A Glimpse of 24 Great Thinkers

by Juan Manuel Corredor

A Glimpse of 24 Great Thinkers

Adrian Frutiger Akira Kobayashi Alan Fletcher Dieter Rams El Lissitzky Erik Spiekermann Frank Lloyd Wright Gerard Unger Hanna Hoch Herbert Bayer Jan Tschichold Jerry Uelsmann John Heartfield Joseph Cornell Kenya Hara Laszlo Moholy-Nagy Lucas de Groot Max Ernst Maya Lin Otl Aicher Piet Zwart Stefan Sagmeister Zaha Hadid Zuzana Licko

by Juan Manuel Corredor

A Glimpse of 24 Great Thinkers

Adrian Frutiger Akira Kobayashi Alan Fletcher Dieter Rams El Lissitzky Erik Spiekermann Frank Lloyd Wright Gerard Unger Hanna Hoch Herbert Bayer Jan Tschichold Jerry Uelsmann John Heartfield Joseph Cornell Kenya Hara Laszlo Moholy-Nagy Lucas de Groot Max Ernst Maya Lin Otl Aicher Piet Zwart Stefan Sagmeister Zaha Hadid Zuzana Licko

“A mystery is the most stimulating force in unleashing the imagination.”

—Zuzana Licko

different times have brought different statements, styles and techniques to materialize ideas across art, design and architecture. As different as this fields seem to be, they share a lot in common, they represent the means by which people have expressed their most profound desires.

This is a collection of some of those minds and a superficial glimpse to their work and souls, that responded differently to their environment and needs of their times. From rejection to established regimes to revolutions in the formal standards, this remarkable thinkers have a lot to teach, while making the world a more beautiful place to admire. Not only by redefining the meaning of beauty but also taping into the unexplored world of solutions to improve efficiency in communication and reaching to the depths of peoples hearts.

CONTENTS

Adrian Frutiger

Akira Kobayashi

Alan Fletcher

Dieter Rams

El Lissitzky

Erik Spiekermann

Frank Lloyd Wright

Gerard Unger

Hanna Hoch

Herbert Bayer

Jan Tschichold

Jerry Uelsmann

John Heartfield

Joseph Cornell

Kenya Hara

Laszlo Moholy-Nagy

Lucas de Groot

Max Ernst

Maya Lin

Otl Aicher

Piet Zwart

Stefan Sagmeister

Zaha Hadid

Zuzana Licko

Adrian Frutiger 1928 – 2015

adrian frutiger was born in 1928 in interlaken, Switzerland. As a boy he was interested in sculpture but his father and teachers encouraged him to work in printing. By the age of 16 he was already working as a printer’s apprentice, however the love of sculpture has remained and influenced his type forms. Between 1949 and 1951 he studied in the Kunstgewerbeschule in Zurich.

He primarily concentrated on calligraphy.

After he completed his education in Zurich, Adrian Frutiger moved to Paris, where he started to work at the Deberny & Peignot type foundry. There, Frutiger designed the typefaces President, Meridien and Ondine.

He helped the foundry move classical typefaces used with traditional printing methods to new phototypesetting technologies.

Frutiger’s first commercial typeface was President. It was a set of titling capital letters with small, bracketed serifs.

It was released in 1954. In the same year he released Ondine- a calligraphic, informal, script face. One year later Frutiger released Meridien, where his ideas of unity,

construction and organic form had been expressed together for the fist time.

In 1970’s the public transport authority of Paris asked Frutiger to examine the Paris Metro signage. He designed a variation of Univers typeface, a set of capitals and numbers designed specially for white-on-dark-blue background. The success of the project encouraged the French airport authority’s to ask Frutiger to create a “way-finding-signage” alphabet for Charles de Gaulle airport in Paris.

In 1990’s Frutiger started to work on refining and expanding the Frutiger, Univers and Avenir typefaces in addressing hinting for screen display. In 2003 Frutiger designed a new watch face for the Swiss watchmaker Ventura. He also designed a word mark for the National Institute of Design in India.

Adrian Frutiger influenced the direction of digital typography in the second half of the 20th century. He is best known for creating Univers and Frutiger typefaces,

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“From all these experiences the most important thing I have learned is that legibility and beauty stand close together and that type design, in its restraint, should be only felt but not perceived by the reader.”

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which earned him a status of a great type designer.

Throughout his career Frutiger has also produced a number of books such as Type,Sign, Symbol, Signs and Symbols: Their Design and Meaning or The International Type Book.

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01. The original version of Univers had 21 fonts within the type family.

02. Linotype Didot, described as neoclassical, and evocative of the Age of Enlightenment.

03. Avenir typeface. Avenir is French for "future".

The font takes inspiration from the early geometric sans-serif typefaces Erbar (1922), designed by Jakob Erbar, and Futura.

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Akira Kobayashi 1960

akira kobayashi is a japanese type designer.

Although he still lives in Japan, unlike other Asian designers, he excels at designing Latin-based alphabets.

He studied at the Musashino Art University in Tokyo.

However, he was interested in getting to know Latin alphabet so he took a calligraphy course in London at the London College of Printing.

International Digital Type Design Contest in 2000, where he won 1st prize for Conrad typeface. His recent work is the Akko font family created in 2011. He still designs new typefaces and is most famous for his works created for Adobe, FontFont, Linotype and ITC.

Since 1997 Kobayashi works as a freelance designer.

Before that he worked for companies such as Sha-Ken Company Ltd. He published his first western typeface, The Skid Row, in 1990. From 1997 to 2001 he released a number of western typefaces including FF Acanthus, FF Clifford and Typebox Lithium families. From 1998 until 2001 Akira Kobayashi was a lettering-course teacher at Nihon Designer Gakuin (Polytechnic) in Tokyo. In the spring of 2001 he was named the type director of Linotype.

Throughout his career, Kobayashi won several awards including U&Ic magazine Type Design Competition in 1998, Kyrillitsa competition in 1999 and Linotype’s 3rd

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“There is absolutely no need to become a good calligrapher, but it is essential to spend some time to get good control. That is fun and far less complicated to understand for a beginner.”

