MOVEMENTS New York School (1940-1970) International Typography Style (1950-1980) Pop Art (1955-1980) Psychedelic Movement (1958-1975)
1940
1950
1960
1970
1980
NEW YORK SCHOOL
HOW DID IT START? European immigrants Limitation on artistic traditions Diverse ethic heritage European Style vs. American Style Emphasis High competitive society Personal Expression Original American Modernist approach
NEW YORK SCHOOL New York City = Incubator for creativity Significant Designers:
Bradybury Thompson
Alvin Lustig
Paul Rand
PAUL RAND • Born: August 15, 1914 • Where: New York City • Real Name: Peretz Rosenbaum • Education: Pratt Institute, Parson School of Design, Art Students League
Pratt Insititute
Parson School of Design
Art Students League
PAUL RAND Inspirations:
Cubism
Constructivism
Paul Klee
Wassily Kandinsky
Bauhaus
PAUL RAND Strengths Often altered ordinary Weintraub Agency
Bill Bernbach
PAUL RAND
Corporate and Trademark Design
Thoughts on Design
BRADBURY THOMPSON Visual Vocabulary: Letterforms
18th and 19th century engravings tools of print production
Ex: halftone screen and
four-color process plates
Book and Editorial Design Classical Approach Readability Formal Harmony Oldstyle typefaces
BRADBURY THOMPSON
Westvaco Inspirations 1958
SAUL BASS Los Angelos (1950) Influenced by Paul Rand Strengths Technique
Saul Bass
SAUL BASS
United print and media Master of the film title
Preminger’s The Man with the Golden Arm
INTERNATIONAL TYPOGRAPHY STYLE
INTERNATIONAL TYPOGRAPHY DESIGN • Also known as Swiss Design • Characteristics: • san-serif typography
• neutrality • grid system • asymmetrical organization • flush left and ragged right • Akzidenz Grotesk inspired fonts
• spreading information between components of society • universal and scientific approach to design problem solving Joseph Müller-Brockmann,
Zürich Town Hall Poster, 1955
ENRST KELLER
Believed a design solution should come from its content
Reitberg Museum of Zurich
ADRIAN FRUTIGER Univers (1954) •
cohesive
• sans-serif
• 21 variations (now 44)
• same baseline, x-height, ascender, descender lengths
• harmonious
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz
Adrian Frutiger
MAX MIEDINGER Helvetica (1957) •
HAAS type foundry
• Switzerland
• Neue Haas Grotesk
• changed to Helvetica to market better
• known for its legibility
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz
Max Miedinger
HERMANN ZAPF Palatino (1950) •
Roman style
• Broad/strong serifs
• elegant proportions (Venetian faces)
• changed to Helvetica to market better
• known for its legibility
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz
INTERNATIONAL TYPOGRAPHY DESIGN
• Trilingual journal “New Graphic Design (1959) • Major impact of post-war American design • Linked to corporate design (Mid- 60s)
Odermatt
CORPORATE IDENTITIES
CORPORATE • technological advances • economic expansion and prosperity • companies’ reputations for quality and reliability • cohesive image for corporations • personal imprint
COLUMBIA BROADCAST SYSTEM (CBS) • President: Frank Stanton • Art Director: William Golden • one of the most successful trademarks
William Golden
RAYMOND LOEWY • significance of comprehensive design systems • assume more control over entire industrial and visual campaigns • industrial products
• • •
speed economy modernity
RAYMOND LOEWY
Lucky Strike
Corporate Identities
PAUL RAND
to be functional over a long period of time, a trademark should be based on elementary shapes that are universal, visually unique, and stylistically timeless
PAUL RAND
• Westinghouse trademark • Wires and plugs, electronic diagrams and circuitry, and molecular structures
PAUL RAND
• reducing each letter to its elemental geometric shape
OLYMPIC GAMES
POP ART
POP ART • Started in Britain • challenged tradition • Popular culture • Material removed from their known context, isolated, or combined unrelated material
Andy Warhol
ANDY WARHOL
Marilyn 1964
Campbell Soup 1968
PSYCHEDELIC MOVEMENT
PSYCHEDELIC MOVEMENT • Kaleidoscopic, fractal, or paisley pattern • Bright, contrasting color • Innovative typography and hand-lettering
Rick Griffin
PSYCHEDELIC MOVEMENT
Rick Griffin 1968
Victor Moscoso 1967
SOURCES http://thenextweb.com/dd/2012/02/10/design-flashback-10-iconictypefaces-born-in-the-1950s/ http://www.historyofgraphicdesign.weareswift.com/wp-content/uploads/2012/11/Week-4-The-New-York-School.pdf http://www.historyofgraphicdesign.weareswift.com/wp-content/uploads/2012/11/Week-4-The-International-Typographic-Style.pdf Paul Rand: A Designer’s Art by Yale University Press and New Haven and London From Lascaux to Brooklyn Paul Rand
QUESTIONS?