Late Modern (1 Jan 1945 Jahr – 1 Jan 1960 Jahr)

Beschreibung:

Late Modern Graphic Design Style: 1945-1960s


Aesthetic style:

Late modernism is known for its distorted geometric shapes, and informal layouts. You could also label it as plain and simple. It was functional with a collage kind of feel to it. This movement was inspired by European Avant-Garde early modern approaches and from this the Americans developed a unique and personal style which was very simplistic. Artists and designers merged organic shapes with simple geometry. The look of graphic design was changed through advancements in photography, typesetting and printing techniques and designers started to cut up type and images to glue down onto mechanical boards. Conceptual typography also became a popular form of expression. During the 1940s New York became the cultural centre of the world and during this decade art, fashion, advertising and graphic design were in abundance

Famous Practitioners:

Paul Rand
Saul Bass
Picasso


Technology:

The main designers of the era used lots of photograms and cutouts to achieve their clean layouts, with bold colours, non geometric shapes with no gradients. Artists produced their work by using cutouts, photographs and collages. Designers were comfortable with experimenting with typography due to the expertise of the printing industry. This is where the technological advancements of the early 20th century put printing posters, magazines and books onto a whole new level. Designers began to cut up type and images and compose directly on mechanical boards, which were then photographed and manipulated on the press for colour experimentation. As well, illustration was once again prized. Conceptual typography also became a popular form of expression.

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