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A GLIMPSE TO 24 GREAT THINKERS 01. Din Next is a typeface family inspired by the classic industrial German engineering designs, Din 1451 Engschrift and Mittelschrift.

Akira Kobayashi began by revising these two faces-who names just mean condensed" and "regular"-before expanding them into a new family with seven weights (Light to Black).

Each weight ships in three varieties: Regular, Italic, and Condensed, bringing the total number of fonts in the DIN Next family to 21. Din Next is part of Linotype's Platinum Collection.

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Alan Fletcher 1931 – 2006

fletcher was born to a british family in 1931 in Nairobi, Kenya. His father was a civil servant and due to his sudden illness the family moved back to London when Fletcher was 5 years old. At first he studied at the Hammersmith School of Art but later he transferred to the Central School of Art. After graduation Fletcher worked as an English teacher in Barcelona for a year and then returned to London to study at the Royal College of Art.

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“I find going to bed and pulling my imagination over my head often means waking up with a solution to a design problem. That state of limbo, the time between sleeping and waking, seems to allow ideas to somehow outflank the sentinels of common sense.”

Victoria & Albert logo. Fletcher left Pentagram in 1992 and became an art director for Phaidon Press. Fletcher also published several books including “Beware of Wet Paint” and “The Art of Looking Sideways”.

In 1993 he won the Prince Phillip Designers Prize. One year later Fletcher was elected to the Hall of Fame of the New York Art Directors Club. One of his last works were published in the December issue of Wallpaper magazine in 2006. He died of cancer in the same year in London.

In 1956 he married Paola Biaggi and soon after that he moved with her to the United States, where he took up a scholarship to study at Yale University. Fletcher wanted to stay in US but his wife wanted to go back to Europe.

He lived in Italy for a while, where he worked at the Pirelli design studio. After that he came back to London and established a design firm called Fletcher/Forbes/ Gill together with Collin Forbes and Bob Gill.

Fletcher/Forbes/Gill’s clients included Pirelli, Cunard, Penguin Books and Olivetti. The company evolved into Pentagram in 1972. Many of the works designed

by Pentagram are still in use today such as Reuters and

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01. Wild Flowers poster Very Interesting Paper Company (2002) 02. Bus shelter poster: Parties London Transport (1993)

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Dieter Rams 1932

dieter rams was born may 20, 1932 in wiesbaden, Germany. In 1947 he began studies in architecture and interior design at Wiesbaden School of Art but he took a break one year later in order to gain practical experience. Rams resumed his studies and graduated with honors in 1953. In 1955, at age of 23, he joined Braun starting as an architect and interior designer in the beginning, before moving to design in 1956. Dieter rams became the head of Braun’s product design and development in 1961. Seven years later he got promoted and became the production manager until his retirement in 1995.

Dieter Rams states that he was influenced by his grandfather- a carpenter. He explains his design approach in the phrase “weniger, aber besser” which translates as “less, but better”. Rams, is known as one of the most significant representatives of function-oriented design. Throughout his career Rams designed many memorable products for Braun such as: SK-4 record player and the high-quality “D” series of 35 mm film slide projectors. He is also recognized for

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“Good design is as little design as possible. Less, but better - because it concentrates on the essential aspects, and the products are not burdened with non-essentials.

Back to purity, back to simplicity.”

designing a furniture collection for a British furniture company- Vitsœ. Dieter Rams’ designs have been influential on Jonathan Ive of Apple, designers of such products as the iMac, iPod and iPhone.

His design work has been recognized with many honors including: the SIAD medal by the Society of Industrial Artists and Designers, the World Design Medal by Industrial Designer Society of America and the title of Royal Designer for Industry, among others.

In 2010 Rams was awarded the “Kolner Klopfer” prize by the Cologne International School of Design. Dieter Rams is also known for creating the ten principles of good design.

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01. Vitsœ 606 Universal Shelving System (1960) 02. Vitsœ 601 Easy Chair (1960) 03. Braun Phase 1 (1971)

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El Lissitzky 1890 – 1941

el lissitzky was born eleazar markovich lisitskij in Pochinok in 1890. Since an early age he was interested in art, at age of thirteen he started receiving instructions from Yehuda Pen, a local Jewish artist. When he turned 15 he was already teaching other students how to draw. In 1909 he applied to an art academy in Saint Petersburg but he was rejected due to his Jewish ancestry. Finally, Lissitzky went to study in Germany.

He studied architectural engineering at the Technische Hochschule in Darmstadt. El Lissitzky stayed in Germany until the outbreak of World War I, when he was forced to return to Russia.

After his homecoming Lissitzky devoted himself to Jewish art by exhibiting works of local Jewish artists.

At that time he was travelling to places related to Jewish culture and illustrating many Jewish children’s books. In 1919 Lissitzky went to Vitebsk in order to teach graphic arts, printing and architecture at People’s Art School, a school created by Marc Chagall.

At that time, Lissitzky was also engaged in designing Russian propaganda posters.

Later, El Lissitzky devoted himself to suprematism and helped its further development, under Malevich’s guidance. One of the most famous works by Lissitzky from that period was the propaganda poster “Beat the Whites with the Red Wedge”. The poster was also one of Lissitzky’s major steps into finding his own style.

After that he developed a series of abstract, geometric paintings called Proun. They evolved from straightforward paintings and litographs into three-dimensional installations. In 1921 El Lissitzky became a cultural representative of Russia and moved to Berlin in order to establish contacts between Russian and German artists.

At that time he also worked as a writer and designer for international magazines. During his stay in Germany, Lissitzky developed his career as a graphic designer.

In years 1923-1925 he developed the idea of horizontal skyscrapers. It was a series of eight structures intended to mark the major intersections of the Boulevard Ring in Moscow. El Lissitzky was also teaching interior design, metalwork and architecture at State Higher Artistic and Technical Workshops in Moscow.

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“Art can no longer be merely a mirror, it must act as the organizer of the people's consciousness. No form of representation is so readily comprehensible to the masses as photography.”

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During his stay in USRR Lissitzky designed displays for the official Soviet pavilions at the international exhibitions. Besides that, he launched some radical innovations in typography and photomontage. He has also worked on the USSRR in Bau magazine, where he experimented with book design.

