Madeleine Morley; Master László Moholy-Nagy Saw Photoshop Coming, 90 Years Ahead of Time (2019), AIGA Eye on Design, László Moholy-Nagy; Typophoto (1925): Graphic Design Theory: Readings From the Field by Helen Armstrong on pages 32-34, Jan Tschichold, “The Principles of the New Typography” 1928: Graphic Design Theory: Readings From the Field by Helen Armstrong on pages 35-38.

Questions/Prompts:

  • According to these authors, what is their aesthetic approach, and why is it better than the traditional design/typography of the past? 
  • What role should typography, photography, and other media play in shaping a new kind of design?  
  • How did technological advances influence aesthetic forms and theories in early 20th Century design?

Responses:

The aesthetic approach these authors took was to try and break away from standardized forms of typography/design. Many designers, such as Jan Tschihold, took risks in trying to find other means in which type can be utilized. In the reading it states, “The old ideas of design must be discarded and new ideas developed. It is obvious that functional design means the abolition of the “ornamentation” that has reigned for centuries.” (https://hyp.is/FhXDNDlfEe2PlSuSW7P2kQ/designopendata.files.wordpress.com/2014/05/graphicdesigntheory_helenarmstrong.pdf) It’s better than the traditional design/typography of the past because it helps evokes emotion and feelings within a design. It gives a whole new meaning and understanding around type. It shows that typography doesn’t need to be formed around communicating information with one another. Instead, it can be utilized in ways in which we have never seen before.

For me, at least, I feel that typography, photography and other media can be used outside of communication pieces. For example, having typography be utilized in sequences in films, sort of like the renowned graphic designer, Saul Bass’s works. I feel like today, typography is a movement and there are so many lettering designers creating outstanding pieces for promotions or even for the world to see. This can tie in with photography too because helping break the traditional cycle of rules can blossom into something new. In this era of design, graphic arts are evolving at heights never seen before. It’s interesting to see where we’ll go next!

Technological advances in design helped influence aesthetic forms in the early 20th century by introducing colors with posters, ads and even on type. Not only that, but ornaments were also more common amongst typography by having a certain feel towards the type and how it could be communicated to the masses. For example, propaganda posters such as those of Uncle Sam, were highly popular and commissioned amongst the government. Having those type of posters recruit American soldiers into war, was a clever idea. Designers were more commonly sought out to create graphics and posters to the public. This also helped break the standard rules of design being incorporated.