Design in Context

1980-1990

1980s• During the 1980s the trend for more visually

complex graphic and graphic design grew rapidly.

• The most notable area of expansion was in magazine publications.

• One such magazine that stood out was the highly influential and important style magazine i-D.

• i-D was produced by art director Terry Jones and it was described as anti establishment,spontaneous and unconventional.Unpredictability was its formula and it used photocopier distortions,typewriter and handwritten text etc.

i-D magazine cover

All covers feature a winking model !

1984• The Apple Mackintosh computer was

launched in 1984.• It was distinguished by its user friendly

approach with a unique what you see is what you get presentation.

• Design layouts could be taken to a more finalized stage of visualization dispensing with the need for typesetting.

• As a result the designer became responsible for such details as line length, hyphenation,justification,kerning,tracking and letter spacing.

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Neville Brody

• Brody was one of a new breed of designers who thrived on the new freedom that the Mac allowed.

• Although Brody was influenced by new wave his was characterized by a strong underlying grid system and Modernist Swiss Style influenced can be clearly seen through out his work.

Neville Brody

• Brody was art director for ‘The Face’ magazine from 1981 and later he worked as a designer and director for his own digital type foundry ‘Font Works’.

The Graphic Language of Neville Brody was published in 1988 and there was a retrospective of his work held at the V &A museum at the same time.

Émigré

• Émigré was another important and influential magazine launched in 1982.

• It was designed and produced in California by husband and wife team, Rudy Vanderlans and Zuzano Licko.

• It was a cult magazine about experimental type, typography and graphic design.

Ray Gun

• Another important and influential magazine launched in 1992 with art direction by the innovative designer David Carson.

• Ray gun was an alternative music magazine and had an immediate impact and rapport with its young readership.

1900-2000

• Graphic design during this decade often required more and more of its audience in order to understand the message that the designer was trying to convey.

• This style of design has become to be known as deconstruction,

• Briefly explained deconstruction suggests that words derive their meaning entirely from their context and not from their references to objects or ideas.

deconstruction…..• The style is characterized by distressed type,

which is usually layered,fragmented and distorted in order to communicate emotions or associations.

• Key words and sentences are legible and often emphasized.

• Usually the reader has to work through confused lines and images in order to get the message and /or understand what is being written.

• The reader is often forced into an interactive process of decoding or reconstruction…this doesn’t always happen !

Computer Technology

• Lastly computer technology, in which typefaces and found images can be scanned and reworked easily was and still is instrumental in contributing to contemporary design style.

• Continuing advances in software and technology will continue to change and affect design in the future.

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Jeffery Keedy

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Edward Fella

THE END