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Branding the Revival of Knowledge

Branding the Revival of Knowledge In 1759, a patented University Press was established in Leuven. This article examines the historical context in which the idea of a university press took root. It describes into more detail the roles played by the university librarian Corneille-François Nelis and by the head of the Privy Council in Brussels, Patrice-François de Neny. Their correspondence proves that the librarian in particular considered the new press as an instrument to improve the quality of academic publishing, not least by paying the utmost attention to the typographic design of the press’s publications. Nelis introduced neoclassical aesthetics in the typographical world of the southern Low Countries. His views call to mind the concept of branding. The article then explores how this modern concept can be used to better understand the press’s marketing strategy during its first years, and to explain why it failed to realize the ambitions of its founders. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Quaerendo Brill

Branding the Revival of Knowledge

Quaerendo , Volume 45 (3-4): 273 – Nov 23, 2015

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Publisher
Brill
Copyright
© Koninklijke Brill NV, Leiden, The Netherlands
ISSN
0014-9527
eISSN
1570-0690
DOI
10.1163/15700690-12341327
Publisher site
See Article on Publisher Site

Abstract

In 1759, a patented University Press was established in Leuven. This article examines the historical context in which the idea of a university press took root. It describes into more detail the roles played by the university librarian Corneille-François Nelis and by the head of the Privy Council in Brussels, Patrice-François de Neny. Their correspondence proves that the librarian in particular considered the new press as an instrument to improve the quality of academic publishing, not least by paying the utmost attention to the typographic design of the press’s publications. Nelis introduced neoclassical aesthetics in the typographical world of the southern Low Countries. His views call to mind the concept of branding. The article then explores how this modern concept can be used to better understand the press’s marketing strategy during its first years, and to explain why it failed to realize the ambitions of its founders.

Journal

QuaerendoBrill

Published: Nov 23, 2015

Keywords: publishing history; university history; typographic design; neoclassical typography; Corneille-François Nelis; Patrice-François de Neny; Leuven University Press

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