HGD Flashcards
International Typography Style:
A design movement that emerged from Switzerland and Germany and has also been called Swiss design, The visual characteristics of this style include unity of design achieved by the asymmetrical organization of the design elements on a mathematically constructed grid;
Objective photography and copy that present visual and verbal information in a clear and factual manner, free from the exaggerated claims of propaganda and commercial advertising; and the use of sans-serif typography set in a flush-left and ragged-right margin configuration.
More important than the visual appearance of the work is the attitude these designers developed about the theory profession, They defined design ads a socially useful and important activity
Theo Ballmer
Siegfried Odermatt
Max Bill [1908-1994]
His work encompassed painting, architecture, engineering, sculpture, and product and graphic design. After studying at the Bauhaus from 1927 to 1929, he embraced the concepts of art concert, a universal art of absolute clarity based on controlled arithmetical construction. During the 1930’s he constructed layouts of geometric elements organized with absolute order, Mathematical proportion, geometric spatial division, and the use of Akzidenz Grotesk type [particularly the medium weight] are features
of his work of this period.
Modern European Influence
did not become a significant influence in America until the 1930s
Bill was involved with ____ which had educational goals similar to the Bauhaus but with more analytic, methodological, and systematic approaches and more emphasis on the integration between science and art. This influential school was operative from 1950 to 1968. It addressed the design problems of the era and also included theoretical considerations, e.g. the study of semiotics which is the philosophical theory of signs and symbols.
Ulm Hochschule fur Gestaltung
Anton Stankowski [1906-1998]
Ideas about color and form from his paintings often find their way into his graphic designs; conversely, wide-ranging form experimentation in search of design solutions seems to have provided shapes and compositional ideas for his fine art, After the war, his work started to crystalize in what was to become his major contribution to graphic design; the creations of visual forms to communicated invisible processes and physical forces. He developed tectonic elements for consistent use on all materials of the design program for the city of Berlin.
Universal Typeface
A visually programmed family of twenty-one sans-serif designed by Adrian Frutiger, 1954. The palette of typographic variations–limited to regular, italic, and bold in traditional typography– was expanded sevenfold. Numbers replaced conventional nomenclature. Because all twenty-one fonts have the same x-height and ascenders and descender lengths, they form a uniform whole that an be used together with complete harmony
Paul Rand
More than any other American designer, he initiates the American approach to modern design. He began the first phase of his design career as a promotional and editorial designer for the magazine’s Apparel Arts, Esquire, Ken, Coronet, and Glass Packer. A thorough knowledge of the modern movement, particularly the works of Paul Klee, Wassily Kandinsky, and the cubists, led him to the understanding that freely invented shapes could have a self-contained life, both symbolic and expressive, as a visual communications tool.
Manipulated visual form [through shape, color, space, line, and value]
___ ____ collaborated with Copywrite Bill Bernbach; the due became the prototype for the now ubiquitous art/cope team working closely together.
Paul Rand
____: All fonts have the same x-height which unifies this otherwise quite chaotic design.
Universal Typeface
Helvetica typeface
This new sans-serif, with an even larger x-height than that of Universal, was released as Neue Hass Grotesk by Edouard Hoffman and Max Miedinger. When this design was produced in Germany by the now-defunct D./ Stemple AG in 1961, the face was named with the traditional Latin name for Switzerland.
Bradbury Thomson
Josef Muller-Brockman [1914-1996]
Saul Abass
The sensibilities of the New York School where carried to Los Angeles…
