Armstrong, Helen. Graphic Design Theory: Readings From the Field, Princeton Architectural Press, 2009. Pages 35-38, 55-61, 62-63.

Questions / Prompts

  • How do each of these designers/authors think you should approach design?
  • Include an example of contemporary typography/layout that embodies each of these three design systems or philosophies. And explain why!

Reading Response 5

These designers think that the design approach you should take is one that focuses on form and clarity than that of ornaments and beauty. Jan Tschichold, in particular, believed that the essence of typography that being communicating a message should be clear and understandable. Earlier works that prioritized being beautiful and looking nice tended to forget about the main purpose of typography which was to convey a message. Because of this, the “beauty” was just a coverup for a lack of substance and meaning behind a design. By taking a more logical and objective approach to form, designers are able to create an understandable and clear design that Tschichold, Gerstner, and Müller-Brockmann were advocating for.

“The Modern Poster, The Museum of Modern Art, New York”
by Koichi Sato

We can see these design systems and philosophies within “The Modern Poster, The Museum of Modern Art, New York” created by Koichi Sato. In this poster, there is a clear use of grids for the lettering that makes up the words “The Modern Poster.” Even the inner more colorful rectangle is aligned on a grid to make it fit seamlessly next to certain letter strokes. There is also no use of unnecessary ornaments with the typeface being san-serif so it can be clear and easily understandable. 

Hypothesis / Annotations

  1. Idea: When in earlier periods ornament was used, often in an extravagant degree, it only showed how little the essence of typography, which is communication, was understood.
  2. Idea: There is no inferior tasks. There are only inferior solutions. 
  3. Idea: Every visual creative work is a manifestation of the character of the designer. It is a reflection of his knowledge, his ability, and his mentality.