ADS 310 Final Exam Study Guide
Originality of concept
American Modernist practitioners emphasized novelty of technique and:
Josef Muller-Brockmann
This leading design theorist in Zurich, Switzerland, sought universal graphic expression through an objective presentation and worked extensively with mathematical grid structures
April Greiman
This person was one of the first graphic designers to experiment with the new Macintosh computer
Chromolithography
What new printing technology enabled the development of Art Nouveau?
Duffy Design Group
What was the name of the design firm that popularized retro graphic design?
Post - modernism
This design philosophy believes in flexible visualization of concept, subjectivism, questioning and distorted, messy design with no criteria for judgement
Saul Bass
This designer brought the sensibilities of the New York School to Los Angeles in 1950. He frequently reduced his graphic designs to a single dominant image, often centered in the space. The simplicity and directness of his work allowed the viewer to interpret the content immediately
Wolfgang Weingart
This designer explored letter - spaced, sans serif type; bold, stair-step rules; ruled lines to punctuate and energize space; diagonal type; the introduction of italic type or wight changes within the words; and type reversed from a series of bars.
Rosmarie Tissi
This designer sought logical and effective solutions to design problems through a playful sense of form, unexpected manipulation of space and strong graphic impact
Katherine McCoy
This designer was a co-chair of a graduate program who furthered postmodernist ideas in graphic design by questioning the limits of the International Typographic Style
April Greiman
This designer was influenced by El Lissitzy's PROUN paintings
David Carson
This designer was self-taught and shunned grid formats, a consistent approach to typographic layout, conventional notions of typographic syntax, visual hierarchy and imagery
Cranbrook Academy of Art
This graduate school explored complexity and layering, vernacular and pre-modern design, and the validity of rules and conventions
Wolfgang Weingart
"I took 'Swiss Typography' as my starting point, but then I blew it apart...." His work was so widely imitated, especially in design education, that it gave rise to the prevailing typographic approach in the late 1970s and 1980s.
Collage
A composition of elements glued onto a surface
Visual Aesthetics
A culture's or person's concept of beauty
Herbert Matter
A famous 1930s Swiss travel poster designed by _______ is "parodied" (appropriated) in Paula Scher's 1985 retro-style poster for Swatch, the Swiss watch manufacturer
Figurative typography
A playful direction taken by New York graphic designers during the 1950s and 1960s spearheaded by Gene Frederico, which took many forms. Letterforms sometimes became images, such as the wheels in the Frederico's ad for Woman's Day. Sometimes, the visual properties of words themselves, or their organization in space, were used to express an idea, such as in Don Egensteiner's "Tonnage" advertisement, in which the visual form of the word takes on a connotative meaning
Iconography
A set of symbolic forms associated with a subject
Culture
A way of living and behaving that is both learned and shared by others
Herb Lubalin
Abandoned traditional typographic rules and practice and looked at the characters of the alphabet as both visual forms and a means of communication
1. distinctiveness 2. visibility 3. adaptability 4. memorability 5. universality 6. timelessness
According to Paul Rand: The principal role of a logo is to identify, and simplicity is its means....its effectiveness depends on:
ideas; technique; originality; personal expression
American design was pragmatic, intuitive, and less formal. Emphasis was on the expression of __________, novelty of ___________, and __________ of concept. Designers sought to solve communication problems while satisfying a need for ___________.
Visual Metaphor
An image that is used to refer to something in order to suggest that they are similar. It relies on the audience's understanding of shared cultural knowledge and common visual symbols
The New York School
An informal group of American poets, painters, and graphic designers in the 1940s,50s, and 60s that were influenced by Modernist ideas
Herbert Bayer
Bauhaus master, __________ designed a universal type that reduced the alphabet to clear, simple, and rationally constructed forms. He argued that we print and write with two alphabets (capital and lowercase) that are incompatible in design and that two totally different signs represent the same spoken sound.
Petroglyphs
Carved or scratched symbols or simple figures on rocks
natural selection; evolution
Charles Darwin's observations on ______________ and ________________ in his book, The Origins of the Species, was distorted by four prominent men: Herbert Spencer, Sir Francis Galton, Karl Marx, and Adolf Hitler (among others) to justify their ideological and social agendas
Simultaneity
Concurrent existence or occurrence, such as the presentation of different views in the same work of art
Naturalism
Creates a picture that imitates what we see
Heroic Realism
Creates a romanticized version of reality
Representational Art
Creates recognizable figures, objects, and natural forms. They may be simplified and/or abstracted.
were often created using a chaotic and unrelated bundle of different styles and typefaces
During the 1800s, mass-produced posters:
Frank Lloyd Wright
During the final years of the 19th century, American architect _______________ was becoming known to European artists and designers not only for his architecture, but for his design interests in furniture, fabrics, wallpapers, and stained-glass windows. He rejected historicism and saw space as the essence of design. His repetition of rectangular zones and use of asymmetrical spatial organization were adopted by other designers.
