Modern typography
Encyclopedia
Modern Typography was a reaction against the perceived decadence of typography
and design
of the late 19th century. It is mostly associated with the works of Jan Tschichold
and Bauhaus
typographers Herbert Bayer
, Laszlo Moholy-Nagy
, El Lissitzky
and others.
. This design concept assumes passive, almost automatic - subconscious visual experience. It counts on rationality
of both, graphic designer/producer of the message and the audience that is receiving the message. The act of perception
that is involved is simple act of seeing; reader is passive, detached and objective. “[Typographic style and layout] do not obstruct the transmission of meaning.”
Jan Tschichold codified the principles of modern typography in his 1928 book, New Typography. He later repudiated the philosophy he espoused in this book as being fascistic, but it remained very influential.
typeface. “Because of its simplicity, the even weight of its lines, and its nicely balanced proportions, sans serif forms pleasing and easily distinguished word patterns - a most important element in legibility and easy reading.”
technology, translates problems and experiences into a visual linear order. There is a single point of view. The designer believes that he/she should control what would be seen. This model of vision rejects interplay between a viewer and image and affirms that our internal makeup does not alter the impressions we receive. The modern designer’s objective is to control the viewer’s detached visual component so that information is transmitted seamlessly. In attempting to control the eye, modern design dismissed the creativity
of viewing. Beatrice Ward wrote a famous article about rules for typography in modern print in 1932. According to her everything about a ‘container’ is “calculated to reveal and not to hide the beautiful thing which it was meant to contain.” To make a good choice of typography, for modernist designer is not a question of “How should it look?” but “What must it do?” B. Ward pushes to the extreme when she says, “type well used is invisible as type.” She denies artistic quality to the printed piece because in her opinion that would mean that its mission is the expression of the designer’s self, and not fulfillment of its primary function - conveying the message. These statements are in line with modernist simplicity of Bauhaus, Constructivism
, Futurism
and their claim that typography, like architecture
, must be functional.
Typography
Typography is the art and technique of arranging type in order to make language visible. The arrangement of type involves the selection of typefaces, point size, line length, leading , adjusting the spaces between groups of letters and adjusting the space between pairs of letters...
and design
Design
Design as a noun informally refers to a plan or convention for the construction of an object or a system while “to design” refers to making this plan...
of the late 19th century. It is mostly associated with the works of Jan Tschichold
Jan Tschichold
Jan Tschichold was a typographer, book designer, teacher and writer.-Life:Tschichold was the son of a provincial signwriter, and he was trained in calligraphy...
and Bauhaus
Bauhaus
', commonly known simply as Bauhaus, was a school in Germany that combined crafts and the fine arts, and was famous for the approach to design that it publicized and taught. It operated from 1919 to 1933. At that time the German term stood for "School of Building".The Bauhaus school was founded by...
typographers Herbert Bayer
Herbert Bayer
Herbert Bayer was an Austrian American graphic designer, painter, photographer, sculptor, art director, environmental & interior designer, and architect, who was widely recognized as the last living member of the Bauhaus and was instrumental in the development of the Atlantic Richfield Company's...
, Laszlo Moholy-Nagy
László Moholy-Nagy
László Moholy-Nagy was a Hungarian painter and photographer as well as professor in the Bauhaus school. He was highly influenced by constructivism and a strong advocate of the integration of technology and industry into the arts.-Early life:...
, El Lissitzky
El Lissitzky
, better known as El Lissitzky , was a Russian artist, designer, photographer, typographer, polemicist and architect. He was an important figure of the Russian avant garde, helping develop suprematism with his mentor, Kazimir Malevich, and designing numerous exhibition displays and propaganda works...
and others.
Design concept
Modern typography reflected a modern, universal method of communicationCommunication
Communication is the activity of conveying meaningful information. Communication requires a sender, a message, and an intended recipient, although the receiver need not be present or aware of the sender's intent to communicate at the time of communication; thus communication can occur across vast...
. This design concept assumes passive, almost automatic - subconscious visual experience. It counts on rationality
Rationality
In philosophy, rationality is the exercise of reason. It is the manner in which people derive conclusions when considering things deliberately. It also refers to the conformity of one's beliefs with one's reasons for belief, or with one's actions with one's reasons for action...
of both, graphic designer/producer of the message and the audience that is receiving the message. The act of perception
Perception
Perception is the process of attaining awareness or understanding of the environment by organizing and interpreting sensory information. All perception involves signals in the nervous system, which in turn result from physical stimulation of the sense organs...
that is involved is simple act of seeing; reader is passive, detached and objective. “[Typographic style and layout] do not obstruct the transmission of meaning.”
Jan Tschichold codified the principles of modern typography in his 1928 book, New Typography. He later repudiated the philosophy he espoused in this book as being fascistic, but it remained very influential.
