0808 IAT 102 Graphic Design

0808 Modernism and New Typography Grid Review

so let's review….

Victorian Era design elaborate typography, decorative borders, framed image and symmetrical layout nostalgia for objects of the past romantic motifs The illustration style is very typical; romantic, nostalgic and sentimental

Art Nouveau Poster by Alfonse Mucha Date: (unknown)

Shift from curves to geometry

Roots in 19 th century – abstraction and geometry

Pablo Picasso made his first cubist paintings based on Cézanne's idea that all depiction of nature can be reduced to three solids: cube, sphere and cone Pablo Picasso ( ) Left: Head of a Woman, (oil on canvas, 1907) Right: Dan Mask

Futurism – Italy Futurism became a major influence on other art movements. Its violent, revolutionary techniques were adopted by the DAdaist, Constructionist and De Stilj Futurism - enthusiasm for war, machine age, speed and modern life. Nonlinear compositions. Capture new urban experience. Complete break from the past

Dada – Switzerland Dada used shock, protest and nonsense to mock and defame a society gone insane.

Suprematism Movement – Russian Suprematism (Russian: Супрематизм): was an art movement focused on fundamental geometric forms (in particular the square and circle) which formed in Russia in Russiangeometric Text source: Wikipedia Suprematism (Supremus No. 58), KrasnodarKrasnodar Museum of Art (Malevich, 1916)Malevich

Malevich: Aeroplane Flying (Russia) 1915

Malevich: The Black Square, 1913 "The square = feeling, the white field = the void beyond this feeling."

Constructivism – Russian ’s Russian Constructivists absorbed Cubism and Futurism to create a new movement which unifies communist ideology with visual form. Rejected the idea of autonomous art in favour of art as a practice directed towards social purposes.

Constructivist approach: photomontage, elemental geometric abstraction, titled axis, dominant color scheme is red and black.

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

spatial compositions, contrasts between elements, relationship of forms to negative space, asymmetrical balance. sans-serif type with bold rules with read and black ink.

El Lissitzky (Russia, Constructivism): Catalog cover

Constructivism: - originated in Russia, 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

De Stijl Movement – Holland 1917 to 1931 An art movement advocating pure abstraction and simplicity — form reduced to the rectangle and other geometric shapes, and color to the primary colors, along with black and white. ]art movement abstractionformrectangle geometricshapescolor primary colors ] Text source: Wikipedia Composition with Yellow, Blue, and Red, 1937–42, Piet Mondrian.Piet Mondrian

De Stijl Movement Red and Blue ChairRed and Blue Chair designed by Gerrit RietveldGerrit Rietveld in 1917.

De Stijl Movement Page from De Stijl magazine

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

Bauhaus – Germany

New Typography New typography is defined as a rejection of classical rules of typography and symmetry. Lissitzky traced the roots of New Typography back to Marinetti’s futurist poetry, in an essay he wrote in 1927.

New Typography Lissitzky is given credit as being the first to absorb the lessons of the modern art movements and successfully apply them to communications. Moholy-Nagy adapted Lissitzky’s basic ideas and applied them to the Bauhaus course.

Constructivist and Bauhaus close collaboration-note titled axis, sans-serif type, bold rules and use of black and red.-love of geometry in design Constructivist and Bau Haus close collaboration-note titled axis, sans-serif type, bold rules and use of black and red.-love of geometry in design

Jan Tschichold A Swiss national, he was a typographer, book designer, teacher and writer.typographer 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).sans-serif He also favoured non-centered design (e.g., on title pages), and codified many other Modernist design rules. Text and image source: Wikipedia

Advocated the use of sans-serfi type, asymmetrical layout and the grid as an underlying structure. The New Typography - Germany 1928

Typographische Mitteilungen, 1915

Jan Tschichold (Germany): Typographische Mitteilungen, 1925

Jan Tschichold (Germany)

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

1928 Tschichold New Typography 50-60ies Ruder White Space 1961 Muller-Brockmann The Grid

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