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Late Modern1945-1970
The Late Modern period was greatly effected by society around it.
It was influenced by many different people, places, and happenings of it’s time.
Late Modern is...simple
functionalinformal
organic and geometricelegantminimalcultural
wittypowerful
InfluencesChristian Dior
a fashion designer with a NEW look
Dior
more Dior designs
Television
• the NEW television brought a new approach to the way things were viewed by masses. Design was easier widespread.
Mini Skirts:The mini-skirt is a simple portrayal of the
changing of times. People were more comfortable to their bodies and the bodies
around them. We begin to be more open-minded.
Frank Loyd Wright
Wright was a Late Modern architect who was very
knowledgeable to form and function. He also paid close attention to nature and to work with, not against it.
Frank Loyd Wright’s Architecture
More Wright
The Bauhaus still was a huge part of the design process of this period. This school was the place to be, and all that came from it
was the design standard.
Bauhaus Cesca Chair: This was a fairly simple chair that is of perfect design. It’s timeless. How many of these have
you seen?
New York CityNYC was the place to be of this time. It’s culture takes
off.
Art.Architecture.
Design.Fashion.Theater.
You had to be in New York.
New York, New YorkMadison Avenue was the Center of the Cultural Universe
current Madison
Ave Shop-front.
Invention!A new design invention– Mechanical Boards, allowed designers to cut type, images and “glue” them down essentially creating the
first of all layers.
Typography
The most important part of design gets it’s voice first heard.
Conceptual type is also born.
Examples of conceptual type.
These are someone’s initials that they would
use for a logo, etc.
Avant Garde:this is a new typeface that
greatly shows the Late Modern
design.
Designers
The Late Modern period had many amazing influential designers.
Here are just a few.
Saul Bass
-known for movie titles-first Hollywood movie
campaign(logo, poster, ad, title, credits)
-Corporate logos-graphic elements
-simple powerful pictographs
Saul Bass and his work.
Movie Posters
Saul Bass was known for his AMAZING logos. Many of which are still used today. He had his
own style that many current designers try to reproduce.
Recognize this man?
yeah...it’s a Saul Bass design
Raymond Loewy
-purely geometric design-simple typography
(notice the similarity between the coke machine and the pencil sharpener!)
Raymond Loewy Designs
Paul Rand
-unique, witty, simple-collages, photo-gram,
cutouts
-revolutionized the way words and type went together.
-“Intelligent” designer for intelligent audience
influenced generations of designers.
famous pictogram by Paul Rand
a few paul rand logos...
Alexy Brodovitch
-Art Director for Harpers Bazaar 1934-1958
known for extreme cropping and amazing
typographical skills
example of cropping and Alexy’s work
Lester BeallSelf-taught designer
Beall’s symbolic logos
Symbolic designs by Lester Beall
Herb Lubalintypographer
“the type genious of his time”
created Avant Garde
use of type as design
famous Loubalin Logo
another typeface he created
Jan Tschichold
“The New Typographer”
Tschichold Typedesign Examples
References:Meggs, Philip B and Alston W. Purvis. Meggs’ History of Graphic Design. John Wiley & Sons,
Inc., 2006.
Paul Rand: Pioneer of Design. Communication Arts. Magazine. March/April 1999.
http://en.wikipedia.org/wiki/Paul_Rand
http://www.designmuseum.org/design/saul-bass
http://www.aiga.org/content.cfm/medalist-herblubalin
http://www.designmuseum.org/design/christian-dior