Design Movements of the 20th Century Lookbook

THE INVENTION OF WRITING

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- A Petroglyph is a scratched sign that has been scratched into rock or wood.

- Pictograph is an elementary image representing what it is.

- Ideographs is a bunch of pictures that represent an idea.

Symbol is something that can be understood outside of context.

- Hieroglyphics are symbols that would represent sounds.

Hieratic script was quicker and less strokes.

- Deonitc script was very simplified.

- A scarab was like a trademark and people used it because they needed a visual way to communicate ownership.

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Blau Monunment

The first piece to include both pictures and writing.

Code of Hammurabi

The earliest form of law through written communication.

An example of a Petroglyph

Early Writing & Alphabets The Latin Alphabet a) Early Roman civilizations from Greece. b) The letter “Z” was replaced with the letter “G” c) Contained 21 letters initially. d) Needed to add “Greek” sounds so then added the “Y” and “Z” sounds. e) Serif’s were added to the edge of letter to make it easier to read.

An Alphabet is a set of visual symbols or characters used to represent the elementary sounds of a spoken language. They can be combined and connected to make visual configurations signifying sounds, and words uttered by the human mouth.

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The Greek Alphabet a) Defined what was happening during the time period. b) Took from the Phinesian Alphabet and changed five consonants to vowels. c) Very geometric and created blocks on the page. d) “Boustrophedon” meaning it was read left to right and then right to left. e) The “Y” stood for agreement and was more than a sound.

Early communication used Icons, then Alphabets used Symbols so that they could be understood out of context.

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Illuminated Manuscripts are named after the gold leafs they would use to make them look illuminated.

The visual embellishment was to show importence. It was very expensive, and only used

by Kings. It took about 300 sheep to make one book.

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Spanish Pictorial Expressionism

Celtic Book Design

Design Styles

The Classical Style Greeks & Romans Modern Day Comic Book Text at the top supporting the illustration.

Celtic Book Design Ireland Leafs, twists, borders, weaving, bright colors.

Caroline Graphic Renewal Became the standard in Europe Writing became standardized and orderly.

Spanish Pictorial Expressionism Flat shapes of intense color.

Deals exclusively with the book of revelations.

Romanesque Man Religious Texts Textura Style was extreamly popluar because it saved space.

Islamic Manuscipts Elaborate letters and designs Very Geometric

Scrittori: High paying postition in charge of editing and directing the creation of Illuminated Manuscripts. *Must know Greek & Latin

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Printing comes to Europe Typography is the term for printing with independent, moveable, and reusable bits of metal or wood, each of which has a raised letter on one face.

Made it easier to read and create books.

Early Block Printing

Made the lowclass equal to the upper class because everyone was now literate.

42 Line bible was the first purely print graphic book and was written by Gutenberg.

How to Copperplate Engrave 1. Plate of copper 2. Create a drawing etched in the copper.

3. Runk Ink over it.

4. Ink will get trapped in the indent.

5. Press it to the page and ink will get pulled out.

First book printed in American Colonies was the Book of Psalms.

“Whole book” wanted to prove that the colonies weren’t behind.

Jeffery Torry invents the Apostrophe and accent

17th Century New Font Alert! because they Slow time for design innovation First time an italic didn’t see theOpera: need for new type.

Theyfont hadwas used. look of Textura but less weight. enough booksCondensed and type styles.

Renaissance in Graphic Design Revival

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Renaissance style had floral decoration No hand illustrations

An Epoch of Typegraphic Genius’s Romain du Roi 1692 King Roi created a type face that only the Royal Office could use. It was bassed off of scientific 64 units.

The Rococo Era A-symmetrical, C & S curves, Copperplate Engraving Fournier le Jeune Manuel Typographic - A book he made to represent his work.

Set measurement standardizations and proportions.

The Rococo Era

William Caslon Very Sturdy, thick serifs, easy to read.

Declaration of independense John Baskerville Took from Roman Letters and elevated them.

Fancy Refined look.

Modern Style Bodoni Italy Straight serifs Condesnded and heavy

Romain du Roi

Infographic Visual way of representing complex data.

William Playfair William Playfair infographic

Graphic Desing and the Industrial Revolution

1760-1840 Began witht the perfectoin of the steam engine by James Watt New factories and machine’s were booming.

Era of mass visual communication.

Type started to get more feeling and have a voice.

Fat Face Horizontal and vertical strokes that are very differ ent.

