Jan Tschichold studied caligraphy as a kid, because the ideas of open grids being the norm was not yet established. The design of the time is more assosiated with the victorian era because of the quality of the articuloation. In 1925, he makes an insirt about asymmetrical typography. Most type is being printed in textura in germany, but aesthetically when you look at this work, it makes you think of lissitzky and distijl. The aim of all typographic work should be to deliver a message in the shortest most efficient matter. That is modernism.Sans serif typography, limited palet and nice, open space works so well.
Herbert matter's approach to type was different. his type/image relationship is very matt mitchell esque. diagonals are used very dynamically, and the images fill the posters. They fill repeat over the poster and activate the space. His ads are very interesting, and bring a new style to the modern ideas of poster design. He uses a limited palet and a sans serif typography in order to create a very modern looking design that we might see today. the widely spaced sans serif typography really hits home with design today.
Leister Beil creates posters using the simplified negative form with the electrification posters. They try to convince that if we have electrification, we can defend our homeland. you are better if you use electrification. Using a limited palet becomes extremely popular because of the rise of the use of silk screen.
Corporations begin to make a large impact on design. They spread the gospels of the design. when people create design for corporations, the designers can send their message to everyone.
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