Graphics: Preliminary

Graphic Design

is the art and practice of visual communication. (The art or skill of combining text

and pictures)

Graphic Designer

is a professional within the graphic design and graphic arts industry who assembles together images, typography or motion graphics to create a piece of design.

Graphic Design Elements

are the building blocks of graphics.

Contrast

is created when you place two different or opposite elements together.

You can create it with font style, size, or

color.

Repetition

is the recurring of the same object.

Brings unity to the image

Leads the eye to an important message, logo, image of idea

May make things look more professional and organized

If used in the background, it ties the foreground together.

you can use in your fonts, bullets, colors,

alignments or any graphic style.

Alignment

is the placement of text and graphics so

they line up on the page.

TRUE/ALIGNMENT

Create order.

Organize things on a page.

Group items.

Create visual connections.

Good alignment is invisible. When things are out of

alignment, it is noticeable.

Proximity / Closeness

is the grouping together of different objects. (Grouping objects can enhance a specific

image)

it can achieve it by:

▪Larger and Smaller objects

▪Color Differences (the emphasized object has a

different color)

▪Repeated groupings (emphasizes differences between

the various groups)

TRUE/PROXIMITY

▪Objects that are grouped together can be

associated with each other.

▪Grouping objects can enhance a specific

image.

▪Gives the elements greater impact as the eye

gazes from one object to the next.

▪ Misinterprets the grouping, thus causing

the viewer to be confused.

▪ Too many groupings may simply become

repetitive and boring.

White Space

a space between elements in a composition

Creates a balanced and harmonious layout

Brings out a central focus

Looks organized and clean

Micro whitespace

space between smaller objects

Macro whitespace

space between larger objects

TRUE/PROXIMITY or CLOSENESS

In design, proximity (or closeness) creates a

connection between grouped elements on a page.

Visually group elements (text and/or images) that are

connected.

Items or group of information that are not related to

each other should not be in close proximity to each

other.

Organize Your Ideas.

the state of one object being near

another.

Proportion

determining the right division of space of the layout.

TRUE/PROPORTION

It makes the design look more natural and appealing

Aids in deciding where the focus point should be

located; or where the main subjects should be placed

Guides the viewers eye through the picture

If you don't find the right focus point, and still apply this

rule, then the result might end up awkward

Golden Spiral

a spiral through vertices of nested golden rectangles

Rule of Thirds

also called golden ratio

Lines

can be straight or curved.

Hue

is another word for color.

Chroma

is the intensity or purity of color.

Tint

is a color mixed with white.

Tone

is a color mixed with gray.

Shade

is a color mixed with black.

Color Wheel

help determine which colors are

in greatest contrast.

Color Harmony

is a specific set of color rules that an artist follows (or doesn't) to achieve a certain mood in the viewer.

Analogous colors

are adjacent to each other on the color wheel. (occupy very close position adjacent to each other)

Complementary colors

are opposite each other on the color wheel.

Analogous Harmony

are great for conveying intense moods and emotions.

Split-Complements

contrast two analogous colors with a complementary color

Double-Split Complements

contrast two complementary analogous ranges

Triads

are comprised of 3 equally spaced hues.

Tetrads

are comprised of 4 equally spaced hues.

Triads and Tetrads

are great at showing color but they don't allow for nearly as much as color

TRUE/COLOR

▪ Use color to label or show hierarchy.

▪ Use color to represent or imitate reality.

▪ Use color to unify, separate, or emphasize.

▪ Use color to decorate.

▪ Use color consistently.

Shape

are enclosed objects that can be created by line or created by color and value changes that define their edges.

have two dimensions, length and width, and

can be geometric or free-form (organic).

Design in painting is basically the planned

arrangement of it in a work of art.

Texture

is the surface look of an object created by varying dark and light areas.

▪ Roughness

▪ Smoothness

▪ Depth

TRUE/TEXTURE

The texture of a surface is the look or feel. This

can add depth and richness to a piece of

graphic design by creating the illusion of a

texture on a printed page or computer screen.

Texture can be created with patterns that are

printed on a page. For example, wrapping

paper has visual texture. Tactile texture can

actually be felt and is frequently employed by

printing on textured paper readers can feel.

Graphic Design Principles

are ways in which elements are used together

Movement

is the use of lines, color, and repetition to create the illusion of

motion.

▪ Curved forms or lines

▪ Repetition of geometric forms

▪ Fuzzy lines or outlines

Balance

is the act of comparing or estimating two things, one against the other and the contrast between:

▪ Empty space (white space) and filled space

▪ Text and images

▪ Color and no colors and different colors

▪ Textures against flat colors

TRUE/BALANCE

There are three different types of balance

when using color, shape, and position:

▪ Symmetry

▪ Asymmetry

▪ Radial symmetry

▪You can usually identify at least one of three lines of symmetry.

