry 
                of the whole volume, which he insists upon; and in 
                these respects any person who has studied the beauty 
                of a well-planned book 
                cannot fail to be interested, even if the result is 
                unlike his previously accepted ideal.
            </p>
            
            <p><emph rend="indent"></emph>But all these volumes are only 
                steps in the history of the Vale press, and do not represent 
                <!-- [image: From “The Sphinx.” (Drawn by Charles Ricketts.)] -->
                the ideal which Mr. Ricketts wished to attain. In 1896 
                the results of long experiments were made public, and the firm of 
                Hacon and Ricketts was established. At present its publications 
                are confined to books decorated, not illustrated; unless 
                an occasional frontispiece entitles certain volumes to be considered.
            </p>
            
            <p><emph rend="indent"></emph>For these Mr. Ricketts designed 
                a special type, and carried out an idea he had projected 
                for a long time. The type has 
                already been the theme of dispute and has betrayed 
                many hasty critics into rash statements. The possible 
                innovations in 
                a fount confessedly based on the precedent of the 
                best Italian alphabets leave little room for violent 
                novelty. One set 
                of critics has objected to the style as too imitative; 
                others have found it too novel. But no critic so 
                far seems to have 
                been sufficiently impressed by its fundamental idea. 
                Mr. Ricketts believes that the plan on which all letters should be 
                based is that of the perfect circle or the perfect square; 
                it matters not which geometrical form you choose, since a certain 
                number of letters&#8212;M, L, H, and the like&#8212;demand 
                a parallelogram, and others&#8212;C, G, Q, O&#8212;an 
                ovate or circular plan. If 
                to draw this distinction between types based on the oval 
                or the circle appear a mere quibble, we must remember that the 
                difference between the Byzantine and Pointed styles, 
                which divide architecture into two great sections, is one of similar 
                limit. There is all the difference in the world, to a 
                specialist in types, between a small “b,” “g,” or “o” that follows 
                the circle [&#9711;] and one that is planned upon an 
                oval [O]. I wish to emphasise this point, because I know 
                that the designer 
                regards it as vital; and I, for one, agree entirely
                with his estimate of its importance. The question of “seriffs” and 
                the angles of certain strokes: whether a W consists 
                of interlaced V’s, or of two connected only by the seriff; whether 
                the seriffs of a capital T  are vertical, or slant divers 
                ways, or parallel&#8212;all these are secondary matters, but the 
                plan of the letter is not secondary.
            </p>
            
            <p><emph rend="indent"></emph>In the beautiful Kelmscott type, 
                as in the famous Foulis founts and other notable instances, 
                the O is ovate, and all other letters 
                agree with it. In Mr. Ricketts’s “Vale” type the square and 
                the circle dominate every letter. If this distinction be passed 
                over as unimportant, further contention is useless. 
                But on this point no compromise can be entertained. 
                If it be unimportant 
                whether the arch is a semicircle, or planned, like 
                Euclid’s first problem, upon the intersection of
                circles, then it matters 
                little. But so long as architecture is separated 
                by such a structural difference, it follows that 
                an O based on a circle, 
                or an H based on a perfect square, must be 
                entirely unrelated to the ovate O or the oblong 
                H. When taste is in question, 
                one allows the adversary equal vantage; but when 
                geometry comes in, axioms must be observed. Therefore the ill-founded 
                assertion that Mr. Ricketts’s type copies any modern 
                fount cannot be allowed. You may dislike his symbol for the ordinary 
                “&#38;,” or dispute over the beauty of his seriffs 
                and the oblique strokes of certain letters; but 
                if you maintain that 
                a circle and an oval are practically alike, 
                the question of these nicer points need not be raised.
            </p>
            
            <p><emph rend="indent"></emph>The Vale Press, with its own type, its own paper with 
                its own watermark, has so far produced a comparatively small number 
                of books; but a few<!-- [image: Initial and Culs-de-lampe (By Charles Ricketts)] --> 
                months could hardly 
                be expected to yield a hundred volumes. The output 
                before the autumn holidays<!-- [image: (From an Earlier Drawing by Charles Ricketts.)] --> 
                of 1896 comprises “The Early Poems of Milton,” 
                “The Poems of Sir John Suckling,” “The Nimphidia” 
                by Michael Drayton, 
                “Spiritual Poems” by <ref target="#JGR">John Gray</ref>&#8212;
                all with frontispieces, borders, and initial letters, 
                designed and cut on the wood 
                by Charles Ricketts; also “Epicurus, Leontine, and 
                Ternissa,” by W.S. Landor, with a border designed 
                and cut by the same artist.
                It would be easy to draw up a plea for the appreciation 
                of this effort; but to do so, since a commercial enterprise is 
                by the force of circumstances allied with an artistic 
                experiment, would be so forsake a platonic attitude of disinterested 
                appreciation, and descent to the puff oblique. As one 
                who has had the privilege of seeing many of Mr. Ricketts’s 
                experiments at early stages, I can unhesitatingly 
                record his fervid anxiety to leave nothing undone that 
                shall perfect 
                his books according to the ideal he has developed. 
                The aspect in which they concern us is the &#230;sthetic 
                result. The type 
                is legible, the printing by Messrs. Ballantyne 
                as good as one could wish, the paper and all the details 
                which complete a 
                volume show the uttermost care. Of the bindings nothing 
                has been said, not only because Mr. Ricketts’s designs for cloth 
                covers deserve a paper to themselves, but because 
                they have been hitherto applied to books not 
                entirely under his control. 
                The Vale editions (the Suckling excepted) are 
                clad in sober paper boards, or white buckram, 
                with simple labels. His 
                effort deserves the sympathy of all interested 
                in the applied arts: and if this ideal be not 
                theirs, let them be quite 
                sure first whether it is not even better; and 
                if they satisfy themselves it is not, then one 
                might ask why only one ideal 
                of a beautiful book is to be entertained.<!-- [image: (From an Early Drawing by Charles Ricketts.)] -->
                </p>
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