Late Modern1945-1970

The Late Modern period was greatly effected by society around it.

It was influenced by many different people, places, and happenings of it’s time.

Late Modern is...simple

functionalinformal

organic and geometricelegantminimalcultural

wittypowerful

InfluencesChristian Dior

a fashion designer with a NEW look

Dior

more Dior designs

Television

• the NEW television brought a new approach to the way things were viewed by masses. Design was easier widespread.

Mini Skirts:The mini-skirt is a simple portrayal of the

changing of times. People were more comfortable to their bodies and the bodies

around them. We begin to be more open-minded.

Frank Loyd Wright

Wright was a Late Modern architect who was very

knowledgeable to form and function. He also paid close attention to nature and to work with, not against it.

Frank Loyd Wright’s Architecture

More Wright

The Bauhaus still was a huge part of the design process of this period. This school was the place to be, and all that came from it

was the design standard.

Bauhaus Cesca Chair: This was a fairly simple chair that is of perfect design. It’s timeless. How many of these have

you seen?

New York CityNYC was the place to be of this time. It’s culture takes

off.

Art.Architecture.

Design.Fashion.Theater.

You had to be in New York.

New York, New YorkMadison Avenue was the Center of the Cultural Universe

current Madison

Ave Shop-front.

Invention!A new design invention– Mechanical Boards, allowed designers to cut type, images and “glue” them down essentially creating the

first of all layers.

Typography

The most important part of design gets it’s voice first heard.

Conceptual type is also born.

Examples of conceptual type.

These are someone’s initials that they would

use for a logo, etc.

Avant Garde:this is a new typeface that

greatly shows the Late Modern

design.

DesignersThe Late Modern period had

many amazing influential designers.

Here are just a few.

Saul Bass-known for movie titles-first Hollywood movie

campaign(logo, poster, ad, title, credits)

-Corporate logos-graphic elements

-simple powerful pictographs

Saul Bass and his work.

Movie Posters

Saul Bass was known for his AMAZING logos. Many of which are still used today. He had his

own style that many current designers try to reproduce.

Recognize this man?

yeah...it’s a Saul Bass design

Raymond Loewy

-purely geometric design-simple typography

(notice the similarity between the coke machine and the pencil sharpener!)

Raymond Loewy Designs

Paul Rand-unique, witty, simple-collages, photo-gram,

cutouts

-revolutionized the way words and type went together.

-“Intelligent” designer for intelligent audience

influenced generations of designers.

famous pictogram by Paul Rand

a few paul rand logos...

Alexy Brodovitch

-Art Director for Harpers Bazaar 1934-1958

known for extreme cropping and amazing

typographical skills

example of cropping and Alexy’s work

Lester BeallSelf-taught designer

Beall’s symbolic logos

Symbolic designs by Lester Beall

Herb Lubalintypographer

“the type genious of his time”

created Avant Garde

use of type as design

famous Loubalin Logo

another typeface he created

Jan Tschichold

“The New Typographer”

Tschichold Typedesign Examples

References:Meggs, Philip B and Alston W. Purvis. Meggs’ History of Graphic Design. John Wiley & Sons,

Inc., 2006.

Paul Rand: Pioneer of Design. Communication Arts. Magazine. March/April 1999.

http://en.wikipedia.org/wiki/Paul_Rand

http://www.designmuseum.org/design/saul-bass

http://www.aiga.org/content.cfm/medalist-herblubalin

http://www.designmuseum.org/design/christian-dior