Form Follows Function by natalie scawthorn

New Graphic Design

form follows function 1

Modernism Modernism is the term used for a cultural movement that shows the progression of art, architecture, music, design and l i terature created in the 19th century. The movement was of artists and designers who were against and rebelled traditional methods and the ideology of realism. They bel ieved in the progression of art as it had become to outdated with the new economic, social and aspects of the world changing. Many movements were created during modernism such as De stijl, DADA and Cubism each which all have their own unique and interesting style.

PostModernism Post-modernism was the movement that followed Modernism and greatly changed art, architecture, design, fashion and l i t erature. It was a movement that contradicts the ideas,trends and styles that had been created by Modernism. Pieces of art that are c on s i d e r e d t o b e postmodern i nclude collage, simplification, pop-art and art that is very radical, experimental and exaggerated. The collages were the most fascinating part of Postmodernism to me as they reject the ideas of Modernism the most as they are unstructured

and have a chaotic style. I also like how they are created in different ways with some incorporating random brush strokes or various found materials.

Bauhaus Bauhaus was a modernist art school founded in 1919 in Weimar Germany. Bauhaus worked on and taught many different art forms including fine art, industrial design, graphic design, typography, interior design, and architecture. One of the main aims of the Bauhaus movement was to reunite creativity and manufacturing to create household items for everyday life. Many different artists were teachers that were involved with the Bauhaus school including Joost Schmidt and Wassily Kandinsky who were teachers there. There were also many students there that created a big impact in art and graphic design such as Max Bill.

De Stijl De Stijl was a dutch artistic movement founded in 1917. The work created in this movement was abstract and used only limited colour which was only the primary colours and black and white. The work was created to be abstract and simple by only using horizontal and vertical lines and avoiding symmetry. The founder of the De Stijl movement was Piet Mondrian who was influenced by Cubism artists such as Picasso and Braques. I liked how the work of the De Stijl movement is structured and follows these rules I think this movement is very influential for when looking at the white space and also grid structures for a piece of design.

Futurism Futurism first appeared in a Manifesto published by the poet Filippo Marinetti in the manifesto he outlined the futurists beliefs which was to celebrate technology such as the car. Futurist paintings were often created using repetition of lines at different angles, and using lots of colour and various sized flowing brush strokes to create the illusion of movement. Futurists created their work by exploring a variety of mediums including painting, sculpture, theatre and poetry.

Cubism Cubism was the first abstract style of art of the 20th century. It was created by Pablo Picasso and Georges Braque. Picasso and Braqueâ&#x20AC;&#x2122;s work is considered to be the best forms of Cubism. Cubists challenged convent ional forms of representat ion such as perspective they did this by creating their paintings by fracturing objects into geometric forms. Cubi sm paint ings were created to try to show many different viewpoints simultaneously in one piece.

Constructivism Constructivism was the last and most influential modern art movement to flourish in Russia in the 20th century. It borrowed ideas from Cubism, Suprematism and Futurism, but at its heart was an entirely new approach to making objects, one which sought to abolish the traditional artistic concern with composition, and replace it with â&#x20AC;&#x2DC;construction. They believed that objects were to be created not in order to express beauty, or the artistâ&#x20AC;&#x2122;s outlook, but to carry out a analysis of the materials and forms of art which might lead to the design of functional objects.

Dada Dada was an artistic and l iterary movement that began in 1916 . It arose as a reaction to World War I.Influenced by ideas and innovations from several early avant-gardes - Cubism, Futurism, Constructivism, and Expressionism. The DADA movement wanted to move artand artists away from polotics and rejected reason and logic. Work output from the DADA movement was wildly diverse, ranging from performance art to poetry, photography, assemblage, photo-montage, sculpture, painting and collage. DADA created their work to provoke a reaction from viewers usually to shock or outrage them.

Swiss Style The International Typographic Style, also known as the Swiss Style, is a graphic design style developed in Switzerland in the 1950s that emphasizes readability and objectivity. Some of the main features

of the style are asymmetric layouts, the use of a grid and sans-serif typefaces. Many of the early International Typographic Style works featured typography as a primary design element and

it is for this that the style is named.Some of the main artists of the Swiss style include Max Bill, Joseph M端ller-Brockmann and Armin Hoffman.

