Chapter 17-18

Question 1

Adrian Frutiger

Answer 1

Designed Fruitger and Univers. Univers had number nomenclature and many weights.

Question 2

Alexey Brodovich

Answer 2

Russian immigrant to USA. Liked experimentation in photography. Harpers Bazaar Art Director- sourced talent. Grandfather of the modern magazine. Designed the portfolio.

Question 3

Armin Hoffman

Answer 3

Taught at the Basel school of design. Wrote a book with Emil Ruder on elementary design principles.

Question 4

Emil Ruder

Answer 4

Wrote Typographie: A manual of design. Typography instructor at Basel School of design. Taught that, “type loses it’s purpose when it loses it’s communicative meaning”. Advocated grid structure, negative spaces.

Question 5

Ernst Keller

Answer 5

Pioneered the Swiss design style. Believed that solutions to design problems should emerge from its content. Used akzidenz grotesque.

Question 6

Erte (Romain de Tirtoff)

Answer 6

Russian, illustrator in Paris. Designed covers for Harpers Bazaar. Art deco sensibilities.

Question 7

Herbert Bayer

Answer 7

Designed a book for CAA called the word Geographic Atlas.

Question 8

Herbert Matter

Answer 8

Did work for CAA, chairman in their dept. of design

Question 9

Hermann Zapf

Answer 9

Designed Palatino and Optima. Wrote a book of quotations from type designers in the typeface they designed.

Question 10

International Typographic Style

Answer 10

Aka Swiss style. Asymmetry, mathematical grid layouts, sans serif only-specifically anonymous sans. Flush left, rag right. Personal expression is rejected for a clear and ordered presentation. Zurich school.

Question 11

Josef Muller-Brockman

Answer 11

Theorist and practitioner of ITS. Timeless designs, sacrificed personal style for graphic communication. Music posters.

Question 12

Joseph Binder

Answer 12

Vienna artist comes to USA. Uses an airbrush, simplified forms.

Question 13

Ladislav Sutnar

Answer 13

Defined information design. Designed a catalog for architects. Wrote a book on catalog design.

Question 14

Lester Beall

Answer 14

did PM cover, rural electrification administration poster. Simple forms, no decoration, elementary symbols. American.

Question 15

W. A. Dwiggins

Answer 15

Designed metro, book designer. Coin the term graphic design.

Question 16

Walter P. Paepcke

Answer 16

CEO of Container Cooporation of America. Hired many modern artists to do ads. Tried to open a Bauhaus in Chicago, now the Illinois Institute of Technology. Did a project where he asked artists to interpret the great ideas of man. Design philanthropist.