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Introduction to Graphic Design History

  • Focus: The role of technology driven by innovation in graphic design.

Pictorial Modernism

  • Definition: Refers to the influence of modern art movements on graphic design, particularly during the early 20th century.

  • Historical Context: In the second decade of the 20th century, Europe saw the evolution of the poster from 1890s styles influenced by new artistic movements and World War communication needs.

    The Beggarstaff Brothers

  • Key Figures: James Pryde (1866–1941) and William Nicholson (1872–1949), British painters and brothers-in-law.

  • Formation: They established an advertising design studio in 1894.

  • Contributions: Developed woodcut style illustrations influenced by French poster art, emphasizing a graphic economy in their work.

  • Formula: Effective theatrical poster design combining lettering and figures against flat backgrounds.

Plakatstil

  • Definition: A German design movement also referred to as Poster Style, characterized by reductive designs and flat-color aesthetics.
  • Important Designers:
    • Lucian Bernhard (1883–1972): Known for designs that reduced communication to core elements, exemplified by his famous matches poster.
    • Hans Rudi Erdt (1883–1918): Introduced fluid, linear drawings, often contrasted against simple backgrounds in his works.
    • Julius Klinger: Related to Vienna Secession, he moved towards bright, clear colors and concise lettering in his posters.
  • Influence: Bernhard's work represents a logical evolution of turn-of-the-century poster design, anticipated the constructivist movement.

Sach Plakat

  • Origin: Emerged in Switzerland, influenced by German, French, and Italian cultures, particularly through the works of Emil Cardinaux (1877–1936).
  • Characteristics: 'Sachplakate' (object posters) displayed simple graphics, often retaining traditional lithographic methods.
  • Notable Figures:
    • Niklaus Stoecklin and Otto Baumberger (1889–1961) helped define this style, with Baumberger's 1923 PKZ poster showcasing realistic textile representation.

The Poster Goes to War

  • Context: During World War I, posters became a significant communication mode, advancing in printing technology while alternatives like radio weren't widespread.
  • Central Powers vs. Allies: Posters from Germany and Austria-Hungary continued in the traditions of the Vienna Secession influenced by Plakatstil, while Allied powers used more illustrative imagery.
  • Impact: Effective recruiting and morale-boosting attempted through graphic propaganda showcasing national pride and community involvement.
  • Important Designers:
    • Joseph C. Leyendecker (1874–1951): Created symbolic artworks leveraging common American iconography to encourage patriotic support.
    • Jesse Willcox Smith (1863–1935): Known for a service flag poster urging household contributions, often integrated commercial and artistic elements in other works.

Postcubist Pictorial Modernism

  • Historical Background: Post WWI prosperity in Europe and North America fostered advancements in graphic and design expressing faith in technology.
  • Edward McKnight Kauffer (1890–1954): Known for integrating cubist principles into his designs, achieving visual impact through simplified forms and interlocking shapes.
  • A. M. Cassandre (1901-1968): Notable for merging word and image in design, minimalistic, and highlighting simplicity through geometric forms.

A New Language of Form

  • Emergence of a formal typographic approach during postwar years stemmed from the principles of cubism applied to graphic design, notably in Holland and Russia.
  • Artists began to focus on form and spatial composition, leading to a new aesthetic awareness in design.

Russian Suprematism and Constructivism

  • Definition: The Russian avant-garde movement saw commonalities in cubism and futurism, collectively termed cubo-futurism.
  • Bolshevik Influence: Following the Revolution, a news agency, ROSTA, was created for propaganda that reflected the new political landscape through simple visuals.
  • Shift in Purpose: Artists like Tatlin and Rodchenko emphasized industrial design and visual communication, moving beyond pure artistic expression to serve societal needs.

De Stijl

  • Origin: Founded in the Netherlands in 1917 by Théo van Doesburg (1883–1931) and others, aiming for a universal structure in art and design.
  • Philosophical Underpinnings: Influenced by M. H. J. Schoenmakers's ideas on balance and color, leading to abstractions expressed through geometric lines and primary colors.
  • Artistic Vision: Desire for art to reflect societal aspirations and harmonies influencing broader cultural movements.

References

  • Philip B. Meggs, Alston W. Purvis (2012). Meggs’ History of Graphic Design, 5th edition.