A BRIEFHISTORYOF GRAPHIC

DESIGN

A GUIDE TO GRAPHIC DESIGN BY SCOTT W. SANTORO CHAPTER 2:

FALL 2013 • GRAPHIC DESIGN 1• SARA GONZALEZ

GRAPHIC DESIGN IS SHAPED BY...

TECHNOLOGY

SOCIETY

CULTURE

POLITICS

C AV E PA I N T I N G S E G Y P I T A N H Y R O G L Y P H I C S / L A N G U A G E & L E T T E R F O R M S PA R C H M E N T

NEED FOR ADVERTISING / BRANDS

GUTENBURG PRESS

M O VA B L E T Y P E

INDUSTRIAL REVOLUTION

M A N U A L L A B O R T O M A C H I N E M A N U F A C T U R I N G

A C C E L E R A T I O N O F T E C H O L O G Y

M O R E P R O D U C T S M A D E A N D D I S T R I B U T E D

INVENTION OF PAPER REPLACES PARCHMENT

B O O K S / B I B L E S / M O N K S / S C R I B E S / E D I T I N G

ABC

THOMAS NEWCOMEN INVENTION OF STEAM ENGINE

1769FREDRICH KOENING

STEAM POWERED PRINTING

1814

NICOLAS ROBERTSMAKES PAPER BY THE ROLL

1799

What did these inventions mean for the field of graphic design?

$REDUCED COST OF PRINTED PROMOTIONS

AVAILABLE TO MORE PEOPLE

GREATER DEMAND FOR DESIGN

JOSEPH NICEPHORE NIEPCE 1ST PERMANET PHOTOGRAPH

1826

8 HOUR DEVELOMPENT PROCESS

WILLIAN HENERY FOX TALBOT CALOTYPE/PHOTO NEGATIVE

1841

UNLIMITED NUMBER OF PRINTS COULD BE MADE

LOUI JAQUEZ DEGUERRE DAGUERREOTYPE

1839

ACCELERATED DEVELOPMENTPROCESS OF PHOTOGRAPHSFROM 8HRS TO 30 MIN.

DEVELOPMENT OF PHOTOGRAPHY

THE

What did this mean for designers?

New communication tool

Did not have to rely only on illustration as the main visual elements

Newspapers & advertisers began to rely on photographs to sell their products.

Turn of the CenturyDehumanizing effect of Mechanizaation and Industry

SCREW Industry &Commercialization Go against “THE MAN”

Embrace HancraftedTHE GOTHIC REVIVAL[ ]

1880-1910

ARTS & CRAFTS MOVEMENT

“Art for Art’s Sake”-Victor Cousin

Recapturing the handcrafted art form.

1870-1914AESTHETICISM

A Search for Ideal Beauty

1890-1910ART NOUVEAU

Use of natural forms, high contrast shapes & patterns

ARTS & CRAFTS1880-1910

ART NOUVEAU1890-1910

FUTURISM1910-1918

SUPREMATISM1915-1934

DE STIJIL1917-1931

CONSTRUCTIVISM1919-1934

DADA1916-1923

BAUHAUS1919-1933

CUBISM 1907-1921

CUBISM 1907-1921

Figures broken up into semi-abstract forms..

Disregard of techniques of the past.

Did not imitate natural forms and shapes

CHARACTARISTICS:Visual arts, literature music and science were all influencing one another.

MIND SET:

Albert EinsteinPaul Cezanne Pablo Picasso Erik Satie

INFLUENCERS:

CHAO

S OF

WAR

SCIE

NCE

1 9 1 0 - 1 9 1 8

Grids, alignment, & typography were disregarded.

Letters were now expressive elements of design.

Emphasized the attributes of motion and speed fused with cubism abstraction.

CHARACTARISTICS:

ENER

GY, MOVEM

ENT S

PEED, &

NOISE

INFLUENCES:

http://media-cache-ak0.pinimg.com/236x/ba/43/1d/ba431dea553ace90e7cb0b150966c5ae.jpg

Focused on creating pure geometric abstraction & a metaphysical reality.

Reducing everything down to the basics.

Fractured and energized compositions.

CHARACTARISTICS:

The supremacy of pure feeling and creative art.

MINDSET: 1915-1934

F U T U R I SM

C U B I SMMALEVICH

KAZIMIR

I N F L U E N C E :

http://www.invisiblebooks.com/malevichsupremus58.1915.jpg

DADAMovement rejected

all traditions and set standards in art.

MINDSET:

1916-1923POLITICAL STATEMENTS • IRRATIONALITY • A

NARCHY • CHAOS

MINDSET:

Marcel D

uc hampt

INFLUEN

CES:

Chaos of W

or ld W

ar I

A Wor ld

Gone M

ad

DE STIJL

Straight linesRight anglesPrimary colorsStrategic use of spaceStructured LayoutTyoefaces - Deletion of curves

CHARACTARISTICS:Piet Mondrian International Style

INFLUENCES:

1917-1931

BAUHAUS

1919-1933

FunctionalismIntuition

UniversalityCosmopolitan

International Style Serve the masses

CHARACTARISTICS:

Expressionist TheoriesJohanness IttenJosef AlbersLyonel FeiningerPaul Klee Wassily KandinskeyTheo Doesburg El Lissitzky Moholy Nagy Herbert Bayer

INFLUENCES:

http://interdisciplinaryleeds.files.wordpress.com/2010/12/10-bauhaus-plakat-1923.jpg

Eliminate distinction between fine and applied arts & creating a union of arts, crafts and industry working for the greater good.

MINDSET:

Founder: Architect Walter Gropius

Art Deco

An embrace of technology.

MindSet:

Machine Inspired

Sleek lines

Bold Geometric Shapes

Decorative movement

Lavish Ornementation

Lack of any scientific inner philosophy

Characteristics:

1925http://rt.com/files/art-and-culture/news/metropolis-poster-fetches-auction-071/i1a6b4 e2e85dd9281327696d01c686287_metrosh.jpg

SWISSINTERNATIONAL

CleanlinessReadability ObjectivityAsymmetric layoutsUse of a gridSans-serif typefacesType Flush Left

CHARACTARISTICS:

1950’s

Formulated philosophy of universality refined by type and image.

MINDSET:

THE NEW YORK SCHOOL

Focuse on Advertising

Witty

Playful

Austere

Connects with the audience

Word and image association

Conceptual

CHARACTARISTICS:

Conceptually harmonizing text and image.

MINDSET:

1960’s

AdvertisingCopywritingPaul Rand & Bill BurnbachHelmut KroneGeorge Lois

INFLUENCES: