Class 3.3

Key points from tonight's lecture:

• Tschichold: By the late 40’s he was credited with leading an international revival of traditional typography
• The New Typography
  
• Designers in Holland demonstrated the implications of the New Typography as playful expressive forms
• A synthesis between playful DADA, Constructivism tectonic strategies, and de Stijl’s structured organization for clear communication
• Paul Shoetema - Typography and photography was integrated in a total structure using
  overprinting
• Hendrick N Werkman- Exploratory techniques- small presses to produce one of a kind compositions he called “druksels”
• Hendrick N Werkman- Represented a new look at methods inspired by Modernism and
  “art of construction”
• Werkman was executed by the Nazi's for being too modern with his work and his type
• Piet Zwart- DADA inspired, masterful control
• Piet Zwart- Found balance between the playful and the functional
• Designers applied reductive compositional principles of Plakatstil with synthetic Cubism inventions and the purity of De Stijl
• Art Deco Moderne - Expressed the desires of a modern era and a passion for geometric decoration for a machine age
• Art Deco Moderne - mastered the graphic representation of industry and commerce
• Their work prefigured branding in advertising
• Joseph Binder - A uniquely Viennese approach to Art Deco- “Moderne”
• Olympic games become propaganda event for Nazi Germany

Much of tonight's lecture focused on the New Typography, especially in Germany. We discussed many different designers and artists such as Paul Shoetema, Hendrick N Werkman, Piet Zwart, Joseph Binder and more. We also talked about the Nazi propaganda for the Olympics and the whole war effort. Destruction of national symbols or flags was a strong propaganda device. We ended our lecture with Herbert Matter who made some of the milestones of 20th century Graphic Design through Swiss travel magazines. He pioneered the integration of black and white phogography with signs and color areas which became a model for later practitioners of the International Typographic Style.