New visual language research & development by Yanda De Vasco

New Visual Language

Form Follows Function Research & Development

New visual Language Brief I was asked to submit a design proposal for a new graphic design publication entitled â&#x20AC;&#x2DC;New Visual Lannguageâ&#x20AC;&#x2122;. My first issue will focus on Form follows function, an exploration of Modernism and Post-modernism. I will present my research into Mornism and Post Modernismgenerating a body of work that will explore the origins and philosophy of the movements relating to my area of pratice which is graphic designs. My visual work on my research will be an expression of the movement and not a pastiche. I will be aiming to convey the essential nature of the movement.

My second issuue will be a magazine which will be based on my personal and original visual research from the year and it will include edited versions of city in Flux, earth artifact, type transcription and lastly new visual language. I will show my magazine developments which includes the masthead, cover design, content page and inner pages.

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Form Follows Function

“...It is the pervading law of all things organic and inorganic, of all things physical and metaphysical, of all things human and all things superhuman, of all true manifestations of the head, of the heart, of the soul, that the life is recognizable in its expression, that form ever follows function. This is the law.” - Louis Sullivan

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Modernism and Post Modernism Research

Modernism Modernism existed from 1900 to 1930, it did not last long however many are still influenced till this day, although it has been more than 60 years. What is modernism? Modernism is a philosophical movement that emerged at the end of the 19th century into the beginning of the 20th century, the tradition began to change. Western designers and artists felt a necessity to produce a new kind style in the industry, in order to reflect the changes taking place such as innovation technologies, science and philosophy. Western society was responsible of the changes taking place because they wanted to develop new ways to form the human culture and improve the constructed environment. This new style that the designers and artists took up were on the way to influencing literature, music and architecture and because technology was advancing it caused artists to come up with new techniques and strategy and this also influenced the designers of today’s society.

The word modern comes from Latin word modernus, which is derived from modo. It meant “just now” and it also meant “new-fashioned, not antiquated or obsolete”. The term only became attached to the new art towards the end of 1800’s. The reason modernism was so popular by those involved in creation and activities, is because many felt that traditional forms of art,

architecture, literature, religion faith, philosophy, social organization, activities of daily life, and even the science, were becoming out-dated and did not fit in with the new Era. The transformation to modernism emerged new ideas in all area and it reflected a new mood, which was more appropriate to the modern life they had. The artists were curious and begun to associate with so many isms. Isms like fauvism, expressionism, cubism, futurism, dada, constructivism, secessionism and surrealism. They did not want to be left behind all of the theatrical and technology advancing, so they challenged all of the rules. They started to explore different art visual language that could be used to appropriately represent the new follows. In this period people were expressing their feelings and ideas rather than representing what is real, this was one of the things that provoked post-modernism, which will spoke about more in the research. The artists and designers were insisting to follow the no ‘style’, by no ‘style’ is the style that they was going by with, and this was because modernism was more than a style, it was all about the world being viewed differently, a new perspective. So in order for the audience to understand the artists and designers intention it would take a good observation and concentration before judging their work.

Modernism and Post Modernism Research

http://en.wikipedia.org/wiki/Modernism http://www.latin-dictionary.org/modernus http://www.mastersofmodernism.com/?page=Modernism

Modernism and Post Modernism Research

Surrealism Surrealism was a social movement that arise in the early 1920s. The movement was connected to writings and visual artworks. It advanced out of the Dada during the First World War and it was a significant movement founded in Paris in 1924. Giorgio de Chirico was an Italian artist involved in the movement and he stated that â&#x20AC;&#x153;Although the dream is a very strange phenomenon and an inexplicable mystery, far more inexplicable is the mystery and aspect our minds confer on certain objects and aspects of life.â&#x20AC;? Surrealism was more associated in the spiritual mind set than Dadaism, the art created came directly from their mind without it being connected to a reason, morality, or aesthetic judgments, and it was as if their artistic creative was put away in the subconscious until further used. The surrealists believed that they could unconscious was the answer to revealing powerful imaginations. Many of the art works involved unpredicted juxtapositions and surreal features and illogical scenes we have never head of or came across in reality, with sometimes strange beings made of objects. The movement ended in the late 1966.

