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Chapter 22

GCM 230 Chapter Notes - Chapter 22: International Typographic Style, Robert Venturi, Art Concret

Graphic Communications
Course Code
GCM 230
Gillian Mothersill

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- people thought modern era was closing, emergence of pluralism, quest for
equality (women/minorities), postindustrial society
- postmodern designers more playful, make choices because it feels right
(more artistic)
- graphic design - moving in several major directions
- early extensions of International Typographic Style by Swiss designers
- new wave typography (began in Basel, Switzerland) - Wolfgang Weignart
- exuberant mannerism of early 1980s - Memphis group in Milan, Italy
- retro, eclectic revivals (San Francisco), eccentric reinventions of earlier
european models
- electronic revolution draws upon all earlier stuf
Precursors to postmodern design
- 1960s:
super graphics
breaks with modern design
(reference mannerism breaking from high renaissance)
- art concret
International Typographic Style
- supergraphics
bold geometric shapes of bright colour, giant Helvetic
letterforms, huge pictographs warping walls
psychological and decorative values
Robert Venturi most controversial / original architect branded with
- Charles W. Moore (architect) and Barbara Stau;acher Solomon (graphic designer)
application of colour and shape to buildings
- Solomon Basel School of Design
Early Swiss postmodern design
- <rst movements towards postmodern graphic design
- International Typographic Style
- neutral and objective typography
- E. Lutz & Company by Rosmarie Tissi one of <rst ads using this aesthetic, 1964
- 1966 Siegfried Odermatt Union logo sacri<cing legibility for sturdy strength
representing product
- Odermatt and Tissi - typeface design overlapping, geometric shapes
- Ste; Geissbuhler swirling typographic design
- Chermayegg & Geismar Associates
- corporate identities for Merck, Time Warner, NBC, Telemundo, Union Paci<c
Corporation, Toledo Museum of Art, Crane & Co., May Department Stores
- complexity and dynamism, structural control= cohesive whole
- expanded parameters of International Typographic Style
new wave typography
New-Wave Typography
- originated in Switzerland 1946 Wolfgang Weingart, faculty at Basel School
- Weingart began to question typography of order and cleanliness against rules
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