History Of Graphic Design
The Development And History Of Graphic Design
Graphic design has a rich history of evolution and development. Over the course of this history a number of notable designers and works have emerged. In an attempt to provide a clear understanding of how specific designers have impacted the development of graphic design, this investigation considers contributions made by Paul Rand, Alexey Brodovitch, and Gene Fedrico. Through a careful consideration of these designers and the works that have made them important to the development of graphic design, it will be possible to demonstrate how graphic design has evolved over the last several decades.
Considering first the work of Paul Rand, it is clear that when it comes to the development of modern graphic design, Rand was on the cutting edge of this genre even the early 1950s. Research on Rand's background reveals that he began his career in 1937 with Esquire. Although no standards for graphic design had been rigorously implemented by magazines during this time period, Rand was able to revolutionize form and layout of the magazine. Throughout the late 1930s and early 1940s Rand created a host of covers for Esquire and other magazines. His work became a staple for graphic design development. After establishing formal design standards for magazine covers, Rand moved on to advertising, where he had the most significant impact on the development of graphic design (Paul Rand, 1999). "Paul spend fourteen years in advertising were he demonstrated the importance of the art director in advertising and helped break the isolation that once surrounded the art department" (Paul Rand, 1999). Among the most notable works to have been completed by Rand include the ABC Logo, the Westinghouse logo and the IBM logo. In each of these works. Rand utilized simple basic designs that made the logos universally recognizable. Although branding was not an integral part of graphic design in the 1950s, the specific logos that Rand created appear to hedge toward this end, as his work attempts to leave an impression on the viewer such that it is inextricably linked with the product in the end. The ability of Paul Rand to accomplish such a feat in the early years of graphic design clearly demonstrates that this artist was ahead of his time. Considering next the work of Alexey Brodovitch, it is evident that this designer too had a notable impact on the development of graphic design. Where as Rand's work focused on primarily on artwork as a central means to develop the medium, Brodovitch work is unique because it focuses on the use of photography as a principle graphic arts medium. "Fascinated with photography, he fostered an expressionistic approach that became the dominant photographic style of the 1950s" (Alexey Brodovitch, 2003). Even though Brodovitch had created a unique style for graphic design, he argued that he did not have a specific theory on graphic design. According to Brodovitch, "There is no recipe for a good layout... What must be maintained is a feeling of change and contrast" (Alexey Brodovitch, 2003). Thus, even though Brodovitch's work is distinctive, it does not follow an overriding theory of design. One of Brodovitch's most memorable designs appears in the 1941 issue of Harper's Bazaar and is entitled "Tips on Your Fingers." This design includes photographs of two hands with red finger nails that have been placed at various place on the page. The hands do not appear in a pair, but rather overlap with one another, sometimes with transparency. The hands frame an article and are placed on a black background, which highlights both the whiteness of the model's skin and the brightness of the red nail polish. At the time that the story was produced, the image was quite innovative as the techniques used by Brodovitch had not been widely employed before. Brodovitch's ability to utilize various shades in such basic, primary colors leaves a lasting impression on the viewer. Brodovitch's work represents bold contrasts that simply were not common place in the 1940s and 50s. By Jacon Wyans -
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