Jan Tschichold (1902-74) was a typographer, book designer, teacher and writer born in germany but also lived in the later of his life. Tschichold had converted to modernist principles in 1923 after visiting the first weimar house exhibition, at the Bauhaus. Prior to the Bauhaus Tschichold wasn’t developing clean, geometric san serif rich design.He was mightily impressed by Maximillian Grotesk, a very German black letter and would use his calligraphic skills on ads for which he was commissioned.
However, post 1923 his typefaces he wanted them to be universal, to have order and unity because they make simple things beautiful. His layouts also changed to have rigorous structure and composition, favouring non centred design, an a-symetrical layout, diagonals and use of space. The form of the book - he worked for penguin in London and wrote out his own rules for layout and book design.
The first sans serif font was create way before Helvetica in 1896 - called Akzidenz Grotesk, Helvetica was not made until 1957.
In the 1950's a battle line was drawn and conflict played out in type, photography and layout. Whilst some people favoured the new, simplistic modernist view - others felt it had no personality, it was robotic.
1957 - frutiger produced universal type
Max Meidinger produces Helvetica
Conclusions:
lasting influence of objective photography on advertising and art direction.
Linked to modernism and the internationalism of its designers and their faith in industry.
No comments:
Post a Comment