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International Typographic Style Title: Buro - Poster for an office professions exhibition Artist: Theo Ballmer Date: 1928 five or more significant points :
1)Things have to be done in order 2)mathematical grid 3)San Serif Font 4)Flush left, Ragid right 5)Positive & Negitive Equal Balance 6)Static and Active Equal Balance 7)Geometric Forms
8)a-symmetrical |
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International Typographic Style Title: USA Baut - Exhibition Poster Artist: Max Bill
Date: 1945 5 or more siginifcant things 1)Things are done in order = organization 2)Mathematical Grid 3)San Serif Fonts 4)a-symmetrical 5)Static and Active 6)Geometric Elements with absolute order 7)contrasting and complementary relationships |
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International Typogrpahic Style Title" Giselle - Poster for Basel Theater Production of Giselle Artist: Armin Hofmann Date:1964 5 of more significant points 1)Dramatic to Static 2)Conecting image to geometric type 3)dark to light contrast which is harmoniously balanced 4)a-symmetrical organziation 5)Mathematical Grid 6)San serif font 7)flush left, raged right 8)Not Propoganda - straight forward message 9)plays with form |
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International Typographic Style Title: Der Film Poster Artist: Josef Muller Brockmann 5 or more significant points 1)3 to 5 ratio, same ratio as the golden mean 2)divided into 15 units 3 across 5down 3)Simple typograhic solution 4)Der is blending behind the word film like a movie 5)mathematical grid and division |
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International typographic Style Title: Public Awarness Poster Artist: Joseph Muller Brockmann Date: 1960 5 of more significant points: 1)Absolute and Universal form 2)Objective + Impersonal presentation 3)photo is objective symbol, nutreal phot gains impace through scale and camera angle 4)mathematical grid 5)a-symmetrical |
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International typographic Style In America Title: Cover album of "Vivaldi Gloria" Artist: Rudolph De Harak Date: 1961 5 significant things 1)order, clarity, legibitlity 2)mathematical grid structure 3)a-symmetrical balance 4)Post War Design 5)influenced by swiss typographical movment |
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International typographic style in America Title:Announcment for the MIT Ocean Engineering program Artist: Jacqueline S. Casey Date:1967 5 Significant points 1)Idolizing the Golden Ratio 2)Mathematical Grid 3)Flush Left, Ragid Right 4)Stright forward and objective subject matter 5) san serif type face |
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Key Points for
INTERNATIONAL TYPOGRAPIC STYLE -1950's design used as socially useful and important activity - san serif type -flush left, raged right -mathematical grid -using golden ratio -a-symmetrical layout -heavy type base sometimes -only using text sometimes -clarity and legibility -straight forward message = no propaganda, no commercial advertisement -experimenting with geographical type -Objective Photography = visual and verbal info in a clear factual manner -Personal expression and eccentric solutions rejected -juxtaposing imagery and type = the visual weight of the type and imagery has an equal balance -contrast between black and white, negative and positive space = harmony -soft photo versus hard edge type -Adrian Frutieger invents san serif font Univers -Eduoard Hoffman and Max Miedinger create san serif font Helvetica -American post war design influenced by Swiss typographic style -design institutes are Ulm in Germany |
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Key Artist INTERNATIONAL TYPOGRAPHIC STYLE Max Bill: things done in order, geometric forms, used flush left and ragid right, a symmetrical layout with primary colors and nutural silkscreen photographs Theo Ballmer: structured, mathematical grid, black red white color scheme, type only Adrian Frutiger: Invented type face Universe Josef Muller-Brockmann: no emotion, no personal style, impersonal, nutural photographs, relation between type and image Armin Hoffman: Use of photographs and type to create harmony, objective photographs, black white and red for color scheme, Rudolph De Harak: Use of colors and overlays of colors, geometric shapes, type always at the top of page, Jacqueline S. Casey: color scheme black red and white, geometric shapes or shapes made from peices from letters, always horizontal flow for text and imagary, flush left and ragid right always used |
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New York School Title: Cover for Direction Magazine Artist: Paul Rand Date: 1940 5 or more Significant Points 1)Freely invented shapes 2)Symbolic and expressive imagery 3)manipulated visual forms (shpes, color, space, line value) 4)visual and symbolic contrast 5)mechanical stencil type on tron edge shape (contrast) 6)barb wire is a reminder of the spread of global war |