El Lissitzky died in Moscow in 1941. He was an artist that did not limit himself to developing a form of abstract painting but extended that to other forms such as photography, book design, architecture and urban planning.

His versatility enabled him to create links between the Russian Constructivists, Bauhaus and Dada.

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01. Preliminary Sketch for a Poster 02. New Man 03. Beat the Whites with the Red Wedge 04. Proun 19D

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Erik Spiekermann 1947

erik spiekermann was born on may 30, 1947 in Stadthagen, Germany. He studied art history at Berlin’s Free University. Between 1972 and 1979 Spiekermann lived in London, where he worked as a freelance graphic designer. After that he moved back to Berlin and founded MetaDesign.

In 1989 he started FontShop together with his wife Joan Spiekermann. FontShop was the first mail-order distributor for digital fonts. MetaDesign created corporate systems for clients like Berlin transit, Dusseldorf Airport, Audi and Volkswagen. In 2001 Spiekermann left MetaDesign and started SpiekermannPartners with offices in Berlin, London and San Francisco. Spiekermann’s clients include companies like Bosch, Deutsche Bahn, The Economist and Nokia.

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“The attention someone gives to what he or she makes is reflected in the end result, whether it is obvious or not.”

Erik Spiekermann calls himself an “information designer.”

He developed an interest in printing and design when he was a teenager. At the age of 15 he bought his first small printing press. While designing new fonts Spiekermann works on paper rather than the screen. He claims that “you don’t actually design the black, you design the white: the space inside it and the space around it.” He explains that it’s because we read the contrast.

In 2006 he was awarded Honorary Doctorship for his contribution to design by the Art Center College of Design in Pasadena. In the same year he was also awarded the Federal German Design Prize of designing the system of typefaces for German Railways. Spiekermann is a Honorary Professor at the University of the Arts in Bremen.

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01. Hello, I am Erik, 2014 02. Fira Sans, 2012 03. Corporate, 2012 04. Deutsche Bahn, 2007

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Frank Lloyd Wright 1867 – 1959

frank lloyd wright was born in 1867 in wisconsin.

After graduating from high school he enrolled at the University of Wisconsin to study civil engineering. In order to pay his tuition he worked for the dean of the engineering department and assisted with the construction of the Unity Chapel. The experience convinced Wright to become an architect so he dropped out of school and went to work for Silsbee in Chicago.

He moved to Chicago and began an apprenticeship with an architectural firm Adler and Sullivan. While in Chicago, Wright designed a series of residences and public building that became known as examples of the “Praire School of Architecture”. The buildings were characterized by low, pitched roofs ad long rows of casement windows, employing only locally available materials and unpainted wood. The most famous “Praire School” buildings are the Robbie House in Chicago and the Unity Temple in Oak Park.

an earthquake devastated the city. The Imperial Hotel was the only large structure in the city that survived the earthquake. In 1930s, due to the Great Depression, Wright dedicated himself to teaching and writing. In 1932 he published “An Autobiography” and “The Disappearing City”, which later became the cornerstone of architectural literature.

In 1935 he suddenly decided to go back to work. During that time Wright designed some of the greatest projects of his life. In 1935 he designed Fallingwater, a residence for Kaufmann family in Pittsburgh. The building is considered one of Wright’s most celebrated works and one of the most beautiful homes ever built. During his alter years Frank Lloyd Wright dedicated himself to designing public buildings such as the SC Johnson Wax Administration Building in Wisconsin. In 1943 he began his last project- designing the Guggenheim Museum of modern and contemporary art in New York.

In 1915 Wright was commissioned to design the Imperial Hotel in Tokyo by the Japanese Emperor. He spent 7 years on that project and only one year after its completion

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“The architect should strive continually to simplify; the ensemble of the rooms should then be carefully considered that comfort and utility may go hand in hand with beauty.”

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Frank Lloyd Wright died in 1959, at the age of 91. In his long career he designed over 1000 structures and completed 532 works. Wright believed in designing structures, which stay in harmony with humanity and nature. His philosophy is known as organic architecture.

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01. Hollywood House in LA 02. Fallingwater in Millrun 03. Taliesin West in Scottsdale

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Gerard Unger 1942

gerard unger was born in 1942 in arnhem, Netherlands. He studied graphic and type design at the Gerrit Rietveld Academy in Amsterdam and at the same time worked at Total Design Prad and Joh Enschende.

Unger established himself as an independent developer in 1975. He has designed stamps, coins, magazines, newspapers, corporate identities and many typefaces.

Several typefaces designed by Unger were specially developed for newspapers. He has also designed typefaces for the signage of the Dutch highways and the Amsterdam metro.

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“After graduation you can try to find a job, to try and occupy an existing chair. But you can also make your own chair. You may be able to take advantage of opportunities that you’ve spotted, but you can also create your own.”

Gerard Unger was awarded the H.N. workman prize for all his typographic work in 1984. In 1988 he won the Gravisie-prijs for the concept of Swift and an international Maurits Enschende-Prize in 1991 for all his type designs.

Nowadays, Gerard Unger lives and works in Bussum, North Holland. He lectures frequently in Netherlands and abroad about his own work experience, type and newspaper design and other related subjects.

Besides his career as a designer, Gerard Unger teaches as visiting Professor at the University of Reading. He also taught at the Gerrit Rietveld Academy until 2007. Since 2006 he has been a lecturer at the Department of Fine Arts at the University of Leiden. Unger wrote articles for the trade press and other larger publications such as “Landscape with Letters.” He has also published a book called “Terwijl je leest” (“While You’re Reading”), which was translated into many other languages.

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01. VandenEnde Foundation, 2002 02. Flora (1984) 03. Swift (1985 and 1995) 04. Leiden Letters (2008)

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Hanna Hoch 1889 – 1978

hanna was born in gotha, germany in november 1, 1889. She started her studies in 1912 at the College of Arts and Crafts in Berlin, then 2 years after in 1914 when the First World War begun, she left to aid in the Red Cross. One year after she re took schooling and met one of the most influential characters of her life Raoul Hausmann, which later became a member of the Dada movement getting Hanna inside it too. Their relationship ended in 1922.

