Introduction to Modernist Design Week 2 Design for New Media
Metaphorical Self Portrait (of sorts!) I 1. HAVE AN IDEA…’I AM LIKE A…’. Choose an object to represent yourself 2. FIND A DECENT IMAGE ON GOOGLE IMAGE SEARCH 3. USE TEXT TO EXPLAIN YOUR IDEA IN A SIMPLE WAY. LEARN: PHOTOSHOP SKILLS, QUICK IDEA DEVELOPMENT UPLOAD TO THE FORUM BEFORE 9.30am on MONDAY NEXT WEEK.
Modernism • A period between 1918 and the 1940s. • International Movement felt across the arts: painting, sculpture, architecture, graphic design, theatre, product design. • Highly distinctive aesthetic
Modernism … • Not a style but a collection of ideas • Rejection of history and tradition • Utopian desire to create a better world • Belief in the power of the machine • Rejection of ornamentation • Unity of all the Arts Christopher Wilk – What is Modernism, Modernism, V&A, 1996
Artistic Context • Cubism, Futurism, Dada, Russian Constructivism Picasso, 1907 Marinetti, 1919 Piet Mondrian, 1919
Technological Implications • LetterPress. • Lithograph • Increased use of photography and montage. Lupton states how the modernist designers used technology to reference the technological - ‘the means of production became a tangible presence, infusing the printed page with the taste-bitter, metallic, invigorating-of the mechanical age’ Rothschild D, Lupton E & Goldstein D, from Graphic Design in the Mechanical Age, Yale University Press, 1998, p.58
TYPOGRAPHY THE NEW
PRIMARY “The construction building of engineer-works and standard products led, of necessity, to he use of exact geometric forms. The final and most pure form of a necessary item is always constructed of geometric shapes” – Jan Tschichold, The New Typography. UNIVERSAL SHAPES
REGULARITY “less is more” Mies van der Rohe, 1947 & ORDER
Lester T. Beall, Light poster for Rural Electrification Administration, 1937
MONTAGE “The creation and viewing of photomontages is described as an intelligent assembling of parts to allow for a rational, efficient consumption” – Maud Lavin, Clean New World: Culture, Politics and Graphic Design PHOTO-
“No kind of representation is as completely comprehensible to all people as photography” – El Lissitzky From Photomontage, Dawn Ades, John Heartfield, Hitler swallows gold and spouts Junk, 1932
NOW THE MODERNIST CONTRIBUTION
Stenbergs, 1926 Klutsis, 1931
Photoshop • Getting started • Setting up a canvas • Creating Type • Integrating Type and Image.