Late Modern

(Lou Dorfsman)

(Rudolph de Harak)

(Lou Dorfsman)

(Carlo L. Vivaarelli)

(Josef Muller-Brockmann)

(Max Bill)

"advancements in photographic and computer technologies applied to typography and printing began to change not only the look but the methodology of graphic design"

Swiss International Style

object photography, sans-serif typography, lack or ornamentation, and strict composition on the basis of the grid system are characteristic of this style

- the grid became the most significant design tool of the postwar era

=used for prospectuses, brochures, books, and exhibition catalogues, it was perfect adaptable to the requirements of international business

*Carlo L. Vivarelli

*Max Bill

*Josef Muller-Brockmann : "Copy and a picture are arranged and related in accordance with objective and functional criteria. The areas are sensitively organized with an assured touch in mathematical proportions, and due attention is paid to the rules of typography."

Corporate Style

job of the corporate communications designer was to create and maintain consistent identities and advertising campaigns

unadorned, economical graphics, and kinetic photographic accents

*Gene Federico

*Rudolph De Harak

*Lou Dorfsman

Art Deco

(Paolo Garretto)

(AM Cassandre)

"Societe des Artistes Decorateurs realized that the middle class required another unthreatening style as an alternative to the increasingly abstract (and, for many, inaccessible) Modernism."

elements of geometric styles (such as cubism) incorporated in a more decorative and luxurious style

-geometric rather than asymmetric

-rectilinear rather than linear

unique confluence of Egyptian ziggurats, sunbursts, and lightning bolts

efficient modern living and the elegant lifestyle

effective code for consumerism and acceptable metaphor for the glory of machine-age culture

-advertising typography and layout acted as the primary communicators of the Art Deco style

FRENCH ART DECO

"combine decorative frenzy with Neo-Classical and Cubist elements (and a touch of Modigliani)"

influence from Deberny & Peignot's Divertissememnts Typographiques

*Georges Barbier (influence from Diaghilev's Ballets Russes)

*AM Cassandre

*Jean Carlu

*Paul Colin

AMERICAN ART DECO

had "exotic" indigenous references (aka Native American tapestries, fabrics, etc.)

-geometric ornament

Regionalism (EX: Prairie Style) influenced movement

Westward Expansion motifs, icons included in movement

-authentic national and regional characteristics (authentic to American culture)

time period ~1930s

John Dos Passos characterized as "the shop-windown world of Fifth Avenue"

fanciful, dreamlike, and symbolic decorative illustration

*AM Cassandre (French) worked on Harper's Bazaar covers

*Paolo Garretto (French) worked for Fortune

SWISS ART DECO:

*Charles Loupot