After she was done with school, Hanna started working at the The Ullstein Press, designing dress and embroidery patterns for The Lady and The Practical Berlin Woman. After that, in 1926 she started working in the Netherlands, where she started an affair with the Dutch writer Til Brugman. She became one of the pioneers of the photomontage and lived there till 1929. Is at this period of time when she started making many influential friendships, like Piet Mondrian for instance.

women, arguing that a woman can do so much more than just get married and have children, thus having little control of their own lives. She also used many androgynous characters probably related to her bisexuality. She criticized the mass culture beauty industry at the same time that the fashion industry was getting stronger.

During the Second World War, she spent her days in Berlin, trying not to call much attention and remaining low. Then she married a much younger business man called Kurt Matthies in 1938, separating from him in 1944. Her work might not have been as popular as before the war, but still she kept working on photomontages and exhibiting them internationally after it.

She finally died in 1978.

She was a feminist, so most of her work was inspired by the despise she felt for the differences of men and

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“It was not very easy for a woman to impose herself as a modern artist in Germany. Most of our male colleagues continued for a long time to look upon us as charming and gifted amateurs, denying us implicitly any real professional status.�

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01. Photomontage, 1946 02. Bouquet Of Eyes, 1930 03. Cut with the Kitchen Knife Dada Through the Last Weimar Beer Belly Cultural Epoch of Germany, 1919

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Herbert Bayer 1900 – 1985

herbert bayer was born in 1900 in haag am Hausruck, Austria. At the age of 19 he produced his first typographic work under guidance of architect and designer Georg Schimdthamer. After that Bayer had studied at the Bauhaus under teachers such as Wassily Kandinsky, Paul Klee and Laszlo Moholy-Nagy. During that time Bayer adopted use of all-lowercase, sansserif typefaces for many Bauhaus publications. In 1928 Herbert Bayer left Bauhaus and moved to Berlin, where he worked as a graphic designer and an art director of an advertising agency. Later he became an art director of Vogue magazine.

In 1938 Herbert moved to the US, where he arranged the exhibition “Bauhaus 1919-1928” at the New York Museum of Modern Art. In 1944 he married Joella Syrara Haweis, daughter of poet and Dada artist Mina Loy. Two years later Bayer moved to Aspen, Colorado, where he designed the Wheeler Opera House and designed the Aspen Institute. He was also involved in creating various promotional posters for Aspen as the skiing resort. In 1956 he became the director of the design department at

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“My work seen in its totality is a statement about the integration of the contemporary artist into an industrial society.”

the Container Corporation of America. One year later Bayer designed the “fonetik alphabet”, a phonetic alphabet for English language. It was sans-serif and didn’t contain any capital letters.

Between 1958 and 1961 Herbert Bayer was a member of the arts council of the information office of the USA. Later, he worked for Arco Plaza, new office towers in Los Angeles. He was responsible for designing all corporate branding for the company, which also included designing the logo. In 1974 Bayer moved to Montecito California, where he died in 1985. He had received numerous honors including the honorary doctorate of the “Technische Hochschule Graz” and the “Ambassador’s Award in Excellence”.

Herbert Bayer is also one of the individuals most closely identified with the Bauhaus program.

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01. Double Ascension, 1969 02. Chromatic Twist, 1970 03. Ski Aspen, 1946

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Jan Tschichold 1902 – 1974

jan tschichold was born in april of 1902 in Leipzig, Germany. He was a revolutionary typographer, book designer, teacher and writer. Jan’s father was a sign writer who taught his son the basics of calligraphy at an early age. This influenced him to develop his personal view on typography, while he studied architecture of fine arts.

Jan Tschichold was never interested in handmade paper and custom typefaces as most designers of that period.

He preferred to use existing typefaces with commercial paper stocks instead.

When the third Reich begun to form under Adolf Hitler’s command, all designers had to register with the Ministry of Culture and everything that supported communism had to be destroyed, including posters and similar graphic expressions. Thus, Jan and his wife were arrested when Soviet posters were found in his flat, accusing him of possible collaboration with communists. All his books were confiscated by Gestapo- the secret Nazi police.

Somehow he and his family managed to scape to

Switzerland from Nazi Germany in August 1933. After visiting Bauhaus school in Weimar he became a leading modernist designer with a supplement magazine in 1925 and a personal exhibition in 1927. After that he published his book “Die Neue Typographie” , a manifesto of modern design. He also preferred non-centered design and using standard paper sizes. Jan Tschichold was the first one to explain the use of different sizes and weights in typography. “Die Neue Typographie” discussed the principles of modern type design and had great impact in Germany.

Some years later Jan Tschichold drastically changed his view about design, he preferred classical Roman typefaces and classicism style in print design. He claimed that modern design was to authoritarian and inherently fascistic.

Between 1947 and 1949 he designed a set of rules called the Penguin Composition Rules, used for the redesign of 500 paperbacks. He standardized the typographic rules and composition layout, one of his most famous works during his long career.

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“In themselves, experiments are not art. Infinite amounts of energy are wasted because everybody feels he has to make his own start, his own beginning, instead of getting to know what has already been done.

It is doubtful that anyone who doesn't want to.”

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Jan Tschichold designed a universal alphabet to fix some multigraphs in German language, suggesting the change of some spelling practices. This alphabet was presented in sans-serif without capital letters.

He also designed: Transit, Saskia, Zeus and the most famous one, Sabon, which is one of the most legible typefaces ever created.

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01. Die Neue Typographie, 1928 02. Die Hose, Phoebus Palast, 1926 03. xxxxxxxxxxx 04. The Woman Without a Name, 1927

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Jerry Uelsmann 1934

jerry uelsmann was born in detroit on june 11, 1934. In 1957 he received B.F.A. degree at the Rochester Institute of Technology and his M.S. and M.F.A. at Indiana University three years later. Soon after graduation Uelsmann started teaching photography at the University of Florida. He had his first solo exhibition at the Museum of Modern Art in 1967.