Pictographs
Elementary pictures representing objects
Saul Bass
Graphic Designer __________ designed the 1955 design for Otto Preminger's film The Man with the Golden Arm. It was the first comprehensive design that unified print and media graphics for a movie
Phonograms
Graphic symbols representing sounds
Herb Lubalin
Hailed as the typographic genius of his time (1918-1981), _____________ broke typographic design rules by designing work where words and letters could become images or images could become a word or a letter
Postmodernism
Heralded a spirit of liberation that allowed designers to respond positively to vernacular and historic forms, and to incorporate them in their work
Paul Rand
His 1946 book, Thoughts on Design, inspired a generation of designers.
A.M. Cassandre
His love of letterforms is evidenced by his exceptional ability to integrate words and images into a total composition. His Nord Express poster is an example of this masterful integration
Herbert Matter
His posters from the 1930s for the Swiss National Tourist Office use montage, dynamic scale changes, and effective integration of typography and illustration. Pictographic images become pictorial symbols
Moveable type
Individual letters, made out of metal alloy that can be arranged to print any word
rational geometry
Peter Behren's architectural and graphic designs, began in 1904, evolved toward forms based on:
Rebus
Pictures representing words and syllables with the same or similar sound as the object depicted
caricature; allusion
Political cartoons are mostly composed of two elements: ____________, which parodies the individual, and ___________, which creates the situation or context into which the individual is placed
Ephemera
Printed graphic design pieces expected to have only short-term usefulness or popularity
Social Darwinism
Proposes that people who gain power, prestige and wealth are winners (in the struggle for existence) while the poor, disabled and powerless are losers.
Distortion
Purposely changes or exaggerates the image
Dada
The avant-garde movement that was concerned with shock, protest, and nonsense. Its long-lasting contribution to graphic design was new image-making techniques: montage and photomontage
functional design; machine production
The Bauhaus combined ideas from all art and design movements, and applied them to problems of:
William Morris; Henry van de Velde
The Bauhaus incorporated ideas of individual expression promoted by:
Peter Behrens; Walter Gropius
The Bauhaus incorporated ideas of standardization and function design by:
William Morris
The Bauhaus structure's design/art philosophy was inspired by the writings and ideas of:
Visual/verbal syntax
The Bernbach approach—word and image fused into a conceptual expression of an idea so that they become completely interdependent—evolved during the 1950s and 1960s by Bill Bernbach at the New York advertising agency Doyle Dane Bernbach
Colophon
The __________ of a manuscript or book is an inscription, usually at the end, containing facts about its production
Bauhaus
The _____________ developed a modernist approach to visual education which became the foundation for art curriculum in American higher education
Visual Literacy
The ability to analyze images for their form and meaning (storytelling)
Visual Rhetoric
The art of effective communication through images, typography, and texts
constructivism
The avant-garde art movement rejected "art for art's sake" in favor of art in service of the state (government). Practitioners were promoting a new Utopian ideal and used three principles - tectonics, texture and construction - to guide their designs
Futurism
The avant-garde art movement that challenged graphic designers to rethink the very nature of the typographic word and its meaning
Fauvism
The avant-garde art movement that radically changed artists' and designers' use of color. Color could now be used to convey emotions or be used as a compositional device rather than accurately and realistically portraying the 3 - dimensional world. The artists painting like this were called wild beasts
Cubism
The avant-garde art movement that was concerned with composition and the use of the elements and principles of art and design. Its long-lasting contribution was the artistic understanding that the subject of art was the artwork itself and that artists and designers no longer were required to realistically paint the 3-dimensional world. A major breakthrough was its use of simultaneity
Dada
The avant-garde art movement that was concerned with shock, protest and nonsense. Its long-lasting contribution to graphic design was new image-making techniques: montage and photomontage
Corporate social responsibility design
The co-opted visual style of protest and social causes
Large color blocks, black heavy lines to delineate images, and a different use of compositional space than Victorian graphics
The contribution of Japanese aesthetics to poster design included:
Incunabula
The earliest printed books were called:
Visual Preference
The images and symbols that make up a person's visual world since birth
de Stijl
The leaders of this movement sought universal laws of equilibrium and harmony for art. They worked with primary colors with neutrals (black, gray, and white), straight horizontal and vertical lines, rectangles, and squares. They advocated the absorption of pure art by applied art
a significant upgrade of book design
The long-range effect of William Morris's body of work, through the Kelmscott Press, was _________ through the world
asymmetrical; hierarchy; white space; sans serif
The principles of the Die Neue Typographie are: 1._________ balance of elements. 2. Content designed by______________ 3. Intentional ___________ 4. ______________ typography.
regaining high standards of design, materials, and workmanship
The private press movement, which included Kelmscott, Doves, and the Essex House Presses, was most concerned with:
Allegory
The representation of abstract ideas of principles by characters, figures, or events in narrative, dramatic, or pictorial form
Herbert Matter
The role of photography as a graphic communications tools was expanded by ________________. At age 25 he returned to Switzerland from Paris, where he had studied painting under Fernand LÉGER and worked with the Deberny and Peignot type foundry. His posters from the 1930s for the Swiss National Tourist Office use montage, dynamic scale changes, and an effective integration of typography and illustration. Photographic images become pictorial symbols that have been removed from their naturalistic environments and linked together in unexpected ways.
