Armstrong, Helen. Graphic Design Theory: Readings From the Field, Princeton Architectural Press, 2009. Pages 9-15.

Revisiting the Avant-Garde

From past lectures, I understood that “avant-garde” is originally a French term that related to the members of the army that would always be at the front lines compared to the rest. However, in art terms, I can define it as a term that indicates the ideas and works created by artist that result in speaking about a revolution or controversy. Do I notice similarities between avant-garde movements of the past and the design field (or the world) of today? I genuinely do. Both movements have and can create a massive audience that wants to understand the meaning or though process the artist(s) had behind their pieces of work. Even though the art is different, it still holds meaning and importance. Artists are still one of the few people that are at the frontlines of any political or social fight.

Authorship is to be the creator/originator of a certain work of art/writing. To take credit for the work that was made. Designers participate in this by leaving their signature, making sure their name is on it, presenting it themselves, or even speaking about out it.

Universality is the state of being relatable or applicable to all people, events, or other things. Examples being: going out in person and seeing the state of the world, understanding the feelings of the public based on what’s going on. An artist that embodies this would have to be the American graphic designer, Paula Scher. Though she works in the typographic field, she is known for getting her biggest inspirations based on what she see and what’s going on around her.

Social Responsibility is the responsibility to spread a message, to create awareness, to educate, and to help make a change. Designers can do this through their works of art. An example would be this piece by Lisa Anne Auerbach.

Lisa Anne Auerbach, Rights (2022), video still. Photo courtesy of the artist and Gavlak Los Angeles and Palm Beach.

Lisa Anne Auerbach created this after the Roe vs. Wade decision. A decision that messed with the rights of thousands and thousands of women. That why the word “RIGHTS” is melting and looks like it’s disappearing.

After looking at AIGA’s Eye on Design, I took notice of a lot of designs dealing with something political. The majority of what I saw had to do with women’s rights and the inequality. Once again, not really surprised this is what I see artists talking about most since a new battle was brought up after the Roe vs. Wade choice.

What I think will drive the Avant-Garde of the future would have to be food shortages, overpopulation, and especially global warming with its rise in sea levels. For all you know, many islands and major cities may disappear into the sea in the future.