Modernism and Post Modernism Research

Cubism Cubism was one of the most influential visual art styles in the early twentieth century, an expansion of one of the many forms of abstract art and one of the first truly modern movements to emerge in art. Some claim that it was created by the collaboration between famous painters Pablo Picasso and George Braque, developed between about 1907 and 1914 in Paris. The term “Cubism” was invented in 1908 by Louis Vauxcelles, a French art critic who came across Braque’s intriguing painting of landscapes, which was imitated of Paul Cezanne. Originally the Louis Vauxcelles himself insulted it, he invented the name “Cubism”, and it was a name intended to be an insult to both artists to their simple depiction. Both artists painting style was strongly influenced by African culture and art. Cubist’s artist’s main goal of cubism was to show the essence of an object by capturing it from many points at the same time, paintings showed many by features of geometric, forms and unspecified edges such as the basic from cube, pyramid, cone and cylinder. The simplistic depictions contributed on the classical theories of perspective because of the disappearing and precise angles cause an effectively allusions. Picasso and Braque manipulated the realism in their paintings with the geometric.

Cubism had run its course by the end of World War I, but among the movements directly influenced by it were Orphism, Precisionism, Futurism, Purism, Constructivism, and, to some degree, Expressionism.

Modernism and Post Modernism Research

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“If the trees look yellow to the artist, then painted a bright yellow they must be.” - Paul Gauguin “The chief function of color should be to serve expression as well as possible. I put down my tones without a preconceived plan. If at first, and perhaps without my having been conscious of it, one tone has particularly seduced or caught me.” - Henri Matisse

Fauvism In the early 1900’s between the year 1905 and 1910, there was an artistic movement called Fauvism, this movement gained attention through the work of famous artists at the time. Movements based on colours already existed before this, but fauvism somehow managed to disconnect out of the impressionism movement and it is said that Vincent Van Gogh, Paul Gauguin, and Paul Cezanne initially inspired it. “Fauvism the style of Les Fauves which means (French word for the wild beasts, artist critic gave the name and it was not a compliment because initially it was not liked by many people. The artist used a style that consisted exaggerated and strong colours with thick brush strokes. The colours used depended on what the artists saw, for example there may have woman they was painting with dark black hair, but instead of painting it black it would be blue to show the darkness, you may get the impression that they were colourblind but in fact they was interested in the using the strong colours as a way to describe the light and shadow and communicating their emotion. As you can see on the next page “The Turning Road, L’Estaque ”, by Andrew Derian, the colours he used were influenced by fallen leaves during spring, but he did not just use those colours on the trees or

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on the ground depicting this, he used the colour throughout the painting. The contribution fauvism had to modernism was changing the purpose of colour, instead of it just be used to represent something, it also was also allowed to just feature in the canvas for an individual element.

Modernism and Post Modernism Research

Futurism Futurism was a social and artistic movement in the early twentieth century, originated in Italy. It aimed to celebrate the beauty of energy, speed, violence and youth from the advanced technology and the industrial modernity. What made futurists different from the past artists is their interest in practising in different mediums, it included graphic design, sculpture, industrial design, urban design, interior design, painting, film, textiles, theatre, fashion, music, literature, architecture and ceramics. The wide-ranging styles were inspired by postimpressionism, cubism and symbolism, so initially it was not immediately identified as a style. As time passed the futurists created a style where you express the speed, energy and movement of the modern life. The futurists were fascinated with modernity and technology, they wanted to embrace the new style and this even led them to celebrate the First World War in 1914. The Italian poet and writer Filippo Tommaso Marinetti publication of the â&#x20AC;&#x153;Futurist Manifestoâ&#x20AC;? in 1909 launched it. The manifesto hinted about the purpose of the movement, how it wanted to encourage modern and the popular different ways to communicate the idea. The manifesto drew the key Italian figures Giacombo Balla, Umberto Boccioni, Carlo Carrra, Bruno Munari, Antonio Santâ&#x20AC;&#x2122;Ellas and Benedetta Cappa.

Modernism and Post Modernism Research

De stijl De Stijl is also known as neo-plasticism, it is a Dutch word for “The Style”. This movement was founded in 1917 (1917-1931) in Amsterdam and it was about a group of Dutch Abstract artists and architects who promoted a style of art involving a firm geometry of verticals and horizontals. The group included painters “Theo van Deosburg, Piet Mondrian, Vilmos Huszar, and the architects Robert van’t Hoff, J. J. P. Oud and Gerrit Rietweld” (De Stijl, Wikipedia). It was originally published as a journal called De Stijl by the artist, critic, poet, architect and writer, Theo van Doesburg (18831931 and in this journal was the groups theories, their ideas on art. Doesburg was seen as the originator of the movement because he invented the style, influenced by one of Piet Mondrian paintings which he saw an abstraction of reality. This style is similar to cubism because of the geometric shapes but comparing to cubism it does not have an illusion effect. The shapes you usually see in De Stijl are rectangles and squares accommodated with lines. The main colours used are blue, red and yellow. The art style influenced the development of abstract art and modern design and architecture.

