Monday, April 25, 16 the 1970s, the relevance of Modernism is challenged. Designers emerged who...

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Monday, April 25, 16

During the 1970s, the relevance of Modernism is challenged. Designers emerged who weren’t afraid to reference historical movements within their design work.

“Postmodern” graphic design is brought about by:

• Swiss designers who broke away from the Traditional International Style• New Wave Typography (Wolfgang Weingart)• The 1980s “look” from the Memphis Group in Milan• The San Francisco “group” (The Michaels)

and most of all...• The arrival of the MacIntosh in the late 80s!

Rosemarie Tissiad for Lutz & Company1964

Seigfried Odermattad for Union Wall Safes1968

Rosemarie Tissiad for Englersatz AG1980

Bruno Monguzziposter for an exhibition of The Photogram in 20th Century Art1990

In the 60s, designers like Tissi were expanding the boundaries of

the International Style without rebelling against it.

That would change in the 70s with an approach that would be known

as New Wave Typography

Wolfgang Weingart portion of German typesetter’s exam,

Weingart was able to break the typographic rules masterfully, because he knew them and understood them.

He believed in the “Gutenberg approach,” in that students should

understand printing processes as well as design principles

Wolfgang Weingart taught at the Basel School of Design and breathed new spirit into the

typography of order and neatness set by the Swiss masters of the International Style.

Wolfgang Weingart experimental text setting, 1969

Wolfgang Weingart typographic experiments, 1971

Wolfgang Weingart announcement from typographic magazine, 1974

Wolfgang Weingart, exhibition posters, 1977, 1982Monday, April 25, 16

Wolfgang Weingartexhibition poster1982

Dan Friedmantypographic magazine cover1971

Dan Friedman, another student of Weingart’s, taught at Yale and gave his students extensive

typographic exercises.

Dan Friedman (instructor) Rosalie Hanson (student) typographic permutations, 1970

Dan FriedmanBonwit Teller gift packaging proposal1977

April Greiman, who studied with Weingart in Switzerland, opened a studio in

Los Angeles in the early 70s.

April Greimanmasthead for Luxe magazine

April GreimanChina Club advertisement1980

April Greimanposter for California Institute of the Arts

Willi Kunzpages from 12 typographic interpretations1975

Willi Kunz, photography exhibition poster, 1978Monday, April 25, 16

Willi KunzTypographic workshop poster1974

Christoph Radl and Valentina GregoMemphis logo designsearly 1980s

The Memphis aesthetic was about bright color, exaggerated geometric forms and references to classical culture.

Their work set the tone for a decade

of highly decorative design.

Wm. Longhauser, poster for Michael Graves exhibit, 1983Monday, April 25, 16

The San Francisco style or “The Michaels” of the early 80s:

Michael VanderbylMichael Cronin

Michael Manwaring

Michael VanderbylCalifornia Public Radio poster1979

Michael Vanderbylpromotional mailer for Simpson Paper company,

Michael Vanderbylcover for HBF Furniture catalog1985

Michael Vanderbylpostmodern architecture poster1984

Michael Manwaringretail display poster for Santa Cruz1984

Michael Manwaringbrochure cover for Barr Exhibits1984

Michael Cronin and Shannon TerryBeethoven Festival poster1983

Retro (or backward-looking) design revisited historical design from the era

between the two world wars.

Vernacular design is a reference to earlier commonplace graphic forms

like baseball cards, old-time packaging or naive illustration styles.

Paula Scherposter forSwatch Watches1985

Herbert Matter, Swiss Tourism poster

Paula Scherposter for CBS Records1979

Paula Scher, “Great Beginnings” spread from Koppel & Scher brochure, 1984

Paula Scherposter for MTV’s Free Your Mind campaign1994

• https://vimeo.com/18839878

Paula Scher, Louise Fili and Carin Goldberg initiated the Retro Style in New York City.

Louise Filibook cover forThe Lover1985

Carin Goldberg andFrank Metzbook cover forThe Sonnets to Orpheus1987

Daniel Pelavin and Judith Loesercover for The Notebooks of Malte Laurids Brigge1985

Inspired by this Gustav Klimt poster

Charles S. AndersonMarine Midland Automotive

Financing Division trademark1985

Joe Duffy and Charles S. Andersonidentity program for line of Chaps/Ralph Lauren clothing1987

Charles S. Anderson (designer and illustrator) and Lynne Schulte (illustrator) packaging for Classico Pasta Sauce1985

Charles S. Anderson Design Co.watches & packaging1992

Charles S. Anderson Design Co.cover for CSA Archive Catalog of Stock Art1995

Neville Brodyrecord album cover design for Parliament1985

Neville Brody, contents page logos from The Face, nos. 49, 52 & 55, 1984.

the word contents deconstructed into changing iconMonday, April 25, 16

Neville Brody reused a graphic design element from one of his earlier designs in a

story about Andy Warhol.

Neville Brody, spread from The Face, no. 59, 1985Monday, April 25, 16

• https://vimeo.com/32207784

Monday, April 25, 16 the 1970s, the relevance of Modernism is challenged. Designers emerged who...

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