In the 20th century young artists began to look beyond the complex forms of victorian design, art nouveau and arts and crafts.They wanted to create a new and fresh approach away from medievel poetry and complex patterns. Lucian Bernhard was 15 years old when he attended an exhibition in Munich of work that moved away from the victorian era. he said that while he was at the exhibition he was, ''Walking drunk with colour''. He was heavily inspired by these bright and vivid colours and this was his realization that design could be minimal and clear. This new era depended on symbols and shapes rather then illustrations to promote an idea. A clear example of this can be shown in the Priester design poster by Bernhard in 1905. It shows the clear message of matches and nothing fancy or not needed. His original idea had dancing girls, a table , cigars which put the poster very victorian style but he later removed the objects one by one and was left with a minimalistic and straight to the point message. This school of work is known as Plakatstil or Poster style, other german artists were also exploring simple shape and bright colours. Ludwig Hohlwein in 1912 shows a clear use of negative spacing this was done in order to get the viewer interested in what he is watching. The typography was created by hand as part of the illustration. These artists without knowing it were the first to work with modern corporate identity. The effects of the German Poster period are with us in modern identity design with the use of minimalism and keeping in mind that less is more. Unfortunately the movement was derailed in 1914 by WW1. References: Plakatstil - Wikipedia, the free encyclopedia. 2015. Plakatstil - Wikipedia, the free encyclopedia. [ONLINE] Available at:http://en.wikipedia.org/wiki/Plakatstil. [Accessed 02 March 2015]. |
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