▪ Horizontal

▪ Vertical

▪ Diagonal

Unity

The correct balance of composition or color that produces

a harmonious effect.

Emphasis

To express with particular stress or force.

Disk Operating System (DOS)

an operating system that gives you a command line

House of Building

Bauhaus

TRUE/BAUHAUS

its curriculum includes typography like serifonts

One of the example of Bauhaus arts is the Red

Balloon

Caves of Lascaux

Located in France, these cave paintings

are some of the earliest examples of

human visual communication.

The images, depicting animals, human

figures, and symbols, were likely used for

storytelling, religious rituals, or hunting

guides.

This marks the beginning of visual design

as a means of communication.

Cuneiform

Developed by the Sumerians in

Mesopotamia, this is one of

the earliest writing systems.

It consisted of wedge-shaped

marks on clay tablets, used for

record-keeping and

communication.

This system introduced the

concept of typography and

structured writing, key elements

of graphic design.

Blau Monument

Considered one of the earliest

known examples of combining

text with imagery.

it consists of

carved stone tablets with

cuneiform inscriptions and

pictorial elements.

This integration of text and image

laid the groundwork for modern

graphic design principles.

Ts'ai Lun / Cai Lun

A Chinese court official credited with inventing paper, a revolutionary material for writing and design.

Paper allowed for more refined and widespread visual communication, paving the way for calligraphy, illustrations, and printed materials.

This invention played a crucial role in the development of graphic design, particularly in book design anditypography.

Ts'ai Lun / Cai Lun

Invented the paper

PI SHENG/BI SHENG

was a Chinese artisan and engineer during the Song dynasty (960-1279), who invented the world's first movable type. Bi's system used fired clay tiles, one for each Chinese character, and was invented between 1039 and 1048.

THE FIRST MOVABLE TYPE PRINTING SYSTEM

invented by pi sheng and a printer made of clay

Johannes Gutenberg

was a German inventor and craftsman who

invented the movable-type printing press.

True/Johannes Gutenberg

Famous Works

The Gutenberg's Bible also known as the 42-line Bible, this was the first major book printed using movable type.

Letters of Indulgence a printed documents used by the Catholic Church to grant remission of sins.

Albrecht Pfister

is one of the first European printers to employ

moveable type after Johannes Gutenberg's innovation.

while he was employed in Bamberg, Germany which were: printing books in German and incorporating woodcuts into printed books.

True/Albrecht Pfister

Famous Works

DER ACKERMANN AUS BÖHMEN (The Ploughman from Bohemia) is one of the first books printed in German using movable type.

EDELSTEIN (Precious Stone) is a collection of fables and moral tales originally written by Ulrich Boner, a Swiss Dominican monk, in the early 14th century.

Nicholas Jenson

was a French engraver, pioneer, printer and type designer who carried out most of his work in Venice, Italy.

True / Nicholas Jenson

FAMOUS WORK:

ROMAN TYPEFACE was modelled from a European scribal manuscript style of the 15th century

Eusebius' Preparation for the Gospel (1470) The first book printed with Jenson's roman typeface,

Julius Caesar's Works (1471) Is one of the earliest and most beautiful printed editions of Caesar's writings.

Claude Garamond

was a French type designer, punch-cutter, and publisher. He is best known for designing the Garamond typeface, which remains one of the most widely used and influential serif typefaces in typography and graphic design.

William Caslon

Born in 1692 in England, trained as an engraver

and letter cutter, Designed the first Caslon typeface in 1722,

inspired by Dutch typefaces

True / William Caslon

Started as an engraver of gunlocks and

barrels before opening his own engraving

shop in London (1716).

Gained attention from printer John Watts,

leading to work in typography.

Designed the "English Arabic" typeface

(1720) for religious texts. Created Roman,

Italic, and Hebrew typefaces (1722)—his

Roman type later became known as Caslon.

Established a successful typefoundry due to

rising demand.

Alois Senefelder

Born in 1771 in Prague, Holy Roman Empire. Initially trained as an actor and playwright. Inventor of Lithography (1796)

True / Alois Senefelder

1. Invention of Lithography (1796) Discovered a chemical printing process using limestone and oil-based ink. Allowed high-quality text and image reproduction.

2. Refinement of Printing Techniques Experimented with different materials and chemicals to enhance printing

accuracy.

3. Published "A Complete Course of Lithography" (1818) Detailed the lithographic process for widespread use.

4. Foundation of Chromolithography His work paved the way for color lithography, essential for posters and advertising.

Lord Charles Stanhope

was a British statesman, scientist, and inventor. He was known for his progressive political views, support for the French Revolution, and innovations in various scientific fields, particularly in printing technology. Inventor of Stanhope Press

Stanhope Press

the first all-metal printing press made of cast iron.

