Post-modernist Graphic Design

What is Post-Modernist Graphic Design?

To begin with, here are some qualities of post-modernist graphic design:

Central features summarised by Thomas & Walsh
*Globalisation
*A post-industrial world of consumption and communication
*The challenging of cultural values and difference - (old social/cultural identities have lost their values, semiotics are not applied, things just exist without judgement)
Other features
*The meaning of a piece has to be made by the reader, and each reader will find a different meaning, as designs are visually ambiguous (deconstruction of meaning)
*Ignoring the rules of graphic design, there are no rules
*Past styles/images/type from art and design history are 'borrowed' and used again at graphic designs convenience, as everything has been done before (exhaustion of styles)
*The end of original art - things are reproducible, mass production has replaced hand made
*A jokey, fun, light-hearted attitude has replaced the seriousness
*Eclectic mix of styles
*Complexity and chaos in designs

There appear to be some qualities of post-modernism that are shared with the qualities of modernism, however, on the other hand, post-modernism is the complete opposite of some of the associations given to modernism. Post-modernism provides negative/sarcastic responses to the characteristics of modernism which are seen as being bad.

It is difficult to conclude exactly what post-modernist graphic design is, as everything is so vague, but here are five examples:

Memphis Group (1981) - New International Style

http://www1.yoox.com/item.asp/YOOX/ELECTA/dept/accessorieswomen/tskay/3FD17CD7/rr/1/cod10/56000736FV/sts/sr_accessorieswomen80

The Memphis Group are an influential group of post-modernist designers, known for their brightly shocking furniture designs in a variety of interesting shapes. This book cover announces the new post-modern style. Their work is light-hearted, and their fun approach can be seen on this cover, that features a miss-match of many different shapes, such as with their furniture. There appears to be a structure with this design, but then there are certain aspects that break the rules, such as the red text placed off-centre, and the pattern on the left which is not aligned as the other shapes/patterns are. While the colour is simple, with the use of shapes there is a lot going on in this design, and, like with the Memphis group's furniture designs, it challenges the boring designs that are out there.

John Weber (1984) - Flyer

http://gds.parkland.edu/gds/!lectures/history/1975/postmodern.html

This flyer by John Weber relates to the post-modernist theory that everything has been done before, by using the shapes and colours which were used in the designs of the constructivist movement. However, the font used is quite different to the style of typography using in constructivist graphic design, showing a mix of styles. The design ignores the rules of grid and layout, with things placed diagonally, making the text harder to read, as everything is a bit chaotic. The use of only two colours against a lot of negative space should make this image look neat and simple, but instead, there is a complexity to the design. It is quite hard to understand what this flyer is actually about, leaving the viewer to find their own meaning.

Seymour Chwast (published 2004) - A Quarter Century of Innovative Design and Illustration

http://www.designishistory.com/1960/seymour-chwast

Again, this book cover shows how post-modernist graphic designers can bring up old styles and re-use them for light-hearted, interesting, but not original, designs. This illustration has been created in the style of pop art designs, which were considered at the time to be jokey, and there is definitely humour intended in this image of a hen wearing a tux. The fonts used are also based on past styles of typography, a style different to what was used in pop art designs, showing an eclectic mix, which ignores the rules of things having to work together for a particular meaning.

Wolfgang Weingart (1980-91) - Didacta Eurodidac

http://www.moma.org/collection/browse_results.php?criteria=O%3AAD%3AE%3A6289&page_number=8&template_id=1&sort_order=1

This is quite a busy, complex piece, but it doesn't look too over crowded due to the limited colour scheme, and the use of only one font. The heavy use of lines does seem to give this piece a grid, but at the same time, the rules have been broken, with little negative space and the overlaying of a miss-match of different sized images, this piece ends up quite chaotic.  

April Greiman (1986) - Does it make sense?

http://www.idsgn.org/posts/design-discussions-april-greiman-on-technology/

This is another busy piece, containing many different layers of a mix of different styles of images and type, which seem to be quite randomly placed, making a chaotic piece, that does not appear to follow a grid. It breaks the rules of graphic design, meaning that what is being communicated isn't completely clear, so the viewer has to make their own mind up. The type is quite small in contrast to the images, and some text is even reversed, making it even harder to read. Also, some images are upside down. The randomness of an image of an upside down dinosaur placed on top of the body of a naked woman gives this design humour, and while it is confusing and ambiguous, it does seem fun and light-hearted.

