Wednesday, 25 March 2015

Pop art/ 50s' design

POP ART is name given to art made in America and Britain from the mid 1950s and 1960s that drew inspiration from sources in popular and commercial culture includes artists Roy Lichtenstein, Andy Warhol and David Hockney.
Pop art employs aspects of mass culture, such as adverting, comic books and mundane cultural objects
it is similar to DADA
Pop art began in the mid 1950s and reached its peak in the 1960s. It was a revolt against prevailing orthodoxies in art and life and can be seen as one of the first manifestations of postmodernism. Sources pop artists used for their work included Hollywood movies, advertising, packaging, pop music and comic books.By creating paintings or sculptures of mass culture objects and media stars, the Pop art movement aimed to blur the boundaries between "high" art and "low" culture. The concept that there is no hierarchy of culture and that art may borrow from any source has been one of the most influential characteristics of Pop art.
Since the early 1960s, when the American version of Pop Art seemed to extinguish the spiritual and existential ambitions of Abstract Expressionism, an assumption was quickly made that this new art was the triumph of a fully ascendant materialist America
"Pop is everything art hasn't been for the last two decades. It's basically a U-turn back to a representational visual communication, moving at a break-away speed...Pop is a re-enlistment in the world...It is the American Dream, optimistic, generous and naïve.
The subject matter became far from traditional "high art" themes of morality, mythology, and classic history; rather, Pop artists celebrated commonplace objects and people of everyday life, in this way seeking to elevate popular culture to the level of fine art. Perhaps owing to the incorporation of commercial images, Pop art has become one of the most recognizable styles of modern art.


Richard Hamilton ''JUST WHAT IS IT THAT MAKES TODAY'S HOMES SO DIFFERENT, SO APPEALING? (1956. Hamilton's 1956 collage was a seminal piece for the evolution of Pop art and is often cited as the very first work of Pop art. Created for the exhibition This is Tomorrow at London's Whitechapel Gallery in 1956, Hamilton's image was used both in the catalogue for the exhibition and on posters advertising it. The collage presents viewers with an updated Adam and Eve (a body-builder and a burlesque dancer) surrounded by all the conveniences modern life provided, including a vacuum cleaner, canned ham, and television. Constructed using a variety of cutouts from magazine advertisements, Hamilton created a domestic interior scene that both lauded consumerism and critiqued the decadence that was emblematic of the American post-war economic boom years.
The word 'POP' was first coined in 1954, by the British art critic Lawrence Alloway, to describe a new type of art that was inspired by the imagery of popular culture. Alloway, alongside the artists Richard Hamilton and Eduardo Paolozzi, was among the founding members of the Independent Group, a collective of artists, architects, and writers who explored radical approaches to contemporary visual culture during their meetings at ICA in London between 1952 and 1955. They became the forerunners to British Pop art. At their first meeting Paolozzi gave a visual lecture entitled 'Bunk' (short for 'bunkum' meaning nonsense) which took an ironic look at the all-American lifestyle. This was illustrated by a series collages created from American magazines that he received from GI's still resident in Paris in the late 1940s. 'I was a Rich Man's Plaything', one of the 'Bunk' series, was the first visual artwork to include the word 'POP'. 

50s' Design 

In the 1950s many countries were recovering from WWII. Across Britain, towns and cities were being rebuilt and redeveloped, more women were working in office and industries than ever before, and a sense of post-war optimism was beginning to flourish.
The 1950s were the age of the consumer. The post-war boom brought massive changes in the home; it was out with the old and in with the new. Open-plan living was introduced, and the fitted kitchen with its brand new appliances was the housewife's domain.























History of Printing press and printing/ Developing of the newspapers and magazines design

Alexey Brodovitch was a was a Russian-born  photographer, designer and teacher. However, he was most famous for his art direction, primarily for the magazine Harper's Bazaar from 1934 to 1958. He spent his early life in and out of the military before spending time in Paris, which is where he began his career in the graphic arts. His first major success came after winning a poster competition for a local theater, the 2nd place poster was created by Picasso. He was famous for revolutionizing the way the magazines are designed. He was recognized for the way he used the colours, how the images are cropped, the dynamic and the composition of the layout. His designs were well balanced on the page layout and the elegancy of the typography he uses. 

