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10
IAT 102 Graphic Design
10
Review (Early Modern & New Typography)
Swiss Style + New Typography
Adrian Frutiger: Univers-Font
Select project topic (vote)
08
IAT 102 Graphic Design
Early Modern Art the great experiment
Jan Tschichold
1902-1979A Swiss national, he was a typographer, book designer, teacher and writer.
Tschichold became a leading advocate of Modernist design: through his most noted work Die neue Typographie (The New Typography)
This book was a manifesto of modern design, in which he condemned all fonts but sans-serif (called 'Grotesk' in Germany).
He also favoured non-centered design (e.g., on title pages), and codified many other Modernist design rules.
Text and image source: Wikipedia
Poster topics review- a new language of form
Russian Constructivists
Futurists, Dada, De Stijl, the Bauhaus, etc.
-Visual form becomes the content-Perceptual experience from the arrangement of these forms
Advocated the use of sans-serfi type, asymmetrical layout and the grid as an underlying structure.
The New Typography- Germany 1928
The New Typography- Germany 1928
Jan Tschichold (Germany): Typographische Mitteilungen, 1925
-Dynamic force should be present in each design. -Type should be set in motion.-Asymmetrical layout. -Flush left headlines with ragged edge-Kinetic asymmetrical design of contrasting elements (expressed new machine age)-San-serif type (without any embellishments) in various weights-Designs based on underlying horizontal and vertical structure-Spatial intervals important elements - Rules bars and boxes were often used for structure, balance and emphasis-White space used as structuring element-Clarity and beauty-Form from the function of the text -Photography favored over illustration
Jan Tschichold (Germany), late works: traditional typography, humanist tradition
1928 TschicholdNew Typography
50-60ies RuderWhite Space
1961Muller-BrockmannThe Grid
Armin Hofmann, 1954
New York School -1950’s
(International Typographic Style)
- asymmetrical organization
- mathmatical grid
- objective photography
- abstracted repeated geometric form
- clear and factual
- sans serif typography
-Design solution comes from content
Herbert Matter, Max Bill, Otl Aicher, Emil Ruder, Armin Hofmann,
Josef Müller-Brockmann
- (Chapter 18, Meggs)
International typographic style- 1950’s
More important then the visual appearance of the work is the attitude developed by its early pioneers. Designers defined their role as objective conduits for spreading important information between components of society. Order and clarity were the ideal.
Josef Muller-Brockmann 1914-1996
Josef Muller-Brockmann – concert series
Müller-Brockmann used colour, an arrangement of elemental geometric forms, and type to express the structural and rhythmic qualities of music.
Josef Muller-Brockmann – concert series
Used fonts in twoMüller-Brockmann's belief that using one typeface in two sizes (display and text) makes the message clear and accessible to the audience.
With Geometry
Josef Muller-Brockmann – auto club
His photographs treat the subject as an objective symbol, gaining impact through scale
Josef Muller-Brockmann – photography
Used fonts in twoMüller-Brockmann's belief that using one typeface in two sizes (display and text) makes the message clear and accessible to the audience.
Swiss International Style– Armin Hoffman
Swiss International Style– Armin Hoffman
American Design– mid century
European underpinnings Egalitarians society, capitalist values, limited artistic traditions, ethnically diverse
Emphasis was placed on express of ideas an open, direct presentation of information. Highly competitive society, novelty of technique and originally priced.
Communication problems and individual expression
New York School– 1940 -
Paul Rand
New York School– Paul Rand
Reduced communication content to a symbolic essence
“It pinpoints the distinction between abstract design without and abstract design with content,” he insisted. “You can be a great manipulator of form, but if the solution is not
apt, it’s for the birds.” – Paul Rand
New York School– Paul Rand
Reduced communication content to a symbolic essence
New York School– Paul Rand
New York School– Bradbury Thompson
New York School– Bradbury Thompson
i-clickers– Swiss international style
Identify a key difference between New Typography and Swiss International Style.
A.Mathematical gridsB.Asymmetrical layoutC.Designers defined their role as objective conduits for spreading society.D.San-serif fontE.Direct communication of idea
i-clickers– Swiss international style
Identify a key difference between New Typography and Swiss International Style.
A.Mathematical gridsB.Asymmetrical layoutC.Designers defined their role as objective conduits for spreading society.D.San-serif fontE.Direct communication of idea
i-clickers– Swiss international style
Identify a key difference between Swiss International Style New York School.
A.Mathematical gridsB.Asymmetrical layoutC.San-serif fontD.Individual expressionE.Use of white space
i-clickers– Swiss international style
Identify a key difference between Swiss International Style New York School.
A.Mathematical gridsB.Asymmetrical layoutC.San-serif fontD.Individual expressionE.Use of white space
i-clickers– Swiss international style
Project topic.
A.MoviesB.BiographiesC.NovelsD.Famous placesE.Technology (old and new)
fin