a2 graphics essay
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a2 Graphics essayTRANSCRIPT
A2 GRAPHICS ESSAY
EDWARD YAU
A2 GRAPHICS ESSAY
How has contemporary graphic design been influenced from the past and
impacted the way we visually communicate?
Contemporary Graphic Design has evolved and changed over the century and has
been a vital influence in the way we communicate visually. Much of today‟s
innovative designs have been strongly influenced from past creations and artworks.
Graphics primarily has been used to communicate through, print in the form of
cover designs, commercial posters, logos and signs as well as digital website pages.
The design industry has changed dramatically through the past century, particularly
with growing technological advances and impacts from social and political
changes.
An investigation looking through influential graphic designers and research based
on the social and cultural impacts will provide a further understanding as to how
elements of contemporary graphic design appears how it is today, and how we
strongly use this art form to communicate our ideas. Looking at notable artists and
graphic designers in my research such as Alexander Rodchenko, Barbara Kruger
and Scott King will enlist an insight to how each of the designer‟s individual style of
work has been influenced from designs of the past and a comparison to one
another‟s work.
Visual graphics today have been derived from works that emerged within the
constructivism movement, where artwork was being created no longer for art sake,
but instead art was being created to solve a social purpose. Visual art and design
was meant to serve all people and be practical in its nature. Constructivist art took
place during the era of the Russian Revolution, artworks produced were state
controlled, and designs were created in a form to communicate serving as Russian
propaganda.
Scott King: Pink Cher 2008 Screen-print on canvas
The Russian Revolution took place from 1917, when the people and the government
wanted to change Russia‟s old ways of unfair class divide and ruling. Lenin wanted
to create a paradise for all, where the wealth produced by the people was equally
distributed amongst the people. Industrialisation and technological advances
brought upon change to the society, paintings that emerged in radical forms were
abandoned as well as the techniques used within traditional arts.
Constructivism was a movement that was active from 1915 to the 1940‟s. It was a
movement created by the Russian avant-garde, but quickly spread to the rest of
the continent. Constructivists challenged the idea of the work of art as a unique
commodity, explored more collective ways of working, and looked at how they
could contribute to everyday life through design, architecture, industrial production,
theatre and film. The phrase “Practicality married with beauty” was the main thrust
behind the constructivist ethos.
The constructivist style follows principles of complete abstraction and modernity,
themes are often geometric, experimental and rarely emotional. Objective forms
carrying universal meaning were far more suitable to the movement than subjective
or individualistic forms. Constructivist themes are also quite minimal, where the
artwork is broken down to its most basic elements. New media was often used in the
creation of works, which helped to create a style of art that was orderly. An art of
order was desirable at the time because it was just after WWI that the constructivist
movement arose, which suggested a need for understanding, unity and peace.
Much of the work of 20th century graphic designers results of from the artwork
produced in the Russian Revolution. An artist who has pioneered within this
movement is Alexander Rodchenko, with the style of works he produced based on
the practicality of art, often depicted in bold limited colours, strong lines and
geometric shapes. Rodchenko‟s influence has been pervasive enough that it would
be nearly impossible to single out all of the designers whose work he has influenced.
Constructivist Design: Posters
Alexander Rodchenko 1891-1956, was a Russian artist, sculptor, photographer and
graphic designer. He is renowned for fundamentally contributing and founding the
art movement of constructivism and Russian design. Much of Rodchenko‟s works
explores elements of sharp abstract lines and geometric shapes. This influence is
strongly depicted through his work, derived from the combination of structural
engineering and the way society was orderly regimented during the Russian
Revolution. Rodchenko‟s experimentation in this piece using photomontage was
inspired from earlier works of German Dadaists, this style of work developed
prominently in his poster designs and culminated during the time and was influential
in the form of Russian propaganda. Rodchenko‟s work being promoted at the time
effectively communicates to the society he was in and this is reflected in the angles
and lines in his pieces. Propaganda was there to serve as a purpose and persuade,
communication n with bold Russian text and shapes in the designs influenced
society to follow and obey the rules of the Soviet state.
From these pieces and the constructivist style he set pioneering in his designs, he has
influenced the creation of many designs of the 20th century. Rodchenko‟s style of
work has also influenced penguin book designs, elements of the constructivist style
and aspects of Rodchenko‟s pieces is reflected within 70s book design. The designs
for the Penguin book covers „Animal Farm‟ and „1984‟ by George Orwell show
similarities to the works of Rodchenko, using the strong bold lines and using the
colour red and monochrome tone of colours reflects aspects of the themes and
ideas of the books. The context of these stories has a connection of political control
and link to the time and culture of Rodchenko‟s life during the Soviet Revolution in a
controlled state and having to follow a regimented way of life.