The Bal Banal poster on the streets of Paris
Brodovitch remained proud of this poster throughout his career, always keeping a copy of it pinned to his studio wall. The graphic, light-to-dark inversion of its mask shape, type, and background suggest not only the process of photography, but also represents the process of trading one's identity for another when wearing a mask.
 It is the oldest surviving work by Brodovitch. 

Brodovitch created a harmonious and meaningful whole using avant-garde photography, typography and illustration. After being hired he asked several old friends like Man Ray, Jean Cocteau, Raoul Dufy, Marc Chagall and A.M. Cassandre to work for the magazine. Cassandre created several of the Bazaar covers between 1937 and 1940. Brodovitch was the first art director to integrate image and text. Most american magazines at that time used text and illustration seperately, dividing them by wide white margins.





Harper's Bazaar, 
April 1940 
Design by A.M. Cassandre

This spread from 1935 shows the integration of all graphic elements. Brodovitch accentuates the fluidity and movement of the images by using repetition and diagonal and horizontal stress. He uses the contacts like frames from a film and creates the illusion of movement and spontaneity across the left-hand page. The strips of film overflow onto the opposing page, as if the dancers have twirled across the spine of the magazine. The enlargement on the right-hand page depicts the grand finale of this dance numer.

Ramon and Renita 
Article in Harper's Bazaar, Photographs by Martin Munkacsi. 
1935

Brodovitch cropped his photograhps, often off-center, brought them to the edge of the page, integrated them in the whole. He used his images as a frozen moment in time and often worked with succeeding pages to create a nice flow trough the entire magazine. This brought a new dynamism in fashion layouts.

Mock-up spread for 
Harper's Bazaar 
c. 1940-1950

The typeface he preferred was Bodoni, but when needed he switched to Stencil, Typewriter or a script. He matched the typeface with the feeling or with the need for an appropiate effect. Legibility was not his primary concern. 

His layouts are easily recognized by his generous use of white space. Colleagues at other magazines saw his sparse designs as truly elegant, but a waste of valuable space.



The Consensus of Opinion Article in Harper's Bazaar, Photograph by Man Ray 
March 1936

New Arrangements for Dinner. 
Article in Harper's Bazaar, Photographs by 
Gleb Derujinski. 
November 1951

If you don't like full skirts... 
Article in Harper's Bazaar, Photographs by 
George Hoyningen-Huene 
March 1938


"He taught me to be intolerant of mediocrity. He taught me to worship the unknown." - Art Kane, fashion and music photographer

"I learned from him that if, when you look in your camera, you see an image you have ever seen before, don't click the shutter." -Hiro, fashion photographer
"The Alexey Brodovitch course... really changed the direction of my life. It was not anything that Brodovitch taught specifically, it was an ambiance that he created, a connection that he would make with particular students. He'd try to get them to move in directions that they were already discovering." - Davit Attie  fine art and commercial photographer  

"He once said "we learn by making mistakes. We must be critical of ourselves and have the courage to start all over again after each failure. Only then do we really absorb, really start to know."

David Carson (born September 8, 1954) is an American graphic designer, art director and surfer. He is best known for his innovative magazine design, and use of experimental typography. He was the art director for the magazine Ray Gun in which he employed much of the typographic and layout style for which he is known. In particular, his widely imitated aesthetic defined the so-called "grunge typography" era.

"I have a degree in sociology, and taught that for a few years, then somewhat by chance, I took a two-week summer workshop at the university of arizona – about this thing called ‘graphic design’. it changed everything. I hadn’t even known the term graphic design before then.
"I describe my design as experimental, intuitive and personal. I have no formal truanting, which helped a lot as i never learner all the things I'm not supposed to do. I just did what made sense to me... I knew nothing about grids, formulas, school of thought etc., I just did what felt right."