In this weeks class we had a look at modernism in the USA, how design rejected traditional forms.
It was a movement that involved design, architecture, art and literature. It rejected traditional values and didn’t have rules. It began in central Europe and Russia and in later years moved across the sea to the US between WW1 and WW2.
Jan was ahead of his time in his way of designing. He was a trained calligrapher and understood the fundamentals of typography. He was a leader in the modernist movement in Berlin and made sure to contribute Bauhaus into his designs. He pushed the idea of New Typography using sans serif and horizontal typography, a true modernist.
New Typography was a movement that began in Europe and made its way over to the US after WW2. It was designed using sans serif, asymmetry, blank space and hierarchy. It rejected traditional values images would be placed over blank pages that give it a asymmetric modern style. The rise in printing technology created a opening which allowed designers to experiment in ways they never.
Typography is:
“as strictly functional as the engineered structures that defined modernity.”
The Nazi part used the words ‘Entartete Kunst’ also known as as ‘Degenerate Art’ as a label to brand artwork that they felt was too progressive. They wanted to control the art movements just like they did with nearly every country in Europe. Anything remotely modern or expressionistic was seen as disgusting to the Nazi Party and they tried their best to stamp it out. In 1937 they stole over 15,000 pieces of artwork and selected a few to show in the their exhibition called ‘Entartete Kunst’ which was setup to make the artwork look embarrassing and hideous.
In the years 1960s and 70s there was a huge change in cultural and political views. Many young people went out into the streets to protest against the Vietnam war, women's rights and the increase in consumerism. These movements had a big influence in design and art, these events were being published around the globe and designers had to be extra careful with how they portrayed their designs as it may of been taken as offensive in different cultures.
Saul Bass was a American graphic designer who designed branding logos for huge corporate companies. He was a pioneer in the modernism movement. Bass regarded title sequence designing as an art with its unique purposes.
His designs were known to be use simple, geometric shapes and symbolism He often used a single dominant image stands alone to deliver a powerful message. These shapes, as well as type, were often hand-drawn by Bass to create a casual appearance, always packed with a sophisticated message.
Milton Glaser was born in the Bronx to immigrants from Hungary, Glaser graduated in 1951 from The Cooper Union for the Advancement of Science and Art. He is mostly recognised for creating the’ I LOVE NY’ design. He is playful with graphic style and uses a psychedelic colour palette. His illustrations were oriented towards contemporary culture, and historic styles.
