Gustavo Machado
Robert Leigh
GR 6050 UA History of Graphic Design II
Miami University of Art & Design
MFA in Graphic Design

“After Architecture, Typography provided
the most characteristic picture of a period,
and the strongest testimonial of the spiritual
progress and development of a people”.
Peter Behrens
Peter Behrens (1868-1940)
German artist, architect and designer

ACKNOWLEDGMENTS
OVERALL CONCEPT
I’d like to thank all my classmates
This project has the intention to not just
at Miami University for their extraordinary
reflect the History of Graphic Design
contributions through critique, discussions
in the 20th century, but also to raise
and high-level debates. Without any doubt
awareness about concerning facts
I having been learning a lot with all of them
during this turbulent era.
through my personal journey.
The advent of digital age, and more
I would also like to thank MIU’s History
specifically the Internet, completely
of Graphic Design II professor,
changed the communication landscape.
Mr. Robert Leigh, for his categorical
Now, social media networks allow
guidance and support.
professionals around the globe to join
forces and make a positive impact over
the world; unquestionably, the creative
possibilities are almost endless as
a result of this new era of synergy.
AUTHOR
Gustavo Machado is a designer and
educator with an almost utopian dream:
redesign the world.
Gustavo Machado

CONTENTS
1912 - Expressionism
1916 – Dada
1919 - Bauhaus
1924 - Surrealism
Conceptual Image
World War II.\" Online Photograph. Encyclopedia Britannica Online. 13 June
2007 <http://www.britannica.com/eb/art-73179>. /anukoski/40864622/

Expressionism is a style that started in Germany
around 1912, encompassing painting, sculpture,
literature, film, music, and architecture. Having
its roots on writings from the German philosopher
named Friedrich Nietzsche, a revival on some
thoughts from the ancient world took place;
the eternal dispute between rationality and emotion,
resulting in enormous pain and anxiety.
The expression of anguish is depicted through
the distortion of reality, specially form and color.
Two-dimensional art, no perspective applied,
distorted shapes and bold colors are responsible
for conveying emotion in a very intense way.
Classic examples of this style include:
Van Gogh’s “Portrait of Dr. Gachet”, Edvard Munch’s
“The Scream” and Wassily Kandinsky’s
“On White II” paintings, Fritz Lang’s “Metropolis”
and Robert Wiene’s “The Cabinet of Dr. Caligari
movies, as well as Franz Kafka’s
“The Metamorphosis” novel.

1893 – The Scream - Edvard Munch 2000 – Sudan - Luba Lukova

1927 – Metropolis 2002 – Metropolis (restored version)

1946 – The Key - Jackson Pollock 2007 – Mudspot - Joshua Davis

ADDITIONAL RESOURCES
Davis, Joshua. \"Joshua Davis.\" 2007.
5 Jun 2007 <http://www.joshuadavis.com>.
\"Fritz Lang's Metropolis.\" 2002. Kino International.
13 Jun 2007 <http://www.kino.com/metropolis>.
Lukova, Luba. \"Luba Lukova Studio.\" 2007.
5 Jun 2007 <http://www.lukova.net>.
Manetas, Miltos. \"Jackson Pollock Simulator.\"
2007. 5 Jun 2007 <http://jacksonpollock.org>.
The Munch Museum. 2007. 5 Jun 2007
<http://www.munch.museum.no>.

Dada is an art movement that started in Switzerland
around 1916 as a protest against World War I
and classic art. According to one of his founders,
Tristan Tzara, Dada has no meaning, simply
because like everything in life, is useless.
It spanned art, literature, and performances,
which started in a place called Cabaret Voltaire
in Zurich, Switzerland. In few years Dada became
a global force, spreading over several countries
in Europe as well as the United States.
Due to its absolute denial on art and aesthetics,
Dada has been also labeled as “anti-art.”
Humor, cynicism, non-sense, unconventional media,
and extremism are the main features found
on this highly controversial cultural movement.
The result could not be more diverse:
political pieces, non-sense poetry, art theory,
collage, everyday objects (readymades);
everything carefully produced in a way to shock
the audience, instead of engaging them.
Several artists became well known during the 20’s
including Tristan Tzara, Marcel Duchamp, Man Ray,
John Heartfield, Hans Arp, Max Ernst, and Kurt
Schwitters. Also important to note is the fact
that some of them took part of other movements,
such as Futurism and Surrealism.