Rodchenko photomontage of 1924 for a Moscow publisher in which Lilya Brik, the muse of the poet Vladimir Mayakovsky, joyously cries out ‘books’
Design for an advertisement for the Moscow agricultural industry cafeteria 1923.
More modern and contemporary designs have also taken influences using similar
compositions and elements and principles from constructivist design. Rodchenko‟s
work has also influenced modern CD cover designs and posters, here a cover has
been influenced for the band „Franz Ferdinand‟, taking strong influence from
Rodchenko‟s photomontage and design work.
Rodchenko‟s work has also had a big impact in influencing modern designers and
artists working today with the design website „Obey‟ which is heavily influenced by
Russian Constructivism and the style of Rodchenko‟s work. The works on this site
strongly reflects ideas of social change and communicate political concepts to the
viewer. Designers such as Shepard Fairey have developed contemporary approach
reflecting the principles followed and depicted by the constructivist design.
1970s Book Designs
Obey US election campaign prints by Shepard Fairey
In relation to my own work I feel there are also influences present in my works
descended from Rodchenko‟s pieces. Referring to him as one of my artists I have
created zine images that communicate to an audience applying elements and
principles of constructivist design and strong aspects of his works. I‟ve used ideas of
shapes and geometric lines and symmetry which are presented within the
composition of his pieces. This placement of bold lines in my sequences work has
been influenced and derived from Rodchenko‟s style of work.
Contemporary Graphics today continues to be influenced from designs created in
the past, Alexander Rodchenko has had a big influence to many artists and
designer with the visual impact of their work and the way this can be used to
communicate ideas to an audience. An artist who has taken strong influence from
his work into her renowned designs is the graphic designer Barbara Kruger.
Barbara Kruger born in 1945 is an American conceptual artist. Much of her work
consists of text overlaying black and white photographs; these declarative captions
„in white on red‟ are placed. Phrases that she often uses seem subliminal and direct
to the audience. Her work engages this merging of found photographs from existing
sources, and re-contextualizing them with captions that often conveys a theme of
struggling power and control. Kruger‟s work has been influenced strongly from the
designs of Rodchenko in similarly using photomontage in her work and applying text
communicating her conceptual ideas to the viewer.
Zine Page (Food) Daily Sequences
Untitled (I shop therefore I am) 1980 Your Body is a Battleground 1980
In Kruger‟s designs, she uses a distinctive theme of monochrome photographs and
duo tone of „red‟ and „white‟ overlaying text creates an confrontational
atmosphere towards the viewer, using this colour pallet and symmetry within the
composition of her designs has been influenced from Soviet Russian constructivist
design and elements of Rodchenko‟s work. Kruger‟s designs also present
conceptual themes and ideas which she has developed, using simple informative
text in this manner within her work has influenced aspects to the way we visually
communicate.
Within these pieces there are themes and ideas based from control and order,
consumerism, Kruger communicates to the viewer using words in her designs such as
„Your‟ and „I‟ which captivates an audience to engage with her designs. There are
strong links to the ideas of instructive and subliminal messages in the context of her
work. Kruger‟s designs emerged during the 80s, her works also being influenced from
substantial pop art movement artists of the time such as Andy Warhol and from
conceptual artists such as Jenny Holzer. Barbara Kruger‟s work during the time and
culture has led to also be a wide influence to today‟s contemporary style of graphic
design, her work has influenced many commercial advertisements and promotional
designs in a way to communicate to consumers and grab our attention.
With influence from these pieces, companies market ideas and trends through
commercial graphics in reference to Kruger‟s style of conceptual text and
minimalist design. An example would be from promotional advertising by the
clothing company „Diesel‟ and their „Be Stupid‟ campaign.
In relation to my work I have referred to Kruger‟s designs emphasizing the placing of
the text to communicate with the viewer. In my piece for the zine I have kept the
design simple and have used a monochrome photocopies linking back to the style
of Kruger‟s work. There are influences in which the viewer similarly reads into the
piece that I have created engaging with the image with the text with Kruger‟s
works I have explored in my research.
Be Stupid’ Diesel Campaign
Using text work and phrasing to entice and communicate with the viewer has
strongly influenced aspects of contemporary graphic design, the work of Barbara
Kruger particularly has influenced more contemporary designers today creating
promotional posters, covers and spreads and advertising. Her work has also lead
graphic design to become more versatile in its form and its visual impact towards
the viewer. A graphic designer whose contemporary design work consists of similar
influences derived from aspects Kruger‟s work is Scott King.
