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  • IAT102 Wk11 Postmodern Lecture Fall11B

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    The document summarizes the history and evolution of graphic design from the 1920s to the 1990s in 3 sentences: 1) Graphic design evolved from the New Typography movement in Germany in the 1920s which emphasized dynamic layouts through sans-serif type and white space to the Swiss Style/International Typographic Style of the 1950s which used grids, asymmetrical designs, and objective photography. 2) In the 1970s, the New Wave movement in Europe and America subverted the grid through eclectic cultural references and subjective designs influenced by new electronic media. 3) Postmodern design from the 1980s onward further broke rules through complexity, ornamentation, found elements, collage

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    The document summarizes the history and evolution of graphic design from the 1920s to the 1990s in 3 sentences: 1) Graphic design evolved from the New Typography movement in Germany in the 1920s which emphasized dynamic layouts through sans-serif type and white space to the Swiss Style/International Typographic Style of the 1950s which used grids, asymmetrical designs, and objective photography. 2) In the 1970s, the New Wave movement in Europe and America subverted the grid through eclectic cultural references and subjective designs influenced by new electronic media. 3) Postmodern design from the 1980s onward further broke rules through complexity, ornamentation, found elements, collage

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    41 views46 pages

    IAT102 Wk11 Postmodern Lecture Fall11B

    Uploaded by

    Nguyễn Hùng
    The document summarizes the history and evolution of graphic design from the 1920s to the 1990s in 3 sentences: 1) Graphic design evolved from the New Typography movement in Germany in the 1920s which emphasized dynamic layouts through sans-serif type and white space to the Swiss Style/International Typographic Style of the 1950s which used grids, asymmetrical designs, and objective photography. 2) In the 1970s, the New Wave movement in Europe and America subverted the grid through eclectic cultural references and subjective designs influenced by new electronic media. 3) Postmodern design from the 1980s onward further broke rules through complexity, ornamentation, found elements, collage

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    © All Rights Reserved
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    of 46

    11

    IAT 102 Graphic Design


    11
    The digital revolution and beyond:
    Review
    Graphic Design meets the Computer
    Type Design in the 90s:
    Emigre, Greiman, Brody, Carson
    The New Typography- Germany 1928c

    The New Typography-


    -Dynamic force must be present
    -Sans- serif
    - Kinetic design of contrasting elements
    -Flush left text with ragged right
    -White space
    -Rules, brars, boxes used for structure, balance and emphasis

    - (Chapter 16, Meggs)

    Jan Tschichold. Die Frau ohne Namen. 1927


    Swiss Design -1950’s
    (International Typographic Style)
    - asymmetrical organization
    - 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)

    Armin Hofmann, 1954


    New York School - America 1940 – 1970’s

    Paul Rand -
    - invented shapes could be symbolic and
    expressive
    -Strong form (shape, colour, line, value,...)
    -Reduce communication content to
    symbolic essence.
    -

    - (Chapter 19, Meggs)

    Paul Rand, cover for


    'Direction' magazine, 1940. x
    http://www.youtube.com/watc
    h?
    v=hH446lgDrW8&feature=relat
    ed
    Designer Jamie Reid
    1977
    Graphic Design meets the Computer
    Susan Kare - Macpaint - control panel, 1983
    Susan Kare - Macpaint - interface, 1983
    The New Wave- Holland & America 1970’s

    •retained certain Swiss elements


    •subverted the grid
    •playfully incorporated eclectic cultural references
    •Replaced objectivity with a reflective subjectivity
    •Inspired by new forms electronic media

    Cover for WET magazine, designed by April Greiman,


    1979.
    Emigre Magazine, 1984-
    Rudy van der Lans – Émigré magazine – late 1980’s (Netherlands)
    Emigre_magazine
    Emigre Type Foundry
    http://www.emigre.com
    Rudy VanderLans
    Zuzana Licko
    Postmodern Design-1980’s

    - Breaking and expanding the


    rules of the Swiss style
    - Complexity
    - Ornaments

    - Odermatt and Tissi


    - Weingart
    - Schraivogel
    - Sagmeister

    (Chapter 23, Meggs)

    Ralph_Schraivogel, 1989
    Postmodern Design-1980’s

    Postmodernism was an international style, influencing all aspects of design.


    The Dancing House by Vlado Milunić and
    Frank Gehry 1992
    Postmodern Design

    - Wolfgang Weingart
    -Wolfgang Weingart
    -Wolfgang Weingart
    Does It Make Sense?
    April Greiman 1984
    Neville Brody
    Neville Brody Face Magazine 1981- 86
    David Carson
    David Carson, 1995, Ray Gun Magazine, the End of Print
    Graphic Design develops a conscious
    Postmodern Design-1990’s

    -- Found elements
    -- type in bars
    -- collage approach
    -- decoration
    -- humor / playfulness
    - grunge typography

    - Art Chantry
    - Sagmeister
    -Tibor Kalman
    -David Caron

    Art Chantryl, 1994


    Art Chantryl, 1994
    Tibor Kalman
    Clicker question

    What is the difference between international typographic style and


    new wave?

    A)Uses grids
    B)Asymmetrical layout
    C)Subjective
    D)Symbolic
    E) Uses graphics
    Clicker question

    What is the difference between international typographic style and


    new wave?

    A)Uses grids
    B)Asymmetrical layout
    C)Subjective
    D)Symbolic
    E) Uses graphics
    fin

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