Chapter 14: Pictorial Modernism

This was another one of my favorite chapters that we have read. The history of graphic design is becoming so much more interesting! In this chapter, it basically talked about how modern art was emerging; design was becoming much simpler and synthetic. Many simplified posters were created for World War I and businesses. Many interesting people were mentioned. Lucian Bernhard became influenced by modern interior decorating after attending an interior design exhibition. When it came to art, he was very talented and entered a poster competition for company that sold matches. His design won, after first being discarded, with a simple background, two matches and the company’s name. Simplicity became vital with successful advertisements and trademarks; past trademarks and advertisements were not distinguishable because they were so busy and did not have a single focus area. Other designers followed in his footsteps, such as Julius Klinger, Julius Gipkens and Hans Rudi Erdt. Erdt applied Bernhard’s ideas very well in his work; a simple product image and the company’s name were placed on a plain, solid background. Posters became very popular during the time of World War I in order to win the support of society. The Central Powers (Germany, Austria-Hungary) created posters integrated words and images in order to communicate powerfully. The Allies (France, Britain, U.S., Russia) created different posters—illustrations of families and the home. They wanted to protect the traditional values, the home and the family. Cubism ended up influencing the modern pictorial images. When modern art was first introduced to America, people got upset and there was chaos. Edward Kauffer and A.M. Cassandre were two designers who were influenced by cubism; cubist elements, like geometric shapes and 2-dimensional compositions, were applied to their work. Cassandre ended up creating an advertisement for Dubonnet liqupor, which became popular for over two decades. He used double contour lines; this created a rhythmic flow of the colors and brought forth unity of the elements applied in his designs.

The most interesting thing I learned in this chapter was how modern pictorial images were created. They were so simple, and yet they were so successful. The same is true today’s advertisements and trademarks. People were actually able to better distinguish which product was being advertised. Today, McDonald’s golden arches are of a simplified trademark, very easily distinguished by most people. Also, something interesting I learned was how Bernhard became interested in interior designs. He went home and redesigned his dull-looking home, and I felt so bad that he was looked down upon for doing so. He was a natural artist and wanted to make his home more interesting.

What happened after Bernhard left his home? Did he ever contact his family again? How did his family react after Bernhard became a famous designer?