Task.
Find 5 images of Modernist graphic design and 5 images of postmodernist graphic design. Write a short critical analysis of each image, which focuses on
a) Why you consider each image to be Modernist / Postmodernist
b) Whether you think that the image is successful or unseccesful
c) relate your analysis to the terminology introduced in the session
d) Use at least one quote from the essay by Massimo Vignelli to back up your analysis
Modernist.'To make it better not only from a functional or mechanical point of view, but to design it to reflect cultural and ethical values, ethical integrity. Integrity of purpose, materials and the manufacturing process... The solutions should reflect the the approach taken.' (Massimo Vignelli. Long live Modernism!)
Modernism is the consequence of its process, it is an attitude that rejects ornamentation and finds beauty in its materials, construction and manufacturing process. And so begins the concept of function over form, In which any design of the modernism movement had a priority to be successful in its message or intentions In comparison to it's visual aesthetics.
(http://liamlewison1.blogspot.co.uk/)
Experimental Jetset.
Here is a classic piece of modernism by Amsterdam based graphic design studio Experimental jetset. This studio in particular are an emblem of what is considered Modern graphic design. They stay true to their function not detracting from this by trying to accentuate the form. Above shows evidence of Modern graphic design though emphasis of left alignment text, sans serif font (Helvetica) and use of two block colours. It is succesful as there is no manifestation of decoration of which modern decoration, through careful consideration as to not even use a serif font, as this was acknowledged as ornamentation.
(http://www.changethethought.com/tag/bauhaus/)
Cover of page magazine.
The above piece demonstrates some familiar values that can be seen in the Experimental Jetset piece. It uses a sans serif font, this typeface however is more geometrical which is also a strand of style that weaved throughout modernism. Such as emphaisis of the square in architecture which was used as functionally they promoted more space, as seen in the bauhaus building. text is either aligned right or left and never central. Smaller text creates a dynamic that seemingly adapts to the grid like formulae that came around in modernism, and again only two block colours are used.
(http://sgustokdesign.com/face-page-magazine)
Page Magazine.
Another example of modernism from Page magazine. The photography takes up the whole page, as this is the main function, it is the subject of the cover, it is simple and truthful and not distracted by decoration. This image also shows evidence of heirarchy which was established during the modernism movement as a form of organisation. Again there is only two colours being used for text all of which is aligned either left or right.
(http://www.goigloo.com/portfolio/print/backofthevan)
Flyer for a play by Igloo.
Following on from the last piece this flyer for a modern play demonstrates immediate consideration for hierarchy.
'The flyer uses a two-column grid that suggests an obvious order, but there is no apparent order horizontally. This creates a chaotic sense of space, and has its roots in Swiss/Modernist graphic design that makes use of functional yet unexpected layouts to create interest.' (http://www.goigloo.com/portfolio/print/backofthevan) The grid was a heavy assest throughout the modernism movement. A select two primary colours have been used, aswell as a sans serif font. A reductive format is obvious, naturalistic illustration is abandoned and geometric planes and drawings are implemented due to the notoriety that cubism and futurism have held on the modernism movement.
(http://www.goigloo.com/portfolio/print/frui)
Frui upmarket breaks brochure by Igloo.
Clear affirmation of hierarchy, through change in size and weight of text. All text is black and aligned left. This is made the critical function, which is made obvious by the existence of heavy white space. Also obvious is the assertion of the square, a feature implemented through the influence of cubism. It is a successful piece of modernist design as we are not mislead by the design, the design has followed the function, it has not been abstracted in the process.
Post Modern.
(http://rradar.net/post/30783495222/post-projects)
This piece is an expression of post modern graphic design due to its lack of restraint in relation to hierarchy, organisation of text and its relationship to images. Images have been selected in a random order and juxtaposed against text. We can also see an introduction of overlapping image and text, bottom left, overlays and more bright gaudy colours.
(http://www.itsnicethat.com/articles/sara-cwynar)Aesthetics of control book by Sara Cwynar.A piece of work that emphasises aimless and erratic layouts that were of popular use during the post modern movement. Regular use of overlapping, text that has no relevance to images, and a priority of form over function. (A function is indecipherable in this piece). There is a random and meaningless use of geometric patterns and symbols used throughout the post modernist movement which can be seen above.
(http://distortedesigners.com/forum/viewtopic.php?f=89&t=2257)
Gorgeous isn't good enough.
The above images holds prominence in the style of collage which was common in the post modern era, derived from the punk movement in which collage was used for many musical publications. There are a mixture of textures of which are uncomplimentary and can be deciphered as kitsch. Text has no particular order and is not adapted to any form of grid system as generally found in the modernism movement. Text is neither combined by a constant style or size and some of which can be seen in a pixelated form combating clean line fonts of modernism and accentuating imperfections.
(http://s-pritchard1013-cts.blogspot.co.uk/2011/03/5-examples-of-post-modern-graphic.html)
Many pieces of post modern design started to implement images that composed of 3d dimensions, as if the viewer is looking into the image. Again there is a random attitude to where text is placed, and the perspective at which we view this. Actual image has been altered to seem more unclear, a notorious concept that ran through the post modern era, was to take something and accentuate the bad in it, bad design, which was then celebrated.
(http://mubi.com/notebook/posts/movie-poster-of-the-week-hunger-and-the-quay-brothers-favorite-polish-posters)
Polish movie poster.
Another example of collage, Images and text overlapping. Although smaller bodies of text are grid like they are separated by bars. This was a common feature throughout postmodernism where text is both separated and written within bars. Text has been written on different levels (headline) not for functional purpose but only to accentuate form and layout.
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