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New York School Title: Cover for Tennessee williams 27 wagons full of cotton Artist: Alvin Lustrg Date: 1949 5 or more significant points: 1)Treats form and content as one 2)symbols to represent content 3)Use of photo montage, usually black and white 4)portrays a message 5)metaphorical imagery 6)use of color is minimal or none |
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New York School Title: Images from Westvaco Inspirations Artist: Bradbury Tompson Date:1958 5 or more significant points: 1)Printing and typesetting 2)large bold organic and geometric shapes 3)graphic symbolic power 4)letter forms and patterns 5)halftone reproduction 6)4 color process 7)organization, form and flow 8)Image is multiple exposures, inverted in black and white than overprinted in primary colors |
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New York School Title: Poster for Pabco Paints Artist: Saul Bass Date: 1950 5 or more significant points: 1)Simple single dominate images 2)simple pictographic images 3)cut papers 4)brushed images 5)freely drawn, decorative letter forms 6)images simplified to minimal statement 7)movie and film poster 8)arm symbols addiction |
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New York School Title: Between Wars Artist: Ivan Chermayeff Date: 1977 5 or more significant points: 1)strong forms 2)symbolic imagery 3)post war corporate identity 4)Not about your style but addressing clients needs 5)literal depiction 6)Mobil is the clients logo |
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New York School Title:Album cover for Machito and His Orchestra Date: 5 or more significant points: 1)color repetition 2)unusual letterforms and expressive subject matter 3)symbolic manipulation 4)forms and imagery 5)suites clients needs and wants |
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New York School Title: Cover for Seventeen Artist: Cipi Pineless Date: 1949 5 or more significant points: 1)Editoral image 2)mirroed image 3)stripe patterns 4)cipi was an art director for 17magazine 5)First woman to be charge |
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New York School Title: Pages from McCall's magazine Artist: Otto Starch Date: 1961 5 or more significant points: 1)Typogrpahic unified with photography 2)type warped and bent 3)type became an illustration 4)type takes the shape of the figure 5)type has rhythm and shape |
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New York School Title:Cover for Esquire Artist: Henery Wolf Date: 1958 5 or more significant points: 1)use of white space 2)large type to fill the page 3)large photograph 4)simple image conveys an idea 5)image represents instant wine, represents americanization in paris, (people actually believ |
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New York School Title: Typeogram from a stettler typeface announcement poster 1965 Proposed magazine logo 1967 Artist: Herb Lubalin 5 or more significant points: 1)type compressed 2)letters joined, enlarged, overlapped and capitalized 3)words and letters become images 5)images become words or letters 6)typogram = concept and visual form, typographic poem, ideographic typograms about a subject |
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NEW YORK SCHOOL 1940'S - PRESENT - intuitive - informative - symbolic values - free format - no grid - not flushed left or raged right - not laid out - no heavy structure - wood type font came back - decorative type - sense of personality and emotion - relationship between image, typography and contenet typograpms = typographic poem, letters become forms to convey a metaphorical message -brighter colors less high contrast -playful -use of collage or photo montage -conceptual -type can be centered, not concerned with form or placement -type can be hand rendered -1960's - magazines -1950's birth of advertisments volks wagon ads, mobil |
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Key Artist NEW YORK SCHOOL Paul Rand:Used collage montage to bring concepts, images, textures and objects to portray a message, use of symbolic forms, photographs, geometric forms, shapes and type Alvin Lustig: Use of minimal color or none, manipulated geometric shapes, solid vectors, symbolic imagery and photo montage to convey a message Brandbury Thompson: Used photographic exposures, grey scale or primary colors, overlapped imagery, four color process, Saul Bass: Free handed shapes, texts and geometric forms, often did movie or book posters/covers. Ivan Chermayeff: Design being able to solve problems, meeting clients needs, use of corporate identity with advertising design Robert Brown John: Serious repition of forms and shapes, unsual letterforms Cipi Pineless: First woman to be in charge at a magazine firm, art director for seventeen magazine Otto Stach: Worked for McCall's Magazine, text become and illustration, combine photography with text, text plays and has rhythm and shape Henry Wolf: Worked for magazines such as esquire, bazzar and show, use of large images and large text to take up the page Henry Lubalin: Type creates and image or and images turns into a letter or type, poetic type and text, marlin manroe images or famous people used |
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