Phototypography
The setting of type by exposing negatives of alphabet characters to photographic paper dawned in 1925 with the public announcement of the Thothmic photographic composing machine invented by E. K. Hunter and J. R. C. August of London. A keyboard produced a punched tape to control a long, opaque master film with transparent letterforms. As a given letter moved into position in front of a lens, it was exposed to photographic paper by a beam of light
substrate
The surface or base:
Photomontage
The technique of manipulating found photographic images to create jarring juxtapositions and chance associations
Visual Language
The use of color, shape, texture, line, value, shape, form, along with their compositional arrangement, and coupled with the technology and tools used to create the material world
Visual Persuasion
The use of images to influence people's attitudes and/or behavior for instance, through meaning transfer, implied claims, emotional appeals, connotation, pictorial metaphor, and visual symbolism. This is a common strategy in advertising, political communication, and propaganda
International Typographic Style
The visual characteristics of this design movement include visual unity of design achieved through the asymmetrical organization of the design elements on a mathematically constructed grid, objective photography and copy and sans-serif typography set flush left, ragged right
1. writing 2. printing 3. industrial revolution 4. computer 5. internet
There have been four technological revolutions that have had a global impact. They are:
Russian Constructivism
These avant-garde practitioners promoted a new Utopian idea; - art in service of the state. They used three principles - tectonics, texture, and construction - to guide their designs
The Stenberg Brothers
These designers recreated photographs by hand because of commercial printing limitations
The Container Corporation of America
This American corporation's CEO was a visionary that believed that design could serve both as a pragmatic business function and as a major cultural force
Frank Lloyd Wright
This American designer and architect influenced the Glasgow Four. Who was he?
Lester Beall
This American designer was influenced by Jan Tschichold's new typography and Dada philosophy. He often combined flat planes of color and elementary signs with photography, and his masterful designs were understandable to illiterate and semi-illiterate audiences.
Josef Albers
This Bauhaus Master reasoned that you can't be an artist until you've mindfully explored the visual field through its key elements: line, shape, color and texture.
The Federal Art Project
This US Government program helped to disseminate the new modernist visual aesthetic in the 1930s
Pop art
This art movement incorporated appropriation, homage, the idea anything is art, and the concept of the artists is more important than the visual "look"
Modernism
This design philosophy believe in objectiveness, ethics and logic, realism, capitalism and stressed minimalist, structured and clean design
Idealism
Tries to create the perfect image
Futurism
Which avant garde art movement changed our understanding of typography through: 1. Defying correct syntax and grammar to express their emotionally charged ideas 2. Exploring the potential fusion of poetry and painting
Paul Rand
Which designer believed that good design doesn't date, bad design does?
A.M. Cassandre
Which designer said the following? "A poster has to contain the solution to three problems: 1. An optical problem. 2. A graphic problem. 3. A poetic problem."
A.M. Cassandre
Which designer was the following? "the poster need not necessarily be pleasant or congenial. Its task is not to make itself loved or understood but to hold the viewer in its grip."
Herbert Bayer
Who was the Bauhaus master and former student, _________ , who was hired to teach the typography workshop where he developed a modernist graphic design visual aesthetic?
John Heartfield
Who was the Dada communist artist that used highly - charged collage images to protest Adolph Hitler and the rise of the Nazi party?
Jan Tschichold
Who was the German designer that wrote the book, Die Neue Typographie (The New Typography) that became the most influential book for typographic design in the mid-20th century?
William Morris
Who was the design theorist that influenced Paul Rand?
Fernand Leger
___________ took Paul Cézanne's famous dictum "treat nature in terms of the cylinder and the sphere and the cone," far more seriously than any other cubists. His flat planes of color, urban motifs, and the hard-edged precision of his forms helped define the modern sensibility after WWII
Herb Lubalin
____________ broke typographic rules by designing work where words and letters could become images or images could become a word or letter. He was also the design director for U&Ic
Bradbury Thompson
_____________ emerged as one of the most influential graphic designers in postwar America. His designs for Westvaco Inspirations made a significant impact. A thorough knowledge of printing and typesetting, combined with adventurous experimentation, allowed him to expand the range of design possibilities. He explored the potential of eighteenth- and nineteenth-century engravings as design resources. Large, bold, organic and geometric shapes were used to bring graphic and symbolic power to the page. Letterforms and patterns, such as the details from halftone reproductions, were often enlarged and used as design elements.
Armin Hofmann
_____________ sought a dynamic harmony within a unified design. He saw the relationship of contrasting elements as the means of breathing life into a visual design.
Eugenics
encourages "superior" people to reproduce and discourages "inferior" people to reproduce in order to speed up human evolution
