design movements of the 20th century lookbook
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11Blau Monunment
The first piece to include both pictures and writing.
- A Petroglyph is a scratched sign that
has been scratched into rock or wood.
- Pictograph is an elementary image
representing what it is.
- Ideographs is a bunch of pictures that
represent an idea.
Symbol is something that can be under-
stood outside of context.
- Hieroglyphics are symbols that would
represent sounds.
Hieratic script was quicker and less
strokes.
- Deonitc script was very simplified.
- A scarab was like a trademark and
people used it because they needed a
visual way to communicate ownership.
Code of Hammurabi
The earliest form of law through written commu-nication.
THE INVENTIONOF WRITING
An example of a Petroglyph
1Early Writing & Alphabets
The Greek Alphabet
a) Defined what was happening during the time
period.
b) Took from the Phinesian Alphabet and
changed five consonants to vowels.
c) Very geometric and created blocks on
the page.
d) “Boustrophedon” meaning it was
read left to right and then right to
left.
e) The “Y” stood for agree-
ment and was more than
a sound.
The Latin Alphabet
a) Early Roman civilizations
from Greece.
b) The letter “Z” was
replaced with the
letter “G”
c) Contained 21
letters initially.
d) Needed to add
“Greek” sounds so then
added the “Y” and “Z” sounds.
e) Serif’s were added to the edge
of letter to make it easier to read.
Early communication used Icons, then Alphabets used
Symbols so that they could be understood out of context.
An Alphabet is a set of
visual symbols or characters
used to represent the ele-
mentary sounds of a spoken
language. They can be
combined and connected
to make visual configura-
tions signifying sounds, and
words uttered by the
human mouth.
2
Illuminated Manuscripts are named
after the gold leafs they would use
to make them look illuminated.
The visual embellishment was to
show importence. It was very
expensive, and only used
by Kings. It took about
300 sheep to make
one book.
Illuminated Manuscripts
The Classical Style
Greeks & Romans
Modern Day Comic Book
Text at the top supporting the illustration.
Celtic Book Design
Ireland
Leafs, twists, borders, weaving, bright colors.
Caroline Graphic Renewal
Became the standard in Europe
Writing became standardized and orderly.
Spanish Pictorial Expressionism
Flat shapes of intense color.
Deals exclusively with the book of revelations.
Romanesque Man
Religious Texts
Textura Style was extreamly popluar because
it saved space.
Islamic Manuscipts
Elaborate letters and designs
Very Geometric
Scrittori: High paying postition
in charge of editing and directing
the creation of Illuminated Manuscripts.
*Must know Greek & Latin
Design Styles
4Celtic Book DesignSpanish Pictorial Expressionism
How to Copperplate Engrave
1. Plate of copper
2. Create a drawing etched in the copper.
3. Runk Ink over it.
4. Ink will get trapped in the indent.
5. Press it to the page and ink will get pulled out.
The Classical Style
Greeks & Romans
Modern Day Comic Book
Text at the top supporting the illustration.
Celtic Book Design
Ireland
Leafs, twists, borders, weaving, bright colors.
Caroline Graphic Renewal
Became the standard in Europe
Writing became standardized and orderly.
Spanish Pictorial Expressionism
Flat shapes of intense color.
Deals exclusively with the book of revelations.
Romanesque Man
Religious Texts
Textura Style was extreamly popluar because
it saved space.
Islamic Manuscipts
Elaborate letters and designs
Very Geometric
5Printing comes to Europe
Made the lowclass equal to the upper class
because everyone was now literate.
42 Line bible was the first purely print graphic
book and was written by Gutenberg.
Early Block Printing
Typography is the term for print-
ing with independent, move-
able, and reusable bits of
metal or wood, each of
which has a raised
letter on one face.
Made it easier to
read and create
books.5
Renaissance style had floral decorationNo hand illustrations
New Font Alert!Opera: First time an italic font was used.Condensed look of Textura but less weight.
First book printed in American Colonies was the Book of Psalms.
“Whole book” wanted to prove that the colonies weren’t behind.
77Renaissance in Graphic Design Revival
Jeffery Torry invents the Apostrophe and accent
17th Century
Slow time for design innovation because they
didn’t see the need for new type. They had
enough books and type styles.
Romain du Roi1692 King Roi created a type face that only the Royal Office coulduse. It was bassed off of scientific 64 units.
The Rococo EraA-symmetrical, C & S curves, Cop-perplate Engraving
Fournier le JeuneManuel Typographic - A book he made to represent his work.Set measurement standardiza-tions and proportions.
William CaslonVery Sturdy, thick serifs, easy to read.Declaration of independense
John BaskervilleTook from Roman Letters and elevated them. Fancy Refined look.
Modern StyleBodoni ItalyStraight serifs Condesnded and heavy
InfographicVisual way of representing complex data.William Playfair7
An Epoch of Typegraphic Genius’s
Romain du Roi
The Rococo Era
William Playfair infographic
Grap
hic D
esin
g and
the I
ndus
tria
l Rev
olut
ion
1760-1840Began witht the perfectoin of the steam engine by James WattNew factories and machine’s were booming.
Era of mass visual com-munication.Type started to get more feeling and have a voice.
Fat FaceHorizontal and vertical strokes that are very different.