Uelsmann is a great printer, who produces photographs, which are composed of many negatives. In his work he always creates an “allegorical surrealist imagery of the unfathomable.” Even after developing new technologies such as Photoshop, Uelsmann continued to use traditional equipment. The artist says that his creative process “remains intrinsically linked to the alchemy of the darkroom.”

attracted to the documentation of the concrete. In contrast to this trend, Uelsmann’s photographs allow the viewer to be taken on a journey through the unfathomable.

Nowadays Jerry Uelsmann is retired from teaching, however he still works as a photographer. He creates over a hundred new photos every year. Today he lives in Gainesville, Florida with his third wife Maggie Taylor.

His photographs are in the permanent collections of many museums around the world such as: the Metropolitan Museum of Art in New York, Victoria and Albert Museum in London, Moderna Museet in Stockholm and the National Museum of Modern Art in Kyoto.

His photographs occur in the opening credits of the television series “The Outer Limits” and the illustrated edition of “Stephen King’s Salem’s Lost”. Uelsmann’s style is different from works of other popular photographers.

During mid-twentieth century photographs were usually

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“When the entire process becomes a prescribed ritual that does not allow for spontaneous variations and reactions, the vitality of the medium and our relation to it suffers.”

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01. Voyager, 2008 02. Untitled, 1976 03. Untitled, 1991 04. The Long Now, 2005

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John Heartfield 1891 – 1968

john heartfield was born on the 19th of june of 1891 in Berlin. He had a revolutionary career being the first one to use graphic design as a political weapon.

The major part of his work consisted of photomontages criticizing the Third Reich and every ideological part of it.

In 1899, John his brother and two sisters were abandoned in the woods by their parents Franz and Alice Herzfeld.

They stayed with their uncle in small town called Aigens.

He started his art career studying in Munich at the Royal Bavarian Arts and Crafts School in 1908. In his early career Heartfield was influenced by two commercial designers, Albert Weisgerber and Ludwig Hohlwein.

In 1917 John Heatfield joined the Berlin Club Dada and helped to organize the First International Dada Fair in Berlin were the new designers and artists showed their work. Later in 1918 John joined the communist party and in 1920 alongside with George Grosz he started to experiment with photomontage. Later he created a magazine called Die Pleite, a satirical piece,

born from the political issues and struggles of the period. After working with George Grosz, John created his first political photomontages, starting in 1920s until 1933, when the Nazis took power and his work became a threat to the Third Reich. The SS broke into his apartment but John escaped jumping through the balcony and eventually he left Germany and settled in Czechoslovakia.

In this period he made fun of the Nazi symbols and ideology in his work, until he was forced to escape again. This time he moved to England, where he was treated as an enemy for some time until he was allowed to live in London. His family tried to follow him but they were unable to obtain British citizenship so they had to return home.

After the war he came back to Germany, which was already divided into east and west. He started to live in East Berlin, where he was unable to work as an artist due to his long stay in England. Thanks to the help of Bertoldt Brecht and Stefan Heym he was admitted again

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“The important man is not the artist, but the businessman who, in the marketplace and on the battlefield, holds the reins in his hands.�

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at the Academy of the Arts in 1956. Later John visited Britain , where he showed his photomontages, which after his death, were finished by his wife Gertrude.

John Heartfield died in April 26, 1968 in East Berlin, German Democratic Republic.

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01. And Yet It Moves, 1943 02. Never Again!, 1960 03. Adolf the Superman: Swallows Gold and spouts Junk, 1932

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Joseph Cornell 1903 – 1972

joseph cornell was born on december 24th,

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“Beauty should be shared for it enhances our joys. To explore its mystery is to venture towards the sublime.”

1903 in Nyack, New York. From 1917 to 1921 he attended Phillips Academy in Andover, Massachusetts, however he never graduated from the school. Since a young age Cornell was a collector of memorabilia.

During 1940’s and 1950’s Joseph Cornell made Aviary, Hotel, Observatory and Medici boxes. In 1960’s he devoted himself to collage techniques and stopped creating new boxes. Besides making collages and short films, Cornell made over 160 visual-documentary “dossiers” on different topics.

Cornell’s early constructions of found objects were shown for the first time in the exhibition Surrealisme at Levy’s Gallery in 1932. Joseph Cornell became recognized as an artist but he wasn’t a wealthy man. To support his family he worked as a textile designer at the Traphagen Studio in New York. He also designed covers and feature layouts for various magazines including titles such as Harper’s Bazaar.

In 1970 his collages were shown at the Metropolitan Museum of Art in New York. Two years later he died of a heart failure at his home in Flushing, New York. He was one of the pioneers and most renowned exponents of assemblage. His work influenced many other artists including singers and songwriters.

Joseph Cornell is mostly recognized for his boxed assemblages created from found objects. He began selling them in 1949 after his show at the Charles Egan Gallery. He was also interested in film and cinematic techniques. Cornell made numbers of movies and wrote two film scenarios.

One of his most famous productions is the collage film Rose Hobart.

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01. Tilly Losch Joseph Cornell, 1935 02. Soap Bubble Set, 1936 03. Cassiopeia 1, 1960

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Kenya Hara 1958

kenya hara is a japanese, tokyo-based designer.

Throughout his career he has designed posters, packaging, signage and corporate identities, however he is best known for looking at the big picture of where design fits into daily life. Hara has been the art director of Japanese “no-name” brand Muji since 2001 and designed the opening and closing ceremony programs of the Nagano Winter Olympics in 1998.

Kenya Hara is mostly credited for creating brand and design identity for Muji and for its further development.

In Japan he is considered a leading design personality.

In 2000 he had his first exhibition in Tokyo “Re-Design: The Daily Products of the 21st Century”. In one of the interviews Hara stated: “Everything in the world has become an object of interest for me. Everything is designed.”

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“Because nonbeing longs for being, on occasion it creates a stronger sense of being than being itself.”

their application to design. Most of his books including “Designing Design” and “White” have been translated into a number of foreign languages.

