International style flourished during

the 60’s in the two Swiss cities:

Zurich and Basel

Swiss design did most of the first graphic design books

unfeeling unemotional -> just facts

Emil Ruder-universe type face

Armin Hoffmann published a graphic design manual

master of the poster

boslo school took more chances

he plays with the rules of swiss design

type could be visual and verbal

Josef Muller Brockman

swiss grid wrote grid systems

his posters considered masterpieces

music poster-used stankowski's tectonic elements to express music visually

the shifting creates rhythm

Created a visual counterpart to the structural harmony of Music.

The Swiss Movement had a major

impact on American Graphic Design

and the emerging field of corporate

graphics. The two ultimately merged.

fight of who was going to control american design

the golden age of logo

Critics of Swiss design claim it suppressed the role of content and the “voice” of designers

producing a rigid and severe style that had inflexibility at and sameness of form.

Paul Rand: cared about the audience familiarity

appreciated humor and wit, and child play

he did not follow the strict approach to the formalities of Graphic Design, he gained by his travels and what he worked with

UPS logo, they got rid of the package because of the string they didn't want people using it anymore

enron- bad things in co. america

art imitates life

control there message, and maybe even hide their faults. from the pubic by changing their logo design

Chermayeff and Geismar Associates

“Early Design office” with strong

aesthetic background through

educational diversity of the partners.

also did a little bit of film

they are responsible for most media design

Vignelli he will not go down without a fight

Unigrid system, developed in 1977 for the United States National Park Service by Vignelli Associates-

strict but flexible grid system

Knoll

Herbert Matter- 1950’s- 60’s

menely is on one exream swiss and paul rand on the other more flexible

Media revolution-

“The Society of the Spectacle,”

- Guy Debord

print fought to be relevant, it had to get more involved with entertainment

fasion becomes important in print and tv

henry wolf- tip of the hat

photo shoots became the hallmark of photography and advertising, very little use for illustrations at this time

george lois -genius

tells him they have to make it more racy

The model was formulated by Rand

early in the 40’s. In the 60’s the role of

art director and copywriter formed the

creative soul of the firm.

he set the level of response

esquire magazine

Lois most innovative concepts grew from his ability to understand and respond to the people and events of his era. Staying in touch with his times vital.

Herb Lubalin

Photo-typography Became viable with the establishment of a firm in New York 1936. The perfected technology finally allowed an expansion in the mid 50’s.

It was drawn very big then shrunk down no space negative leading

decorative type faces

Term was “figurative typography”

he used american work all the way it was really the laucnh of post modernism

provoke the audiance, make it simple, make it direcet, speak to them

I think it's so amazing that the arts and life all around influence each other. It's crazy to think about he movements in terms of inventions which in a round about way I think makes it easier for me to understand. And now I understand better about how post modernism and graphic design played off of each other.