Essay Plan _ PRELIMINARIES
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Title Acknowledgements Contents List of Illustrations
INTRODUCTION
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The abstract - aims and key themes Rationale for project Statement of the problem Methodological approach - Chapter breakdown Key texts + Theories in chapters
CHAPTER 1 -
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CULTURAL INFLUENCE AND DEVELOPMENT OF SWISS STYLE OF DESIGN
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Intro to International Swiss Style, development, main proponents. World War II and Modernism Aims of Modernism + Idealism Cultural factors affecting Swiss design such as ... Against decoration and avant-garde Language factors - need for objectivity Jan Tschichold’s New Typography Müller-Brockman “symmetrical design = fascism” Bauhaus and German influence - war and mass immigration directly affecting style. Links to current situation with international students and worldwide immigration. • Swiss design schools, continuation of Bauhaus • Braun product design, modernist and industrial. Minimalist objective movement also affecting more than just graphic design. Not too deep into this! • Visual analysis of Swiss design - “Same language, but different accents” with cross-analysis and own opinion
Essay Plan _ CHAPTER 2 BECOMING THE INTERNATIONAL STYLE OF DESIGN. INDIVIDUAL NUANCES.
CHAPTER 3 GLOBALISATION AND IT’S IMPACT ON DESIGN STYLE AND CULTURE.
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• Social Responsibility of designer according to modernism “curing visual disease” • Neue Grafik - Development and influence to US • Helvetica. Quotes and analysis, idealism and objectivity “the Swiss typeface” • Helvetica + Swiss designs Influence in US and consumerism “glass of icy cold water” • Different countries + designers adhering to style, comparing native cultural nuances. Is there noticable differences? e.g. Wim Crouwel vs Vignelli. if so, why? • Globalisation and it’s definition • Focus of globalisation - technology and communication • Globalisation and it’s many facets - americanization, coca colanisation etc. • Communication and influence - diffusion of style • Kate Moross on design influence “daily challenge maintaining own style” • English being dominant language around the world - similarities in situations now to Swiss • Change in developing world and growing ‘first world’ - also developing visual language? • Phillipe Legrain and triangulation of conflicting opinions on Globalisation. Own analysis • Marshall McLuhan theory “Global Village” • Peter Saville - growth of China and “universal typeface” • Previous importance of design in developed world i.e the West - changing developed world. Now design is purely ‘International’ from US to China? • Cultural diffusion - idea of everywhere looking the same, so is/will design becoming the same too? • Prediction / speculation + quotes/references on implications on design. in terms of language, cultures, good and cultural particularities in terms of globalisation and tourism
Essay Plan _ CHAPTER 4 CONTEMPORARY DESIGN PRACTICE IN A GLOBALISED POST-POSTMODERNIST WORLD.
CONCLUSIONS
BIBLIOGRAPHY
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• Post-modernism and it’s values/aims • Rebellion against objectivity and todays anti-art and glitch movements. e.g. M.I.A and Catalogue studio - Leeds • Using technology to combat technology • Similarities between 50s and now in strive for objectivity amidst clutter of design and anti-design post-modern aesthetic • Call-back to Massimo Vignelli “curing visual disease” against clutter. • Rise and success of Apple, and their ethos - Legacy of Braun design. Point= Design cycles. • Similarities in situations from 50s to now, in terms of immigration in Switzerland. Now immigration all across world, merging within our culture and affecting us. International Students. • Is this positive or negative, what actually is, for example, “British?” • The influence of Swiss design in todays world, is modernism and it’s aims still relevant? • Swiss design contradictions. Against advertising + consumerism, but fuelled it anyway with Helvetica etc. • Contemporary design practitioners (using primary research responses) in terms of collaboration and influence. opinions on design style in face of globalisation • Summary of conclusions such as ... • My opinion on the need or opportunity for international style Mk.II • Whether native regional particularities in design will remain in the face of mass globalisation? • If there will be a New International Post-Modernist Style. What will it’s characteristics be? • The future of graphic design in terms of design style and catering to a changing society. • Strong focus and justification/opinion