Extra Reading

Janviere, J (2009) A Brief History of 20th Century Graphic Design,
http://www.slideshare.net/JenniferJanviere/a-brief-history-of-20th-century-graphic-design

Parkland College Graphic Design (2010) Post Modernism,
http://gds.parkland.edu/gds/!lectures/history/1975/postmodern.html

Barnard, M. (2005), Graphic Design as Communication, 1^st edn, Oxon: Routledge


Appignanesi, R and Garratt, C. (1999), Introducing Postmodernism, 2nd edn, Australia: Allen & Unwin Pty. Ltd

Defining the Avant-Garde

Seminar Notes

• Avant-garde art is deeply aligned to the modernist way of practice as it aims to be progressive. It is used as a quality to describe work as well as being a group you can be a member of. The term is now popular, but used so much in the wrong context it has become meaningless. Google web searches prove this. Avant-garde art seeks to shock, challenge and re assess conventions. It is the development of the individual expressive self.
• Duchamp's urinal mocks the elitism in art. It is shocking, new and innovative. It is anti-conventional and so challenges what art is in an aggressive way. It is non conformist as he re-defines what art is rather than sticking to the rules.
• The Fauves 'wild beasts' were given their title by art critiques who were disgusted by their work as it contains new techniques, bright colours and bold brush strokes. It is unrealistic in this aspect but the subject matter is real. Classical art often contain fantasy scenes which aren't real. There are examples of classical art created in the modern period which were seen as realistic due to the traditional methods behind them.
• There is a hierarchy of the disciplines of art in society. Fine art is more valued, as it is believed to be creative, intellectual and socially important.
• In the LCA prospectus it can be seen that each course considers it has aspects of avant-garde in it. How relevant is avant-garde to graphic design? Answering a specific question set on a brief may not be being original.
• In art education students are taught to copy other artists styles, giving the modern illusion of individuality. In historical art education, the students were taught to copy 'master' artists work/styles before being able to create their own.
• Fine art is as commercial as graphic design, as the reason behind the artist creating the piece is so someone will buy it/ they have been commissioned. There is nothing 'genius' about this.
• There is an attitude with contemporary art that if you don't understand it is your fault for not being clever enough. The painting 'Death of Chatterton' tells a story of a poet who kills himself as he can't sell his poetry because the world doesn't understand him. This is the myth of the romantic tortured genius. It is as if society is responsible for his death. To be avant-garde you should be better than/ahead of society, so it could be a good thing that the world didn't understand Chatterton.
• The 'Stonebreakers' painting is avant-garde in a different way - it looks traditional yet its subject matter is political, seeking to make social change. Instead of being a painting of royalty or religion, it features the working class.
• Clive Bell came up with a self-protecting critical idea that successful art would contain 'signifcant form' - which is the relations and combinations of lines and colours, which when organised give the power to move someone aesthetically. If you do not see the significant form in paintings that Bell does, he protects his idea by accusing of not being educated enough.
• 'Art for art's sake' refers to art that has no political meaning, it just abstract or aesthetic. Pollocks 'Lavender mist' experimental painting is a symbol of elitism in western culture. To be truly experimental, you run the risk of no one understanding your work, which is elitist. So how true can avant-garde be?
• Stalin disagreed with this 'snobby' art. He only like a particular style (he banned constructivism) which was used to get a message across, but which could be seen as propaganda. Which is better?
• Avant-garde was originally a french military term. It culturally means that artists are cutting edge, leading the way in either aesthetic or political ways.
• Kitsch is the idea that something is in bad taste, tacky, but has love ability in a patronising way. This value of judgement is based on a system of taste which is an elitist thing to do. 'Kitsch' things aspire to be art, but fail, as they can't be taken seriously. It depends on cultural standards. To say it is kitsch to have a famous print in a frame or on a plate as one can't afford the real thing is like saying there is a place for art - either the gallery or for collectors - and this is elitist. Examples of kitsch: turning a piece of art into something it is not supposed to be; distorting an existing piece of art to fit in a certain space; 'fine art' paintings of tigers, also sentimental commemoration items such as for the royal wedding.
• Jeff Koons created a life size model of Michael Jackson and a monkey; there is an illusion this piece is art because it is in a recognised gallery and made by a famous artist. People are told it is important, but if it were found in an ordinary shop it would be regarded as junk.
• Pop art is an art form which is not original, but is against elitism.
• Communication is not as important in avant-garde art, it is more important for the piece to be experimental than to be understood.
• By saying that something is an example of bad typography you run the risk of sounding elitist.
• The Tate do not want traditional art that the public like, but do want avant-garde pieces, like Carl Andre's 'Equivalent VIII', which was literally a pile of bricks. People visiting have to be told why it is important as it is not understandable.
• Only a select few people decide who the winner of the Turner Prize is, these people have the authority to decide which artist the public like.
• Two men were arrested for jumping on Tracey Emin's bed, seemingly trying to out avant-garde her.
• Damien Hurst had the idea behind his shark but didn't actual do anything to make it/pay for it, so why is he the creative genius? Values of taste are political. Re-productions of Hurst's work aren't even made by him, but still sell, as they are a status symbol for the rich.
• Hurst's skull 'For the Love of God' was also made by someone else. The value behind it is monetary not artistic.
• The reasons for an auction of post-impressionist art pieces going for prices around $80 million dollars were corrupt - part of a Japanese money laundering scam in the late 1980's.
• Adverts by ad busters are more likely to cause social change and be avant-garde than Tracey Emin's 'art'.

