Page 18 - Graphic Design and Print Production Fundamentals

1.1 Introduction

Alex Hass

Learning Objectives

• Identify the unique attributes of major modern graphic design styles, beginning with William
Morris. The design styles discussed will be those that have a presence or an influence in our
current visual culture:

◦ Morris

◦ Werkbund
◦ Bauhaus
◦ Dada

◦ International Typographic Style (ITS)
◦ Late Modern
◦ Post Modern

• Evaluate the influence of past design styles on one another
• Explain the influence of culture on major modern graphic design styles
• Identify the cross-cultural influences of visual culture that impacted graphic design style

• Identify the technological influences that affected and advanced graphic design

Industrial Revolution Overview

The Craftsman

Before the Industrial Revolution (1760-1840 in Britain) most aspects of design and all aspects of
production were commonly united in the person of the craftsman. The tailor, mason, cobbler, potter,
brewer, and any other kind of craftsman integrated their personal design aesthetic into each stage of
product development. In print, this meant that the printer designed the fonts, the page size, and the layout
of the book or broadsheet; the printer chose (even at times made) the paper and ran the press and bindery.
Unity of design was implicit.

Typography in this pre-industrial era was predominantly used for books and broadsheets. The visual
flavour of the fonts was based on the historic styles of western cultural tradition — roman, black letter,
italic, and grotesque fonts were the mainstay of the industry. Typography was naturally small scale

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