Module 9 and Module 10 History of graphic Design
Some historians dub Tomas Pinpin, as the
"Prince of Filipino Printers" or the "Patriarch of Filipino Printing."
Odermatt, Tissi, Geissbuhler, and others working in the 1960s expanded its parameters. In the 1970s, this development was followed by a revolt, as practitioners and teachers schooled in the International Typographic Style sought to reinvent typographic design. These new directions were quickly labeled
These new directions were quickly labeled new-wave typography
The final set of symbols was designed and drawn by Roger Cook (b. 1930) and Don Shanosky (b. 1937) of Cook and Shanosky Associates in Princeton, New Jersey. These signs combined
These signs combined overall harmony with a visual consistency of line, shape, weight, and form.
The Push Pin school of graphic illustration and design presented an alternative to the narrative illustration of the past, the mathematical and objective typographic and photographic orientation of the International Typographic Style, and the formal concerns of the New York school.
Warm, friendly, and accessible, Push Pin designs project vitality with lush color and unashamed allusions to other art.
Steff Geissbuhler (b. 1942), in a capabilities brochure for the publicity department, his swirling typographic configuration becomes
a circular tunnel moving back into space.
Letras y figuras (Spanish, "letters and figures") is a genre
a genre of painting pioneered by José Honorato Lozano during the Spanish colonial period in the Philippines. The art form is distinguished by the depiction of letters of the alphabet using a genre of painting that contoured shapes of human figures, animals, plants, and other objects called Tipos del País popularized by Damián Domingo.
Odermatt and Rosemaire Tissi have always used strong graphic impact
a playful sense of form, and unexpected manipulation of space in seeking logical and effective solutions to design problems.
In 1966 Siegfried Odermatt (b. 1926) designed a
a trademark for the Union Safe Company that is the antithesis of Swiss design
Otl Aicher designed this program in collaboration with Tomás Gonda (1926-88), Fritz Querengässer (1906-79), and Nick Roericht (b. 1932). Aicher believed a large organization could
achieve a uniform, and thus significant, corporate image by systematically controlling the use of constant elements.
Robert Venturi (b. 1925) is the most controversial and original architect
architect branded with the supermannerist label.
It is believed that there were at least 16 different types of writing systems present around the Philippines prior
around the Philippines prior to our colonization.
Leading Cuban graphic designers include Raúl Martínez (1927-1995), a painter who created illustrative designs, and New York-educated Félix Beltrán (b. 1938). Beltrán served as art director for
as art director for the Commission for Revolutionary Action (COR), which created internal ideological propaganda and maintains public consciousness of the revolution by promoting commemorative days and past leaders
This more conceptual approach to illustration began with a group of young New York graphic artists. Art students Seymour Chwast (b. 1931), Milton Glaser (b. 1929), Reynolds Ruffins (b. 1930), and Edward Sorel (b. 1929) banded together and shared a loft studio called the
banded together and shared a loft studio called the Push Pin Studio.
In Europe, beginning in the 1960s and continuing into the 1990s, there emerged a poetic approach to graphic design based on
based on imagery and its manipulation through collage, montage, and both photographic and photomechanical techniques.
Philippine linguistic writing - grammars and vocabularies - is extensive and exhaustive. There was a pre-Hispanic writing system in the Philippines,
baybayin, but it was used for personal communication and not for recording literature or history.
The Lufthansa corporate-identity program became an international prototype for the
became an international prototype for the closed identity system, with every detail and specification addressed for absolute uniformity
Petroglyphs are rock carvings (rock paintings are called pictographs) made by pecking directly
by pecking directly on the rock surface using a stone chisel and a hammerstone.
Excelsior
catered to the Spanish middle class
Conceptual image making is not the exclusive province of the illustrator. Designers such as Paul Rand, Lou Danziger, Herbert Leupin, and Raymond Savignac, for example, incorporated the technique of combining two symbols to create a
combining two symbols to create a "fused image."
the script of the Tagbanua (also known as Tagbanwa) and Pala'wan groups is a syllabic alphabet consisting of
consisting of three vowels (a, i, u) and 13 consonants accompanied by the letter 'a.' The script also makes use of a kudlit written above and below the symbol to indicate a change in vowel
This was the case with Behrens at AEG and with the Olivetti Corporation, an Italian typewriter and business machines company whose dual commitment to humanist ideals and technological progress dated from its 1908 founding by
dated from its 1908 founding by Camillo Olivetti.