Discussion

  

(Discuss the concept of avant-garde in relation to 2 works of Graphic Design. Could look at constructivism, ad busters, post-modernism - all have different attitudes in society)

Image One:
Adbusters (1996) Absolut Impotence
http://67.192.229.58/content/absolut-impotence
Image Two:
Rodchenko, A (1925) Lengiz books on all subjects
http://www.adbusters.org/content/alexander-rodchenko



Adbusters spoof campaigns could be seen as being avant-garde, as they are aiming to be progressive, and change the way people think by making them look at an advert in a different way. This image, which is part of a series, mocks the style of the official absolut vodka adverts, but with a clever twist. This could mean that the adverts aren't actually original, but the message behind them is, as other adverts are simply selling their products, or a way of life that supposedly comes with a product. This set of adverts reveal the negatives that come with drinking vodka, to deter people away from buying it. This is re-assessing conventions, by challenging the adverts that already exist through telling the other side to the story.

Constructivism was such an original, shocking, new movement that Stalin banned it, only allowing the style of art he wanted to be used. He thought this style was dangerous and against communism. Constructivism shocked due to how different it was to the traditional fine art pieces that came before it, instead it was radical and experimental. The wedge shape used in this photo montage by Rodchenko, as well as many other pieces of constructivist graphic design is a symbol of smashing the old regime, as the Russian people took over the government. Not only do these pieces impress on an aesthetic level, they also contain a political message.

I do think that these two graphic design pieces are avant-garde, but for totally different reasons than why fine art would be classed as avant-garde. Graphic design can cause social change for the better, whereas fine art pieces seem to hold different qualities, as they aren't understandable, suggesting the artists believe they are ahead of society. Yet this seems like a snobby, elitist quality, which is not progressive in the ways graphic design is. Graphic design is a means of communication and therefore it is important the pieces are understandable.

Bauhaus Research

Modernity Essay Research

These are the two images that I will discuss in my essay.

First image:

Bayer, H (1925), 'Universal' Typeface

http://www.type.nu/bayer/univer.html

Second image:

Gropius, W (1925), Bauhaus School - Dessau

http://en.wikipedia.org/wiki/Bauhaus

These are notes I have made from watching a Bauhaus educational DVD

Withford, F (1994), The Face of the Twentieth Century Bauhuas, DVD: BBC / RM ARTS

