04

IAT 102 Graphic Design

04Design Basics

Art Nouveau

Modernism and New Typography

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(TA) Presenting

(TA) Photoshop Demo: cloning tool, cropping, importing images to InDesign + Resources: Online tutorials

Design Basics

justified

unjustified

right alignment

centered

random

what’s a good rag?

Credits: Rahel Arnold, Valeria Bonin

15-20% of line length

right- and center-aligned: difficult to read

avoid stairs and blocks

avoid stairs and blocks

avoid isolated words

avoid holes

Small rag: rhythm not interesting

Separating a paragraph

indicators

Emphasis

emphasis

emphasis

emphasis

emphasis

emphasis

Art Nouveau: Nature + Style

Germany: Van de Velde’s famous Tropon Ad ( c.1895 A.D)

Czech Republic: Bieres de la Meuse (1897 A.D.) Alphonse Mucha

Job Cigarette Girl (1897 A.D.) Alphonse Mucha

Bicycle Ad (1897 A.D.) Alphonse Mucha

Sarah Bernhardt in Gismonda (1894), La Tosca (1897) + La Samaritaine (1899) Alphonse Mucha

Playing Card Design (c.1900 A.D.) Alphonse Mucha

Princess Hyacinth – theatre poster (1910 A.D.) Alphonse Mucha

Germany: The Kiss (1898 A.D.) Peter Behrens

Modernism and New Typography

Malevich: Aeroplane Flying (Russia) 1915

Malevich: The Black Square, 1913

Mondrian (NL, De Stijl): Composition With Gray And Light Brown, 1918

Mondrian (NL, De Stijl): Composition with Red Blue and Yellow, 1930

El Lissitzky (Russia, Constructivism): Catalog cover

Constructivism:

- originated in Russia, 1921

- no more “Art for Art’s sake” (l’art pour l’art)

- industrial design, graphic design, poster, books

- many links to De Stijl (NL), Bauhaus (Germany),

Dada (Switzerland / Germany)

- geometric shapes, mathematic proportions

- functional, no ornaments

El Lissitzky (Russia, Constructivism): Poem, 1923

El Lissitzky (Russia, Constructivism): Poem, 1923

El Lissitzky (Russia, Constructivism): The Isms of Art, 1924

El Lissitzky (Russia, Constructivism): "Beat the Whites with the Red Wedge" (1919)

El Lissitzky (Russia, Constructivism): Advertisment for Pelikan, Ink

Typographische Mitteilungen, 1915

Jan Tschichold (Germany): Typographische Mitteilungen, 1925

Jan Tschichold (Germany): Elementary Typography

Jan Tschichold (Germany): The New Typography, 1928

Jan Tschichold (Germany)

Jan Tschichold (Germany), late works: traditional typography, humanist tradition

1928 TschicholdNew Typography

50-60ies RuderWhite Space

1961Muller-BrockmannThe Grid

fin