Lecture, March 3, 2010

Important topics of the lecture:

• Dutch masters of New Typography
• Dutch Modernism
• Paul Shoetma
• Tschichold
• Printing arts perform as an expressive tool.
• Hendrick N. Werkman.
• El Lissitzky
• Piet Zwart
• Style more than substance
• Visually arresting layouts.
• Designers applied reductive compositional principles of Plakastil and Synthetic Cubism
• Severe geometric motifs in rigid spatial organization
• A.M. Cassandre
• Exploited Futurist ideas about visual motion.
• Art Deco Moderne
• Surrealist Metaphor
• Emphasized two dimensionality and iconic symbols
• Joseph Binder
• Ludwig Hohlwien
• Large scale messages suggested that action was essential and could not be delayed.
• Visual Agitation
• Demoralized enemy
• Herbert Matter

The use of typography mixed with imagery evolved greatly since the Dutch masters. World Wars provided much catalyst to graphic design of the time, building design's strength through propaganda. Art Deco started occuring later, showing Futuristic views, utilizing complex images interlocking with planar shapes. Visual geometry was very prominent within the Art Deco period. Visual agitation was used to promote grotesque views of the enemy, in an attempt to gain patriotism and demoralize the enemy.