Today Kenya Hara still lives and works in Tokyo. He has collaborated with many designers from different fields. In 2008 Hara partnered with globally renowned Japanese fashion label Kenzo for the launch of men’s fragrance Kenzo Power. Kenya Hara is also a professor at the prestigious Musashino Art University, the president of Japan Design Committee and a representative o the Nippon Design Center.

The designer has published several books on design philosophy, his most famous one is “Designing Design”, which has sold in 31,000 copies in Japan alone. In his books Hara elaborates on the importance of “emptiness” in the visual and philosophical Japanese traditions and

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01. A Book, 1996 02. Back to our origins, into the future, 2010 03. SakĂŠ Hakkin, 2000 04. Niki Club Fresh Juice Packaging, 2010

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Laszlo Moholy-Nagy 1895 – 1946

laszlo moholy-nagy was born in bacsborsod, Hungary in 1895. His was born as Laszlo Weisz, but later he changed his Jewish last name to a Hungarian one. He began studying law in Budapest in 1913. Since 1914 he served in the war, where he sustained a serious injury. He was forced to stay in a military hospital, where he created his first drawings. In 1920 Moholy-Nagy moved to Berlin, where he met his wife, Lucia Shulz, whom she married in 1921. One year later he showed his artwork for the first time at an exhibition in Walden’s Gallery, where he met Walter Gropius. In the same year he participated in the first Constructivist congress in Weimar.

Laszlo Moholy-Nagy became an instructor of the foundation course in Bauhaus in 1923. He was the director of the preliminary course and metal workshop in Weimar from 1923 to 1925. At that time his work focused on typographic design and experimental film. His theory of art and teaching is summarized in the book “The New Vision, from Material to Architecture.” Moholy-Nagy left Bauhaus in 1928 and established his own studio in Berlin. At that time he worked on typography, exhibition design, photo-

montage and photo collage. In 1930 Laszlo Moholy-Nagy had completed the construction of the “Lichtrequisit einer elektrischen Buehne”, a device meant for creating light reflections and shadows on nearby surfaces. In 1933, when the Nazis came to power in Germany, Laszlo was forced to escape and moved to Holland.

Moholy-Nagy stayed in Amsterdam for two years and later moved to England in 1935. In London he took on various design jobs. He also made documentary photographs to illustrate the book “An Oxford University Chest” and photographed contemporary architecture for the “Architectural Review”. In 1937 Moholy-Nagy moved to United States at the invitation of Walter Paepcke. He settled down in Chicago and became the director of the New Bauhaus.

Unfortunately, due to financial difficulties, the school closed in 1938. However, in 1939 Moholy-Nagy opened the School of Design, later transformed into the Institute of Design. In 1949 the Institute of Design became a part of Illinois Institute of Technology and was the first institution that offered a PhD in design.

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“It cannot be too plainly stated that it is quite unimportant whether photography produces 'art' or not.

Its own basic laws, not the opinions of art critics, will provide the only valid measure of its future worth.”

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Moholy-Nagy also worked as a freelance artist and designer until his death. He died of Leukemia in Chicago, in 1946. At the time of his death he was President of the Institute of Design, a director of the American Designers Institute and a member of many progressive civic and art groups. Moholy-Nagy University of Art and Design in Budapest is named in his honor.

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01. Composition A 19, 1927 02. Bauhausbucher 8, Malerei, Fotografie, Film, 1927 03. Lightplay Black-White-Gray, 1930 04. Double Loop, 1946

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Lucas de Groot 1963

lucas de groot, also known as luc de groot, was born on June 21st 1963 in Noordwijkerhout, Netherlands. He is a well-known Berlin-based Dutch type designer. Lucas worked with many different companies and publications.

He designed custom fonts for newspapers such as Folha de S.Paulo, Le Monde, Metro and Der Spiegel. Besides that he created corporate type for many international companies including Bell South, Heineken, Siemens and Miele. Lucas de Groot also designed the “monospaced” font family Consolas, the new alternative to Courier and Calibri for Microsoft. He is mostly recognized for designing the Thesis font family and Corpid.

also appreciate the idiosyncrasies, a quest for extremes that has resulted in some of the narrowest, thinniest, wittiest and boldest typefaces available.

Besides his designer work, Lucas de Groot also teaches at the Design Faculty of the University of Applied Sciences in Potsdam, Germany.

In 2000 Lucas de Groot founded his own type foundry “LucasFonts”. He claims that his aim is to “make the world a better place, by designing typefaces that look good and work well under any circumstances and in many languages.”

Graphic designers all around the globe appreciate his functional typefaces. They love them for their friendly appearance and a variety of possibilities. Many of them

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“I think type design should be a mixture of intuition and calculation. If it becomes purely rational, you get fonts that look unhealthy and unfriendly.”

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01. The Sans, 1994 02. Floris, 1999 03. Sun, 2000

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Max Ernst 1891 – 1976

max ernst was born on april 2, 1981 in bruhl, Germany. He comes from a middle-class family of nine children. Max Ernst owes his interest in art to his father, a teacher with enthusiasm for academic painting.

Despite his interest in art, Ernst has never received any formal training in the arts. He studied philosophy instead.

At this time he was interested in psychology and the art of mentally ill. In 1911 he met August Macke and joined the Rheinische Expressionisten group in Bonn. One year later Ernst showed his work for the first time at the Galerie Feldman in Cologne. In 1914 he joined the German army and served on both, Eastern and Western fronts during World War I. He returned to Cologne in 1918 and shortly after that he created his first collages and founded the Cologne Dada movement together with Johannes Theodor Baargeld.

In the 1920s Max Ernst joined the Paris Surrealist movement. His works from that period contained fantastic shellflowers, mythical images and visionary landscapes. At that time Ernst started using collage technique combined with alienation and non-related

objects. In 1925 he created his first frottages (the French word for rubbing). This free interaction between artist an materials created work coming from subconscious expression, becoming vital for other artistic movements.

This breakthrough in art was later published in his book Histoire Naturelle, followed by his other graphic works La femme 100 Têtes, and Semaine de Bonté which reached high popularity.

War came, so Ernst escaped from France, making It to the US in 1941, where he met his third wife Peggy Guggenheim. Being close related to art, Peggy gave Ernst full access to the art scene in New York, where he began to inspire the beginning of abstract expressionism.