1917 – Fountain - Marcel Duchamp 2006 – Mini Cooper – Taxi Advertising

1919 – L.H.O.O.Q - Marcel Duchamp 2007 – CanTheLitter.ca – City of Toronto

2003 - The Public Theater – Paula Scher
1922 - Small Dada Evening – Theo van Doesburg

2004 – Tools with Construction Text - Substance
1922 – Champ Delicieux - Man Ray

What make’s a good host? – Dave Plunkert
1932 –The meaning of the Hitler salute:
little man asks for big gifts - John Heartfield

ADDITIONAL RESOURCES
Getty Images. 2007. Getty Images, Inc.
5 Jun 2007 <http://creative.gettyimages.com>.
\"Heartfield vs. Hitler.\" Brasscheck Historical Archive.
2007. Brasscheck's Counterintelligence Project.
7 Jun 2007 <http://www.brasscheck.com/heartfield>.
\"Home.\" Can the Litter. 2007. The Toronto Board
of Trade. 5 Jun 2007 <http://www.canthelitter.ca>.
\"Man Ray Photo.\" 2007. Man Ray Trust.
5 Jun 2007 <http://www.manray-photo.com>.
\"Marcel Duchamp Studies Online Journal.\" Tout Fait.
2005. Art Science Research Laboratory, Inc.
5 Jun 2007 <http://www.toutfait.com>.
\"Pentagram.\" 2007. Pentagram. 13 Jun 2007
<http://www.pentagram.com>.
Plunkert, Dave. \"Plunkert Illustration Portfolio.“
2007. Spur Design. 7 Jun 2007
<http://www.spurdesign.com/dp_port.php?nav=David>
\"Taxi.\" 2007. Taxi Advertising and Design.
5 Jun 2007 <http://www.taxi.ca>.

Bauhaus is a term coined by Walter Gropius
in 1919 to designate a revolutionary school located
in Weimar (Germany), merging art and architecture
under the same foundation. This new vision,
placing emphasis on multidisciplinary approach,
played a major role in redefining design education
in the 20th century. In addition, it also promoted
a huge impact in many areas, including:
art, architecture, interior design, graphic design,
typography, and industrial design.
Bauhaus style embraced the use of new materials
(e.g. glass, steel, concrete), functionalism and simple
geometric shapes. Ornamentation, a quality
available on several previous art movements,
was strongly rejected. For example, in typography
several classic sans-serif typefaces were created
in this period: Futura, Kabel, Bauhaus, Bayer
Universal, to name a few.
Several professionals became prominent during
this phase, as practitioners and eventually also
as educators: Walter Gropius and Ludwig Mies
van der Rohe in architecture; Wassily Kandinsky,
Paul Klee, Piet Mondrian and Josef Albers in art;
Laszlo Moholy-Nagy, Herbert Bayer and Max Bill
in graphic design. With so many developments
across several disciplines, it’s not surprising that
Bauhaus has been considered one of the most
important events during modernism.

1925 – Bauhaus School, Dessau – Walter Gropius
1997 – Esisar School, Valence – Ruedi Baur

2002 – Jazzanova – Jutojo
1925 – Wassily Chair – Marcel Breuer

1929 – Bauhaus Book – Laszlo Moholy-Nagy
1992 – A Flock of Words – Why Not Associates

1927 – Futura Black – Paul Renner
2006 – StatAttak – Stolen

2005 – National Waterfront Museum – Why Not Associates
30’s – Bauhaus Style Building, Tel Aviv

ADDITIONAL RESOURCES
\"Bauhaus-Archiv, Berlin.\" 2007. Bauhaus Archiv \"Paul Renner.\" Wikipedia, the free encyclopedia.
Museum. 30 Jun 2007 <http://www.bauhaus.de>. 17 April 2007. Wikimedia Foundation, Inc. 30 Jun
2007 <http://en.wikipedia.org/wiki/Paul_Renner>.
\"Bauhaus, Dessau.\" 2007.
Foundation Bauhaus Dessau. 5 Jun 2007 \"StatAttak.\" 2007. Stolen. 5 Jun 2007
<http://www.bauhaus-dessau.de>. <http://www.statattak.com>.
Baur, Ruedi. ”Ruedi Baur et Associes.\" 2007. Tossin, Clarissa. \"A’_.\" 2007. A-Linha.
5 Jun 2007 <http://www.ruedi-baur.com>. 5 Jun 2007 <http://www.a-linha.org>.
”Jutojo.\" 2007. 5 Jun 2007 ”Why Not Associates.\" 2007. 5 Jun 2007
<http://www.jutojo.de/>. <http://www.whynotassociates.com>.
\"Marcel Breuer - A Centennial Celebration.”
Archives of American Art. 06 April 2002.
Smithsonian Institution. 5 Jun 2007
<http://www.aaa.si.edu/exhibits/pastexhibits/breuer/
Intro.htm>.

Surrealism is an art movement that started
in the mid-20’s in Paris by some Dada artists.
His founder, Andre Breton, defined it as a
revolutionary movement, based on the liberation
of the imagination through the unconscious mind.
Similar to Dadaism, Surrealism also rejected
classic art and aesthetics; although non-sense
was employed by Surrealists, it took a different form:
unexpected juxtapositions, and non-sequiturs
(logical fallacies) were common practice
among its practitioners.
Despite the fact that this movement covered
both art and literature, visual arts became central;
names such as Man Ray, Duchamp, Arp and Ernst
from Dada, as well as Rene Magritte, Juan Miro
and probably the most controversial artist
of all time, Salvador Dali, completely
dominated the scene.

