William Addison Dwiggins is credited with being the first to use the term 'graphic designer.' He studied at the Frank Holme School of Illustration, Chicago, with the designer Frederic W. Goudy. He worked as a freelance designer in Massachusetts for several years before meeting Alfred A. Knopf in 1923. For thirty years he designed over three hundred books for Knopf. Allowed to experiment with design, format and paper he helped to define Knopf's reputation of design excellence. In addition to his work for Knopf, he designed many books for several private presses and other publishers. Among these is the famous design for H. G. Wells' Time Machine done for Random House. He wrote Layout in Advertising in 1928 which was long considered a standard in the field. Along with book design he was a successful type designer for Merganthale -linotype. Of eighteen type faces designed, his Caledonia (1938) and Electra (1935) are considered two of the most outstanding and popular type in the United States. Dwiggins life as a designer expanded beyond his professional life as well. In his spare time he created a revolutionary system in the use of marionettes as well as his own marionette theatre and characters.