The Grid System

Wim Crouwel Willem Crouwel i s a Dutch graphic designer and typographer. Between 1947 and 1949, he studied Fine Arts at Academie Minerva in Groningen, The Netherlands. In addition to that, he studied typography at what is now the Gerrit Rietveld Academie in Amsterdam. In 1963, he was one of the founders of the design studio Total Design (currently named Total Identity). From 1964 onwards, Crouwel was responsible for the design of the posters, catalogues and exhibitions of the Stedelijk Museum in Amsterdam. In 1967 he designed the typeface New Alphabet.

Josef Müller-Brockmann Josef Müller-Brockmann, was a Swiss graphic designer and teacher. Joseph Müller-Brockmann was influenced by the ideas of several different design and art movements including Constructivism, De Stijl, Suprematism and the Bauhaus He studied architecture, design and history of art at both the University. In 1936 he opened his Zurich studio specialising in graphic design, exhibition design and photography. In 1958 he became a founding editor of New Graphic Design along with R.P. Lohse, C. Vivarelli, and H. Neuburg. Josef MÜller Brockmann’s work has a very simple

style to it. He creates his work using mainly shapes and uses a very limited colour range.

Armin Hoffman Armin Hofmann is a Swiss Graphic Designer who was head of the graphic design department at the Schule für Gestaltung Basel (Basel School of Design) and was instrumental in developing the graphic design style known as the Swiss Style. Hofmann believed one of the ‘most effecient ways of communication was the poster’. Hofmann spent most of his career designing posters which he has become well known for. One of the things that I liked about Hofmann’s work was that he uses very limited colour on his poster and relies more on the typography and it’s hierarchy and size to give the piece emphasis. I think that this will be a good

point to take influenece from when designing the layout of my broadsheet.

El Lissitzky El Lissitzky was a Russian born artist, designer, typographer, and photographer. In his early years he developed a style of painting in which he used abstract geometric shapes which is shown on the images on the rabove left. El Lissitzky then went on to design more graphic work for books, posters and created work for exhibitions and propaganda works for the former soviet union. Most of his work often had a strong political message within it.I like the geometric shapes lissitzky uses in his work and also his use of composition. Similar to Hofmann, Lissitsky also doesnâ&#x20AC;&#x2122;t use much colour in his work. I think this is a point I will use in my work as I feel too much colour can make a piece look to overpowering.

Kandinsky Kandinsky was a Russian born painter, wood engraver, l i thograph er, t eac h er and theorist; pioneer of abstract art. Kandinsky was fascinated with colour this is something that becomes apparent when looking at his work as he uses very bold colours in his work and creates most of his pieces using abstract shapes. Kandinsky taught basic design at the Bauhaus school from 1922 to 1933 and he also taught painting classes and workshops.

Piet Mondrian Piet Mondrian was an Dutch artist who was part of the De Stijl movement, who created geometric paintings. He created his paintings on white backgrounds and kept it simple and abstract by using only horizontal and vertical lines. I think that the De Stijl movement is good to use as an influence for the layout of my broadsheet as it structured and simple which is good for the design of a broadsheet as it canâ&#x20AC;&#x2122;t look to overpowering or crowded.

Jan Tschichold Jan Tschichold was a German typographer, book designer, teacher and writer. Tschichold had converted to Modernist design principles in 1923 after visiting the first Weimar Bauhaus exhibition. He created the book Die neue Typographie. This book was a manifesto of modern design, in which he condemned all typefaces but sans-serif. He also advocated the use of standardised paper sizes for all printed matter, and made some of the first clear explanations of the effective use of different sizes and weights of type in order to quickly and easily convey information. He spent part of his career with Penguin Books and while he was there he developed a standardized practice for

creating the covers for all of the books produced by Penguin. He personally oversaw the development of more than 500 books between the years 1947-49. This is an example of one of his book designs on the right.