Modernism and Post Modernism Research

Constructivism Constructivism was an artistic and architectural belief that originated in Russia in 1919 and the last modern art movement to emerge in Russia. It burrowed style ideas from Cubism, Suprematism and Futurism with a new approach which was discarding the concern with composition and focusing on construction. Constructivism was also a great influence in modern art movements in the 20th century. It had great effect in other recognized trends such as the De Stijl and the Bauhaus in various areas including industrial design, film, theatre, dance, fashion, graphic design and a bit of music. Initially it was the hope for many ideas the advanced Russian artists who praised on Revolution goals; they were using art as a practise for social purposes. Constructivism aimed to investigate and demonstrate how materials behave and the artworks form would be depend on the materials and it was hopefully eventually to be used for ideas in mass productions.

Modernism and Post Modernism Research

Dada The years of Dadaism movement influence, started from 1916 and ended in 1923. It was an art movement that began in Zurich, Switzerland but shortly spread throughout Europe. It was the first main anti-art movement, they were against any principles and culture which encouraged the First World War in 1914. They were like the recognizable art anarchist who was aiming to challenge the powerful establishments which allowed the war to continue. In his Dada manifesto, Richard Huelsenbeck said “Dada is the international expression of our times, the great rebellion of artistic movements.” So it not accepted as art but anti-art. Dadaism art style varies; it was mainly influenced by expressionist and futurists which were concerned with the advancement of technology. The techniques include collage and photomontage. The techniques involved cut out pieces of paper such as maps, transportation tickets, and plastic wrapper to portray life. Real existing photographs which were printed the press were collaged together with illustration messages which most of the time cut out also. What does dada actually mean? “…does not mean anything... We read in the papers that the Negroes

anything... We read in the papers that the Negroes of the Kroo race call the tail of the sacred cow: dada. Cubes, and a mother, in certain regions of Italy, are called: Dada. The word for a hobby-horse, a children’s nurse, a double affirmative in Russian and Rumanian, is also: Dada.” The definition is from Dada’s manifesto by Dada’s main promoter and manager, Triston Tzara.

Modernism and Post Modernism Research

The Bauhaus Walter Gropius was the leader of the Bauhaus; he founded it in 1919. The Bauhaus was a school of thought and movement in art and architecture in Germany. Gropius himself designed the building, furniture, wallpapers and objective for mass production. The term “Bauhaus” is inspired by a German word “Hausbau”, which means constructing or house building. Gropius argued in regards to the reason the Bauhaus was built is because he felt architecture; art and design should be replicate the new era. Bauhaus was influenced by the 19th and early 20th century’s art and design movements and it became a very influential modernist art school in the 20th century, this is because of the style, the teachers approaching to teaching and the understanding of art’s relation to technology and society. They encouraged the modern environment and embrace the new technology, their basic principle was form follows function, invented by the famous architecture Louis Sullivan; the Bauhaus included artists such as Wassily Kandinsky, Josef Albers, László Moholy-Nagy, Paul Klee and Johannes Itten, architects Walter Gropius and Ludwig Mies van der Rohe, and designer Marcel Breuer; they were also teachers there, sharing their knowledge in their area with the students.

The Bauhaus style influenced art, design, architectural education and modernist architecture. They had a profound influence upon graphic design, industrial design, interior design and typography. The art and design from the Bauhaus was based on simple and clean forms, lines and functionality. The elements in the art and design were in some ways a rebellious response against the emotional expressionism of the time. The Bauhaus was closed because of the pressure from Nazi organisation, they saw the school as an un-German school, probably because it was influenced by many trends around the world and it was against the historical elements. Even so it was closed long ago, it still influences modernist designs and more but it has been greater influence in the in the modern furniture design.