• The Bauhaus achieved something different to other art schools at the time, as it had a way of dealing with life on an aesthetic level
• Walter Grobius' dream became a reality with the creation of the Bauhaus school
• It was born out of catastrophe, as the old world was collapsing after the 1st world war
• Bauhaus means building house
• Constructive thinking and revolutionary ideas were thought up at the Bauhaus
• Teachers at the school wanted to return to crafts, and so there were workshops where the students actually made things, taught by master craftsman. This was a major innovation at the time.
• There was a Bohemian atmosphere
• Teachers wanted to "destroy separations" between the arts
• Students learnt about materials and textures rather than just art history
• The Bauhaus invented the modern art student, unique work was created rather than just copies of traditional styles
• Products, everything from kitchenware to toys, were made with function and the mass market in mind
• The emphasis was on colour and geometry - the triangle, circle and square
• Teach Joesph Albers says the artists must "exploit, not disguise the strengths inherent of the materials"
• Students were taught to think intelligently and clearly rather than like mad artists
• The 2nd Bauhaus home was in Dessau, and was designed by Gropius himself. Advanced construction techniques were used, and new materials, steel, concrete and re-enforced glass were used.
• Everything was under one roof, the canteen, the workshops, the flats and the offices
• It was built in just over one year
• The school is a perfect example of constructivism and what modern life demanded
• The furniture in the building was all created in the workshops, and many of the creations were inspired by the new technology of the time, in particular the transport
• The typography was bright, bold and simple. Typefaces were rethought and traditional solutions were ignored. 
• The Bauhaus was often hated because it was "different", "radical" and "scary"
• The school moved to different locations for political reasons. The 3rd Bauhaus was closed in 1933 by the Nazi's. 

Introducing Post-Modernism

• With post modernism there is a feeling that everything has been done before, there are no original ideas, instead ideas are recycled and re quoted.
• Late modernism was born out of optimism, with a view to improving peoples lives, but the rules of modernism actually limited people, preventing individuality.
• Modernism was experimental, looked forwards, was original and meant for the individual to advance society.
• Post modernism is almost the complete opposite to the associations linked with modernism. Progress is doubted, while a jokey light-hearted attitude replaces seriousness. It is impossible to be original.
• The new modern world is seen as a bad route, as people are fed up with technology.
• The new hasn't saved us, but made our lives worse.
• Post modernism is fundamentally related to modernism, as it is often a negative or sarcastic reaction to the characteristics of the modern world, where modernism is an expression of these.
• This crazy construction (Homage to New York) is anti-aesthetic, against modernism, however, it could be argued that there is a truth to materials with the junk. It was a work of art that was designed to blow up and destroy itself, which relates to the idea of new technologies destroying New York.
• Post modernism is thought of as starting in the 1960's
• Jameson thinks we are in late modernism, and that capitalism is about to fall
• Hip hop is an example of post modern music. It is an eclectic mix, a strange modern mash up hybrid. It contains samples of old with new beats.
• The idea of a global village started with modernism, now everything is linked, so the idea of an individual nationality is lost
• The Pruitt building was bulldozed. It was a social housing project with modernist design. It was based on modernist society values. However, it quickly became a ghetto, rife with crime, drugs and prostitution, rather than building a community. It was a failed Utopian project.
• Post modernism believes that modernism got it wrong, and failed us.
• Technological determinism proved to be wrong, not everything is improved with new technology. This is proved by the Internet, while it has brought people together, it has also allowed for fraud, pedophiles and crime.
• Post modernism is not all negative, it realises that everyone is unique, and everyone should have their own voice. There is a cultural space where new directions can be opened.
• Society starts to get confused and lost with the dizzying array of options
• The international style of architecture is shown in New York. Every skyscraper is true to form following function.
• Park Hill flats in Sheffield are an example of the modernist community, with an aggressive aesthetic. They became slums, but cannot be demolished because the government say that the flats are important examples of modernist architecture. Post modernists have a 'colourful' solution to beautify the flats.
• The AT&T building is an example of post modern architecture. It is an irregular skyscraper, mixing the old with the new. The part at the top references the Greek temples.
• Post modernist architecture is more human, fun, less serious and individual.
• Classical references are updated in a modern way. In this example, the skyscraper grid is turned wobbly and wavy. The building seems to be falling apart although it is brand new. There is bright colour. It is a mix of seriousness with joking.
• Prince Charles dislikes modernist architecture and shows bad examples in his book.
• Leeds magistrate court is an example of ill thought out post modern architecture, which just looks tired and ugly.
• Leeds College of Art building is another example. The exposed pipework inside is a reference to the industrial culture.
• People now realise that the modernist belief system was lies, as it was never the whole world's vision, but an elitist unattainable ideology.
• Post modernism is an undermining of the structures that have guided us in the past. Without that foundation, people are left confused with a mess of a society. This allows for individual narratives and sub-cultures.
• Pop art is often attacked for not being serious. There are jokey examples of the proposed Utopian future. "This must be the place." - An example of a piece that is sarcastic rather than celebratory.
• People have no idea what is high or low culture anymore.
• Las Vegas is the destruction of modern vision. Modernists would be distraught, post modernists would celebrate.
• Dystopia - an ultimate loss of order and self. Failure of human progress.
• Warhol is an example of the artist being replaced by celebrity. He was not about creativity, his art was an attack on what it means to be artistic. For example, the Marilyn's contained mistakes and smudges but were still used.
• Pollock painted on to canvas with expression, emotion and gesture. Warhol has a jokey attack on this style by weeing on a canvas.
• Piero Manzoni has a jokey attack on the art world with his "Artist's Shit", which is literally him selling his poo in a can.
• Art seems superficial, all about the money. Everything seems to only have surface value, with no deeper emotional meaning.
• Advertising has a greater social effect in the post modernist era than fine art.
• People are now defined by material things rather than any greater sense.
• Post modernist artists are about mixing high brown and populist.
• The Memphis Group are a group of post modernist graphic designers. Their work is a mix of silliness with modernist styles, such as sans serif typography.
• David Shrigley's drawings are a jokey attack on art today.
• Modernism was always only about the Western world.
• It is difficult to conclude post modernism, as everything is so vague.

