Alexey Brodovitch
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“The best way to achieve surprise quality is by avoiding cliches” -Alexey Brodovitch 3
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lexey Brodovitch was born in Ogolitchi Russia during 1898, to wealthy family. In 1920 he was forced to flee to Paris because of the revolution. When he got there he found work painting stage sets. He then later entered a poster competition, and won first place, after that he became well sought after in the graphic design world. In 1930 Brodovitch came to America to teach graphic design in Philadelphia. He brought with him the more modern graphic design idea’s that were popular in Europe in the 20’s. He constantly challenging his students to question everything. He encouraged his students to make mistake, and then learn from them.
“We learn by making mistakes. We must be critical of ourselves and have the courage to start all over again after each failure. Only then do we really absorb, really start to know.” - Alexey Brodovitch
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Top Left: spread from the November 1951 issue of Harper’s Bazaar Photographer: Derujinski Right: spread from the October issue of Harper’s Bazaar 1950 Photographer: Richard Avedon
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Bottom Left: spread from the March 1936 issue of Harper’s Bazaar photographer: Man Ray Right: spread from the Febuary 1955 issue of Harper’s Bazaar, pages 90-91 photographer: Richard Avedon
Top Left to Right: Harper’s Bazaar covers June 1950 Photographer: Louise Dahl-Wolfe August 1940 Photographer: Herbert Bayer March 1959 Photographer: Rchard Avedon Bottom Left to Right Haper’s Bazaar covers June 1940 Photographer: Herbert Matter December 1955 Photographer: Louise Dahl-Wolfe
“I saw a fresh, new conception of layout that struck me like a revelation:pages that beautifully cropped photographs, typography and design that were gold and arresting.” -Carmel Snow
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n 1934 Brodovitch caught the eye of Carmel Snow, the editor-in-chief of the fashion magazine Harper’s Bazaar, who offered him a job as the art director.
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hile others separated the illustrations and text with thick white margins. Alexey Brodovitch was one of the first art directors to integrate type and image in America while others separated the illustrations and text with thick white margins. Brodovitch focused on elegance and energy and was not afraid to leave white space. Many art directors were influenced by his energetic style. Brodovitch favored the typefaces Bodoni, Stencil and Typewriter, although when choosing a typeface he went with what worked best on the page and not necessarily what was most legible.
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“If you have seen something you have seen before, don’t click the shutter.” -Alexey Brodovitch
Top spread from the November 1935 issue of Harper’s Bazaar Photographer: Martin Munkacsi
Harper’s Bazaar cover July 1958 Photographer: Richard Avedon
Vogue cover March 1960 Photographer: Agyness Deyn
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Bottom spread from the April 1950 issue of Harper’s Bazaar Photographer: Ben Rose
Kerry William Purcell, Alexey Brodovitch, (Phaidon Press 2002) Andy Grundberg, Masters of American Design: Brodovitch, (Harry N. Abrams Publishers, INC., NY) Designed and written by Xesswa Freckmann Composed in Minion Pro and Minion Pro Italic, typefaces designed by Robert Slimbach in 1990 Printed from a Toshiba printer onto Hammermill 80# text. Copyright Š 2016 Xesswa Freckmann, Portland, Maine, Maine College of Art
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