Modernism and Post Modernism Research

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’ Swiss Style “Perfection is achieved, not when there is nothing left to add, but when there is nothing left to remove.” - Antoine de Saint-Exupéry

Swiss style is often referred to as the International Typographic style or the International style that originated in Switzerland in 1940. It also known as International Typographic style because the movement has been exported worldwide in the 1960’s. The style was greatly influenced from the modernist and constructivist ideals. Beauty was not a purpose itself, but more the beauty in the underlines. This style was led by graphic designers Armin Hofmann and Josef Muller-Brockmann, who were at the time teaching it in art and design schools. The style was to help present structured, ordered information in a simplified way. It privileges simplicity, san-serif typefaces and use of grids. The Swiss style movement was more heard of in the area of graphic design.

Modernism and Post Modernism Research

Louis Sullivan Another great figure in this development was one of the first most influential architects called Louis Sullivan. He studied architecture in Chicago School in the late 1800’s. He is often called the prophet of the modern architecture, he is the reason for one of the most famous phrases, and He invented the expression “Form Follows Function”. Functionalism to him meant the elimination of meaningless decoration, so the purpose of the building is expressed. He did a manifesto regarding the expression in his article called “The Tall Office Building Artistically Considered”, in his article he stated that “…It is the pervading law of all things organic and inorganic, of all things physical and metaphysical, of all things human and all things superhuman, of all true manifestations of the head, of the heart, of the soul, that the life is recognizable in its expression, that form ever follows function. This is the law.” It became well known and a principle for many architects and other designers. Among his works are the Carson, Charnley House in Chicago, Auditorium Theatre, The Guggenheim Museum and The union Trust Building in St. Louis. For a good example his principle is the Guggenheim Museum, the spiral shape inside the building was made to make it easier for the viewers to view art works in different floors. Since

he was American, his architecture style also gave off an American feeling; however it was free of any historical impersonations for instance the Beaux Art style. Instead his style was a mixture of plain and simple geometry. Another architect influenced by Sullivan, Adolf Loos believed it would be a waste of effort and material to decorate functional objects, they should be kept plain and simple. http://academics.triton.edu/faculty/fheitzman/tallofficebuilding.html http://louissullivanfilm.com/sullivan/ http://www.smashingmagazine.com/2010/03/23/does-form-followfunction/

Modernism and Post Modernism Research

El lissitzky El Lissitzky is a Russian painter, typographer, architect and designer, recognized for his art work relating to social propaganda for the Soviet Union in the early 20th century. Lissitzky work had a great influence in the movement trends such as the Bauhaus and De Stijl and especially the media of graphic design, typography, photomontage, photography and architectural design. He believed these medium were the effective channels to reach the public. He designed elegant series of images with the combination of painting and architect, called proun, of two-dimensional suprematist paintings. He made use of simple shapes such as triangle, circle and square, but he also modified the shapes into a diagonal form. The composition in his work is very effective because the elements worked with the space. â&#x20AC;&#x153;The space must be a kind of showcase, a stage, on which the pictures make their appearance as actors in a drama (or comedy). It should not imitate a living space. â&#x20AC;&#x153;The stark colours were usually red, brown, white and black. Bold lettering brought his work to life and worked as a communication. He was also interested in building his series of images into sculptures against the wall, as if it was transcribed into three dimension image. http://www.theartstory.org/artist-lissitzky-el.htm

Modernism and Post Modernism Research

Josef Muller-Brockmann Josef Muller-Brockmann was a teacher and Swiss graphic designer, born on May 9th, 1914 in Switzerland. He went to both the University and Kunstgwererbeschule in Zurich, where he studied design, architecture and history of art. He opened his own studio in Zurich specialising in graphic design, photography and exhibition design in 1936. Muller-Brockmann was influenced by art movements including, Suprematism, Constructivism, De Stijl and the Bauhaus. Muller-Brockmann was one of the most famous graphic designers. His style is very unique and well-known. His work on grid system to create simple designs was eye catching for many designers, but mainly graphic designers. The grid system clean design considers the shapes, colours and images. His simple designs and clean use of typography, colours, and shapes were what inspired many in the 21th century. He overused his favourite typeface, Akzidenz-Grotesk. The usual colours he used were plain white and black with accompanied with thick and thin lines and despite it being so simple and clear, it is still powerful. http://en.wikipedia.org/wiki/Josef_M%C3%BCller-Brockmann