The Arts and Crafts Movement

was an artistic and social movement that originated in Britain and later spread to Europe and North America. It emerged as a reaction against the Industrial Revolution, which had led to mass production, poor-quality goods, and the decline of craftsmanship.

Gustav Stickley

was a prominent American furniture maker and designer, best known for his role in the Arts and Crafts movement, particularly in the development of what is often called "Mission style" furniture

True / Gustave Stickley

Stickley's "Morris chair" is famous for its adjustable reclining feature, sturdy craftsmanship, and iconic design. It combines comfort with simplicity, using solid oak and leather.

Stickley designed bookcases and cabinets that were simple yet highly functional, often with large storage capacities and exposed shelves to showcase books or decorative items.

William Morris

born in the United Kingdom, was a poet, novelist, translator, publisher, socialist activist, preservationist, and craftsman who fundamentally challenged the industrial ethos of Victorian Britain.

True / William Morris

Morris' rejected the concept of mass production and the dehumanizing aspects of industrialization. He believed that both workers and society suffered when people lost their connection to traditional craftsmanship and artistic creation.

John Ruskin

was an influential English writer, art critic, and social thinker known for his contributions to art, architecture, and social reform.

True / John Ruskin

His book "Modern Painters " (1843) defended J.M.W. Turner and emphasized nature ' s truthful depiction, influencing the Pre-Raphaelite movement. He championed Gothic architecture in works like "The Seven Lamps of Architecture " (1849) and "The Stones of Venice " (1851-1853). Concerned with social issues, he critiqued industrialization ' s inequalities and advocated for workers ' rights in "Unto This Last" (1860), influencing figures like Mahatma Gandhi. Despite personal struggles, his writings and advocacy left a lasting legacy that continues to inspire today.

Art Nouveau

an artistic movement that emerged in the late 19th century and lasted until the early 20th century, roughly from the 1890s to World War I. It was characterized by its organic, flowing lines, intricate decorative elements, and inspiration from nature. The movement sought to break away from historical styles and create a new, modern aesthetic that blended fine arts with applied arts, including architecture, interior design, jewelry, and graphic design.

Frank Lloyd Wright

was a pioneering American architect known for organic architecture, which emphasized harmony between buildings and nature.

Dada Movement

was an artistic and anti-establishment movement that began in Zürich, Switzerland in 1916. It was founded by a German writer

Hugo Ball and German artist Richard Huelsenbeck in context to the World War I and the nationalism that many thought had

led to the war.

Originating in Zürich, Switzerland, this movement rejected traditional art, emphasizing randomness, irony, and assemblage. Influenced by Cubism, Futurism, and Expressionism, it led to Surrealism and Conceptual Art.

True / Dada Movement

The name "Dada"

was allegedly chosen at random from a dictionary, meaning "hobby horse" in French—fitting for a movement rooted in whimsy and unpredictability.

Many artists involved in Dada were exiles who fled their war-torn countries, seeking refuge in neutral Switzerland.

Influenced by other avant-garde movements - Cubism, Futurism, Constructivism, and Expressionism - its output was wildly diverse, ranging from performance art to poetry, photography, sculpture, painting, and collage.

Dada's aesthetic, marked by its mockery of materialistic and nationalistic attitudes, proved a powerful influence on artists in many cities, including Berlin, Hanover, Paris, New York, and Cologne, all of which generated their own groups.

Dada was not just anti-war; it was anti-establishment, anti- tradition, and anti-art, embracing absurdity as a means of

protest.

The movement dissipated with the establishment of Surrealism, but the ideas it gave rise to have become the cornerstones of various categories of modern and contemporary art.

De Stijl

A Dutch art movement seeking order and harmony through geometric abstraction. Artists like Piet Mondrian used straight lines, primary colors, and balanced compositions to create a universal visual

Mondrian's Neo-plasticism

Doesburg's Elementratism

The Bauhaus

A German design school that integrated art, craft, and technology. Founded by Walter Gropius, it promoted minimalism, functionality, and mass production in architecture, typography, and design.

Constructivsm Movement

was a Russian avant-garde art movement that used geometric shapes and industrial materials.

A Russian movement led by Vladimir Tatlin and El Lissitzky, which emphasized industrial materials, propaganda, and dynamic composition. Art was seen as a tool for social change.

Stanley Morison

A British typographer who designed Times New Roman, one of the most widely used typefaces, prioritizing readability and elegance in publishing.