Egyptian Type Bold and machine type feeling Slab serifs Strong and sturdy Ionic Variation of Egyptian Bracted Serifs San Serif Type Wood Style Posters Big Darrious Wells

A Wood Style Poster

The Genesis of 20th century design End of 1800’s New forms of expression Frank Lloyd Right School - First to use space as a way of design - Harmonious Proportions - Use of positive and negative space

1890 London Underground Frank Pick New font face consistency commisioned posters to advertise.

The Ver-sacrum was the greatest work of the era.

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13 Dada - Anti- art movement - Shock, Protest, Nonsense - Marcel Montage

Futurism by Felippo Marinetti

Expressionism - Salvador Dali - Fantasy in the real world.

Futurism - Wanted to revolt against the styles of the world.

- Felippo Marinetti published a manifesto of Futurism in Paris

Pictograph - It is what it is.

- Icon The Beggarstaffs - Two brothers who worked in collage style Plakastil - Focused on bright color - Bernhard - Flat background, Big image Art Deco - Basic geometric shapes - 1930’s - Disneyland

Pictorial Modernism

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Began after WW1 No longer about an image Russian Suprematism - Filippo Marinetti Bolsheviks - Lower class - wanted to show poverty could creat art

Kasimir Malevich Founded Suprematism Pure Color Geometic Basic

El Lissitzky Constructionist Red, Black, White Visual Poetry

A new language of Form

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Alexander Rodchenko Founded Suprematism Pure Color Geometic Basic

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The new Typography

Jan Tschichold - first applied new approaches to design problems - influencded by Bauhaus -clean simple and non stylized.

1925 perpetua type Eric Gill - Gill Sans serif Made by the eye 1925 perpetua type unequal line lengths Paul Renner - Futura san serif type - Bold - Nike Typeface for the london times times new roman

The international typographic style 1950’s - Switzerland & Germany - The style is known for i. Unity which is achieved by asymmetrical organizationof the design elements on a mathmatically contructed grid. ii. Objective photography and copy the present visual and verbal information in a clear and factual manner, free from exaggerated claims and commerical advertising. iii. Clarity and Order Helvetica - Created by Edouard hoffman and max miedinger - Switzerland Theo ballmer

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Max Bill - Studied at bauhaus - Color with mathematical precision -Art Concret Mac Huber - extreame simplicity - Complex visual organization

The New York School Paul Rand - Modern Design - He valued ordinary universally signs and symbols and translates them into ideas for visual communication.

- Design is an integration of form and function for effective communication.

Saul bass - Brought the style to LA - single dominant image - Master of film titles 1950 FIRST ART SCHOOL FOR DESIGN AT YALE UNIVERSITY ADVERTISING DESIGN - MAGAZINES (FORTUNE, VOGUE, HARPER’S BAZAAR) - FIGURATIVE TYPOGRAPHY - WOOD TYPE - GEORGE LUIS

Paul Rand

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Saul bass

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Corporate Identities and Visual Systems Georg Olden - Designed CBS, USPS logo - African American - He made design a verb Raymond Loewe - Designed for BP, Shell, Exxon, US mail - He created the future before people knew it - New York railroad identity MTV - 1981 - Changed the face, the idea, and the spread of graphic design - Logo design by Pat Gorman, Frank Olinsky, Patti rogoff Chermayeff & Geisma - Designed for Chase bank - 100 Corporate design programs Saul Bass - Designed for At&T and Minolta - Created iconic trademarks

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1970’S Modern era was coming to an end designers realized design needed to be overhauled and they began breaking the international style.

Siegried Odermatt - 1966 Union Safe Company - You could feel the type - Worked for Time Warner & NBC New Wave Typography -Motion, Anxious - Began a revolt against the modernist movement and the ITS. -Swiss Wolfgang Weingart - First to question cleanness of ITS - Embraced Collages - Moved passed ITS

Post modern Design

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Dan Friedman - Teacher at Yale University - Used contrasting weights, geometric stairstepping, lines and bars as visual punctuation.

Retro Design - Focus’s on bringing back European modernist design - Brings back 1920 designs - Paula Scher is a perfect example Louise Fili - Book jacket designed using retro style

Paula Scher Siegfried Formatter Louise Fili

Growth of television created a platform for motion graphics Digital Revolution - Apple PC brought digital type to anyone - 72 dip -Bitmap graphics Computers allowed anyone to create - Correct mistakes - Layers - Textures - Stretches David Carson - 1990 was a professional surfer and school teacher - Got rid of grids and patterns - Large type, big captions - Art director at Ray Gun Jonathan Hoefler - Created Gotham in 2000 - Teaches at Yale - Worked for big magazines Pat Gorman -MTV color variation logos

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Pentagram - Paula Scher - Leading Pentagram for 40 years Bierut & Schmid - These tow designers kept the Its alive Letterpress rival