Modernism and Post Modernism Research

Wim Crouwel Wim Crouwel is a graphic designer and typographer; he was born in Groningen, Netherlands in 1928 and is regarded as one of the leading graphic designer in the 20th century. He was a remarkable and inspiring figure with creative inventive vision, admired by many. He studied fine arts in 1947 to 1949 at Acamdemie Minerva in Groningen, the Netherlands. Initially we were leaning to become a painter with influence of Expressionism, but as he designed his first poster in 1952, he became fascinated and took the pleasure into organising the visual information. Sandberg, the Bauhaus ideas and the International typographic style inspired Crouwel, he felt like he could relate them as they also design in specific principle. His typography is also well extremely planned and based on very strict systems of grids. Crouwel mainly focused on type, he likes to work quite constructive and works on grids. The message and the way it will be presented, is experimented and worked out of this process. You get the sense of refurbishing. Crouwel work leaned towards more contemporary modernism because it is more playable and opening and while it is still modernism as its still closely tied to the grid. Everything is still in order and nothing is escaping the grid, although the

typography looks like post modernism. You can see it is a constrained type of design but also playful. There is something about how he works in form within modernism; he can bring live to it without falling to post-modernism. https://vimeo.com/5126459 http://en.wikipedia.org/wiki/Wim_Crouwel

Modernism and Post Modernism Research

Theo Van Doesburg Wim Crouwel is a graphic designer and typographer; he was born in Groningen, Netherlands in 1928 and is regarded as one of the leading graphic designer in the 20th century. He was a remarkable and inspiring figure with creative inventive vision, admired by many. He studied fine arts in 1947 to 1949 at Acamdemie Minerva in Groningen, the Netherlands. Initially we were leaning to become a painter with influence of Expressionism, but as he designed his first poster in 1952, he became fascinated and took the pleasure into organising the visual information. Sandberg, the Bauhaus ideas and the International typographic style inspired Crouwel, he felt like he could relate them as they also design in specific principle. His typography is also well extremely planned and based on very strict systems of grids. Crouwel mainly focused on type, he likes to work quite constructive and works on grids. The message and the way it will be presented, is experimented and worked out of this process. You get the sense of refurbishing. Crouwel work leaned towards more contemporary modernism because it is more playable and opening and while it is still modernism as its still closely tied to the grid. Everything is still in order and nothing is escaping the grid, although the

typography looks like post modernism. You can see it is a constrained type of design but also playful. There is something about how he works in form within modernism; he can bring live to it without falling to post-modernism. http://www.tate.org.uk/art/artworks/doesburg-counter-composition-vi-t03374 http://www.designishistory.com/1920/theo-van-doesberg/

Modernism and Post Modernism Research

Armin Hofmann Armin Hofmann is a Swiss graphic designer, who began his profession in 1947. He was born in Winterhur, Switzerland in 1920. Hofmann completed an apprenticeship in lithography and he taught a class about typography at the Basel School of Design. Hofmann work has been labelled as one of the most superb and unique personalities in Swiss graphic design history. He had a huge influenced which helped shape the modernist graphic designers and generations of designers. He liked to teach about the power of simplicity and how elegant it can be and it was the cleanliness of his style as it is sans-serif typefaces and asymmetric layouts that helped inspire the designs today. Among the well-known Swiss designers is Josef Muller-Brockmann. Both graphic designers have an interest in shapes but their approaches are different. He spent most of his career designing outstanding posters, mostly for Basel Sadt Theater.The style of his designs were aimed to communicate above anything, techniques such as photomontage, photosetting and varies composition, all combined with san-serif typography. There was also visual language of signs and symbols, another form of communication. To him posters were more thought-provoking and the best form of communication.

Hofmann’s work always had an effective way to emphasize the little use of colour and typefaces. He found that a little use of colour and neutral background stole the audience’s attention longer. He would call this “Trivialization of Color”. Many designers would use colour because it could be used however Hofmann believed that excess use of colour could prevent the audience to interpret reflect on the content and image. He said “I have endeavoured to do something to counteract the increasing trivialization of colour evident since the Second World War on billboards, in modern utensils and in the entertainment industry, I tried to create a kind of counter picture”. His beliefs were started from the introduction of colour television. He usually used simple black and white colour palette. http://www.aiga.org/medalist-arminhofmann/ http://www.designersjournal.net/jottings/designheroes/heroes-armin-hofmann http://www.designishistory.com/home/swiss/

