Americans had created new forms and
concepts to the European designs in the 1940s, the difference between the
European design and American design are as follows, American designers sought
for: pragmatic, intuitive and less formality in its approach to organizing
space, whilst the European design was theoretical and highly structured. New
York City served as cultural incubator in the middle of the twentieth century,
it nurtured creativity.
Paul Rand was one of the Pioneers who
developed the American approach to modern design, when he was just twenty-three
years old; he began the phase of his designing career as a promotional and
editorial designer for the magazines Apparel arts, Ken, coronet and others. He broke the traditional American publication
of design, his early designs were influenced by Klee, Kandinsky and the
cubists, he invented shapes, both symbolic and expressive, as a visual communication
tool, he manipulated visual form.
In
addition to his skillful analysis of communications content, reducing it to a
symbolic essence without making it look dull, he was a very highly influential
designer and was still at a very young age. Rand understood the values of
ordinary, universally understood signs and symbols as means of translating
ideas into communication, in order to engage the audience and memorably
communicate with them he knew that the designers needed to rearrange and
juxtapose the signs and symbols. He had a good sense of contrast, red against
green, organic shapes against geometric type, photographic tone against flat
colour and textural pattern of type against white, he also created new ideas
and techniques.
Paul Rand had influenced many designers
another leading artist at the time was Saul Bass, Saul Bass created many title
sequences, the new design started moving from New York and made itself to Los
Angeles thanks to Saul Bass who in the 1950 opened a studio, Bass usually used
a single image to dominate his designs, he was commissioned by Otto Preminger a
film director to create graphic design for his films, for examples: logos,
posters, advertising and animated film title sequences. He made the title
sequence of “The man with the Golden Arm, Anatomy of a Murder and Psycho.
Reference
Art of the title, Saul Bass[online] , available :http://www.artofthetitle.com/designer/saul-bass/
[accessed 11th December 2013]
Moda 2013, Paul Rand: Defining design
[online], available at: http://www.museumofdesign.org/2013/02/paul-rand-defining-design/
[accessed 11th December 2013]
Alex Bigman 2012, 4 principles by Paul Rand that may surprise
you [online] available at: http://99designs.com/designer-blog/2012/09/04/4-principles-by-paul-rand-that-may-surprise-you/
[accessed 11th December 2013]
Meggs P. B. and
Purvis A. W. 1998. 5th Edition. Hoboken, New Jersey: John Wiley & Sons ,
Inc.
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