Scott King trained as a graphic designer. He worked as Art Director of i-D and
Creative Director of Sleazenation magazines, for which he was awarded 'Best
Cover' and 'Best Designed Feature of the Year' prizes. His contemporary design work
is versatile in its nature and focuses on communicating his ideas and captivating an
audience. King‟s works in these pieces depict bold black text against a bright
backdrop, the between this and the positioning of the words grabs the attention of
a viewer, there are also elements of humour presented through the phrasing of
these messages in the pieces. These works have a strong visual impact to the viewer
presented with a contemporary approach to the style of the work, there are
influences using bold and direct language from the works of Kruger and from other
designers work based in today‟s society.
Zine Page (Food) Daily Sequences
The Agony (Twice) 2008 Screen print
In relation to my work from looking at King‟s designs, I feel there are influences
gained from his more refined contemporary designs which have been derived from
earlier graphics artists. Linking Scott King as one of my artists I have created pieces
reflecting my routine in the style that communicates to an audience with influences
from aspects of his simple contemporary designs.
By looking at the designer Scott King and today‟s contemporary style of graphic
design, comparing the styles of work of the artists and looking at their individual
influences there has been a strong change to the way graphics of today has
developed from the past, with the influences of designs primarily emerging from
Russian Constructivism.
In contrast to looking at the influences of Alexander Rodchenko, Barbara Kruger
and Scott King, contemporary graphic design has also been influenced from many
other routes and derived from other art movements such as Dadaism, Futurism and
Bauhaus Typography. Graphic design has strongly developed on the basis of early
experimentation of artists experimenting through a range of visual mediums
involving collaging, illustration, photography, printing and typography. Typography
alternatively has also brought a strong influence to fundamental aspects of graphic
design. Modern graphic typefaces has been influenced from the work of late 20th
century designers, with designs inspired from such experimental typographers Neville
Brody and David Carson.
Temporary Eyesore 2008
Development Piece Sequences
Another strong aspect to consider to how graphics appears now in today‟s context
is through the advances in technology. It wasn‟t until the late 1970s where graphic
design moved on from traditional methods of printing and letterpress creating
designs to be developed so graphics could be created digitally using computers
and advanced editing design software. From this the style of work produce
changed with a larger range and brighter colours primarily being introduced into
designs, where before only a limited range of colours were used to reserve costs of
mass printing.
The advances in technology has also meant that new techniques creating effects
and vectors could be introduced, the creation of digital typography and
developments of applying brushes and textures meant that modern designs
appeared more experimental. Creating contemporary graphics on a digital format
has meant that artists gained a wider range of influences looking at past designs
appearing world wide on the web instead of following a specific art movement and
visiting to specific places.
Comparing the works of my artists and their styles of designs, although there are
differences in the styles of each of the pieces, I think there is a prominent link to the
influenced gained from each others work and of events in society and of the time.
Rodchenko‟s work has had a big impact to many of the designs we see today, this
has been reflected through the style of his work within the constructivist movement
during the Russian Revolution. Kruger‟s work has been influenced from the work of
Rodchenko similarly adapting to techniques and principles, her work presented
strong concepts and visually influenced an alternative approach in communicating
messages and ideas to the viewer. Her style of work has had a large influence to
promotional designs and contemporary designs, as presented in the work of Scott
King. His pieces reflect aspects of today‟s society and captivate elements of
Kruger‟s text work and effectively visually impacting the viewer using simple design.
Overall I think that there has been a strong influence to these artists looking back to
the past, it is reflected in their work, which continues to be influential to modern
designs of today through campaigns, promotional posters, and advertising.
David Carson Typography
In conclusion, it can be agreed that works from the past have had a large influence
to the works of today‟s contemporary designs and have enhanced the way artists
and designers visually communicate their ideas within their artworks. Looking at the
artists Alexander Rodchenko, Barbara Kruger, and Scott King comparing the
influences depicted in their work from one another and exploring the society and
culture of Russian constructivism, in addition to the influences today, show that
Contemporary Graphic design has been captivated and strongly influenced from
the works of the past and has enhanced the way we communicate in today‟s
society. I feel this has also been reflected within my work, where I have largely
gained influences from these artists and designers, the composition and visual
appearance of my designs where it has derived from constructivist art style and
developed with a contemporary twist. Graphic design today has continued to
strongly impact the viewer in the way we visually communicate our ideas.
Bibliography
-YouTube Video [Constructivism]
-http://obeygiant.com/
-http://www.arthistoryguide.com/Constructivism.aspx-
-http://en.wikipedia.org/wiki/Alexander_Rodchenko-
-http://www.scottking.co.uk/
-http://en.wikipedia.org/wiki/Barbara Kruger
-http://www.designhistory.org/20thC.html
-http://www.famouslogos.org/famous-graphic-designers
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