Balex

ey b

rodo

vitc

h

alexey brodovitch

He was nothappy,

sympathetic,tender,

or supportive

But instead a hardened,

drunk,chain smoker

and the art world is better for it

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1 8 9 8Born in 1898 Russian aristocratic family

Early 1900s Russia filled with frenzy of warBrodovitch joined armyFought against Austro-Hungarians and the Bolsheviks

Faced agonizing defeatForced to seek refuge in Paris

the journey begins

19

20

In paris, had to work for first timeDidn’t want to “work” so followed his passionStarted painting housesSet painting for the Ballet Russe

First success waswinning poster contestContest for Bal Banal (artist ball in Paris)Beat Picasso

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Began designing posters for various companiesDabbled in fabric and interior designArt director for two Parisian department storesWon awards for display design

Moved to United StatesAsked to start advertising department at Philadelphia Museum of Art

Began teaching European design to studentsUnited States’ first introduction to European design

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“Astonish me”He didn’t think of himself as a teacher

“I’m a can opener”

“Astonish me”The worst offense a student could make was to bore Brodovitch. If he thought the work wasinteresting, that was thehighest compliment.

“I’m a can opener”

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1 9 3 4Recruited to be art director forHarper’s Bazaar (fashion magazine)Held position for 25 years Completely revolutionized magazine design

Harper’s Bazaar became more successful than rival Vogue

Created double page layoutsIntroduced white space/negatice spaceBecame hallmark of his design styleExtreme use of it started racist jokes

Able to combine “the maturity and

sophistication of European sensibility with the dynamism

of America”

Designs influenced from life in two different culturesFirst to incorporateEuropean modernism in designs

Set standard for all art directorsMore involved than just making layouts

Helped comission the art work

Featured some of the best artistsIrving Penn

Cartier BressonCassandre

Discovered young new talentSalvador DaliHerbert Bayer

Used photography as backbone for design

Began using iconic Didot typeface

Designs were experimental and unconventionalObssessed with change Hated repetitionEach issue neededto be unique

All elementsinteract andwork togetherCreates visual story, movement, and energyElegant type adds to elegant use of white space which adds to elegance of clothing

Would cut up photos and tape to page layouts

Style Basics

His style and layouts remain models for today’s magazines

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Designed for Portfolio magazine

Used die-cuts, transparent pages, multi-page foldouts and moreToo expensive to publishFailed after three issues

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1 9 4 5Photography book titled “Ballet” Images from the Ballet Russe Used motion blur- controversial technique at the time Became an important contribution to the medium First time he was considered a serious photographer

Unhappy with personal lifeSeries of house fires destroyedhis home, paintings, and archives

Smoking and drinking caught up to himDied April 1971 in France due to declining health

But his designs will live on forever

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Created by Ally Frame

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