DISCUSS THE IMPACT OF TECHNOLOGY ON TODAY’S DESIGN WORLD COMPARING IT WITH THE TOOLS AVAILABLE TO DESIGNERS IN THE

1960’S.

Between the 21st and 19th century the form of technology has changed dramatically. More specifically there has been a change in the technology available to society between the 1960s and 21st century, which has changed the life style of those using the technology available. With this change in technology there has also been a development in the standard of living and a development in the quality of practical professions that individuals take part in. Such examples are through the introduction of the Internet, during the 1960’s, which has led to the creation of social networks allowing individuals to socialize non-verbally and businesses to expand their networks on a continental level. This simple change of technology from sending messengers to sending messages has allowed individuals to save time, effort and money when communicating with others. An example of the improvement of quality in practical professions can be seen in the change and improvement in the skills available to athletes with physically impairments, allowing more athletes to participate in the sport and even allowing physically impaired athletes to compete in the Olympic Games.

This being said, the changes and improvements in the forms of technology since the 1960s has allowed there to many changes in practical professions and activities, especially leading to more variation in the forms of graphics produced by designers. However how far has this change in technology gone? And what impact has this change in technology had on the design world, in comparison to the tools available to designers in the 1960s? In order to produce a thorough discussion into the impact of the development of technology, I will look at three major companies that were founded before the 1960s and several different artists or art styles produced between the two eras, the 1960s and 21st century.

Paul Rand is one artist whose work I will be analyzing; Rand was a famous graphics designer during the 20th century. He specialized in Logo paintings and packages. I will be looking at the work of Paul Rand because he is not a modern graphics designer; most of his work was produced during the middle 1900s, mostly the 1950s and 1960s. Paul Rand has explored many areas of Graphics design making him a good designer to analyze. In comparison to Paul Rand, Reza Abedini is a more modern graphics designer who specializes in the more modern styles of graphics design. Unlike Paul Rand he carries out a lot of hot work using computers and softwares specifically for design, both a freelancer and contemporary designer. Similar to the work and style of Reza Abedini, Eddie Opara is one of the several artists I will be studying. Eddie Opara is also a modern designer; however I have decided to look at his work because Eddie has explored graphics design though the uses of both on and off computer work. Studying at both Yale University and London School of Arts Eddie Opara has gone on to work with a huge range of clients, becoming very popular with his work with geometric shapes.

These artists I will look at to explore and investigate the impact that technology has had on the modern design world in comparison to the tools used during the 1960s.

My theory is that technology has had a huge impact on the design world. I think that although there were many gifted and talented designers before the 1960s, technology has come along and opened new areas in the design world. I think that improved and new technology has also allowed new generations of designers to explore the subject, whether it may be within education or just of

personal interest. I also think that graphics design has made long processes and techniques that would have been used earlier, much faster and much more efficient.

Coca Cola originally founded during the 1800s, is a good example to which gives a guide to how the development of technology has had an impact on the design world. This example can be seen in the development of the Coca Cola logo and brand during the 1800s to the current Coca Cola logo. The original logo was created by designer by Lippincott Mercer. Firstly, during the 1960s technology was as developed as it is now hence software’s that would have been used to make the first Coca Cola logo were not existence. Therefore my first theory would be that the logo used by Coca Cola during the 1950s/1960s, was purposely in black due to the limitations of technology. During this era only black ink was available because colored ink was very expensive hence to produce a batch of colored logos was very difficult for companies, in this case Coca Cola. Due to having a simple black logo, it would have been very difficult for Coca Cola to establish a brand identity whereas now due to the improvement of technology Coca Cola has established their brand identity through the use of color red. This has also allowed them to develop their brand identity through producing more complex logos. Hence therefore in terms of branding and identity it is fair to say that the development of technology has allowed businesses to expand and grow. It has made it much cheaper to advertise and market posters and produce in batches.

Alongside the development of logo branding, improvements in technology

has also allowed there to be a production business cards. During the 1980s, standing out from other businesses was very difficult especially for smaller businesses. However due to the development of technology especially that of the internet in the 1960s, all types of businesses have been able to have their own logos. Business cards have become a key strategy in businesses, in comparison to the 1960s where having a business card was a privilege. “The card has become an extension of people's marketing strategy,” says Paul Lewis, Moo's head of marketing. "its how you like to be viewed as a brand." This supports my argument that the important of business cards has developed due to the impact of technology.

Looking at how the design world has changed in the co-operate world; I want to also look at how individual artist styles and techniques have been impacted due to the change in technology available.

Being best known for his co-operate logo designs and as one the originators of the Swiss style in graphics design, Paul Rand was an American graphics designer who practiced and was involved in a range of design areas such as editorials, packaging, brand identity etc. Rand practiced his design skills at multiple art institutions such as the Pratt Institute (1929-1932) and the Parsons School of Design (1932-1933). I have decided to look at the work of Paul Rand because Rand is amongst one of many designers whose work flourished during the middle 1900s; he is subject that I use to discuss my essay title.

The work produced by Paul Rand is somewhat very simplistic and clear, one of the characteristics popular in most work produced by designers during the 1900s, due to the limit in technology available, however the simplicity of his work is also one of the features that I like about it because then the composition of his work allowed everything to be seen clearly as most of his work had a centre alignment.

Besides what has been looked at so far, the development of technology has also allowed for efficient and complex photo manipulation. From the invention of Photoshop version one in the 1990s, to the more modern versions of Adobe Photoshop C6, photo manipulation has been made accessible to any with the abilities to manipulate photos. Before the invention of modern desktop designing softwares this level and form of graphics design would have never been available to artists such as Paul Rand, because the lack of technology available to designers during his era and before. However, during this era of modern design the tools and knowledge to produce pieces via photo manipulation is available and not difficult to access. This reflects the impact of technology on the design world; allowing a new form of design to be introduced into the design world.

In conclusion, looking at the arguments presented and evidence along with

them I believe it fair to say that the development of technology since the 1960s has had a huge impact on the design world. From the invention of the first computer mouse in 1963 to the first version of Photoshop in 1990, the development of technology has allowed different areas of graphics design to expand and also allow more individuals to get involved with graphics design whether it maybe through animation or in typography. However it is also fair to say that the development of technology has not has an impact on some areas of graphics design as it has on others, such as areas that use textiles and materials. But most importantly the development of technology since the 1960s had made designing more efficient and easier. It has reduced the amount of time it takes to

design pieces, reduced the difficulty in designing certain pieces and more accessible to the public.

• BIBLOGRAPHY & RESOURCES:-

I. http://www.coca-cola.co.uk II. http://heritage.coca-cola.com III. http://en.wikipedia.org/wiki/Paul_Rand IV. http://www.edibleapple.com/2009/04/20/the-evolution-and-history-of-the-

apple-logo V. http://www.boredpanda.com/21-logo-evolutions-pepsi-cola-apple-nike-nokia VI. http://www.paul-rand.com VII. http://www.rezaabedini.com VIII. http://en.wikipedia.org/wiki/Otl_Aicher IX. http://en.wikipedia.org/wiki/Saul_Bass#Logos_and_other_designs X. http://en.wikipedia.org/wiki/Jan_Balet XI. http://www.otlaicher.com XII. http://neubauberlin.com XIII. http://saulbass.tv XIV. http://graphicdesign.about.com XV. http://www.life123.com/career-money/careers/graphic-design/history-of-

graphic-design.shtml XVI. http://www.independent.co.uk/news/business/analysis-and-

features/technology-has-made-business-cards-more-interesting-and-easier-to-make-than-ever-8364912.html