Graphic Design Studies
International Style
A look at International Style. A collaberative projects between Kieran James, Sarah Harrison, James Marshall, Ethan Huang, Nishal Gurung, Becky Haskins and Charles Rodriguez. Exploring International and Swiss Style, looking at modernism and what influesnced it and what social influences it has had on our modern day society.
Content
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Introduction Origins Architecture Interior Design Swiss Style Conclusion
Architecture Le Corbusier has also proved to be a major influence to International Style. Corbusier was focused on the idea of space, simplicity and modern structural design. Designing his first house in 1907, Corbusier identified three major architectural discoveries; the contrast between space, classical proportion and geometric forms. These principles heavily influence postmodernist architecture today. In 1908, he began his theory of reinforced concrete and industrial production. Pioneering these logical plans and functional styles, Corbusier used the influences of Auguste Perret and Peter Behrens in his design of ‘Maison Dom-Ino’ in 1915. With the layout of this plan being completely independent from the structure of the design, it allowed the mass production of freestanding rigid buildings.
Caption: Le Corbusier, Villa Savoye, 1929.
Corbusier spent most of his time being encouraged to paint and then later discovered the purist theory. Collaborating with artist Amedee Ozenfant, the concept behind purism itself lead architecture to be fully refined and simplified, it was believed that architecture would end up being as efficient as factory assembled line. From this he was able to express his thoughts thoroughly in his book ‘Vers Une Architecture’; in which Corbusier stated that ‘A house... is a machine for living in’.
Helve This chapter of the book shall explore the impact of International Style on Graphic design and typography. SansSerif type is the best at expressing clarity and unity for use in International Style. Designers who embraced these ideals sought to achieve them with a single type family, therefore sans-serif was created. The typeface easily accommodates modern design’s abstract, intellectual attitudes, and was adopted by most designers practicing at this time.
Helvetica was published in 1957 and designed by Max Miedinger in Switzerland. It is now a widely used sansserif font, but its original purpose was to be a competitor to Akzidenz. It was previously known as Neue Haas Grotesk but renamed Helvetica (meaning Swiss in Latin) in 1960 so it would be more marketable internationally. It was designed to fit a consistent programme of weights and widths, meaning it lost much of its strength. Its uniform, upright character makes
etica it similar to transitional serif letters. One of Helvetica’s more remarkable features is its large x-height, which is even larger than that of Univers, giving the letterforms increased volume, allowing for better legibility than many sans-serifs. Helvetica and sans serif fonts moved away from the earlier flamboyant fonts (serifs) and became a set of fonts with form over function, reflecting the architecture of International style. Serifs are more expressive and sans serifs move away from that into a more structured, readable type, but also work well as display type. Helvetica and many other popular sans-serif fonts are still used widely today. The most popular web fonts include Helvetica, Akzidenz, Univers and Futura. Mainly because they are all strong readable fonts, which is suitable for virtually any project.
Caption: Joesf MullerBrockmann, Weniger Larm 1960.
Josef MüllerBrockmann Joseph Muller Brockmann was a key pioneer of Swiss design. Along with Armin Hofmann the pair envisaged to movement to advocate clarity through their structural approach to design. Josef Muller Brockman established his own design studio in Zurich, 1936 whilst most of the Swiss designers had fled to the United States due to the war. He founded ‘Nueue Graphik’ magazine, which involved the principles of Swiss design. At the time he was not just doing one thing but he would design posters, brochures, typefaces, dinnerware, design concert and even stage design. However, in terms of his graphics work what best describes his work is minimalistic; it is very clear and iconic. Here is one of his most recognized works; His use of photography is extremely powerful and memorable; cropping of the motorcycle and seeing the full body of the running child puts you in the situation, it makes you the witness of the incident that’s about to happen. This aspect of using extreme close ups has influenced many designers today such as M/M Paris, an art and design company and fashion house Balenciaga. M/M Paris has combined their knowledge