During the 1960s, supermannerism and supergraphics were words coined to describe
describe breaks with modern design. Like many art history labels, supermannerism was first used disparagingly.
Dances in the 1960s were intense perceptual experiences of loud music and light shows that dissolved the environment into
dissolved the environment into throbbing fields of projected color and bursting strobes.
Originally inspired by American comic strips and comic books left behind by American GIs, the medium steadily diverged, and by the 1950s, drew more inspiration from other forms of Filipino literature such as
drew more inspiration from other forms of Filipino literature such as komedya, as well as Philippine mythology.
During the 1950s and 1960s many American designers—including Rand, Beall, Bass, and design firms such as Lippincott & Margules and Chermayeff & Geismar—embraced
embraced corporate visual identification as a major design activity.
In 1945 CBS hired Georg Olden (1920-75) to establish a
establish a graphics department to design on-air visuals for its new television division.
Bruno Monguzzi (b. 1941) is an extraordinary designer, typographer and teacher. His typographic solutions express the subject
express the subject matter through an innovative bond of form and function.
La Esperanza, the first daily newspaper filled with long
filled with long discussions about religious, scientific, historical, and philosophical subjects, was also founded by Agustin de la Cavada y Mendez de Vigo, was edited by Felipe de la Corte y Ruano Calderon, and was published by Miguel Sanchez on December 1, 1846. It also published official and commercial news and advertisements
Supergraphics became the popular name for bold
for bold geometric shapes of bright color, giant Helvetica letterforms, and huge pictographs warping walls, bending corners, and flowing from the floor to the wall and across the ceiling, expanding or contracting space in scale changes relative to the architecture.
Offset lithography and graphic design are unified in Goines's work, becoming a medium for personal expression and public communications. He designs, illustrates, and hand-letters
hand-letters posters, makes the negatives and plates, and then operates the press to print the edition.
Dan Friedman, an American who studied at the Ulm Institute of Design in 1967 and 1968 and at the Basel School of Design from 1968 to 1970, rethought the nature of typographic forms and how they could operate in space; he called his
he called his Typografische Monatsblätter
Lester Beall helped launch the modern
helped launch the modern movement in American design during the late 1920s and early 1930s.
Unigrid unified the hundreds of informational
hundreds of informational folders used at about 350 national park locations.
In the second half of the twentieth century, visual identity gained increased importance as the
importance as the world entered the information age.
The prototype federal graphic standards system was designed by John Massey for the Department of Labor. Problems identified by this case study included
included outmoded, unresponsive, and impersonal images, a lack of uniform and effective communications policies, and insufficient image continuity.
Laguna Cooper plate is a legal document with the inscribed date
inscribed date of Saka era 822, corresponding to April 21, 900 AD Laguna Copperplate Inscription
These petroglyphs are of animate figures interpreted as
interpreted as representing juveniles or infants on a rock face in a rock shelter.
Weingart advocates the "Gutenberg approach" to graphic communications: designers, like the early typographic printers, should strive to stay involved in
involved in all aspects of the process
The Doctrina Christiana was an early book on the Catholic Catechism, written in 1593 by Fray Juan de Plasencia, and is believed to be
is believed to be one of the earliest printed books in the Philippines.
n the 1920s, Liwayway magazine began running comic strips under the direction of Romualdo Ramos and Tony Velasquez, such as the still-running Mga Kabalbalan ni Kenkoy (The Misadventures of Kenkoy). Valasquez is considered
is considered the father of Filipino comics
Tagbanua script is written in vertical columns from bottom to top and left to right, and read from left to right in horizontal lines. A small knife called pisaw
is used to write the script on wooden slabs and bamboo.
Like Stanton, Raymond Loewy (1893- 1986) recognized the significance of comprehensive design systems, and he
left an indelible mark on America's history of visual styling. His streamlined and moderne aesthetic can be seen across a range of industrial products, packaging, architecture, interiors, and corporate identities.
One of the first graphic designers to incorporate this new metaphysical sensitivity into his work was
metaphysical sensitivity into his work was Franciszek Starowieyski (1930-2009).