2004 – War and Peace - Luba Lukova
1941 – Le Therapeute - Rene Magritte

1961 – Moebius Strip I – M. C. Escher 2000 – Pop Magazine Identity – Suburbia

1996 – The Public Theater – Paula Scher
1966 – Le Pelerin - Rene Magritte

1976 – S. Fischer Verlag - Gunter Rambow 2007 – Nail Biter?

1980 – Die Hamletmaschine - Gunter Rambow 2005 – Nike Speed – Taxi Advertising

ADDITIONAL RESOURCES
\"Foundation Magritte.\" 2007. Magritte Foundation.
5 Jun 2007 <http://www.magritte.be>.
Lukova, Luba. \"Luba Lukova Studio.\" 2007.
5 Jun 2007 <http://www.lukova.net>.
\"Pentagram.\" 2007. Pentagram. 5 Jun 2007
<http://www.pentagram.com>.
Rambow, Gunter. \"Gunter Rambow.\" 2007.
5 Jun 2007 <http://www.gunterrambow.de>.
Scary Ideas. 2007. 5 Jun 2007
<http://www.scaryideas.com>.
“Suburbia.\" 2007. Suburbia. 2007.
5 Jun 2007 <http://www.suburbia-media.com>.
\"Taxi.\" 2007. Taxi Advertising and Design.
5 Jun 2007 <http://www.taxi.ca>.
“The Official M. C. Escher Website.\" 2007.
M. C. Escher Foundation. 5 Jun 2007
<http://www.mcescher.com>.

After World War I, classic illustration was
no longer seen as an effective to communicate
with the audience during this new era. As a result,
an innovative generation of images, now based
on ideas/concepts was born.
At this point, professionals started applying
a new visual language coming from the revolutionary
art movements of that period, including Dada,
Futurism, Cubism, Expressionism and Surrealism.
This was unquestionably a great period
for graphic designers, who had the opportunity
to experiment new techniques (e.g. Illusion,
distortion, merge, synthesis) and develop
their own style. Poster, in special, was the most
popular medium during this era. Names like
Armando Testa in Italy, Milton Glaser and Seymour
Chwast in the U.S., Waldemar Swierzy in Poland,
Gunter Rambow in Germany, Robert Massin
in France, became well-known around the world
and still greatly influence contemporary artists.

2004 – Daydream Nation – Post Typography
1966 – The Association – Wes Wilson

2006 – Kiss FM - Adhemas Batista
1967 – Bob Dylan - Milton Glaser

2006 – Skatebard - GrandPeople
1970 – Love – Peter Max

2001 – Stop Gun Trafficking - Woody Pirtle
2001 – Peace - Luba Lukova

ADDITIONAL RESOURCES
Batista, Adhemas. Adhemas. 2007.
5 Jun 2007 <http://www.adhemas.com>.
”GrandPeople.\" 2007. 5 Jun 2007
<http://www.grandpeople.org>.
Glaser, Milton. \"Milton Glaser.\" 2007.
5 Jun 2007 <http://www.miltonglaser.com>.
Lukova, Luba. \"Luba Lukova Studio.”
2007. 5 Jun 2007 <http://www.lukova.net>.
Max, Peter. ”Peter Max Art Online.\" 2007.
5 Jun 2007 <http://www.petermax.com>.
”Post Typography.\" 2007. 5 Jun 2007
<http://www.posttypography.com>.
Wilson, Wes. ”Wes Wilson.\" 2007.
5 Jun 2007 <http://www.wes-wilson.com>.
\"Woody Pirtle: Medalists: Inspiration: AIGA.“
2007. AIGA. 5 Jun 2007
<http://www.aiga.org/content.cfm/medalist-
woodypirtle>.

TECHNOLOGY
ART
Sony CyberShot DSC-W17 (7.2 megapixels),
This publication was produced under the influence of:
Canon CanoScan D1230U, Dell PC with 1Gb RAM,
Robert Rauschenberg, Andy Warhol, Jackson Pollock,
Adobe Photoshop, Adobe Illustrator, Adobe Acrobat
Mark Rothko, Cy Twombly, Peter Beard, Dan Eldon,
Professional, Microsoft Word, Microsoft Power Point.
Shinro Ohtake, Tide Hellmeister, Vaughn Oliver, P. Scott
Makela, Stefan Sagmeister, Tibor Kalman, Milton Glaser,
Laszlo Moholy-Nagy, El Lissitzky, Man Ray, Marcel
Duchamp, Cirque du Soleil, Starbucks, MTV, Misprinted
Type, Die Gestalten Verlag, Tupigrafia, and many others.