We’ve all been there: The deadline is looming, the
budget is tight, and no images are readily available
to use for the project. Lacking time or money for
original illustration and absent a decent photo bank,
some forward-looking designers are gazing backward
and using vintage imagery … and having fun
researching just the right art.
Vintage visuals are a natural choice in situations
such as marking company anniversaries or commemorating
historic events. But old images can be
a designer’s life-saver in other contexts as well, like
when a feeling of stability or tradition is desired or to
depict a then vs. now concept, for example.
Historic graphics are abundant and readily available.
A variety of websites and stock houses sell old
photographs, steel engravings, woodcuts, and clip art
from printed catalogs or online. Some images—such
as da Vinci’s “Mona Lisa”—have essentially become
public domain and have been used many times over
(in both original and altered forms), without the payment
of royalties or usage fees. There are plenty of
other ways of obtaining vintage images for modernday
uses, including:
Garage sales
Many garage and moving sales feature stacks of old
photographs and discarded family albums. Although
the photos or illustrations and drawings are usually
not professional quality, they can be a source of
inspiration for the right project. An added bonus:
combing through the piles of snapshots can be profitable:
Daguerreotypes, tintypes, and ambrotypes—
all forms of early photographic processes—still turn
up at garage sales. Prices typically range from $5 to
$20; these same items have been offered at auctions
from $200 to $600!
Dealers
Antique stamps, postcards, record albums, book
jackets, and packaging can all be fodder for befuddled
designers on deadline or with small budgets.
Find dealers in antique malls or in Yellow Pages
listings by category. Many also have websites and
participate in online auctions.
Old publications
High school yearbooks, old magazines, and out-ofdate
encyclopedias can contain a bonanza of historical
reference material. While a scan from a book
may not yield superior reproduction, depending
upon what effect you’re hoping to achieve, it might
fit the bill perfectly.
Online auctions
In addition to searching for “vintage photographs,”
or “old postcards,” by entering keywords directly
related to your topic you can sometimes find just the
image you are searching for.
Newspapers and publishers
News publications generally have very organized
and well-catalogued archives. Some publications will
allow researchers access to the files and will make
duplicate photos available for a fee; this is particularly
true of small-town publications.
Historical societies and museums
Many state, county, or community historical societies
have archives that include photos and original
historic documents such as handwritten legislative
bills, deeds, and historic memorabilia. Local historical
organizations are especially good resources if you
need images from a specific geographic region.
Client archives
Some organizations are very good about documenting
their own histories, and some even have a person
or department that is charged with archiving
images, ephemera, and artifacts. If your client
does not have such resources available, check with
the associations they belong to; it’s possible that
a related trade organization may possess items of
relevance to your project. For an example of this
approach in action, see my article “Talking P.E.O.”
in the Feb/March 2006 issue (V11N1).
The family attic
Sometimes the image you need is right under your
nose … or your feet!
Once you’ve found a suitable image, you’ll want
to be sure you have the right to use it. While a complete
discussion about copyright law is not possible
here, there are a few things to be aware of and to
think about:
Laws may vary by state.
Images of public figures, for example, may be
affected by state statutes about publicity and privacy.
Don’t assume that what has been done in one area
of the country can be done without risk somewhere
else. If you’re thinking about using the likeness of
a person or a work of art that may be protected by
copyright, check to see if there are ownership issues
associated with the work.
“Public domain” can be elusive.
There are four categories of works that are found
within the public domain. First, the public domain
is made up of works that do not meet the statutory
requirements for copyright. The second category
includes all works published in the United States on
which the copyright has expired; these are no longer
eligible for copyright protection. The third category
is made up of works in which the author never
claimed copyright. U.S. documents comprise the
fourth category. If you’re uncertain about the status
of an image you’re considering, it’s a good idea to do
some additional research.
How much risk are you willing to take?
Works that are copyrighted have a bundle of rights
associated with them. The owner of the copyright
has the exclusive right to reproduce and distribute
the work. There may be some instances when you
recognize that you might be in copyright violation,
but you decide to take the risk and go ahead anyway.
This might include using a protected likeness
or image in a one-off situation, such as on a sign at a
church potluck, or even on an extremely limited-use
basis such as an invitation to a small private party.
But widespread or commercial use of a protected
image puts both you and your client at risk. If you
have any doubt at all, check with an attorney or
your client’s legal department.
For a more in-depth discussion of what designers
need to know about copyrights and trademarks,
check out Shel Perkins’ excellent series of articles on
these and related issues.
Recommended
resources
The Public Domain:
How to Find and
Use Copyright-Free
Writings, Music, Art
& More, by Stephen
Fishman, $29.74, Nolo
Getting Permission:
How To License &
Clear Copyrighted
Materials Online &
Off, by Richard Stim,
$29.74, Nolo
University of California
Image Service Collections
The National Archives
Archival Research Catalog (ARC)
Library of Congress—American Memory
Associated Press Photo Services
The New York Times Store