• With the establishment of Spanish sovereignty over the Philippines, the Spanish Crown issued several contradictory laws regarding language. The missionaries were urged to learn the vernacular languages but were subsequently required to teach Spanish. For this reason, missionaries learnt
missionaries learnt the Philippine languages by writing vocabularies, grammars, and catechisms.
The Archives of the University of Santo Tomas in Manila, one of the
one of the largest archives in the Philippines, currently possesses the world's biggest collection of ancient writings in Baybayin script.
The graphics movement that expressed this cultural climate drew from a number of resources: the flowing, sinuous curves of art nouveau, the intense optical color vibration associated with the brief op-art movement popularized by a
popularized by a Museum of Modern Art exhibition
David Lance Goines (b. 1945) proves that even in the late twentieth-century era of overspecialization, it is possible for
possible for individual artists and craftsmen to define a personal direction and operate as independent creative forces with total control over their work.
Jon Craine (b. 1940) was one of the two lead graphic designers in the White Plains, New York, office from 1979 through 1988. Among other assignments, this office was responsible for product
product announcements for the Data Products Division (DPD), IBM's largest product sector.
Another concern was the evaluation of legibility and readability, for Friedman believed "that legibility (a quality of efficient, clear, and simple reading) is often in conflict with
readability (a quality that promotes interest, pleasure, and challenge in reading).
Glaser's singular genius is hard to categorize, for over the course of several decades he reinvented himself as a creative force by exploring
reinvented himself as a creative force by exploring new graphic techniques and motifs. During the 1960s he created images using flat shapes formed by thin, black-ink contour lines, adding color by applying adhesive color films
The climate of creative freedom encouraged them to accept these commissions and resulted in a
resulted in a high level of artistry compared to typical newspaper and trade publication advertisements of the period.
Sister Corita Kent's (1918-1986) artistic expression came of age in the 1960s and worked prolifically until the time of her death. • Through her work, she
she promulgated amnesty and social justice. She enjoyed printmaking and other mediums produced in multiples because it allowed her to reach the biggest audiences. Inspired by abstract expressionism's active and experiential nature, Kent combined childlike forms and saturated colors suggesting a sense of optimism and innocence.
Adriano Olivetti (1901-70), son of the founder, became president in 1938. He had a keen sense of the contribution that
that graphic, product, and architectural design could make to an organization.
Muriel Cooper (1925- 94) had two careers
the first as a print designer for MIT publications and books, and the second as founder and director of the Visible Language Workshop (VLW).
Foremost among the nationalistic newspaper was La Solidaridad, the mouth piece
the mouth piece of the revolution and the fortnightly organ of the Propaganda Movement
In 1974, the United States Department of Transportation commissioned the American Institute of Graphic Arts (AIGA), the nation's
the nation's oldest professional graphic design organization
The emerging nations of Latin America, Asia, and Africa have been called the third world. In social and political struggles, ideas are weapons, and the
the poster is a major vehicle for spreading them. • The medium is effective because access to newspapers, radio, and television is often limited in these countries, where the poster is sometimes used with the intensity and frequency that characterized the European context during World War I. • In this context, posters become vehicles for challenging authority and expressing dissent untouched by the traditional censorship of government, business, and newspapers.
The Graphics Improvement Program, under the direction of Jerome Perlmutter, set out to improve the quality
the quality of visual communications and the ability of government agencies to communicate effectively to citizens.
In particular, inspiration was gained from the advances of twentiethcentury art movements:
the spatial configurations of cubism; the juxtapositions, dislocations, and scale changes of surrealism; the pure color loosened from natural reference by expressionism and fauvism; and the recycling of mass-media images by pop art.
Because the media and general public related these posters to anti establishment values, rock music, and psychedelic drugs, they were called
they were called psychedelic posters
Jan Lenica (1928-2001) pushed the collage style toward a more
toward a more menacing and surreal communication in posters and experimental animated films.
An exiled Polish poster artist, Roman Cieslewicz (1930-96) lived in Paris from the 1960s on. Closely associated with the Polish avant-garde theater, Cieslewicz took the poster, a public art form, and transformed it
transformed it into a meta express profound ideas that would be difficult to articulate verbally
It is the kawi inspired ancient alphabet of the people of Baybay in the Lakanate of Lawan used to write
used to write letters to relatives in far places where they migrate. It was mentioned the Bingi of Lawan siday (local epic) originally written in Baybay, a place in ancient Lawan
A German master of this movement is Gunther Kieser (b. 1930), This brilliant imagist has consistently demonstrated an ability to invent unexpected visual content to solve
visual content to solve communications problems. Kieser brings together images or ideas to create a new vitality, new arrangement, or synthesis of disparate objects.
