{"id":2947255,"date":"2025-11-06T12:51:18","date_gmt":"2025-11-06T20:51:18","guid":{"rendered":"https:\/\/www.esri.com\/arcgis-blog\/?post_type=blog&p=2947255"},"modified":"2025-11-06T12:51:18","modified_gmt":"2025-11-06T20:51:18","slug":"the-seventies-revisited","status":"publish","type":"blog","link":"https:\/\/www.esri.com\/arcgis-blog\/products\/arcgis-living-atlas\/mapping\/the-seventies-revisited","title":{"rendered":"The \u2018Seventies\u2019 Revisited"},"author":4491,"featured_media":0,"parent":0,"menu_order":0,"comment_status":"open","ping_status":"closed","template":"","format":"standard","meta":{"_acf_changed":false,"_searchwp_excluded":""},"categories":[22941],"tags":[780892,23171,23201,40161,29031],"industry":[],"product":[36581],"class_list":["post-2947255","blog","type-blog","status-publish","format-standard","hentry","category-mapping","tag-1970s","tag-basemaps","tag-cartographic-design","tag-living-atlas-of-the-world","tag-vector-tile","product-arcgis-living-atlas"],"acf":{"short_description":"The 1970\u2019s saw some transition in design aesthetics, and this affected maps as well. Using Vector Tile Maps we can capture that shift easily.","flexible_content":[{"acf_fc_layout":"content","content":"

Here is a link to a comparison between two prototype 1970’s-themed<\/a>\u00a0basemaps<\/p>\n

I started the first of these maps as a bit of fun a couple of years ago, following-on from my Sixties-inspired \u2018Pop Art<\/a>\u2019\u00a0 basemap. It is a \u20181970\u2019s\u2019- inspired design, right down to ornate fonts and a burnt-orange\/avocado green palette. I remember the \u201870\u2019s palette well (I was in my late teens when it first appeared). I never quite got the avocado aspect, but I still have a sneaking regard for burnt-orange!<\/p>\n"},{"acf_fc_layout":"image","image":{"ID":2947275,"id":2947275,"title":"EarlySeventies","filename":"EarlySeventies.jpg","filesize":538090,"url":"https:\/\/www.esri.com\/arcgis-blog\/app\/uploads\/2025\/11\/EarlySeventies.jpg","link":"https:\/\/www.esri.com\/arcgis-blog\/products\/arcgis-living-atlas\/mapping\/the-seventies-revisited\/earlyseventies","alt":"Early 1970s basemap showing Central Europe","author":"4491","description":"","caption":"","name":"earlyseventies","status":"inherit","uploaded_to":2947255,"date":"2025-11-06 16:57:12","modified":"2025-11-06 16:57:42","menu_order":0,"mime_type":"image\/jpeg","type":"image","subtype":"jpeg","icon":"https:\/\/www.esri.com\/arcgis-blog\/wp-includes\/images\/media\/default.png","width":1500,"height":874,"sizes":{"thumbnail":"https:\/\/www.esri.com\/arcgis-blog\/app\/uploads\/2025\/11\/EarlySeventies-213x200.jpg","thumbnail-width":213,"thumbnail-height":200,"medium":"https:\/\/www.esri.com\/arcgis-blog\/app\/uploads\/2025\/11\/EarlySeventies.jpg","medium-width":448,"medium-height":261,"medium_large":"https:\/\/www.esri.com\/arcgis-blog\/app\/uploads\/2025\/11\/EarlySeventies.jpg","medium_large-width":768,"medium_large-height":447,"large":"https:\/\/www.esri.com\/arcgis-blog\/app\/uploads\/2025\/11\/EarlySeventies.jpg","large-width":1500,"large-height":874,"1536x1536":"https:\/\/www.esri.com\/arcgis-blog\/app\/uploads\/2025\/11\/EarlySeventies.jpg","1536x1536-width":1500,"1536x1536-height":874,"2048x2048":"https:\/\/www.esri.com\/arcgis-blog\/app\/uploads\/2025\/11\/EarlySeventies.jpg","2048x2048-width":1500,"2048x2048-height":874,"card_image":"https:\/\/www.esri.com\/arcgis-blog\/app\/uploads\/2025\/11\/EarlySeventies-798x465.jpg","card_image-width":798,"card_image-height":465,"wide_image":"https:\/\/www.esri.com\/arcgis-blog\/app\/uploads\/2025\/11\/EarlySeventies.jpg","wide_image-width":1500,"wide_image-height":874}},"image_position":"center","orientation":"horizontal","hyperlink":"https:\/\/www.esri.com\/arcgis-blog\/app\/uploads\/2025\/11\/EarlySeventies.jpg"},{"acf_fc_layout":"content","content":"

