week 6-part1

Late Modernism 1945-1970

The Arts and Crafts movement developed the form follows function method, next was Modernism where less was seen as more and after that and the war was Late Modernism when many European artists moved to America after the war, hence moving the cultural centre of the world. Hence the art that was produced in this period was highly inspired by European Avant Garde. Many artists applied the non-decorative approach of the modernists but rejected the dogma and created a simplicity that was appreciated worldwide. This simplicity was seen in all aspects of design, from art to fashion where simplicity and high fashion were combined to develop elegant dresses in the 50s. Where as the 60's saw the rise of the miniskirt reflecting the attitude towards simplicity and the broadening relaxed attitudes towards the body.

http://www.arch.mcgill.ca/prof/mellin/arch671/winter2005/student/sbouchard/image%20precedents/falling%20water%20.jpg

The modernists approach of function before form was represented in the famous ocean liner, Queen Mary, it also emphasised the designers thoughts regarding simplicity. Another great example is Frank Lloyd Wrights architecture where function dictates form. He had his own style of merging the man-made and the natural form, works like 'Falling Water' (1937) which entices the viewer because at the time it was a new style and aesthetically pleasing to the eye. Wright broke from the trend of the tome and allowed for the others to be free. Still popular today and has inspired other designers to mature their own unique style.

The new trend of 'good design' became cheap and reliable, where function, simplicity and aesthetic elegance were favoured. This was evident in the Vespa Scooter because after the war metal and fuel was in short supply. Type writers for the time were an innovative design, the workplace was revolutionised by it as they were lightweight, tough and simple. As you can understand many things were produced with simplicity in mind at that time to suit the mainstream.

In the 1940's New York became the cultural centre of the world and saw artists like Paul Rand develop unique, distinctive language in design, his work mainly collaged was depicted by wit and simplicity. The process was very different, it was set on board and photographed for printing. He once said that 'to design is to transform prose into poetry', this emphasises his personal opinions and passion for what he designs. Rand influenced many designers to come and changed the way people viewed advertisements. He used typography as a picture to make a statement, where the viewer has to do some work to interpret it, giving it a lyrical beauty.

https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiAaVYwvrcJQdSNXyiho5BYIJ4qExWBS3A6_rb9_8e5W4FaSphyRDlSi-hEdFEJ7fSJMyG-etVBd6YCfY6-RTNHXbbsM9s8ZQ81bJ3fboog8-j1d0ty2HCNNZyfvaD3wFvJ83LgjnL8KbYj/s400/Catch+Me+If+You+Can.jpg

Saul Bass created an abundance of momentous and innovative title sequences for films and was also recognised for his many designs of major corporate identities. Bass used simple pictographs that depict fantastic graphic leadership. His typography was often hand drawn or cut out which gave his work a feeling of flow and elegance. Many of his title sequences followed a line that went on a narrative.

Lester Beall dramatically changed American design with his use of collage with symbols and object photography. Again incorporated the simplicity in his illustrations and often clean typography in his many pictorial collage, over-laping shapes.

http://s3.amazonaws.com/designrelated_inspiration_book_entry_file_item/17b616f4f1d3eea8dcd357b57fea87663a6fc37d

Brodovich explored extreme cropping and juxtaposition, this was very unique and individual work. Tschichold, author of 'The New Typography' introduced the assymetric layouts that were soon to become very popular. Joseph Muller-Brockman integrated text and image which Rand had initially introduced and inspired many other designers, a great example is the 1953 Gene Frederic Advertisement for Woman's Day.

http://dave.lab6.com/acid/dump/2004/webpages.marshall.edu/%257Ebruggemann1/images/nygoout.jpg

Madison Avenue was born in New York where simple, clean layouts and extreme contrasts layouts were used in conjunction with wit , irony and understatingto sell their products.