Modernism and Post Modernism Research

Paul Cezanne “I owe you the truth in painting and I will tell it to you”. Paul Cezanne was a French artist, born in the 19th of January 1839, in a town called Cesana in West Piedmont. From the beginning Cezanne lived comfortably as an artist because his father Louis-Auguste Cezanne was the co-founder of a banking firm, which eventually resulted in a large inheritance. However Cezanne talented work was what pulled attention towards him not entirely his wealth. He was focused in painting with gouache, oil and watercolour and his subject choices were fantasy, figure and landscapes. His early work was of figures in landscapes and many figures in landscape and this was all from his imagination, not from observation. It was only later on his work began to develop, he became interested in painting his work through observation, and they were in a solidified architectural style of painting. His work only later developed because Cezanne struggled throughout his life to develop a realistic observation of the world in the most suitable way he could find with paint, this is why see simple forms and colour panels because he structured whatever he suppose. He stated that “We must not paint what we think we see, but what we see ... sometimes it may go against the grain, but this is what our craft

craft demands.” Cezanne struck out his own deeply revolutionary direction; his revolutionary art reached many, from abstracting paintings to the strips of colours in Archangel’s art of the future. He is often referred as the father of modernism this because he was credit for opening the path way to twentieth-century modernism. He changed it both visually and conceptually; his paintings were the most powerfully linked to between materialist and the characteristics of the art movements of Impressionism, cubism, Fauvism, Expressionism and abstraction. When you look at his paintings, you can see the features of everything the other artists have tried. He was captivated with structures and order, how painting can tackle nature, though his use of space he accomplished His paintings show applies of colours to the canvas in series of separate brush strokes, as if he were orderly building a picture rather than painting it. When you look at Cezanne’s fragmented visual world through his painting, it as if you are looking at sequestered colour pixels. http://www.artble.com/artists/paul_cezanne http://en.wikipedia.org/wiki/Paul_C%C3%A9zanne http://www.theartstory.org/artist-cezanne-paul.htm

Modernism and Post Modernism Research

Post Modernism Post-modernism emerged in the late 20th-century. The term carried many descriptions in various fields, from religion beliefs to dissatisfaction with modern architecture since 1914 to 1971. Since it appeared in wide areas of studies, it became hard to define the concept. An easier for people to define the concept is to think about modernism, as if it was the opposite reflection. Post-modernism is also described as an era that that challenged and rejected modernism in various fields. Originally it was a response to modernism; the post-modern artists used the modernist styles against them as an insult and contradiction. The post-moderns artists did everything that was against the statement made in modernism. The idea behind post-modernism In 1921 and 9125, was the first it had been used to describe new forms of art and music. Postmodernism didn’t have a big impact on the graphic designers until the 1980s, because in the beginning many designers thought it was just an undisciplined act for one’s own pleasure. But In fact it instigated a new way of think about design. The younger generation of designers began to realize that they were not keen in hiding behind “problem solving”. They simply acknowledged a new development in the culture, one that could have political or ideological agendas.

There is not actual right definition of postmodernism but there are obvious features, one of them is the erasing of borders between high culture and pop culture. A feature of postmodern graphic design were all the noticeable trends including punk, retro, techno, beach, parody, grunge and pastiche.

Modernism and Post Modernism Research

Pop Art Pop art emerged in the 1960â&#x20AC;&#x2122;s. The style and techniques designed were inspired from by the everyday popular mass culture such as comic books, advertising and mundance cultural objects. The artists and designers made art directly from everyday items and mass media using bold primary colours. They were interested in everyday imagery, realism and irony.

Abstract Expressionism Abstract Expressionism was a movement made up of American artists around the 1940â&#x20AC;&#x2122;s to 1950â&#x20AC;&#x2122;s. The movement included mostly large abstract painting but there was also sculpture and other media. The art works processed is not based on reality or nature.

Photorealism Photorealism is when an artist attempts to reprouce a photograph realistically as they ca, where you may not be able to tell them apart. It invovles creating photo realistic potraits, objects or landscrapes using a different media other than photograph. The medium varies from pen, pencil, brush and more.

Conceptual Art Conceptual art is invovles creating art influenced in the present time over the traditional ideas and material converns. Installation is one of the usual conceptual art people see.

Modernism and Post Modernism Research

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’ Jasper Johns “I think a painting should include more experience than simply intended statement.”

