Graphic Design & Modernism (Seminar)

Although I wasn't in for the first lecture based around Modernism, I was able to gain insight into the basic principles of modernist design. 

Graphic Design & Modernism

Modernism is simply.. cultural responses to the modern world

Modernity: 17th - 20th century

Industrial large scale capitalism

Modernist graphic design was evident in the 20th century

* Rejection of ornament (Adolf Loos (1908) Ornament and Crime). Stripped down aesthetic.

* Form follows function (Louis Sullivan (1896) The Tall Office Building Artistically Considered).

- Fashionable, superficial style

- Without connotations

- Architectural theorists

- Seeks to strip out all hindrances.. style is secondary

EXAMPLES

Cheret (1884)

Toulouse - Lautrec (1891)

- New forms of leisure

- Social relations

- Not modernist in the sense that 'form follows function'

Parole in liberta (1914) Audio poem

- Experimental typography

- Setting and arranging type

- Minimalist

- New techniques and processes

- Type not limited to a structure or grid

- Type forms images

Marinetti (1909) Futurist Manifesto

- Embracing modern times

Fortunato Depero (1927) Bolted Book

- Modernist typographer

- Links to industry (binded with bolts)

- Staying true to materials

Appolinaire (1918) Il Pleut

- Words cascade like the rain

- Experimental typography

Jan Tschichold (1927)

- No fonts except Grotesk fit for the modern age 

- Naturalist, historic connotations ((in relation to Fraktur)

- Graphic design should be neutral and international and therefore appreciated worldwide

- Design should aid communication

Boyne & Rattansi (1990) - Postmodernism & Society

1) Aesthetic self-reflectiveness - celebrated the media which the design is working with. Jackson Pollock, for example, focuses on the process of creating design aswell as the message it portrays.

2) Montage - merging photography and print is a new technique and process 

3) Paradox, ambiguity and uncertainty - more complex to decode, open to interpretation

4) Loss of integrated individual subject - In pre-modern times, identities were fixed and certain. Modernity shattered this certainty and new technologies, classes and fashion, for example, become apparent. However, people are no longer confident with their self-image.

5) Optimism and utopianism - Modernists wanted everyone, all around the world, to be equal. Their use of the Grotesk sans-serif font, meant there were no naturalist or historial connotations (as aforementioned), as opposed to the Fraktur typeface, but it could be appreciated by everyone.

Lecture Notes - 10/11/10

Graphic Design: A Medium for the Masses

In 1912, William Addison Dwiggins, a successful designer, coined the term, 

'graphic design': "In the matter of layout, forget art at the start and use horse-sense. The printing-designer's whole duty is to make a clear presentation of the message - to get the important statements forward and the minor parts placed so that they will not be overlooked. This calls for an exercise of common sense and a faculty for analysis rather than for art.

Important images referenced in these notes include:

Bison and Horses Cave Painting (15,000 - 10,000 BC)

Earliest forms of visual communication

People were unable to read and write

Pears Soap Advertisement - John Everett Millais (1886)

Alphonse Mucha (1898) Poster for cigarette papers

Are these examples 'Graphic design' or 'Fine art'?

Whether a design is understood is important in graphic design whereas this is the opposite with fine art - it doesn't matter if someone does not understand the piece.

El Lissitksy (1919) Beat the Whites with the Red Wedge

Fighting against communists

Geometric elements reminiscent of Kandinksy

Different to figurative representations in the West

Revolutionary Design in Russia (Seminar)

The October Revolution
(Also known as Red October or the Bolsheviks Revolution)

The October Revolution overthrew the Russian Government and gave the power to the local soviets dominated by the Bolsheviks.  Social, economic, and political relations had become a major crisis in Russia and industrial production declined dramatically resulting in strikes from all trades. This was also due to the expense of living increasing whereas the workers pay had decreased by almost a half.


'October' (10 days that shook the world) directed by Sergie Eisenstein in 1927
This film was commisioned by the government as a celebratory dramatization of the 1917 October Revolution. Throughout the film, there are numerous symbolic references, some of which are as follows:


- Rich, wealthy lifestyle
Smashing the bottles
Getting rid of their luxuries
- Everyone now has a share of wealth
- Kid on throne symbolises a new dawn 
- Symbolises the ideology of the monarchy
- Clocks
Revolution has impact all over the world
- All countries are uniting in common interest


Art in Russia


- Art in Russia previous to the revolution was there to glorify
- Propaganda
Deceptive/manipulated views
Spreading of communism
There to educate
- The colour red
Symbolises revolutionary struggle
Blood of the oppressed
Associated with communism


1917 to mid 1920s - Intense Artistic Experimentation
- Aesthetic innocation
- Russia 'jumped' 5 stages of cultural development
- Faiths in technology and industry
- Workers would not be the subject of art prior to the revolution
- Machine & industrial aeshetic


Late 1920s onwards - Socialist Realism (Lenin)
- Art practice banned
Too 'new'
Similar to capitalist west
Progressive avant garde culture
- Negative sense of propaganda
- Exploiting communist culture
- Cult of a leader
- Regulated and controlled
- Unified
- Avant garde artists had to flee

El Lissitzky - 'Beat the Whites with the Red Wedge'

Defines moment of revolution. Red wedge represents this pinacle moment and suggests them (Bolsheviks) leading the way for others to follow. Aforementioned, the colour red symbolises their revolutionary struggle and communism itself.

