NEW GRAPHIC DESIGN

FORM FOLLOWS FUNCTION

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APRIL 2013

An exploration of Modernism and Post-modernism.

MINIMAL, CLEAN, GEOMETRIC, PRIMARY COLOURED, SIMPLISTIC, INFLUENTIAL DESIGN.

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Modernism the term describin the

modernist movement in the arts is a

broad definition. So broad in fact, you

probably want to know more about it…

Modernism started in the early 20th

century. It arose from the rapid changes

society was facing these changes

included War, The industrial revolution

and new technology. All these changes

helped shape Modernism but what

actually is Modernism?

Modernism is more than a “style” but

a way of thinking conditioned by the

new perceptions of time and space.

It became from the rejection of the

historical precedents, simplifying forms

by the reduction of ornament.

MINIMAL, CLEAN, GEOMETRIC, PRIMARY COLOURED, SIMPLISTIC, INFLUENTIAL DESIGN. MODE

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“MODERNISM IS MORE THAN JUST A STYLE BUT A WAY OF THINKING”

HOWMODERNISMINFLUENCEDDESIGNModernist ideas have affected every form of design, including graphics and architecture. It was also a key influence on art, literature and music. Modernist ideas influenced art movements such as Art Nouveau, Cubism, Swiss style, Futurist, Bauhaus, Dada, Supremacist and the Neo-plasticist movement. The most influential design era that followed modernism was Post modernism. Post modernism was a rebellion against the stiffness, limitations and the aesthetic qualities of modern design. Designers from this era believed in no absolute truth or objective reality. Famous modernist graphic designers

included Max Bill, Armin Hoffman, Wim Crouwwel, Andolin Meaueler, Joseph Meueller, Alexi Brodovitch, Paul Rand, Bradbury Thompson, Saul Basws, Herb Lubalin, Milton Glaser and Max Miedinger. Famous Post-Modernist graphic designs include Terry Jones, Kurt Schwitters, David Carson, Neville Brody, Jeffery Keedy, The Memphis group, Wolfgang Weingarts, Tibor Kalman and April Greiman. If you research graphic designers from each movement you will notice the difference in the aesthetic qualities.

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“MODERNIST IDEAS HAVE AFFECTED EVERY

FORM OF DESIGN”

included Max Bill, Armin Hoffman, Wim Crouwwel, Andolin Meaueler, Joseph Meueller, Alexi Brodovitch, Paul Rand, Bradbury Thompson, Saul Basws, Herb Lubalin, Milton Glaser and Max Miedinger. Famous Post-Modernist graphic designs include Terry Jones, Kurt Schwitters, David Carson, Neville Brody, Jeffery Keedy, The Memphis group, Wolfgang Weingarts, Tibor Kalman and April Greiman. If you research graphic designers from each movement you will notice the difference in the aesthetic qualities.

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DAVID CARSON David Carson is a famous American postmodern graphic designer as well as an art director and surfer. He is famously renown for his innovative magazine designs and experimental use of typography. He was the art director for the magazine “Ray Gun” throughout his carrier he got most of his recognition from the magazine designs. The magazine made his possibly one of the most influential graphic designers of the 1990’s. The Newsweek said in an article “he changed the public face of graphic design” and Graphic Design USA magazine (NYC) listed the “Most influential graphic designers of the era” where David was listed as one of the top 5 most influential designers. The magazine Ray gun featured

experimental magazine typographic design. Aesthetically the magazine was chaotic, abstract, not always legible but extremely distinctive and unique. Thew type on the pages becomes a new art form. He distorted the typefaces and gave them a dirty look and broken up each image. Not traditionally following graphic design standards he twisted the type and photography together making the message very confusing for readers. This distinctive style of the magazine gave David the title “The father ofgrunge” within his field of work. It is fair to say that without David Carson’s experimental rebellion against the traditional use of grids within graphic design, the popular subculture of the 90’s would never have been the same.

07NEW GRAPHIC DESIGN

“HE CHANGED THE PUBLIC FACE OF GRAPHIC DESIGN”

Student graphic designer Sophia Rimmer shares with us her Manifesto concerning modern day design. I Sophia Rimmer am on a one-woman mission to open the public’s eyes to the defects of modern day design. I want to remind people of what design practices used to be like as I feel in this day and age function follows form. Consequently because of this new design is lacking in quality and sustainability. Form and function in my eyes as a designer should be as equally important. I’ve had a passion for design since an early age; over the years I have studied many different principles and genres of work. From product design to fine art to graphics, it’s always been a strong interest of mine. From my knowledge of the design industry I have noticed a change in the principles and attitudes of designers through movement to movement. Before the Industrial Revolution before technology was available, the design and the making of the product was carried out by one skilled person in particular. This meant that design was high in quality as precision was important for designers as they were trying to be credited in the industry. The industrial revolution however had a massive effect upon design.As machinery and technology was invented it made it possible to mass-produce design. Art Nouveau was a reaction artists made during the industrial revolution. From 1890-1905 illustrations were being printed faster than they could be designed. As the design industry very much revolved around mass production, I feel function become less important. Between 1915-1945 there was the avant-garde movement. These were artists who rejected machine production along with the academic “fine arts.” They aimed to create new art. This is a principle I believe

I believe designers of the 21st century should bare in mind. Another movement that the modern day designer should take influence from I feel is Bauhaus. As a design practice I feel their principles made form and function equally as important. Their distinct style made all the work aesthetically pleasing and influential but they also made a great effort in making sure the functioning of their products was extremely high in quality. The Bauhaus style became one of the most influential styles in Modernist architecture and modern design. The Bauhaus had many influences upon art, architecture, graphic design, interior design, industrial design, and typography. As a designer myself when in practice I always consider form as equally as important as function whether it be when designing in 2D or 3D. You could go out and buy the most beautiful wooden oak table or sit browsing the coolest website but if it doesn’t function correctly then in my eyes it’s a design fail. The main goal of my manifesto is hopefully make current designers of the 21st century reconsider or even evaluate their own principles and intentions of their work. The main argument I am trying to preach is that form and function should be equally as important in terms of any form of design.

08NEW GRAPHIC DESIGN

FAULTY FORM