1. A GUIDE TO G R A PHIC D ES I G N B Y S C O T T W. S A NTORO CH AP TER 2 :
A BRIEF
HISTORY
OF
FAL L 2 0 1 3 • G R A PHIC D ES I GN 1 • S A R A G O N Z ALEZ
G R A P HI C
D E S I GN

2. GRAPHIC DESIGN IS SHAPED BY...

3. SOCIETY
CULTURE
POLITICS
TECHNOLOGY

4. C AV E PA I N T I N G S
E G Y P I TA N H Y R O G LY P H I C S / L A N G U AG E & L E T T E R F O R M S
ABC
INVENTION OF PAPER
REPLACES PARCHMENT
BOOKS/BIBLES/ MONKS/ SCRIBES /EDITING
GUTENBURG PRESS
M O VA B L E T Y P E
INDUSTRIAL REVOLUTION
MANUAL LABOR TO MACHINE MANUFACTURING
AC C E L E R AT I O N O F T E C H O LO G Y
MORE PRODUCTS MADE AND DISTRIBUTED
NEED FOR ADVERTISING / BRANDS
PA R C H M E N T

5. 1769
1814
FREDRICH KOENING
STEAM POWERED PRINTING
THOMAS NEWCOMEN
INVENTION OF
STEAM ENGINE
1799
NICOLAS ROBERTS
MAKES PAPER BY THE ROLL

6. What did these inventions mean
for the field of graphic design?

7. $
REDUCED COST OF PRINTED PROMOTIONS
AVAILABLE TO MORE PEOPLE
GREATER DEMAND FOR DESIGN

8. 1826
THE
JOSEPH NICEPHORE NIEPCE
1ST PERMANET PHOTOGRAPH
DEVELOPMENT OF
PHOTOGRAPHY
8 HOUR
DEVELOMPENT
PROCESS
1839
LOUI JAQUEZ DEGUERRE
DAGUERREOTYPE
ACCELERATED
DEVELOPMENT
PROCESS OF
PHOTOGRAPHS
FROM 8HRS TO 30 MIN.
1841
WILLIAN HENERY FOX TALBOT
CALOTYPE/PHOTO NEGATIVE
UNLIMITED
NUMBER OF
PRINTS COULD
BE MADE

9. What did this mean for designers?

10. New communication tool
Did not have to rely only on illustration as the main visual elements
Newspapers & advertisers began to rely on
photographs to sell their products.

11. Turn of the
Century
Dehumanizing effect
of Mechanizaation
and Industry

12. SCREW Industry &
Commercialization
Go against “THE MAN”
[
Embrace Hancrafted
THE GOTHIC REVIVAL
]

13. ARTS & CRAFTS
MOVEMENT
1880-1910
Recapturing the
handcrafted art form.
“Art for Art’s Sake”
-Victor Cousin

14. AESTHETICISM
1870-1914
A Search for Ideal Beauty

15. ART NOUVEAU
1890-1910
Use of natural forms, high
contrast shapes & patterns

16. 1880-1910
ARTS & CRAFTS
1890-1910
ART NOUVEAU
CUBISM 1907-1921
1910-1918
FUTURISM
1915-1934
SUPREMATISM
1916-1923
DADA
1917-1931
DE STIJIL
1919-1933
BAUHAUS
1919-1934
CONSTRUCTIVISM

17. CHARACTARISTICS:
MIND SET:
Figures broken up into
semi-abstract forms.
.
Visual arts, literature music and
science were all influencing one
another.
Disregard of techniques
of the past.
Did not imitate natural
forms and shapes
INFLUENCERS:
Albert Einstein
Paul Cezanne
Pablo Picasso
Erik Satie
CUBISM 1907-1921

18. Letters were now
expressive elements
of design.
AO
CH
FLU
IN
ENCES:
SCIE
NCE
Grids, alignment, &
typography were
disregarded.
SO
FW
AR
CHARACTARISTICS:
EN
ER
M
Y,
G
O
M
VE
E
NT
SP
D
EE
,&
I
NO
SE
Emphasized the
attributes of motion
and speed fused with
cubism abstraction.
1910-1918
http://media-cache-ak0.pinimg.com/236x/ba/43/1d/ba431dea553ace90e7cb0b150966c5ae.jpg

19. K
M AZ
F U AL IM
C U T U EV IR
BI RI
S M S M ICH
IN
CHARACTARISTICS:
FL
UE
NC
E:
Focused on creating pure
geometric abstraction &
a metaphysical reality.
Fractured and energized
compositions.
MINDSET:
19
15
-19
34
Reducing everything
down to the basics.
The supremacy of pure
feeling and creative art.
http://www.invisiblebooks.com/malevichsupremus58.1915.jpg

20. 23
19
-
16
19
IN
U
FL
Ch
S
CE
a
RC
ANA
Y•
ALIT
TION
IRRA
TS •
EN
ATEM
T
AL S
LITIC
PO
DADA
ET:
DS
MIN
EN
AOS
CH
HY •
:
M
f
so
o
ar
c
W
u
lD
e
or
ld
a
ch
W
ar
A
MINDSET:
t
mp
I
W
ld
or
G
e
on
M
ad
Movement rejected
all traditions and
set standards in art.

21. DE STIJL
1917-1931
CHARACTARISTICS:
Straight lines
Right angles
Primary colors
Strategic use of space
Structured Layout
Tyoefaces - Deletion of curves
INFLUENCES:
Piet Mondrian
International Style

22. MINDSET:
Eliminate distinction between fine
and applied arts & creating a
union of arts, crafts and industry
working for the greater good.
CHARACTARISTICS:
Functionalism
Intuition
Universality
Cosmopolitan
International Style
Serve the masses
BAUHAUS
19
19-1933
Founder: Architect
Walter Gropius
INFLUENCES:
Expressionist Theories
Johanness Itten
Josef Albers
Lyonel Feininger
Paul Klee
Wassily Kandinskey
Theo Doesburg
El Lissitzky
Moholy Nagy
Herbert Bayer
http://interdisciplinaryleeds.files.wordpress.com/2010/12/10-bauhaus-plakat-1923.jpg

23. MindSet:
An embrace of technology.
Characteristics:
Machine Inspired
Sleek lines
Bold Geometric Shapes
Decorative movement
Lavish Ornementation
Lack of any scientific inner philosophy
Art Deco
1925
http://rt.com/files/art-and-culture/news/
metropolis-poster-fetches-auction-071/i1a6b4
e2e85dd9281327696d01c686287_metrosh.jpg

24. SWISS
1950’s
INTERNATIONAL
CHARACTARISTICS:
Cleanliness
Readability
Objectivity
Asymmetric layouts
Use of a grid
Sans-serif typefaces
Type Flush Left
MINDSET:
Formulated
philosophy of
universality
refined by type
and image.

25. THE NEW YORK
SCHOOL
CHARACTARISTICS:
MINDSET:
Focuse on Advertising
Conceptually
harmonizing text and
image.
Witty
Playful
Austere
Connects with the
audience
Word and image
association
Conceptual
INFLUENCES:
Advertising
Copywriting
Paul Rand & Bill Burnbach
Helmut Krone
George Lois
1960’s