Kurt Schwitters Kurt Schwitters is mostly associated with the Dada movement. He worked in many mediums including painting, poetry, installation art, sculpture, graphic design and typography. Merz was a term that Schwitters often used in his work, such as in the pieces on the left. He described Merz as being “”In the war, things were in terrible turmoil. What I had learned at the academy was of no use to me and the useful new ideas were still unready.... Everything had broken down and new things had to be made out of the fragments; and this is Merz. It was like a revolution within me, not as it was, but as it should have been.”.One of the aspects of Schwitters work is his use of colour and how most pieces of his work

have a brown/yellow colour scheme to them, I also like how his collages such as the one above are similar to his graphic work which is very structured which would not be expected from a collage.

Max Bill Max Bill was a Swiss architect, artist, painter, typeface designer, and graphic designer. Max Bill was born in Winterthur. After an apprenticeship as a silversmith during 1924-1927, Bill took up studies at the Bauhaus under many teachers including Wassily Kandinsky. Bill was a big influence on Swiss graphic design. A main feature of Max Billâ&#x20AC;&#x2122;s work was his use of shapes which are featured throughout most of his work another feature that is in most of his work is his typography. The combination of these two elements and his positioning of white space gave him very striking intresting pieces of work. Later in his career Max Bill began to create his work using only shapes which were very bright bold colours such as the images on the bottom right.

Joost Schmidt Joost Schmidt was a teacher or master at the Bauhaus and later a professor at the College of Visual Arts, Berlin. He was a visionary typographer and graphic designer who is best known for designing the famous poster for the 1923 Bauhaus Exhibition in Weimar, Germany.

Walter Dexel Walter Dexel was a German painter, print artist, designer, commercial artist and doctor in art history Walter Dexel is regarded as one of the key figures in German Constructivism. Dexel devoted himself to commercial art and typography, designing advertisements and posters and developing l ighted advertising for billboards.

Paul Rand Paul Rand is an American Graphic designer most well known for his work for various companies creating logos in the 1950s and 1960s. Earlier in his career he also created page designs, and designed the covers and layouts of various magazines such as Apparel Arts magazine. ‘I haven’t changed my mind about modernism from the first day I ever did it…. It means integrity; it means honesty; it means theg absence of sentimentality and the absence of nostalgia; it means simplicity; it means clarity. That’s what modernism means to me…’

Paul Rand

Richard hamilton Richard William Hamilton was a British painter and collage artist. His earliest works are considered to be some of the earliest works of PopArt. Hamilton was a member of the Independent Group, formed in the 1950s by a group of artists and writers at the Institute of Contemporary Arts, who contributed to the development of Pop art in Britain. I felt that Hamilton was a good artist to research for this project as collages were one of the major parts of postmodernism and I feel his work is a good representation of postmodernism as it is exaggerated and expressive creating a statement by including a television and fancy furniture to comment on societies need to define itself by the materials it

possesses. I aslo like how his collages were similar in some ways to Kurt Schwitters whose work even thouh it is a collage is very structured similar to Hamiltons who has structured the work to look as though it has come from a home magazine.

barbara kruger Barbara Kruger is an American artist whocreates her work by layering found photographs from existing sources and adding text that involves the viewer. She is well known for her trademark black white and red colour scheme used in almost every piece of her work .Some of her instantly recognizable slogans read “I shop therefore I am,” and “Your body is a battleground.” Much of her text questions the viewer about feminism, classicism and consumerism, although her black-and-white images are usually from the mainstream

magazines that sell the ideas she is disputing. I think that the use of only three colours and the bold writing which is always inside a box give some of her work an aggresive feel which instantly gets the message to the viewer making and makes her work instantly recogniseable.

studio dumbar Studio Dumbar is an international Graphic Design agency They describe their work as ‘visual branding, online branding’, meaning they create every visible expression of a brand or organization — offline and online.’ They create work for a variety of clients and companies. I decided to use these in my research as the layout is very interesting and unusual one of the things that stood out the most to me was the use of bold colours. I like how on the image on the bottom right has been split and each half is a different colour. One of the things I like about Studio Dumbar’s work is that each project looks very individual and different.

neville brody Neville Brody is an English graphic designer, typographer and art director. The founder of design agency Research Studios, Brody established his reputation working with record labels, magazines and a range of international clients from

