Study Task 4 - Modernism//Postmodernism

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

Five Examples of Modernist Graphic Design

Six Architects series of posters by Andrea Gallo

Six Architects is a series of minimalist posters showing the major architects and main principles of modern architecture. Conceived and created by artist Andrea Gallo. This image is minimalist because of the small amount of information presented, the stripped down image which communicates Lloyd Wright's architecture in the simplest way possible, and because of the monochromatic colour scheme. The type used is a thin sans serif and does not dominate the poster at all.

The image is successful because even though the image is so simple it does evoke Lloyd Wright's architecture. Because Lloyd Wright was a modernist architect it makes sense that the tone of the poster is in fitting with his work aesthetic. It is simple, stylish, and communicates effectively.

"The solutions should affect the approach taken, and by virtue of its configuration, stimulate cultural reactions in the viewer, rather than emotional titillations."

Otl Aicher's pictograms for the 1972 Munich Olympic Games

Otl Aicher designed pictograms to represent every sport in the 1972 Olympic Games in a simple series which were as basic and minimal as possible, without text to explain them. They had to communicate to people of all nationalities so make sense on an international scale, and be applicable in different contexts. These are obviously minimalist because of their complete functionality within the design. 

They are successful because they achieve what Aicher set out to - although some may be less immediately obvious than others ultimately they all communicate the different sports, work as a series, and work on an international scale as intended. They also are still completely relevant and effective 40 years later: they have not dated at all and could have been used in London.

"Modernism's inherent notion of timeless values as opposed to transient values still greatly appeals."

Adidas Originals poster by Bibliotheque Design

This poster for a new Adidas Originals store coincided with the Athens Olympic Games. The image was immediately modernist because of it's very stripped down nature. There is no image because it is not essential, and so instead the information needed is displayed in a simple written format in ascending sizes of type. The type itself which is used is sans serif, easily legible and the use of a single colour emphasises this further. The slanted layout breaks up the text and serves to make the poster more visually interesting.

The image is fairly successful - at first it appealed because it instantly communicated what it was advertising. However it is incredibly plain and verges on dull design - which for Adidas doesn't seem representative of the company and its usually fun aesthetic. It could be that an image may have added to the aesthetic quality of it.

Branding for Rossi Long Consulting by Matthew Hancock

This is a complete set of branding for a consulting company based around a single logo which is applicable to many different contexts and surfaces within the company. It is Modernist because the logo itself is incredibly simple and functional, and applicable to many different surfaces. It is quite abstract yet simple in form so would not look out of date in a couple of years, and is functional as a recognisable logo. Because of these reasons the branding is an effective piece of graphic design and is successful in its intended purpose.

Record Sleeve by Rudolph de Harak (c. 1952)

Although this record sleeve is 60 years old it looks entirely modern and could have been designed far more recently, which already establishes it as a successful piece of modernist design. The type used for the title of the record is sans serif and simple, there is no other information and the image used is abstract, geometric and modern. Although the image is not necessarily directly related to the music and record inside it functions as an interesting record sleeve which is intriguing and you would notice in a record store.

"Modernism was never a style, but an attitude."

Five Examples of Postmodernist Graphic Design

"The followers of the Post-modernist fad are gone, reduced to caricatures of the recent past. Post-modernism should be regarded at best as a critical evaluation of the issues of Modernism... the lack of a profound ideology eventually brought Post-modernism to its terminal stage."

'I Wonder' by Marian Bantjes

"I spent 15 months writing, illustrating and designing this book. It’s a gorgeous hardcover, with gold and silver foils on a satin cloth, with gilded page edges. It’s printed in 5 colours throughout (mostly CMYK + Gold) on a coated stock. At a smallish size, it is a book meant for holding and reading, curled up in your favourite chair. Every single illustration is new, created for the book, and the content is not about my work (i.e. not a monograph), but instead combines graphic art with the written word, and lends my own contemplative but frequently amused voice to my observations of the world."

This book is postmodernist because of its over the top ornate decoration, shown within the typography and image. It is a book more for aesthetic value than for function and has no obvious message to communicate other than acting as a beautiful object.

Although quite specific in its aesthetic which may not appeal to everyone it should still be considered a successful piece of design. It is made with a lot of consideration and has a feel of value to it. It is also obviously reflective of the ideas which Bantjes wanted to convey.

Shortcuts #2 poster by Sudpol

This poster could be considered modernist because of the busyness of the design and excess of unnecessary information - some of the typography around the image is for a decorative purpose and does not actually have anything to do with the poster. Although a limited colour pallette has been used and there is only a single image it is still quite visually noisy and has a post-modernist feel to it.

As an image it is quite successful, although the important information does get a bit lost in the general decorative typography - it is not entirely clear what it is trying to communicate. The poster does not work on an immediate level which is usually an important function of posters.

Poster by Wolfgang Weingart

This poster is postmodernist because of it's composition - the collage style of several images which seem to have been thrown together on the poster without any intended function. The typography is quite simple for a postmodernist design and also surprisingly legible which improves it as a design - the haphazardness of the background image needs simple typography over the top.

Your Turn//My Turn poster by April Greiman

The colours used in this poster by Greiman are deliberately clashing with each other in the different interacting sections. The overlapping of shapes adds to the chaos and visual noise of the aesthetic. There are at least two different typefaces used, and although some of the text has been broken up into sections it is placed sporadically across the design. Although the aesthetic of this poster is quite successful - the main typeface used and the geometry appeals - it is hard to follow as a design and has a lack of ease and legibility to it.

Hybrid Typography by Killamall

This typographic poster by Jehwan Jeon is part of a series of experimental typographic posters. It has no clear function and does not even display the type in a legible way. The image is cut up and disjointed, the layout and composition has a random feel to it and the aesthetic is busy and seems dated and tacky even though it is a fairly recent design. It could be considered an unsuccessful piece of design because you cannot get any clear function from it, nor is it communicating anything. This could be made up for within its visual quality but the image in general is not very strong.