Avant Garde continued

'The Incoherents' - Art nouveau - group of artists to look into.

Avant Garde started in around 1912 with Futurism - right wing radical

- Futurist typography "words of freedom" words are read differently in different fonts.
- DADA 1916 - Switzerland like futurism it rejected the past but instead rejected art (Anti-art) paradoxical term. Art but not art.

• Raoul Hasmann - DADA cino - montage - practice that is discontinuous - preserve identity                                                   collage - make items(newspaper, material etc.) into something else e.g. foil into guitar

- DADA - cities over countries
- Automatism - Andre Masson 1924 - suppressing conscious response and letting the pen flow freely.

• Marinetti Boccioni - futurist music - geometric shapes, mechanical aesthetics

- Futurists make words fit together
- DADA pull things apart

• Tristan Tzara - DADA poet
• Kurt Schwitters "Never do what someone has done before you" 

Avant Garde

Modern period - 1860-1960 - avant garde falls within (1912ish)

Concerned with modernity - political and aesthetic
Modernism - radical aesthetics (no politics)
Begining of moder period - money replaces status/monarchy

• 1910 - Futurism(Italian) - Marineth - leader
• 1916 - Dada
• 1920 - Constructivism(Russian) 
• 1920 - Surrealism - automatism

features of Avant garde include discontinuity.

Gustave Courbet - Realist - show world what it is

                                        - large scale / in your face

Honore Daumier -  Trains part of modernisation

Paris was rebuilt because of a cholera outbreak

Stop further revolutions - less place to run away and hide an wide streets were good for moving troops.

Increase in shops - modernity.

Middle class took over lower class in city, more apartments in center - more money.

Festival of Britain 1951

Ended the Elizabethan journey regrouping everyone after the war. Became tradition making ancestors proud.
1962 "You've never had it so good" Projecting positive image/ building moral/ increasing popularity.

Nation as a family - Metaphor/ portraying a message.

Logo

• Bunting - fair, party, celebration
• Helmet - classical
• Compass - directions

Designed by Abraham Games the logo was used all over. 

After war everything was black with coal - festival was designed to be colourful and bright.

A lot of contempory art was included such as sculptures to help people to look to the future.

Ralph Steadman

Modernism

Roughly 1860-1960 (Modern period)

Pre-modern - Traditional
Post-modern - roughly 1960's - turning point

• Modernisation - technology/ rationalisation/ industrial
• Modernity - modern society/ to live
• Modernism - critical theory in arts

1860's beginning of modern Paris. All got re-built to accommodate commercialistation.

• Capitalism
• Commercialisation
• Comodity 

All kicked off by French revolution and industrial revolution.

Modern - about the present rather than the past.

Crystal Palace (1851) year of great exhibition

Joseph Paxton - based on greenhouse

Pre-fabrication - factory produce elements for building so it is cheap and can be taken down and re-built easily.

Modernism attempts to be universal.

Stephen Raw

Brief 4

You are required to produce the following;

1. Research a variety of serif, sans serif and hybrid fonts, their histories and usage.

2. As a team gather/collate and present in an A3 format a body of typographic research in response to being allowed access to the Fred Aldous designs archive. 

3. Individually create ONE serif OR non serif OR hybrid full font in both upper and lower case including numerals 0 to 9

Guidance notes;

• The font must utilise, as it’s starting point the Fred Aldous designs archive.

• The font has to support and be sympathetic the logo/branding mark of the company.

• One of the key functions of your font design is that it will be implemented on in store signage/store map and potentially packaging.

• Consideration of the fonts used on the company website is crucial and must form part of your research as your font will be used in conjunction with the existing companies branding.