Rodchenko - 'Books' poster

Commisioned to be put outside libraries to encourage participation in literature (self education). Photography was a new process at this time and photomontage was an emerging technique. The woman represents the working class and suggests everyone is equal.

Photomontage

- Pioneered during this time

- Combines photography and design

- Mass production was important to constructivists

Cheap

New process

Constructivists

- Constructing the future - a new world

- Deemed art as aeshetic experimented which influenced the modern age

- Their aim was to '... achieve the communistic expression of material structures'.

Image Analysis Exercise

The Uncle Sam Range (1876) - Schumacher & Ettlinger, New York

Daddy, what did YOU do in the Great War? Poster by Savile Lumley (1915)

These two images, although very different at first glance, have similar underlying themes which were evident during their time. The first advertisement for the Uncle Sam's Range of cookers focuses more on American superiority and lifestyle over the product itself. American nationalism and patriotism is strewn across the piece, from the carpet, wallpaper and curtains which exhibit the American flag to the eagle, a symbol of America and part of the Great Seal of the United States. The clock face is a subtle indication to the American independence. It marks the 100th anniversary of this date (1776 - 1876) and is also referenced outside of the window - the Cenetennial International Exhibition in Philadelphia.

The other image, however, a recruitment poster by Savile Lumley which was used during the first world war, has subtle references to British patriotism. It is centred around national duty and features understated examples of royal symbolism - from the rose of England on the curtains, to the fleur de lis pattern on the armchair in which the man is sitting on. This advertisement uses persuasion through emotional blackmail and guilt in order to entice potential soldiers to sign up for the 'Great war'. As men had to willingly volunteer and were not forced to join the war, many opposed to the idea which is why posters campaigning for recruits were rife during this time. The italicised text, 'Daddy, what did YOU do in the Great War?' is a question the mans daughter proposes to her father. The word 'YOU' is capitalised and underlined to create emphasism whereas the other words are soft and elegant. His confused and contemplative expression defines emotional guilt as he has 'nothing' to live up to - according to this recruitment poster - and is therefore unable to answer his daughters question.

In the Uncle Sam Range poster, social context is paramount. Racial segregation was prevalent during the time (1876) and the black slave towards the left hand side, is using the cooker to prepare food for the 'family' who are dressed in wealthy (and patriotic) attire. The man in the forefront acts as the main focal point due to his powerful stance and his doting wife who is serving the food exposes the dominance in sex. Sitting at the table are several other 'characters' which all have individual meanings. The two boys, labelled 'Dixie' and 'West' symbolise different parts of America. The term 'Dixie' is usually defined as the 11 Southern States which form the Confederate States of America whereas 'West' is in reference to the wild west - a 'land of the free, home of the brave' which gives a sense of freedom and prosperity. 'New England' however, portrayed by the girl to the right of the two boys, is a place of settlers and immigrants; the fact that she is female is no coincidence. Aforementioned, females were the less dominant sex and were defined as 'weaker' or less able than men. 

The globe holding a list of countries and foods is key to this piece. His charicature style expression is used to mock and humiliate. The list features countries and the foods in which they supposedly eat. It includes China, who according to this poster, eat birds nests and rats, the Irish, who eat potatoes and just potatoes and the Italians, who simply eat Macaroni and Sardines. This suggests that these countries are not as culturally sophisticated as the USA and adds to the supposed superiority of the American lifestyle. 

In the World War recruitment poster, the mans son is playing with war orientated toys and this acts as an unintentional challenge from son to father. He aspires to follow his footsteps but the man has done nothing which his son can strive to become. The daughter is reading and pointing to a page in a book. This suggests that the Great war has been documented and thus referenced and remembered forever. It gives the impression that soldiers will be labelled as heroes as they have a sense of national duty to Queen and country and not just for their family.

Aforementioned, they both connote national identity and patriotism yet the latter image is less 'aggressive' than the first. The symbolic nature to the design is underlying and is not as striking and excessively forward as the Uncle Sam Range advertisement. Overall, they are two very opposing designs in a sense of persuasion yet have concealed and underlying similarities.