But then I started thinking\u2026 At least in the UK (where I was at the time) that style was \u2018early 1970\u2019s\u2019. By the end of the decade a \u2018punk\u2019 aesthetic was beginning to take over \u2013 much more anarchic and brutalist. So, this comparison includes a \u2018Late 1970\u2019s\u2019-themed basemap as a contrast.<\/p>\n"},{"acf_fc_layout":"image","image":{"ID":2947257,"id":2947257,"title":"1970's Basemaps","filename":"Seventies_SmallScale.jpg","filesize":519810,"url":"https:\/\/www.esri.com\/arcgis-blog\/app\/uploads\/2025\/11\/Seventies_SmallScale.jpg","link":"https:\/\/www.esri.com\/arcgis-blog\/products\/arcgis-living-atlas\/mapping\/the-seventies-revisited\/screenshot-90","alt":"Side-by-side comparison of an early-1970s basemap and a late-1970s basemap (small scale)","author":"4491","description":"","caption":"","name":"screenshot-90","status":"inherit","uploaded_to":2947255,"date":"2025-11-06 16:30:38","modified":"2025-11-06 16:32:30","menu_order":0,"mime_type":"image\/jpeg","type":"image","subtype":"jpeg","icon":"https:\/\/www.esri.com\/arcgis-blog\/wp-includes\/images\/media\/default.png","width":1500,"height":591,"sizes":{"thumbnail":"https:\/\/www.esri.com\/arcgis-blog\/app\/uploads\/2025\/11\/Seventies_SmallScale-213x200.jpg","thumbnail-width":213,"thumbnail-height":200,"medium":"https:\/\/www.esri.com\/arcgis-blog\/app\/uploads\/2025\/11\/Seventies_SmallScale.jpg","medium-width":464,"medium-height":183,"medium_large":"https:\/\/www.esri.com\/arcgis-blog\/app\/uploads\/2025\/11\/Seventies_SmallScale.jpg","medium_large-width":768,"medium_large-height":303,"large":"https:\/\/www.esri.com\/arcgis-blog\/app\/uploads\/2025\/11\/Seventies_SmallScale.jpg","large-width":1500,"large-height":591,"1536x1536":"https:\/\/www.esri.com\/arcgis-blog\/app\/uploads\/2025\/11\/Seventies_SmallScale.jpg","1536x1536-width":1500,"1536x1536-height":591,"2048x2048":"https:\/\/www.esri.com\/arcgis-blog\/app\/uploads\/2025\/11\/Seventies_SmallScale.jpg","2048x2048-width":1500,"2048x2048-height":591,"card_image":"https:\/\/www.esri.com\/arcgis-blog\/app\/uploads\/2025\/11\/Seventies_SmallScale-826x325.jpg","card_image-width":826,"card_image-height":325,"wide_image":"https:\/\/www.esri.com\/arcgis-blog\/app\/uploads\/2025\/11\/Seventies_SmallScale.jpg","wide_image-width":1500,"wide_image-height":591}},"image_position":"center","orientation":"horizontal","hyperlink":"https:\/\/www.esri.com\/arcgis-blog\/app\/uploads\/2025\/11\/Seventies_SmallScale.jpg"},{"acf_fc_layout":"image","image":{"ID":2947258,"id":2947258,"title":"Large scale 1970's basemaps","filename":"Seventies_LargeScale.jpg","filesize":1107439,"url":"https:\/\/www.esri.com\/arcgis-blog\/app\/uploads\/2025\/11\/Seventies_LargeScale.jpg","link":"https:\/\/www.esri.com\/arcgis-blog\/products\/arcgis-living-atlas\/mapping\/the-seventies-revisited\/screenshot-91","alt":"Side-by-side comparison of an early-1970s basemap and a late-1970s basemap (large scale)","author":"4491","description":"","caption":"","name":"screenshot-91","status":"inherit","uploaded_to":2947255,"date":"2025-11-06 16:33:05","modified":"2025-11-06 16:34:05","menu_order":0,"mime_type":"image\/jpeg","type":"image","subtype":"jpeg","icon":"https:\/\/www.esri.com\/arcgis-blog\/wp-includes\/images\/media\/default.png","width":1500,"height":591,"sizes":{"thumbnail":"https:\/\/www.esri.com\/arcgis-blog\/app\/uploads\/2025\/11\/Seventies_LargeScale-213x200.jpg","thumbnail-width":213,"thumbnail-height":200,"medium":"https:\/\/www.esri.com\/arcgis-blog\/app\/uploads\/2025\/11\/Seventies_LargeScale.jpg","medium-width":464,"medium-height":183,"medium_large":"https:\/\/www.esri.com\/arcgis-blog\/app\/uploads\/2025\/11\/Seventies_LargeScale.jpg","medium_large-width":768,"medium_large-height":303,"large":"https:\/\/www.esri.com\/arcgis-blog\/app\/uploads\/2025\/11\/Seventies_LargeScale.jpg","large-width":1500,"large-height":591,"1536x1536":"https:\/\/www.esri.com\/arcgis-blog\/app\/uploads\/2025\/11\/Seventies_LargeScale.jpg","1536x1536-width":1500,"1536x1536-height":591,"2048x2048":"https:\/\/www.esri.com\/arcgis-blog\/app\/uploads\/2025\/11\/Seventies_LargeScale.jpg","2048x2048-width":1500,"2048x2048-height":591,"card_image":"https:\/\/www.esri.com\/arcgis-blog\/app\/uploads\/2025\/11\/Seventies_LargeScale-826x325.jpg","card_image-width":826,"card_image-height":325,"wide_image":"https:\/\/www.esri.com\/arcgis-blog\/app\/uploads\/2025\/11\/Seventies_LargeScale.jpg","wide_image-width":1500,"wide_image-height":591}},"image_position":"center","orientation":"horizontal","hyperlink":"https:\/\/www.esri.com\/arcgis-blog\/app\/uploads\/2025\/11\/Seventies_LargeScale.jpg"},{"acf_fc_layout":"content","content":"

