alexey brodovitch final
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Ally Frame GD 1 Colleen SyronTRANSCRIPT
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Balex
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rodo
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alexey brodovitch
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He was nothappy,
sympathetic,tender,
or supportive
But instead a hardened,
drunk,chain smoker
and the art world is better for it
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1 8 9 8Born in 1898 Russian aristocratic family
Early 1900s Russia filled with frenzy of warBrodovitch joined armyFought against Austro-Hungarians and the Bolsheviks
Faced agonizing defeatForced to seek refuge in Paris
the journey begins
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In paris, had to work for first timeDidn’t want to “work” so followed his passionStarted painting housesSet painting for the Ballet Russe
First success waswinning poster contestContest for Bal Banal (artist ball in Paris)Beat Picasso
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Began designing posters for various companiesDabbled in fabric and interior designArt director for two Parisian department storesWon awards for display design
Moved to United StatesAsked to start advertising department at Philadelphia Museum of Art
Began teaching European design to studentsUnited States’ first introduction to European design
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“Astonish me”He didn’t think of himself as a teacher
“I’m a can opener”
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“Astonish me”The worst offense a student could make was to bore Brodovitch. If he thought the work wasinteresting, that was thehighest compliment.
“I’m a can opener”
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1 9 3 4Recruited to be art director forHarper’s Bazaar (fashion magazine)Held position for 25 years Completely revolutionized magazine design
Harper’s Bazaar became more successful than rival Vogue
Created double page layoutsIntroduced white space/negatice spaceBecame hallmark of his design styleExtreme use of it started racist jokes
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Able to combine “the maturity and
sophistication of European sensibility with the dynamism
of America”
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Designs influenced from life in two different culturesFirst to incorporateEuropean modernism in designs
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Set standard for all art directorsMore involved than just making layouts
Helped comission the art work
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Featured some of the best artistsIrving Penn
Cartier BressonCassandre
Discovered young new talentSalvador DaliHerbert Bayer
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Used photography as backbone for design
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Began using iconic Didot typeface
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Designs were experimental and unconventionalObssessed with change Hated repetitionEach issue neededto be unique
All elementsinteract andwork togetherCreates visual story, movement, and energyElegant type adds to elegant use of white space which adds to elegance of clothing
Would cut up photos and tape to page layouts
Style Basics
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His style and layouts remain models for today’s magazines
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Designed for Portfolio magazine
Used die-cuts, transparent pages, multi-page foldouts and moreToo expensive to publishFailed after three issues
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1 9 4 5Photography book titled “Ballet” Images from the Ballet Russe Used motion blur- controversial technique at the time Became an important contribution to the medium First time he was considered a serious photographer
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Unhappy with personal lifeSeries of house fires destroyedhis home, paintings, and archives
Smoking and drinking caught up to himDied April 1971 in France due to declining health
But his designs will live on forever
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