These artists wanted to renew different media or art to focus on its function. Bayer wanted to remove the aesthetics of typography and change the way grammar works to suit the new no serif and no capital letters in his universal typeface. Bayer also thinks that different languages pose a barrier to typography and how we communicate using typography. I think that combining photography and typography is already proving to be effective at communicating a thought or concept. Functionality over form has made new inventions like responsive design. Medias should combine to improve the message that one wants to convey. As Moholy-Nagy said, photography has aid typography in advertisement, the combination of the message in typographic format and the image to further point what this message is about. Language can determine the typography and more, Bayer himself removed “unnecessary” design to fonts and mentioned that the grammar must change to fit this design. He removes capital letters as he deemed it non-essential aspects of fonts and created his universal typeface. The education should bring out the creative side of the artist and remove outside expectations of aesthetic and works that don’t become real live project or apply to their field. Well, the idea of not connecting the students work with real projects is something that most people nowadays would consider them like a waste of time and not productive, as the end goal is to work in a particular field. In today’s age fonts are expected to be readable and legible and so sans serif is a more common, font although fonts still use capital letters.
Our final reading assignment for the semester will be two short articles, both from Graphic Design Theory. Here are the PDFs:
Jessica Helfand, Dematerialization of Screen Space (2001): Helfand_ScreenSpace
Lev Manovich, Import/Export, or Design Workflow and Contemporary Aesthetics (2008): Manovich_ImportExport
This week’s response will not be a direct response to the readings. Instead, the written portion of this week’s assignment will be to post (1) “sketches” of your poster and (2) a working bibliography.
You can interpret sketches literally and/or loosely; include actual drawings, outlines of material, or brainstorm clouds of related ideas. The bibliography can include relevant assigned readings, but it must also include at least a few outside sources.
Please also remember: we are looking for a handful of volunteers to present on the 2nd. If you are able to assemble your resources and presentation before then, you are encouraged to volunteer. Early presenters will face lower expectations and will be graded with preferential treatment. I will also be happy to provide suggestions, comments or feedback on your work-in-progress.
Please also feel free to email me with any project-related questions that might come up through the week.
the word image should be linked to the root imitari
coded/non-coded iconic message
Can there be a limit to the meanings that can be placed on an image? How can you place a meaning on an image?
These are studied and discussed using a panzani ad, because everything that is used in an ad can be considered intentional.
Looking at linguistic language, denoted image, and connoted image.
-images are coded/have been connected to a meaning/along with colors and fonts
-stereotypes are also put into play and could be formed subliminally in your mind along with meanings we associate with images/text/color
Our next reading will be a short essay by Steven Heller, from 2008, entitled The Underground Mainstream. Here is a PDF: Heller_UndergroundMainstream2008
Note that our response to this text includes a minor but important variation from our usual format: you must include 3-4 sources accessed through library databases. (I find that Jstor and Ebsco ebooks are great but you should explore a few.)
Please respond to the following prompt:
How, according to Heller, is the concept of mainstream vs. underground relevant in contemporary design? Where do the designs or the designer that you’ll be addressing for your final presentation fit into this dichotomy? What sort of underground designs influenced the work in question? In what ways has the work in question shaped the mainstream? Or how will it do so in the future? Provide full citation information for at least 3-4 sources from the library to support your response.
Part of the goal for this assignment is to make some progress on your final. We’ll check in on that progress in class on the 18th.