Armin Hofmann

born in 1920 in Winterthur, Switzerland, is a significant figure in Swiss graphic design history. He developed the International Typographic Style, revolutionizing modern design with clarity, functionality, and visual harmony.

POSTER DESIGN

GLOBAL RECOGNITION

INNOVATIVE TECHNIQUES

GRAPHIC DESIGN MANUAL

TEACHING AND MENTORSHIP

Emil Ruder

born in Zurich in 1914, was a key figure in the International Typographic Style movement, focusing on conveying information in writing.

GRID SYSTEM

ASYMMETRY AND NEGATIVE SPACE

TEACHING AND INFLUENCE

PUBLICATIONS

TYPOGRAPHIE

Paul Rand

born Peretz Rosenbaum in 1914, was

a renowned graphic designer who transformed

America's visual communication perception

over his 60-year career. He introduced avant-

garde European concepts to the US through

editorial designs, advertisements, and

corporate identities, blending visual arts with

commercial design. His vibrant color palettes

and typography continue to influence

contemporary design.

MODERNIST STYLE

CORPORATE IDENTITY

DESIGN PHILOSOPHY

ARTISTIC INFLUENCE

NEXT AND COLLABORATION WITH STEVE JOBS

Max Miedinger

a Swiss type designer, is known

for creating the Helvetica typeface, which has

significantly influenced typography and visual

communication.

HELVETICA TYPEFACE

DESIGN PHILOSOPHY

LEGACY OF HELVETICA

EVOLUTION OF TYPEFACE

INFLUENCE ON DESIGN

Colin Forbes

born in 1928 in London, was a

renowned graphic designer who made

significant contributions to the field. He

studied at the Central School of Arts and

Crafts and worked as an assistant to

Herbert Spencer and an art director at a

small advertising agency.

PENTAGRAM CO-FOUNDER

DESIGN PHILOSOPHY

ICONIC WORKS

MENTORSHIP AND INFLUENCE

RECOGNITION AND AWARDS

Theo Crosby

was an architect, editor, writer and

sculptor, engaged with major developments in

design across four decades. He was also an early vocal critic of modern urbanism.

Alvar Aalto

was a Finnish architect, city

planner, and furniture designer whose

international reputation rests on a

distinctive blend of modernist refinement,

indigenous materials, and personal

expression in form and detail.

Post Modernism

is a broad intellectual and cultural

movement that emerged in the mid-20th century, particularly in reaction to the ideals and values of modernism. It is characterized by skepticism toward grand narratives, ideologies, and universal truths, challenging the idea that there is one objective reality.

Ettore Sottsass

was an Italian architect and designer, best known for founding the Memphis Group in the 1980s. His work spanned architecture, industrial design, furniture, and ceramics,

often characterized by bold colors, geometric shapes, and playful, unconventional forms. His work sought to blend art and functionality, making everyday objects more visually and

emotionally engaging.

Memphis Group

Sottsass led this design collective,

which challenged modernist minimalism with vibrant,

exaggerated, and whimsical designs. Their furniture and decor

used laminates, plastics, and striking color combinations.

Olivetti Collaboration

He designed iconic office equipment for

Olivetti, including the Valentine typewriter (1969), a bright

red, portable typewriter that became a design icon.

Carlton Bookcase (1981)

A striking, asymmetrical bookshelf

designed for the Memphis Group. It features bold colors,

geometric forms, and a playful, totem-like structure,

challenging traditional furniture design by blending function

with artistic expression.

Tahiti Lamp

A whimsical, sculptural table lamp with a

colorful, geometric design. Its angled form and bright hues

resemble a stylized bird, reflecting Sottsass's love for playful,

unconventional aesthetics.

Valentine Typewriter

Designed for Olivetti, this bright

red, portable typewriter was both a functional tool and a

fashion statement. Its sleek, minimalist design and pop-art

sensibility made it an icon of 1960s industrial design.

The Macintosh

Invented by Applein 1984

SteveJobs led the project

Designed for creativity and ease

Featured a graphical user interface

Changed computing history forever

Introduced the mouse for navigation

First mass-market personal computer

Apple's vision for user-friendly computers

Inspired by XeroxPARC innovations

Steve Jobs pushed for GUI design

Jef Raskin started the Macintosh project

Competition with IBM personal computers

Launched on January 24, 1984

128 KB memory, compact design

9-inch monochrome display screen

Motorola 68000 processor inside

Included MacPaintand MacWrite software

Easy-to-Use Graphical UI

Icons instead of text commands

Mouse-controlled pointer system

Drop-down menus for navigation

Windows for multitasking applications

Drag-and-drop file management

Revolutionary compared to command-line interfaces

Inspired modern operating systems today

Roman Type Face

Times New Roman - Stanley Morison

Roman Typeface - Jenson