Eventually, he moved to Sedona, Arizona and married his fourth wife the American painter Dorothea Tanning, moving back to France in 1953 where he worked until his death in 1976.

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“When the artist finds himself he is lost. The fact that he has succeeded in never finding himself is regarded as his only lasting achievement.”

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01. The Elephant Celebes, 1921 02. Woman, Old Man, and Flower, 1923 03. Das Rendezvous der Freunde, 1922 04. The King Playing with the Queen, 1944

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Maya Lin 1959

maya lin is a chinese american, born in athens, Ohio. Her parents left China before the Communist takeover and settled in Ohio in 1949. They were both professors at Ohio University and her father later became the Dean of Fine Arts.

Lin studied at Yale University but she has been awarded honorary doctorate degrees from Harvard University, Williams College and Smiths College. Maya Lin won a design competition for the Vietnam Veterans Memorial in 1981. At that time she was still an undergraduate student. Her design was a black cut-stone masonry wall with the names of the fallen soldiers carved into its face.

It was completed in 1982 and at first it aroused much controversy. However, in 2007, the American Institute of Architects ranked the memorial #10 on the list of America’s Favorite Architecture.

After graduation Maya Lin created many major works across the country, such as the “Peace Chapel at Pennsylvania’s” Juniata College, the “Women’s Table” at Yale University and the Langston Hughes Library for the

Children’s Defense Fund in Clinton, Tennessee. In 1994 she was the subject of the Academy-Award winning documentary “Maya Lin: A Strong Clear Vision.” In 2000 Lin published her first book “Boundaries”. The same year she started to work on the Confluence Project- series of outdoor installations along 300 miles of the Columbia and Snake Rivers in the state of Washington. So far it’s the largest undertaking of her career.

In the last ten years, Lin designed the Sculpture Center in Long Island City, the Manhattanville Sanctuary, the Museum of the Chinese in America in New York City as well as many innovative private residences across the country. In 2007 she installed “Above and Below”- an outdoor sculpture at the Indianapolis Museum of art. In 2009 she completed “Silver River”, which was a part of a fine art collection at MGM Mirage’s Civic Center in Las Vegas. In the same year she was awarded the National Medal of arts by President Barack Obama.

Maya Lin has a strong interest in the environment, which she applies to all of her works. She has served as

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“My goal is to strip things down so that you need just the right amount of words or shape to convey what you need to convey. I like editing. I like it very tight.”

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an advisor on sustainable energy use and as the Board Member of the National Resources Defense council. She was also a member of the jury that selected the World Trade Center Site Memorial. She lives in New York City together with her husband Daniel Wolf, who works as photography dealer.

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01. Vietnam Veterans Memorial, 1982 02. Above and Below, 2007 03. Silver River, 2009 04. The Women's Table, 1993

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Otl Aicher 1922 – 1991

aicher was born in ulm, germany on may 13, 1922. He was strongly opposed to the Nazi movement, which had caused him many difficulties. In 1937 he was arrested for refusing to join the Hitler Youth. He was also failed on his college entrance examination in 1941. Despite his protests, Aicher was finally drafted into German army to fight in World War II. In 1945 he deserted the army and was hiding at Scholls’ family house in Wutach.

In 1946, after the war has ended, Otl Aicher began studying sculpture at the Academy of Fine Arts in Munich. One year later he opened his own studio in his hometown.

In 1952 he married Inge School and one year after he founded the Ulm School of Design along with his wife and his friend, Max Bill. From its founding until its closure in 1968 the Ulm School of Design had been one of Germany’s best educational centers for design.

Aicher was involved in corporate branding. He designed a logo for German airlines Lufthansa. He collaborated with designers Dieter Rams and Hans Gugelot

on designing radios and record players for Braun. The design aesthetic of these products later became Braun’s signature. Otl Aicher developed the corporate image of institutions such as ZDF (German tv channel), Dresdner Bank, Raiffeisen Bank and Bayerische Ruck.

However, most of all, Otl Aicher is known for being a lead designer during Munich Summer Olympics in 1972. Aicher created a set of pictograms, which visually interpreted the sport they featured, so that athletes and visitors could easily find they way around. He used a series of grid systems and a specific bright color palette, chosen for the games. Aicher’s designs influenced the DOT pictograms, developed in 1974 by the United States Department of Transportation. Nowadays, the DOT pictograms are being used around the world.

In 1972 he moved to the city of Leuktrich im Allgau, where he lived, kept his studio and created the Rotis font family. Rotis family of typefaces included sansserif, semi-sans, serif and semi-serif iterations. In 1980 Otl became a consultant of the kitchen company

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“In design man becomes what he is.

Animals have language and perception as well, but they do not design.”

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Bulthaup. In 1984 he founded the Rotis Institut fur Analoge Studien. Otl Aicher died on September 1, 1991 of injuries sustained in a traffic accident.

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01. Lufthansa Airlines Poster, 1969 02. Lufthansa Airlines Poster Logo, 1969 03. Summer Olympics Poster, 1972 04. Summer Olympics Pictograms, 1972

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Piet Zwart 1895 – 1977

was born on the 28th of may of 1885 in zaandijk, Netherlands. In his early years he worked as a graphic and typographic designer highly influenced by the constructivism and De Stijl.

He mainly worked for a company called NKF for many years where he developed his graphic design work before retiring from it and spend the rest of his life as an interior and furniture designer.

the space, also using different types and colors, repetition and alliteration. His use of photography cropped in geometrical shapes was also another of his resources.

His excellent use of typography, photography, color and composition are a clear sample of Bauhaus design, becoming one of the most inspiring professionals for future generations.

Piet Zwart died at the age of 92 in 1977.

His education started at the School of Applied Arts in Amsterdam in 1902. During the beginning of his professional career he started giving classes in Leenwaarden, and soon met Huszáry Wils who he worked with in some projects. After being arrested by German soldiers in 1945 his work changed drastically, the experience must have been traumatic.