Jasper is an American painter and printmaker, he was born in 1930 in Georgia and he was raised in South Carolina. At a young age he began to draw and it was around then he found out that he had a passion for art. He studied art for three years in the University of South Carolina at Columbia, and then moved to New York in 1948 and from there he attended the Parson School of Design for a year. Among several Abstract expressionist painted of the previous generation, he was considered one of the most noteworthy and influential American painter of the 20th century. Johns officially became an artist in the 1950’s and invented a new style which stimulates a number of preceding art movements such as pop, conceptual and minimal art. He was also a forerunner of Pop art, who uses mutual place symbolic images such as flags or numbers as the starting-point for works of great complexity and richness. Rather than straight representational or abstractions, he made signs, flags and targets. He created “things the mind already knows”, they each carried a meaning with it, it also involved semiotic language. He designed an American flag in the mid 1950’s and he explained, “…the imagery derives from “things the mind already knows,” utterly familiar icons such as flags, targets, stencilled, numbers,

ale cans, and, slightly later, maps of the U.S.” (Nan Rosenthal, Met Museum). The work he created persuaded the American artist and designers away from the expressionism form and to lean towards a different art movement. Initially the style was seen as to be opposing the abstract expressionism style of the previous generation because, while his painting consists the compositional techniques of Abstract expressionism, the way he used the techniques is more of a conscious control rather than spontaneity. http://www.metmuseum.org/toah/hd/john/hd_john.htm http://www.theartstory.org/artist-johns-jasper.htm

Modernism and Post Modernism Research

Jeffery Keedy Jeffery Keedy was born in American in 1957, is a graphic designer, type designer, educator and writer. He is also contributed to many books, as he designed many covers. In 1985 he graduated at Cranbrook Academy of Art and started to teach design in Institute of arts. Many of his designs have been published in I.D., Type in the Digital Age, Eye and New design: Los Angeles. He is known for design of Keedy Sans, designed in 1989. Initially it was called the “typeface of Bondage Bold” and he designed the typeface to use in his design work for experimental arts organizations like CalArts and the Los Angeles Contemporary Exhibitions. It was a typeface he modified a bit from the original form. Keedy said in essay called Graphic Design in the Postmodern Era, “I designed Keedy Sans as a “user,” simply based on a vague idea of a typeface that I had not yet seen but wanted to use in my graphic design. Most typefaces are logically systematic; if you see a few letters you can pretty much guess what the rest of the font will look like” (Mr. Keedy, Émigré). But rather than doing it the traditional way, he contradicted those expectations. He attempted to design an original typeface; it was a typical postmodern strategy. “Absolute clarity, or extreme distortion, is too simplistic a goal, and it is ground

that has already been well covered.” (Mr. Kreedy, Émigré) Simplicity had always been a way to design typefaces but what if were to use a unique typeface which challenged our eyes to predict the letters?

Modernism and Post Modernism Research

Neville Brody Neville Brody is a London born graphic designer who studied design for three years at the London College of Printing in England during the 1970â&#x20AC;&#x2122;s. He worked as an art director at The Face magazine, where he also gained a lot of attention. The magazine was very popular back in the 1980â&#x20AC;&#x2122;s; it was also called fashion bible magazine, it set many trends of design. Brody is known as of the most splendid graphic designer of his generation; he was internationally well-known art director, a capable leading typographer and brand strategist. He founded Research studios in the 1994, and since then it expanded internationally in overseas cities such as Berlin, Tokyo, Barcelona, Paris and New York. The new interest in 1920s modernism that was sparked by Neville Brody and among him, English designers Malcolm Garrett and Peter Savile. He and the others brought back design to a bolder, simple visually appealing design that usually corresponding to the post-punk and punk music at the time, as Brody grew up in an era where punk was still around, it influenced his work. It was very dependent on illustration and pastiched type designs and puns. Although his work was influenced by punk, unlike other designers I feel that Brody followed his own approach, and

created things that appealing and not so busy. His work was bold and usually more type heavy. The reputation he has gained today was because of his unique technique and he was not afraid to break the rules, this has caused him to be a trend setter.

