History of Graphic Design..............Day 11

Semiotics
     -The philosophical theory of signs and symbols - what things mean in relationship to other things.

     -Syntactics - order
     -Semantics - meaning or referred to
     -Pragmatics - how it is used

Adrian Frutiger
     -creates Univers font family

Arman Hoffman
     -lives in Switzerland
     -helps found
     -goes to a philosophy with line and plane,
     -if you design the negative space everything else will work
  
Joseph Muller Brockmann
     -died in 1996
     -looking for universal graphic expression

     -used the same mathematical study for all of his grids

     -if you discover the problem the solution is there

Swiss Modernism vs. New York Modernism
     -New York
          -pragmatic
          -capitalists

     -Swiss
          -Theoretical

-Paul Rand
     -understood the ideas of modernism
     -Brooklyn kid
     -used a lot of simple imagery
     -hand done, cut paper
     -casual work
     -collage, assemblage

-Saul Bass
     -hand done
     -cut out
     -Man with the Golden Arm film title sequence 1950

-Ivan Chermayeff
     -CD covers, he did a lot of them
     -nuances of found art
     -did posters for the Guggenheim and Vagina Monologues


Today we went over a little more with the Bauhaus and then went into how it effected the U.S. I really see how the Bauhaus effected American design with designers such as Paul Rand and Saul Bass. They both really captured modernism and brought Swiss design to American in their own interpretation of how they would present design to the world. Saul Bass is really someone that I will keep in mind because of my Motion Design majoring. He did some great and simple title sequences that really showed off his sense of graphic design. Definitely a man who's work I will be looking at for reference.