Apple to Dom PĂŠrignon, also many magazines he would the main feature of nearly all be good to use to influence of his work is his typography my masthead designs. therefore I felt that he would be a good artist to use as influencedfor the layout of my broadsheet and also as he has created work for

raygun Raygun magazine was first published in 1992 the magazine lasted 7 years and created over 70 issues. The magazines were designed by David Carson and explored typography and layout and were sometimes chaotic, abstract and not always readable. Similar to Diredtion magazine the layout and positioning of the masthead in Raygun changes in each issue however the style, size and colour of the masthead also changes to follow the style of that particular issues front cover. Not only did I find the covers of the magazine useful for this project I also find the inside spreads interesting how the writing is at different angles.

direction Direction magazine was designed by the graphic designer Paul Rand between 1939 to 1945. I felt these magaz ine covers were a good influence for this project as they show how the magazine develops over the months and how the masthead positioning is changing on each issue and sometimes the color changes this is something I am going to consider when designing my mast head and the layout for my broadsheet.

digital arts Digital Arts is a UK published magazine created for professional designers that focuses on art, graphic design, 3D, animation, web design, print and video. I like how the masthead for Digital Arts changes colour to fit the style of the front cover this is something that I have noticed with other magazines such as Direction, and i-D. One thing I noticed about the covers of Digital Arts is that they are very busy and their isnâ&#x20AC;&#x2122;t much space left I think that this looks effective on most of their magazines however I donâ&#x20AC;&#x2122;t think it works very well on the cover as I feel it is to overpowering making it distracting this is something that I will take into consideration when creating my magazine.

creative review Creative Review is a monthly magazine targeted on the commercial arts and design scene. Creative Review has a circulation of around 20,000 readers. The magazine content focuses on media originating in United Kingdom, Europe, and the United States, showcasing some of the best contemporary advertising, design, illustration, new media, photography, and typography. Cover art typically features typography, photography, graphics and illustration. Rarely do covers feature the actual artists. I like how the masthead of Creative Review has changed from the full title across the top of the page shown on the far right middle image to the CR in a box. I feel this is a more effective masthead as it is more recognisable.

wallpaper* Wallpaper* is an Media consider making for the cover magazine focusing on of my magazine. travel, design, entertainment, fashion, and media, launched in 1996, 1996 by Canadian journalist Tyler Brûlé and Austrian journalist Alexander Geringer. In 2007, to celebrate its 100th issue and reflect its multi-platform status, the logo’s asterisk acquired a cursor shown on the cover on the left in place of one of its arms. One of the things I liked the most about Wallpaper* magazines front covers is how they are all created in different ways such as the digitally produced the versions however I liked how they have done several hand made versions of the magazine such as the collage on the far right this is something I am going to

i-d i-D is a British magazine dedicated to fashion, music, art and youth culture. i-D was founded by designer and former Vogue art director Terry Jones in 1980. The first issue was published in the form of a hand-stapled fanzine dedicated to the street style of punk-era London in 1980, with text produced on a typewriter. The wink and smile on each front cover â&#x20AC;&#x201C; a graphic representation of the magazineâ&#x20AC;&#x2122;s logo â&#x20AC;&#x201C; have become integral to the i-D identity as this masthead is instantly recognisable as i-D. This is something I am looking to create when designing my masthead something that is instantly recognisable and stands out.

exsiting mastheads 66

masthead designs

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layout designs

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These are some layout experiments I have created which have been influenced by the various movements. I have also experimented with different masthead designs to find the one which I feel is the most appropriate for my magazine. I feel the masthead which would be the most successful would be the circle design shown on the layouts on the right as I feel it stands out and looks the most interesting and wold be the recognisable.

newGRAPHICdesign

Issue 1 Spring 2013

An Exploration Of Modernism And Postmodernism

NGD

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form FOLLOWS function Issue 1 Spring 2013

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An Exploration Of Modernism And Postmodernism

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Issue/01 Spring 2013

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An Exploration Of Modernism And Postmodernism

Form Follows Function Issue/01 Spring 2013