1. Modern Art Modern Graphic Design

2. Europe after World War I CUBISM * 1910-1939 modern art styles were used in European design * Modern art was a painter’s movement * Designers tried using geometric, abstract patterns like the painters Paris, France. Montmartre was the neighborhood of the modern artists * Cubism – 3-d objects are represented as 2-D objects Modern Art Modern Graphic Design

3. Modern Art: Cubist Painters * Pablo Picasso * the major painter of 20 th century art * 1881-1973 * He and friend George Braque developed the idea of cubism Slide #1 Pablo Picasso “Glass Bottle of Suze” 1912

4. Modern Art: Cubist Painters * Georges Braque * Cubist subjects were still lifes and portraits – things that wouldn’t draw attention away from their unique technical style Slide #2 Georges Braque “Nude Descending a Staircase”

5. Modern Art: Cubist Design * Employers did not want to hire modernist graphic designers * The London Underground was a new experiment in travel * Modernist designers worked designing hundreds of poster decorating the hallways of the underground, signs for travelers and logos Slide #3 Austin Cooper “Its warmer down below” 1942

6. Modern Art: Cubist Design * The London Underground brands itself as The Tube. Has a typeface and a logo. * Focused on high technology and exciting modern experience * Logo is abstract * Typeface is modern, like the logo and posters Slide #4 Harry C. Beck “Map, London Underground”

7. Modern Art: Type * Serif * San Serif

8. Modern Art Modern Graphic Design Europe after World War I De Stijl and Constructivism

9. Modern Art: De Stijl and Constructivism World War I shocked the world. The conflict caused artists to rebel against pre-war styles. The conflict caused new trends in graphic design Dutch De Stijl and Russian Constructivism were inspired by Cubism. Artists thought that individuality and ego had lead to war. Geometric, abstract design was the new Universal style.

10. De Stijl started in the Netherlands. It was based on an idea of universal harmony and rejected excess and decoration. See how the non-objective painting is based on objects from nature? The second step shows how De Stijl is based on cubism. Non-Objective Art: doesn’t have a relationship to the natural world. It is totally abstract. Modern Art: De Stijl Slide #1 “The Cow” Theo van Doesburg 1916

11. Slide #2 “Tableau 2” Piet Mondrian 1922 Modern Art: De Stijl

12. Slide #3 “Delft Salad Dressing” Bart van der Leck 1915 Van der Leck was a graphic designer. Designed this poster for factories in Delft. He took a drawing and started filling in the negative spaces with primary colors, then erased the outlines. Sacrifices legibility for style Was rejected by the Delft factory that had commissioned it. De Stijl

13. World War I = the fall of the Russian imperial government. Two competing groups of citizens tried to take control. This lead to the Bolshevik Revolution (1917) Organizations tried to oust the Bolsheviks, leading to Russian Civil War (1918-20) The Bolsheviks establish the Communist state as a kind of utopia. Modern Art: Russian Constructivism Communism – property and success are owned equally by all citizens. Utopia- a place or state of mind where all things are perfect

14. To support their new utopian government, Constructivists renounced fine art. They wanted to serve the cause of the workers, so began using industrial materials. They designed workers clothes, government buildings, and propaganda posters. This is first ever example of branding in Russia. Branding- images, colors, and fonts that are associated with a particular company. “Dobrolet” Alexander Rodchenko 1923 Modern Art: Russian Constructivism

15. Photomontage was just being developed in Russia. Russian artists were technically innovative, and loved technology. They found ways to combine text, photos, and drawn images meant to startle people away from being passive Photomontage- cutting out parts of photos and gluing them back down in a different order “The Constructor” El Lissitzky 1924 Modern Art: Russian Constructivism