Modernism and Post Modernism Research

Paula Scher Paul Scher has been at the forefront as a graphic designer and painters for four decades. She is also an art educator in design and first female principal at Pentagram since 1991. Her graphic design career began when she became a record cover art director in 1970s, at both Atlantic and CBS records. She was responsible for about 150 albums designs and production. She was a teacher at the School of Visual Arts and she has held other teaching position at Yale, Cooper Union and Tyler school of Art. A lot of her work is referred to as postmodernism because her experimentation with the early Modern typography. Her work consists historical design such as retro, to make visual analogies and for an appeal to contemporary audiences. Among her 150 album cover designs, she did ‘Best of jazz’, you can see where her influence came from, Russian constructivism. The same type of font’s composition tightly together but in a way where it looks Initially typography was on her downfalls, she was attending a class in New York, run by Stanislaw Zagorski, who Scher sees as a mentor. Back then the only way to achieve typography was to use press type and Scher was not able to

create an appealing type as the other children, until her mentor advised her “I didn’t know what I was doing, and I didn’t understand typography; I couldn’t see the form. One day, Stanislaw told me, “Illustrate with type,” and that was the best design advice I have ever received. Once I started to see type as something with spirit and emotion, I could really manipulate it.” http://thegreatdiscontent.com/interview/paula-scher

Modernism and Post Modernism Research

ModernismInspirartion Magazine and Post Modernism MoodboardResearch

Magazine Inspiration Moodboard

Magazine Inspirartion Moodboard

Magazine Cover and Layout inspiration moodboard This is my moodboard of my collected magazine lay out inspirations. I felt that i needed to understand more how to design and construct a layout for magazine. I like many different style of layouts, i love the use of colour and shapes such as bold rectangle behind and around images. I looked through a range of famous magazines designers from Toko design, Issue No1, Tomsz Biskup, Vogue and Tony Huynh.

Magazine Inspirartion Moodboard

Magazine existing mastheads

I collected a variaton of different masthead designs for mag really the mixture of modernisma nd post modernism toget point masthead that are able to bring essense to the whole head designs with both style of modernism and post mod

Magazine existing mastheads

gazines. Some are simple while others are not, i ther. I also like how there is simple and straight to the e cover design. I think i will be approaching my mast dernism or maybe a combination of both.

Masthead experimentations

These are my masthead experimentations. I used only the illustration pen and helvetica texts, i felt that texts it looked good with the unique designs however i found that initials look best without extra texts. I mainly used the colour black but also tried with different colours such as red, yellow and red. I really like 5th, 6th and 9th design. I will be experimenting with one these on my cover.

Masthead experimentation and Developments

My chosen masthead was refined and developed, initially i was not going to put in text beside the bold initial standing for â&#x20AC;&#x2DC;New visual languageâ&#x20AC;&#x2122; however, when i tested it oiut the outcome was surprising, i like the first and fourth developments. I like the fourth because the two eplispe behind the design makes it look different and it strands out and the reason why i like the first one is because of how great the light helvetica text beside it. I think my mastheads will change again when i go on to experimenting with my cover because the colours for example may not be going well with the overall colours used for the cover.

Cover experimentation

Swiss style was ony of my inspiration in the way i composiotned the the mastheads with other texts above and below the images. I experimented with a variation of mastheads and fonts. I begun with my original chosen masthead however i realised that it may not be suitable for the cover, because of how bold it was for a simple edited work. So i went on to choosing my other mastheads and testing it out. the outcome was good but not great and i felt that it was missing a big impact. I will take thse two last designs into development.

Cover experimentation

Cover selected

Cover Selected

In the end i went into selecting my original masthead, i felt that it also needed to be refined, so i removed all the primary colour and left the black which really looked great with my cover design.My cover design is simple but i still prefer this approach because i the image can be seen and the information is readable. I used just mainly illustration and only photoshop to contrast my final piece work.

Contents page experiments

Content page experiments

Contents page experiments

Content page experiments

I have chosen two designs for my content page, different design solutions that i planned. I have changed a design on the right side, rather the traingle being fully black, i experimented with white also and even though it was by accident, i really liked what i recieved. I have decided to go with this design with the image below being on the right side. I experimented with regular, light and bold helvetica and i prefer the bold font because it looked appealing with black triangle.

Inner pages experiments and Developments

Inner page experiments and developments

Inner pages experiments and Developments

Inner page experiments and developments

These are my designs for my inner pages. There are in different range of layouts while others have just stayed the same. The reason why i did not try and create a design solution for every innerpage is because i felt that if i felt like there was nothing needing to be added on then it is perfect. I really like the the primary colours used and rectangle shapes which was an inspiration from my magazine moodboard, in many magazine i came across i usually see white or black rectangle as a backgrond for the text and i thought i would give it a test half way through and fell in love with it. I will foward my chosen designs into my magazine issuue. my favourite page is the type. I really like the way the designs were compositioned.