Class Response

Key Points:

• Swiss Design being to stiff, boring
• Univers Giant Family
• Armin Hoffmann
• Josef Muller Brockman poster designs
• Paul Rand father of logo golden area
• Swiss grid system
• Saul Bass next to Paul Rand
• Good design is good business
• Branding comes into play
• Bradbury Thompson explorer  range in design
• Chermayeff and Geismar Associates major role in corporate identity in america
• Vignelli Associates
• Vignelli took over Knoll from Herbert Matter
• Media Revolution
• 2nd gold age editorial design
• George Lois Advertising Genius
• The New Advertising 1. Visual statements used simple images 2. Talked intelligently to there audience 3. Focus on the benefits of a product
• Herb Lubalin first to use photo-typography
• typography became more flexibility
• New birth of Type
• Type Talks- making type playing two things
• 1960 everything starts to change digial age a lot to do with it.

I enjoyed learning more about how swiss design influenced america and as American graphic designer started playing more role in the history of graphic design. The golden area of logos of corporate america came around and paul rand and saul bass were the logo masters along with  Chermayeff and Geismar Associates on the other side of the Vignelli is swiss modernist to the extreme, only uses 5 typefaces ever and always has a system in his designs. Along at this time Media became big starting the  Media Revolution and 2nd gold age editorial design. At this time George Lois made a name fore himself in advertising for reinventing it itself with the 3 new rules. In Typography the use of photo typography came into play from Herb Lubalin and using it to the extreme and also using type play two rules. With photo typography became more flexible and the new birth of type began along with the new area of Digital age.