Trade Card for John Hancock, Engraver, Letter Press & Copper Plate Printer 1818

This is a trade card for John Hancock, Engraver, Letter Press & Copper Plate Printer. The card, made with ink on laid paper, presents a fascinating study in semiotics and visual communication. The composition relies heavily on text, arranged in a manner that balances clarity with decorative flourish. The varying typefaces and sizes create a hierarchy, drawing the eye to key information like Hancock’s name and profession. The curvilinear forms of the script contrast with the blockier, capitalized words, adding a layer of visual complexity. The overall structure organizes information, it's a sophisticated attempt to communicate a message. Ultimately, the trade card destabilizes the line between commercial utility and artistic expression. It uses semiotic tools – language and typography – to construct a brand identity. We can see how the design of this trade card, seemingly straightforward, embodies the complex interplay between form and function.