1920s Magazines & Advertising: Alexey Brodovitch & Harper’s Bazaar
Alexey Brodovitch The Early Years • Born in Ogolitchi, Russia in 1898 • Loyal first lieutenant in the czar’s White Army • In 1920 he fled to Paris as an exile from the October Revolution • He obtained a job as a painter of stage sets for Diaghilev’s Ballets Russes
Alexey Brodovitch Paris in the Twenties • Bal Banal Poster, 1924 • Won first prize over Picasso • Influnced by Art Deco, Purism, and Surrealism • Launched his graphic design career
Alexey Brodovitch Advertising in Europe • 1926, The ad agency Maximilien Vox asked Brodovitch to design for Martini Vermouth • 1928–1930, Aux Trois Quarters asked him to work in their design studio Athelia, specifically for the menswear Madelios • 1930, He was invited to establish a department of advertising design at the School of Industrial Art of the Pennsylvania Museum
Alexey Brodovitch Harper’s Bazaar • The photographer Ralph Steiner recognized the potential of Brodovitch as a designer. He introduced him to Carmel Snow, editor-in-chief of the magazine whom immediately offered him a job. “I saw a fresh, new conception of layout technique that struck me like a revelation: pages that bled beautifully, cropped photographs, typography and design that were bold and arresting. Within ten minutes I had asked Brodovitch to have cocktails with me, and that evening I signed him to a provisional contract as art director.” –Carmel Snow
Alexey Brodovitch Harper’s Bazaar • Brodovitch created harmonious layouts using avantgarde photography, typography and illustration • He asked several old friends like Man Ray, Jean Cocteau, Raoul Dufy, Marc Chagall and A.M. Cassandre to work for the magazine • Brodovitch was the first art director to integrate image and text
Alexey Brodovitch Harper’s Bazaar • Brodovitch’s layouts are easily recognized by his generous use of white space • The typeface he preferred was Bodoni • Legibility was not his primary concern • He often used photographs to create a narrative
Alexey Brodovitch Harper’s Bazaar • Even at the height of his powers, however, Brodovitch’s personal life remained linked to loss and disappointment • Brodovitch was fired from his position at Harper’s in 1958 because of alcoholism • After 24 years of art directing he continued to teach but did little design work • He died in 1971 in southern France
Sources “Alexey Brodovitch.” Icon Of Graphics. N.p., n.d. Web. 10 Nov 2013. <http://www.iconofgraphics.com/Alexey-Brodovitch/>. Grundberg, Andy. “Alexey Brodovitch.” AIGA. The American Institute of Graphic Arts, 1988. Web. 10 Nov 2013. <http:// www.aiga.org/medalist-alexeybrodovitch/>. Grundberg, Andy. Brodovitch. New York: Harry N. Abrams, Inc., 1989. 159 pp. Print.