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American Modernism The Works Progress of America, the WPA, in 1935. As part of President Franklin Delano Roosevelt’s New Deal, the federal government created the Works Progress Administration (WPA) in 1935. Direct relief for the unemployed was replaced by work opportunities, and billions of dollars were inserted into the economy as an average of more than two million workers were paid from fifteen to ninety dollars per month from 1935 until 1941.

Poster,Lester Beall,1930s

Spread from the June 1938 issue of Bazaar, Alexey Brodovitch

Under the leadership of Walter Paepcke, CCA was a patron of graphic arts and design. The company amassed an outstanding collection of art works which eventually found their way to the National Museum of American art.

That collection is described in the book Art, Design, and the Modern Corporation.

Herbert Matte, Spread of magazine

A. M. CASSANDRE (1901-1968) 'Normandie', 1935

International Typographic Style (aka Swiss style) Also known as International Style, the Swiss Style does not simply describe a style of graphic design made in Switzerland. It became famous through the art of very talented Swiss graphic designers, but it emerged in Russia, Germany and Netherlands in the 1920’s. This style in art, architecture and culture became an ‘international’ style after 1950’s and it was produced by artists all around the globe. Despite that, people still refer to it as the Swiss Style or the Swiss Legacy.

Eduard Hoffmann 1892 – 1980.

Eduard Hoffmann’s notebook documents the birth and early development of Neue Haas Grotesk and Helvetica.

Max Miedinger 1910 – 1980.

sketch of Palatino,1973, Hermann Zapf

This progressive, radical movement in graphic design is not concerned with the graphic design in Switzerland, but rather with the new style that had been proposed, attacked and defended in the 1920s in Switzerland. Keen attention to detail, precision, craft skills, system of education and technical training, a high standard of printing as well as a clear refined and inventive lettering and typoraphy laid out a foundation for a new movement that has been exported worldwide in 1960s to become an international style.

Hermann Zapf.1918

Emerging from the modernist and constructivist ideals, the Swiss Style can be defined as an authentic pursue for simplicity – the beauty in the underlines of a purpose, not beauty as a purpose in itself. The principle “form follows function” became a battle-cry of Modernist architects after the 1930s. As a consequence of this principle, most of the Swiss Style craft is devoted to the minimal elements of style such as typography and content layout rather than on textures and illustrations.

Poster,Josef Müller-Brockmann

New York School, Corporate Identity and Visual Systems, Advertising

Logos, Paul Rand

Rand's revolutionary vision on graphic design changed the profession forever. It was no longer a profession left for those who could not master the fine arts, but a profession with a style of its own. Rand and his modernist ingenuity brought about a new era in advertising and corporate trademarks that shaped the future of corporate America. ďźˆ"Logo Design Love." All about Designer Paul Rand. 

-For the purposes of Graphic Design, however, the New York School denotes the group of graphic designers active during the 1950s in and around New York. The older generation of these designers had fled from Europe earlier in the century, while the younger consisted of students which they educated at institutions such as the Cooper Union, Blackmountain College and the School of the Art Institute of Chicago, and who in turn become educators themselves, setting up a chain of innovative, modernist design firmly embedded within an instructional tradition.

Herb Lubalin

"The History of Visual Communication The Modernists." The History of Visual Communication - The Modernists. N.p., n.d. Web. 01 May 2014.

Herb Lubalin

logos design of Saul Bass

Campaign of volkswagen,Doyle Dane Bernbach