I\u2019m using them to reinforce a point that we\u2019ve been trying to push in presentations over the last few years \u2013 that there is no need for you to just accept the basemaps that we supply to you. Using the Vector Tile Style Editor<\/a> you can \u2018tweak\u2019 them to get a perfect fit for your content or, if you have the time and the inclination, you can take on a complete redesign. The only constraints are the scale limitations we set in the Vector Tile Package, the fonts we make available, and your imagination.<\/p>\n

So, when you make the comparison between these two designs, notice that they come from the same source. I\u2019ve adjusted some of the scale thresholds, but otherwise the content of these two very different map styles is the same.<\/p>\n

Links<\/h2>\n

Here is the Early 1970\u2019s layer<\/a><\/p>\n

Here is the Late 1970\u2019s layer<\/a><\/p>\n

The basemaps are\u00a0creative prototypes,<\/a>\u00a0so I may make adjustments to their styles. You are free to use them as they are, or as a starting point for your own designs. I\u2019m not planning to take them offline any time soon, but if that concerns you, make a copy to your own account via the VTSE (The content will continue to update on a regular basis, but any future style changes I make will not carry over).<\/p>\n

 <\/p>\n"}],"related_articles":[{"ID":1443652,"post_author":"4491","post_date":"2021-12-20 08:03:09","post_date_gmt":"2021-12-20 16:03:09","post_content":"","post_title":"New ways of customizing Esri Vector Basemaps","post_excerpt":"","post_status":"publish","comment_status":"open","ping_status":"closed","post_password":"","post_name":"new-ways-of-customizing-esri-vector-basemaps","to_ping":"","pinged":"","post_modified":"2021-12-20 08:06:04","post_modified_gmt":"2021-12-20 16:06:04","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.esri.com\/arcgis-blog\/?post_type=blog&p=1443652","menu_order":0,"post_type":"blog","post_mime_type":"","comment_count":"0","filter":"raw"},{"ID":2076602,"post_author":"8492","post_date":"2023-09-14 02:30:29","post_date_gmt":"2023-09-14 09:30:29","post_content":"","post_title":"Basemap\u2026 or just \u2018Map\u2019?","post_excerpt":"","post_status":"publish","comment_status":"open","ping_status":"closed","post_password":"","post_name":"basemap_or_just_map","to_ping":"","pinged":"","post_modified":"2023-10-06 12:39:32","post_modified_gmt":"2023-10-06 19:39:32","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.esri.com\/arcgis-blog\/?post_type=blog&p=2076602","menu_order":0,"post_type":"blog","post_mime_type":"","comment_count":"0","filter":"raw"}],"authors":[{"ID":4491,"user_firstname":"Andrew","user_lastname":"Skinner","nickname":"Andrew Skinner","user_nicename":"askinner","display_name":"Andy Skinner","user_email":"ASkinner@esri.com","user_url":"","user_registered":"2018-03-02 00:16:04","user_description":"Andy is a Cartographic Designer who has been building maps for 50 years. He has been working with Esri in Redlands for 16 years, most recently on the creation of some of Esri's vector basemaps, and the development of color ramps for ArcGIS Online. Prior to Esri, he was Manager of Cartographic Design at Rand McNally, and before that a Senior Cartographer at GeoSystems\/MapQuest. He is originally from England, and worked for a number of years at what is now the University of Derby before moving to the USA. Andy can be contacted at: askinner@esri.com","user_avatar":""}],"show_article_image":true,"card_image":"https:\/\/www.esri.com\/arcgis-blog\/app\/uploads\/2025\/11\/Seventies_Card.jpg","wide_image":false},"yoast_head":"\nThe \u2018Seventies\u2019 Revisited<\/title>\n<meta name=\"description\" content=\"The 1970\u2019s saw a transition in design aesthetics, and this was true for maps as well. 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