4/7/10 Unit 3

+Swiss Design

+Two Swiss Design Cities: Zurich and Basel

+Armin Hoffman: Design philosophy based on elemental graphic forms of point, line, and plane.

+Josef Muller Brockman: Grid Systems/Strategy, photographs and scale.

+ New/Abstract Spacial Placement starts up

+Swiss Movement had major impact on American Graphic Design

+Paul Rand: ability to identify the form or essence of a particular message. Did not follow the strict design process. Was more personal by not jumping right in.

+Sual Bass along with Paul rand defines new America Graphic Design.

+Unigrid developed a grid system in 1977 for US National Park Service

+Henry Wolf Brodovitch

+George Lois- Advertising Genius...Powerful Statements on black background gave striking visuals.

+Photo-typography

+Herb Lubalin




After every lecture we move closer and closer to graphic design as it is today. That only makes sense with moving up in years with every lecture. I say this because the elements that are used with in the past work can easily be seen in todays work. Not to be a fanboy of any sort but Paul Rand and Sual Bass are some brilliant minds that set a pedestal for logos. I have heard that other designers said Paul Rand would roll over in his grave if he found out how the new logo looks. I can understand why people would say that however after hearing why the logo was revisited it does make sense to rework it. Even if the new logo was not exactly similar to the old one with a non 3D look I think it still resembles the old iconic logo.

I am glad Swiss design worked its way into the U.S. It opened many doors to future designers as well as new possibilities in types of designs. The way Josef Muller Brockman used images as objective symbols is really nice. The examples that are shown are really simple and use the grid nicely. It makes you think, "Why did I not think of that?". It is said if a designer makes you think that then it might be something worth wild. In his case it was really worth wild. The use of photography really adds to a poster giving it emotion and a dynamic story.