Modernist graphic design was a cultural response to the new condition of modernity rejecting the previous art model for this new proposal appropriate to it's time. Around 1850, graphic design was characterised by continuous innovation and the adoption of utopian ideals. It also embodied the following characteristics:
- Form follows function
- Communication
- Internationalism
- Industrialism
- Urbanisation
- Rejection of ornament
- Progress
- Rationality and reason
- Anti-historicism
- Social Morality
- Truth
- Technology
- Transformations of consciousness
- Theology
German Matchbox Design
Xavier Encinas, (2009) 'Vintage German Matchbox Design',
This German modernist design shows a rejection of ornament with it's stripped down, neutral aesthetic. It uses a sans serif typeface which rejects stylistic features to demonstrate it's eternity.
Muller-Brockmann, Vivarelli, Neuburg & Lohse, (2007) 'Neue Grafik'
Form follows functions within this spread, allowing communication to be key; a grid has been used with a flush left alignment in place to enhance this. It adopts internationalism in having the article written in three languages and no illustrations present.
'Blow-Up' 1966 Film Poster
(1966) 'Blow Up',
This poster uses photo montage creating a juxtaposition for dramatic effect. Again, it uses a sans serif typeface demonstrating this rejection of decoration and adoption of the minimalism. It also considers style secondary to function with it's aim to be to directly communicate to an audience.
Walter Allner
W.H. Allner, (1950) 'International Poster Annual '50'
This stripped down aesthetic attacks decorative styles that attempt to tap into fashionable styles; thus allowing the design not to be dated to a period of style.
Jan Tschichold
Jan Tschichold, (1937) 'Die Konstruktivisten',
The work of Jan Tschichold uses a formulaic grid system to control layout proportion and repeatedly create clear, concise compositions. He also uses separate text elements in an attempt to directly engage with the new forms of life, leisure and social affiliations.
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