New Media & Visual Culture

• Emergence of new technologies
• Before the invention of the Internet, McLuhan said that the world is now like a village, connected by mass communication
• In 1450 printing techniques developed, so that people didn't have to print only using wood blocks. Printed material slowly becomes available to masses
• Newspapers and books become a circulation of knowledge and information
• Computers become vehicles for the consumption and production of material. They have changed the way we exist, and the way we engage with information
• Will the 'reader' be the end of books?
• You can now read newspaper stories online, which contain forums so people can discuss the article, and challenge it. There is a shift in power from the editor to the reader.
• New technology is democratic, allowing us to shape and change the information we receive
• There is a false sense of freedom and control with this new technology, where you can get lost in the hyperspace information
• Several senses are stimulated with hypermedia, but there are hazards, as too much on the page can be dizzying
• Books force us to engage in a way that the Internet doesn't, as you can so easily skip through with hyperlinks
• A small group of people control the information given out to a large amount of people on a web page
• A con with new this is that there is no presence between the communicator and audience, it depersonalises the experience
• Also, new technology allows for superficiality, such as 'reality' programmes such as X factor
• TV Voting gives the illusion of control
• Viewer call ins seem as if there is true interaction, but in reality, producers can cut off the caller whenever they want
• There are pro's with new technology too - more people can access information now it is mass spread
• It is democratic, also it means art is no longer elitist
• The Benetton campaign traded on images of unity, black and white people together, horror, clothes of shot solider, exposing HIV. The adverts are not socially controlling, they are more about politics than advertising.
• Leeds 13 Scam - A group of art students pretended that they used their university grant for a drinking holiday and leaked the story to a newspaper. They used mass media to gain status.
• Pollock's art is about aesthetic freedom, not about politics and without an agenda. However, there is a conspiracy story that the CIA paid him to paint these images that gave the illusion of independence in art to show Russia that capitalism was best.
• Picasso used and exploited mass media
• Lichtenstein made comic book images, which were regarded as a lesser form of art, sophisticated. He presented this art form to the elitist.
• There was a backlash against pop art, it was criticised with the mass media, as pop art was a challenge to the elitist value system.
• Warhol's prints of Marilyn Monroe are not just pop art images of the famous celebrity, there is much more to them. He has used her as a commodity, as she was represented as being like a product. The print of the Marilyn's is the same style as Warhol's print of Coca Cola bottles - another commodity. The colours used in the Marilyn print aren't realistic art colours, as this image is anti aesthetic.
• Once repeated, shocking images lose their value. Repetition causes indifference.