Lecture 8

Key Ideas:
Basel School of Design: Emil Ruder
Armin Hoffmann - Graphic Design Manual
Josef Muller Brockman - Der Film
Swiss Grid
Paul Rand - Corporate Design
Lester Beal
Saul Bass
Bradbury Thompson
Chermayeff and Geisman Associates
Vignelli Associates - Unigrid system
Knoll
Media revolution
George Lois
The New Advertising
Photo-typography
Herb Lubalin - "Typogram"



Swiss design started to rule and Armin thought that the design could be just as verbal as it is visual. The swiss grid became extremely popular with the "Der Film" poster with sans-serifs and mathematical layout paving the way for the corporate design by structuring space. Clarity and structuring of space is what design took from Swiss design. Paul Rand defined corporate design, rebranding became a new thing and is still popular because companies are always wanting a new look to appeal to a new crowd. Vignelli Associates defined the modular grid and information placement in more recent times. While Chermayeff and Geisman Associates defined logo design and branding. The media became the next frontier as more and more american homes got televisions. Editorial design was popularized and deemed the second age. Phototype allowed letters to overlap something that can't be done with metal latters. George Luis and Lubalin advance pop culture and polictical design. When the 1960s came around everything changed and will continue to change.