- Modern
- Modernity
- Modernism
What is Modernism?
Function before form
Follows a set of rules
Looking forward - to the future
Harnessing technology
Shift and change of the world infused into the modernist cultural society
Making things for the masses
Using easy materials
Making reproduction easier
Design for everyone
Equality
Utopia
Though modernism intended on enforcing equality it did not work as the poor people received bad modernist design and the rich received good modernist design.
What is Post-Modernism?
Being able to explain your work rather than look at it
Modernism in Graphic Design
- Rejection of ornament (Adolf Loos, (1908) Ornament and Crime)
- Form follows function (Louis Sullivan, (1896) 'The tall office Building Artistically considered')
Modernism :
Design should be invisible
eg. Type. Type should be clear that people don't recognise that the page has been designed
Post-Modernism :
Design should be visible
Adolf Loos - Ornament and Crime about making it fashionable
Cheret 1884
Toulouse-Lautrec 1891
'Parole in liberate' Words and freedom - the futurists
Marrinetti (1905)
Fortunato Depero (1972) Bolted book
Book held together with bolts instead of the usual binding
Industrial
1972 Jan Tschichold :
No fonts except Grotesk* fit for the modernage Fraktur
Tschischold critiques this.
It is nationalistic, historic etc.]
*Style emerged in early modernity. Sans Serif fonts that are stripped down Aksidenz Grotesk (Helvetica)
The German word for Switzerland is Helvetica
Switzerland post WW2
Grid
Aksidenz Grotesk/ Helvetica
Neue Grafik - Journal surveying the new graphic design, designed to be publicised around the world.
3 main languages
- English
- German
- Swiss
The war wasn't over, countries weren't united and yet the book still had those 3 main languages
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