The New York School
Honestly, I didn't really like reading this article. I though it had some interesting points but I struggle with reading multiple biographies about multiple designers. I get all confused and muddled up with the different designers and their works.
I really liked reading about Paul Rand. I like his designs and I think he is a very influential designer. I can understand his work more than the other designers but I think that is because I studied him for an assignment.
It was quite interesting though reading about the different magazines that were created over the many years. This was great to know considering the theory was that magazines will die out due to the technological advancements.
- European migrants brought modernism into America. They started the ‘trend’.
- Although Europeans started this, American’s added their own forms and concepts to the designs to make it their work.
- Paul Rand (modern designer) was a very influential artist and began the American approach to the modern design.
- The magazines that he was classified as an editorial designer for included: Apparel - Arts, Esquire, Ken, Coronet and Glass Packer.
- Rand believed that shapes which were invented had a self-contained life. They were both symbolic and expressive and he used this in his designs as a visual communication tool.
- Rand was an independent designer with an increasing emphasis on the ‘trademark’ industry. He believed that everyone should be known for their own work and by doing this creating a trademark that was related back to your own work.
- Another designer was Alvin Lustig. He was known for incorporating his subjective vision and private symbols into graphic design.
- Many book and editorial designs were also created during the 1970s, not just magazines.
- A main creative tool that was used during the designing of these ‘covers’ were freely drawn and decorative letterforms.
- The certain letterforms weren’t just created for printed material but also movie titles and headlines.
- Saul Bass (another very influential designer) created pictographs for magazines as well as film titles and even stationary.
- A quote that stood out to me was George Tscherny’s designs were “elegant, to the point and disarmingly simple”....this is what I follow when designing. I love simplicity and I think personally simple things capture the eye more than complicated situations.
- A major point that stood out was the “New York Firm”.....they named their working place a “Design Office” instead of “Art Studio”.....apparently this changed their attitude altogether for the designs.
Graphic Design education at Yale University School or Art
- 1950 - Josef Albers - appointed director of the art school at Yale University.
- Albert and Eisenman are both directors and typographers for Yale University art school
- Eisenman taught Yale Graphic Design program which included very influential designers from around the world.
- Some designers included: Lester Beall, Ken Hiebert, Anton Weingart, Steven Heller, - - Adrian Frutiger and many more big names in the design industry.
- A designer know as Ives, began creating collages from scrap pieces of paper and pieces from detached sources....this was known as a new art form from then onwards.
- Two very influential art directors known as Will Burtin and Leo Lionni are known for the design and creation of many fabulous American magazines....some include: Seventeen, Vogue, Harper’s Bazaar and Mademoiselle.
- Many designers were convinced that the magazine ‘era’ would die out and this was due to the major technology change that was happening during the 1900’s.
- They were obviously wrong as magazines are still around today and many more are being produced each day.
- Doyle Dane Bernbach - New advertising agency.
- Main aim - For each campaign the company developed a strategy this was based around the companies advantages, distinguishing characteristics and superior features of the product they were designing for.
- Herb Lubalin is a typographic genius of his time.
- He discontented the limitations of metal type in the 1950s.
- Lubalin and Ginzburg were the two designers that came up with the ‘square’ format known as Avante Garde.
- International Typeface Corporation began so that designers could be compensated for their work.
George Lois
- He believed everyone should treat graphics and words with the same reference
- 1962 - The Esquire magazine started going down hill due to all of the magazines ‘younger’ audience started moving onto the Playboy magazine.
- I found this fact extremely interesting because I never knew Esquire had any relation to Playboy but now I know it did.
- Lois’ main concepts played around the idea of “challenging, shocking and provoking” his audience.
- The New York School had been born with excitement and started off with the European migrants but then fueled by economic technological expansion.
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