It is one of a number of individual writing systems used in Southeast Asia, nearly all of which are abugidas where any consonant is pronounced with the inherent vowel a following it—diacritics
vowel a following it—diacritics being used to express other vowels.
Renaciemiento Filipino-
was a general interest weekly that contained a Tagalog section although it was written in Spanish.
The first people in the Philippines were
were hunter-gatherers. However between 3,000 BC and 2,000 BC people learned to farm. They grew rice and domesticated animals.
There are only two places left in the Philippines that have preserved their ancient syllabic scripts: Mindoro
where the Hanunó'o-Mangyan and the Buhid-Mangyan simply call their scripts "Surat Mangyan,"
There are only two places left in the Philippines that have preserved their ancient syllabic scripts: Palawan
where the Tagbanua and Pala'wan groups share a writing system they simply call "surat" — a word meaning "writing."
Among the illustrators and designers who passed through Push Pin Studio was James McMullan (b. 1934), who revived
who revived watercolor, a medium that had declined from a position second only to oil paint for fine art and illustration, and restored it as a means of graphic expression.
Another Push Pin alumnus who moved toward a total design approach is Paul Davis (b. 1938), who first appeared in the Push Pin Graphic with a series
with a series of primitive figures painted on rough wood panels with superimposed targets.
The Boxer Codex, sometimes known as the Manila Manuscript, is a manuscript written
written c. 1590,which contains illustrations of ethnic groups in the Philippines at the time of their initial contact with the Spaniards.
Unigrid based on simple basic elements:
• ten format sizes, • all derived from the Unigrid; • broadside or full-sheet presentation of the folders, instead of layouts structured on folded panels; black title bands with park names serving as logotypes; • horizontal organization of illustrations, maps, and text; standardized typographic specifications; • and a master grid coordinating design in the studio with production at the printing plant.
The Philippines were their first target after Pearl Harbor, and instructions to propagandists called for rousing
"the spirit of the Far East" and inspiring them with militarism to fight beside the Japanese.[ "Surrender cards
The Manila Times- catered
- catered to the American businessmen and bureaucrats.
Filipinas- featured
- featured articles in both Spanish and Tagalog.
The Columbia Broadcasting System (CBS) of New York City moved to the forefront of corporate identity design as a result of two vital assets:
CBS president Frank Stanton (1908-2006), and William Golden (1911-59), the CBS art director for almost two decades.
By the early 1960s, the concept of comprehensive design systems was becoming a reality. Planners realized that comprehensive planning for
Comprehensive planning for large organizations and events was not only functional and desirable but also necessary.
The first newspaper was established in the Philippines in 1811
Del Superior Govierno was published with th Spanish Governor General himself as editor.
The most read, most famous, and most important newspaper of the revolution was La Independencia. Gen Antonio Luna, the Commander in chief of the Army of Liberation of the First Philippine Republic, together with his brother Joaquin and a few friends, founded it. Its first issue appeared on September 3, 1898 and its last issue appeared on November 11, 1900.
La Independencia
The 1964 Summer Games was the first use of a comprehensive identity program, setting a standard for all subsequent games. Masaru Katzumie (art director) and Yusaku Kamekura (graphic designer) were the
Masaru Katzumie (art director) and Yusaku Kamekura (graphic designer) were the creative visionaries and team leaders behind this remarkable project.
Tadeusz Trepkowski (1914-56). In the first decade after the devastation. His approach involved?
His approach involved reducing the imagery and words until the content was distilled into its simplest statement.
Lou Dorfsman (1918-2008) became art director for CBS Radio in 1946. He combined
He combined conceptual clarity with a straightforward and provocative visual presentation.
The daily newspaper. La Esperanza (1846), also catered to the Spanish elite. It dealt with
It dealt with noncontroversial subject such as religion, science, and history.
La Solidaridad (The Solidarity) was an organization created in Spain on December 13, 1888. Composed of Filipino liberals exiled in 1872 and students attending Europe's universities, the organization aimed to increase
Spanish awareness of the needs of its colony, the Philippines, and to propagate a closer relationship between the Philippines and Spain.