Egyptian TypeBold and machine type feelingSlab serifsStrong and sturdy
IonicVariation of EgyptianBracted Serifs
San Serif Type
Wood Style PostersBigDarrious Wells
A Wood Style Poster
The Genesis of 20th century design
12
End of 1800’s New forms of expressionFrank Lloyd Right School- First to use space as a way of design - Harmonious Proportions- Use of positive and negative space
The Ver-sacrum was the greatest work of the era.
1890 London UndergroundFrank PickNew font faceconsistency commisioned posters to advertise.
12
1213
Influe
nces
of m
odern
art
Analytical
Cubism
- C
halle
ngin
g the renaissa
nce sty
le
Dra
win
g the p
ossib
ilities of w
hat
som
eth
ing c
ould
look lik
e.
Futurism
- Wanted to revolt against the styles of the world.
- Felippo Marinetti published a manifesto of Futurism in Paris
Dada
- Anti- art movement
- Shock, Protest, Nonsense
- Marcel Montage
13Expressionism
- Salvador Dali
- Fantasy in the real world.
Futurism by Felippo Marinetti
1414
Pictograph
- It is what it is.
- Icon
The Beggarstaffs
- Two brothers who worked in collage style
Plakastil
- Focused on bright color
- Bernhard - Flat background, Big image
Art Deco
- Basic geometric shapes
- 1930’s
- Disneyland
Pictorial Modernism
1515A new language of Form
Began after WW1No longer about an imageRussian Suprematism- Filippo Marinetti
Bolsheviks- Lower class- wanted to show poverty could creat art
Kasimir Malevich El Lissitzky Alexander Rodchenko
Founded SuprematismPure ColorGeometicBasic
ConstructionistRed, Black, WhiteVisual Poetry
Founded SuprematismPure ColorGeometicBasic
16The new Typography16Jan Tschichold- first applied new approaches to design problems- influencded by Bauhaus-clean simple and non stylized.
Eric Gill- Gill Sans serifMade by the eye1925 perpetua typeunequal line lengths
Paul Renner- Futura san serif type- Bold- NikeTypeface for the london timestimes new roman `
1925 perpetua type
18The international typographic style
1950’s- Switzerland & Germany- The style is known fori. Unity which is achieved by asymmetrical organizationof the design elements on a mathmatically contructed grid.ii. Objective photography and copy the present visual and verbal information in a clear and factual manner, free fromexaggerated claims and commerical advertising.iii. Clarity and Order
Theo ballmer- Studied at Bauhaus - Very structured that used a grid- Strong simple shapes
Max Bill- Studied at bauhaus- Color with mathematical precision-Art Concret
Mac Huber- extreame simplicity- Complex visual organization
Helvetica
- Created by Edouard hoffman
and max miedinger
- SwitzerlandJan Tschichold- first applied new approaches to design problems- influencded by Bauhaus-clean simple and non stylized.
Eric Gill- Gill Sans serifMade by the eye1925 perpetua typeunequal line lengths
Paul Renner- Futura san serif type- Bold- NikeTypeface for the london timestimes new roman `
Theo ballmer
The New York SchoolPaul Rand- Modern Design- He valued ordinary universally signsand symbols and translates them into ideasfor visual communication.- Design is an integration of form and function for effectivecommunication.
Saul bass- Brought the style to LA- single dominant image- Master of film titles
1950 FIRST ART SCHOOL FOR DESIGN AT YALE UNIVERSITY
ADVERTISING DESIGN- MAGAZINES (FORTUNE, VOGUE, HARPER’S BAZAAR)- FIGURATIVE TYPOGRAPHY- WOOD TYPE- GEORGE LUIS
1919Paul Rand
Saul bass
2020Corporate Identities and Visual Systems
“Good design is good business!”
Georg Olden- Designed CBS, USPS logo- African American- He made design a verb
Raymond Loewe- Designed for BP, Shell, Exxon, US mail- He created the future before people knew it- New York railroad identity
MTV- 1981- Changed the face, the idea, and the spread of graphic design- Logo design by Pat Gorman, Frank Olinsky, Patti rogoff
Chermayeff & Geisma- Designed for Chase bank- 100 Corporate design programs
Saul Bass- Designed for At&T and Minolta- Created iconic trademarks
2222Post modern Design1970’S Modern era was coming
to an end designers realized design needed to be over-hauled and they began break-ing the international style.
Siegried Odermatt- 1966 Union Safe Company- You could feel the type- Worked for Time Warner & NBC
New Wave Typography-Motion, Anxious- Began a revolt against the modernist movement and the ITS.-Swiss
Wolfgang Weingart- First to question cleanness of ITS- Embraced Collages- Moved passed ITS
Dan Friedman- Teacher at Yale University- Used contrasting weights, geometric stairstepping, lines and bars as visual punctua-tion.
Retro Design- Focus’s on bringing back European modernist design- Brings back 1920 designs- Paula Scher is a perfect example
Louise Fili- Book jacket designed using retro style
Paula Scher
Louise FiliSiegfried Formatter
2424
Growth of television created a platform for motion graphics
Digital Revolution- Apple PC brought digital type to anyone- 72 dip-Bitmap graphics
Computers allowed anyone to create- Correct mistakes- Layers- Textures- Stretches
David Carson- 1990 was a professional surfer and school teacher- Got rid of grids and patterns- Large type, big captions- Art director at Ray Gun
Jonathan Hoefler- Created Gotham in 2000- Teaches at Yale- Worked for big magazines
Pat Gorman-MTV color variation logos
Pentagram- Paula Scher - Leading Pentagram for 40 yearsBierut & Schmid- These tow designers kept the Its alive
Letterpress rival