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THE WPA

THE WPA. Background. America in the midst of the Great Depression FDR’s New Deal Administration institutes work relief programs Works Progress Administration (WPA) creates jobs for citizens displaced from employment in every sector of the work force

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THE WPA

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  1. THE WPA

  2. Background • America in the midst of the Great Depression • FDR’s New Deal Administration institutes work relief programs • Works Progress Administration (WPA) creates jobs for citizens displaced from employment in every sector of the work force • Artists were never considered “necessary” to the work force but welcomed the opportunity

  3. WPA/FAP • Work Progess Administration’s Federal Arts Program (WPA/FAP) • Established 1935 • Operated as the main employer of the nation’s artists • Exists in all 48 states by 1938

  4. WPA/FAP Poster Unit • Originates in New York (as did most of the Federal Arts Projects) • Begins with hand-drawn, “one-of-a-kind” posters • Anthony Velonis introduces silk-screening process to the department • The department distributes instructions to FAP art teachers and Poster Units

  5. WPA/FAP Poster Unit • Poster Unit artists were keenly aware of developments and trends in the fine arts and commercial design • Often the work was stylistically ahead of commercial design firms, freely using abstract expressionism, constructivism and Bauhaus-influenced concepts of design • Open and creative environment allows for experimentation and innovation

  6. WPA/FAP Poster Unit • In 1942, WPA arts efforts were transferred to the Department of Defense, then phased out in 1943 • Among the artists, Bauhaus alumni Richard Floethe and Herbert Bayer

  7. THE MODERN MOVEMENT IN AMERICA

  8. Background • Graphic Design in America during the 20s and 30s dominated by traditional illustration • Modern approach slowly gained ground in: • Book design • Editorial design for fashion and business • Promotional corporate graphics

  9. Background • Tschichold’s elemtarie typographie was called: • “typographic fireworks” • “typographic revolution” • “insane jugglings of type by a band of crazy, foreign type anarchists” • A few American designers understood the ideas and principles and put them into play

  10. Lester Beall (1903-69) • Self-taught designer with a doctorate in art history • Contributor to the modern movement in America before the influx of immigrants • Brought understanding of European avant-garde art movements, including Constructivism, Dada and Surrealism, to the practice of design

  11. Immigrants to America • Migration slow at first, reaches crescendo by the 1930s • Brought their design languages with them • American experience infuses their work

  12. Harper’s Bazaar • Reputation for innovative editorial design • Employs the most gifted designers and photographers • Overturned conventions in photography, typography and layout

  13. Harper’s Bazaar • Erté - exclusive contract from 1924-37 for covers and fashion illustrations • Alexey Brodovitch - art director from 1934-58 • Henry Wolf - takes over after Brodovitch, until 1961

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