Using traditional printing techniques to present our new branding project

Linocut is a traditional printing technique, a variant of woodcut in which a sheet of linoleum is used for a relief surface. The principal in linocut printing, was invented as a floor covering in the late 1800s and gained popular use as a printmaking material shortly after. Linoleum printing technique was used first by the artists of Die Brücke in Germany between 1905 and 1913, where it had been similarly used in wallpaper printing, and became widely used amongst the German Expressionist. It became popular amongst woodcut printmakers as a less expensive option and owing to its softer, non grainy texture and ease of use.

Artists with huge reputation such as Picasso began using linoleum for printmaking in the 1950s, and so its popularity grew and is today considered one of the most enjoyable printmaking techniques.

Our passionate designer Ani, who likes to experiment different techniques suggested to use linoleum printing to present our new branding for the Saroyan Hipster Shop.

Linocut printing is a form of relief printing, and therefore belongs to the same printing family as woodcut.

After first mounting a layer of linoleum on a piece of wood, the designer, then carves a design out of the linoleum using a handheld gouger; the remaining raised areas correspond to the design in the final print. The sheet is then covered with ink using a roller and pressed onto a piece of paper or fabric by hand or using a press. This transfers the design of the inked linoleum onto the paper, creating the final print.

Unlike woodcut printing, linoleum doesn’t have the same uneven texture as a wood block. This not only makes it much easier to cut, but also gives the resulting print a smoother, and more controlled surface. Strong contrasts can be created, which results in very bold, graphic and amazing prints. Beautiful!

Fashion and fabric designers are making bespoke wallpapers, clothes and lampshades.

If you are a designer of illustrator, who is tired of staring at a computer screen all day, you have to try it. All you need is a sheet of linoleum, gouger, inks and roller. Good luck :)

Stay tuned for our Saroyan branding portfolio photos ;)

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