He was able to modify the space he was working in to make viewers experience different, as the composition seemed irrational, the usual square like composition was changed. He mainly used asymmetry to unbalance

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“The more uninteresting the letter, the more useful it is to the typographer.”

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01. Trio Reclameboek inside page, 1931 02. Nutter Pomona's food, 1923 03. MonografieĂŤn over Filmkunst Book Covers, 1931

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Stefan Sagmeister 1962

stefan sagmeister is an austrian, new york based graphic designer. He was born in 1962 in Bregenz, Austria. He studied graphic design at the University of Applied Arts in Vienna and later received a scholarship to study at the Pratt University in New York. He began his career at the age of 15 at “Alphorn”- an Austrian youth magazine.

In 1991 he moved to Hong-Kong to work with Leo Burnett’s Hong Kong Design Group but after two years he decided to move back to New York. Sagmeister worked with Tibor Kalman’s design company until Kalman decided to leave the business and move to Italy to work for the Benetton Group. After that Stefan Sagmeister decided to form his own company Sagmeister Inc. Since then he designed branding, graphics and packaging for clients such as the Rolling Stones, HBO and the Guggenheim Museum.

He is best known for designing album covers for Talking Heads, Lou Reed and The Rolling Stones, to name only a few. In 2005 Sagmeister received a Grammy Award in the Best Boxed category for “Once in a Lifetime” box

set by Talking Heads. In 2010 he received his second Grammy for David Byrne and Brian Eno album “Everything That Will Happen Will Happen Today”. He always creates unique artworks based on the artists’ personas and chooses only the music he likes himself. In his work Sagmeister combines printing and packaging tricks such as laser-cuts, die-cuts and model building.

Stefan Sagmeister has spent many years working for the music industry. Nowadays he dedicates 25% of his work to the art world, another 25% to science, 25% to social causes and the last quarter to music. He took on some pro bono cultural projects such as AIGA lecture posters.

The designer goes on year long sabbatical every seven years where he doesn’t take work for his clients and writes a personal diary.

Sagmeister’s motto is “Design that needed guts from the creator and still carries the ghost of these guts in the final execution."

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“Something that has absolutely no purpose can be absolutely beautiful.

Art is one of very few things that can just be, it does not feed a function.”

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01. Lou Reed Poster, 1996 02. Obsessions Make my Life Worse but my Work Better, 2008 03. AIGA Detroit, 1999

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Zaha Hadid 1950

zaha hadid was born in 1950 in baghdad. she obtained a degree in mathematics at the American University in Beirut and shortly after graduation she enrolled at the Architectural Association in London.

Hadid graduated in 1977 and she quickly got offered a job at the Office for Metropolitan Architecture, however she wasn’t able to keep it. Hadid’s ideas were too different so she started teaching at the AA and developing her own brand of neo-modernist architecture.

Her work was often criticized as unable to build. Her first major project was the Rosenthal Center for Contemporary Art in Cincinnati, which silenced all the skeptics.

The galleries in the Rosenthal Center are housed in horizontal oblong tubes floating above the ground.

Shortly after that Hadid got other offers. Among her most famous projects are the BMW Central Building in Leipzig, the Phaeno Science Center in Wolfsburg and the Hoenheim Nord Terminus in Strasbourg. She is also the designer of the Dongdaemun Design Plaza & Park in Seoul, which was completed in 2014.

Hadid has also taught at many prestigious universities around the world. She has held the Kenzo Tange Chair at the Harvard University School of Design and the Sullivan Chair at the University of Chicago School of Architecture. Since 2000 she is a guest professor at the University of Applied Arts in Vienna. Zaha Hadid has also undertaken some interior design work including the Mind and Feet zone at the Millennium Dome in London as well as creating furniture designs for private members.

Zaha Hadid is an influential architect and a highly respected figure in the world of contemporary design.

She is one of the youngest ever winners of the prestigious Pritzker Prize and the first (and so far only) woman ever to receive the honor. The Pritzker Prize can be compared to the Nobel Prize in the field of architecture. She was also picked as part of the Deconstructivist Architecture exhibition at the Museum of Modern Art in New York.

In 2008 she was ranked 69th on the Forbes list of “The World’s 100 Most Powerful Women.”

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“You have to really believe not only in yourself; you have to believe that the world is actually worth your sacrifices.”

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01. Rosenthal Center for Contemporary Art, 2003 02. BMW Central Building, 2005 03. Dongdaemun Design Plaza & Park, 2014 04. Phaeno Science Center, 2005

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Zuzana Licko 1961

was born in bratislava in 1961, is graphic designer.

She moved to US when she was 7 years old. Her dad, a mathematic gave her access to computers and designed her first typeface, a Greek alphabet for her personal use.

Went to the University of California in 1981. She planned originally to study architecture, and then she changed her mind and started studying graphic design.

Later she meets Rudy Vanderlans a Dutch graphic designer who she marries in 1983. In 1984 the magazine Émigré is founded my Zuzana and her husband. Rudy was in charge of the edition and Zuzana of designing typefaces which became really famous.

the Charles Nypels Award for excellence in the field of typography, among many others.

Even the Museum of Modern Art caught interest in Émigré typefaces, which 5 typefaces from the library were bought in 2011, including many other institutions that have their typefaces in their permanent collection.

From her work, it is very recognizable the fonts Mrs. Eaves and Philosophy for instance.

When the new technology of mac computers was available, the possibility of using bitmaps allowed Zuzana to create many new typefaces. The magazine became so popular that soon there was a big demand for the fonts created, thus formed a new foundry.

Emigre has got many awards since then such as the Chrysler Award in 1994 for innovation in design or

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“A mystery is the most stimulating force in unleashing the imagination.”

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01. Mr Eaves Sans, 2009 02. Emigre 1, 1984 03. Emigre 58, 2001 04. Emigre 69, 2005

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Desigend by Juan Manuel Corredor behance.net/juan_corredor juan.m.corredor.b@gmail.com Copyright ﾂｩ2015 Juan Manuel Corredor The images in this book are used in accordance with the Creative Common License. This book is a non窶田ommercial work produced as a student project for educational purposes, and as such is considered a derivative work under the Fair Use Clause of U.S. Copyright Law.