1.3 Modernism and Postmodernism Designers

The designers that I've research on are

Modernist designer
Paul Rand (1914 - 1996)
Saul Bass (1920 - 1996)
Tom Eckersley (1914 - 1997)

Post Modernist/Contemporary designer
Paula Scher (1948 - )
Stefan Sagmeister (1962 - )
Jessica Walsh (1986 - )

MODERNIST DESIGNER

Paul Rand is famous for his designs on posters, corporate identities and book covers. His work stands out from other modernist designers as he has his own unique style of design that is simple and eye-catching. Nevertheless, Paul Rand uses clean and clear fonts such as Futura and also utilized his own handwriting into his design even though not many modernist designers will do so. Rand felt that it was economical and also contribute to ‘friendliness’. Rand also particularly follows the Gestalt theory. Gestalt principle consists of ‘Law of Similarity, Law of Figure-ground, Law of Symmetry and Law of Closure’. 

Saul Bass is famous for his film posters and logos. He mostly used primary solid colours and positive and negative spaces in his posters. Unlike Paul Rand, he used quirky fonts which gives more life to it. His posters are also striking and vibrant as he usually uses red and yellow colour for the background of his posters. 

 

Tom Eckersley is famous for his posters and illustration. His illustrations are cute, simple and quirky. He used down to earth colours most of the time. Therefore, it makes his work look classic even though he uses many colour in his illustrations. Positive and negative space are also widely used in his posters. His illustrations are vector like shape which is clean and clear with solid colours. 

Conclusion: Modernism designs are clean and sleek. They normally use solid primary colours in their designs.Their designs are simple yet functional; providing only important information to the public. They also often follow positive and negative space in their design. During modernism, designers easily get influenced to a style that is popular during that period of time. For example, during De Stijl art movement, the designers style changes to simple forms and colours. During De Stijl art movement, functionality and progress is the key. Therefore, designs became simple.

Question : Why during the modernism period, designers did not explore more on the possibilities of their typography and layout?

Answer: They are restricted as they have limited resources and during the period of time, it's either they are experiencing war or post-war. Therefore, they are influenced by the damage that was caused. 

POSMODERNIST/ CONTEMPORARY DESIGNER

Paula Scher is famous for her posters and album covers. She uses collage in her designs and vibrant colours for the background. It will then provide a contrast in her posters that makes the typography stand out and attract the attention of people when they pass by. The collage also plays a role in attracting the attention of people because the complications of the typography distracts people's eye which is what designers want, attracting the attention of the public to look at their posters. 

Stefan Sagmeister is a dedicated contemporary designer whom is well known for his album covers and posters being extraordinary and influential. As a contemporary designer, his style of design breaks the boundaries set by modernist designers. What makes his design separate from other contemporary designer is that his works are more daring and playful consisting complexity and humour, making his design interesting and fun to see. The typography he creates varies in style; infusing digitally altered images and everyday objects with photography. Today, with the invention of gadgets and applications, designers are able to design efficiently. 

Jessica Walsh is Stefan Sagmeister's partner in their creative agency, Sagmeister and Walsh. Her works are therefore quite similar to Sagmeister's; daring and crazy out of the box.

Even though their designs look good, sometimes it is distracting and the typography that they use are challenging to read.

          

Conclusion : Designers in post modernism and contemporary era are wild and do not hesitate to express their feeling through their designs. Therefore, their typography stands out more with emotions compare to modernism period. Today, designers dare to use multiple colours in their design compare to the modernism period as they are only comfortable with using solid colours. With digital revolution, designers are able to design efficiently, playing around with their layout. 

Question: With the freedom and availability of gadgets and applications, will designers over-design their typography and layouts?

Answer: The availability of gadgets which made design work easier will definitely cause designers to over design as it is not a tedious job to change the layout of their designs compare to the modernism period. Furthermore, typography can be designed easily with applications and digitally alteration. 


CHOSEN DESIGNERS : 
Paul Rand (modernism)          and          Stefan Sagmeister (post-modernism)

        


Bibliography

AIGA | the professional association for design. 2016. 1981 AIGA Medalist: Saul Bass. [ONLINE] Available at: http://www.aiga.org/medalist-saulbass/.

AIGA | the professional association for design. 2016. 2001 AIGA Medalist: Paula Scher. [ONLINE] Available at: http://www.aiga.org/medalist-paulascher/

AIGA | the professional association for design. 2016. Stefan Sagmeister. [ONLINE] Available at:http://www.aiga.org/medalist-stefan-sagmeister/.

Co.Design. 2016. How Paul Rand Pioneered The Era Of Design-Led Business | Co.Design | business + design. [ONLINE] Available at: http://www.fastcodesign.com/3042762/how-graphic-design-legend-paul-rand-ushered-in-an-era-of-design-led-business.

Co.Design. 2016. The Masterful, Eye-Popping Posters Of Tom Eckersley | Co.Design | business + design. [ONLINE] Available at: http://www.fastcodesign.com/3025379/the-masterful-eye-popping-posters-of-tom-eckersley. 

Dominic Flask. 2016. Paul Rand : Design Is History. [ONLINE] Available at: http://www.designishistory.com/1960/paul-rand/

Eye Magazine | Review | A world of shape and flat colour. 2016. Eye Magazine | Review | A world of shape and flat colour. [ONLINE] Available at: http://www.eyemagazine.com/review/article/a-world-of-shape-and-flat-colour.

Graphic Design History. 2016. Modernism | Graphic Design History. [ONLINE] Available at:https://visualartsdepartment.wordpress.com/modernism/

Home | Paul Rand, American Modernist (1914-1996). 2016. Home | Paul Rand, American Modernist (1914-1996). [ONLINE] Available at: http://www.paul-rand.com/

Paul Rand - iconofgraphics.com. 2016. Paul Rand - iconofgraphics.com. [ONLINE] Available at: http://www.iconofgraphics.com/paul-rand/

Sagmeister & Walsh. 2016. Sagmeister & Walsh. [ONLINE] Available at: http://sagmeisterwalsh.com/. 

Saul Bass — Art of the Title. 2016. Saul Bass — Art of the Title. [ONLINE] Available at:http://www.artofthetitle.com/designer/saul-bass/. 

TED.com. 2016. Paula Scher: Great design is serious, not solemn | TED Talk | TED.com. [ONLINE] Available at: https://www.ted.com/talks/paula_scher_gets_serious?language=en.

The Guardian. 2016. Tom Eckersley's greatest posters – in pictures | Art and design | The Guardian.[ONLINE] Available at:https://www.theguardian.com/artanddesign/gallery/2014/jan/12/tom-eckersley-centenary-posters-in-pictures.