Typeface
The hallmark of early modern typography is the sans-serifSans-serif
In typography, a sans-serif, sans serif or san serif typeface is one that does not have the small projecting features called "serifs" at the end of strokes. The term comes from the French word sans, meaning "without"....
typeface. “Because of its simplicity, the even weight of its lines, and its nicely balanced proportions, sans serif forms pleasing and easily distinguished word patterns - a most important element in legibility and easy reading.”
Objective
The Modern typography states as its first objective to develop its visible form out of the functions of the text. For modernist designers it is essential to give pure and direct expression to the contents of whatever is printed: “Just as in the works of technology and nature, ‘form’ must be created out of function. Only then can we achieve typography that expresses the spirit of modern man. The function of printed text is communication, emphasis (word value), and the logical sequence of the contents.” “The trend in modern typography is definitely toward simplicity and legibility, employing forms that comply with the natural inclination of the human eye to seek harmony and ease.”Model of vision
Modern interpretation of the message assumes objectivity and neutrality. Graphic design, processed through printPrinting
Printing is a process for reproducing text and image, typically with ink on paper using a printing press. It is often carried out as a large-scale industrial process, and is an essential part of publishing and transaction printing....
technology, translates problems and experiences into a visual linear order. There is a single point of view. The designer believes that he/she should control what would be seen. This model of vision rejects interplay between a viewer and image and affirms that our internal makeup does not alter the impressions we receive. The modern designer’s objective is to control the viewer’s detached visual component so that information is transmitted seamlessly. In attempting to control the eye, modern design dismissed the creativity
Creativity
Creativity refers to the phenomenon whereby a person creates something new that has some kind of value. What counts as "new" may be in reference to the individual creator, or to the society or domain within which the novelty occurs...
of viewing. Beatrice Ward wrote a famous article about rules for typography in modern print in 1932. According to her everything about a ‘container’ is “calculated to reveal and not to hide the beautiful thing which it was meant to contain.” To make a good choice of typography, for modernist designer is not a question of “How should it look?” but “What must it do?” B. Ward pushes to the extreme when she says, “type well used is invisible as type.” She denies artistic quality to the printed piece because in her opinion that would mean that its mission is the expression of the designer’s self, and not fulfillment of its primary function - conveying the message. These statements are in line with modernist simplicity of Bauhaus, Constructivism
Constructivism (art)
Constructivism was an artistic and architectural philosophy that originated in Russia beginning in 1919, which was a rejection of the idea of autonomous art. The movement was in favour of art as a practice for social purposes. Constructivism had a great effect on modern art movements of the 20th...
, Futurism
Futurism
Futurism was an artistic and social movement that originated in Italy in the early 20th century.Futurism or futurist may refer to:* Afrofuturism, an African-American and African diaspora subculture* Cubo-Futurism* Ego-Futurism...
and their claim that typography, like architecture
Architecture
Architecture is both the process and product of planning, designing and construction. Architectural works, in the material form of buildings, are often perceived as cultural and political symbols and as works of art...
, must be functional.
See also
- Pioneers of Modern TypographyPioneers of Modern TypographyPioneers of Modern Typography was a book written by Herbert Spencer in 1969.In both his Typographica journals and in Pioneers of Modern Typography, Spencer brought the typographical experiments and design history of Continental Europe to Britain and the English language. In Lund Humphries...
- Kurt SchwittersKurt SchwittersKurt Hermann Eduard Karl Julius Schwitters was a German painter who was born in Hanover, Germany. Schwitters worked in several genres and media, including Dada, Constructivism, Surrealism, poetry, sound, painting, sculpture, graphic design, typography and what came to be known as...
- Piet ZwartPiet ZwartPiet Zwart was a Dutch photographer, typographer, and industrial designer.- Examples of His Artwork :He started his career as an architect and worked for Jan Wils and Berlage....
- Alexander RodchenkoAlexander RodchenkoAleksander Mikhailovich Rodchenko was a Russian artist, sculptor, photographer and graphic designer. He was one of the founders of constructivism and Russian design; he was married to the artist Varvara Stepanova....
- Russian avant-gardeRussian avant-gardeThe Russian avant-garde is an umbrella term used to define the large, influential wave of modern art that flourished in Russia approximately 1890 to 1930 - although some place its beginning as early as 1850 and its end as late as 1960...
- De StijlDe StijlDe Stijl , propagating the group's theories. Next to van Doesburg, the group's principal members were the painters Piet Mondrian , Vilmos Huszár , and Bart van der Leck , and the architects Gerrit Rietveld , Robert van 't Hoff , and J.J.P. Oud...
- Beatrice WardeBeatrice WardeBeatrice Warde , was a communicator on typography. She was the only daughter of May Lamberton Becker, a journalist on the staff of the New York Herald Tribune, and Gustave Becker, composer and teacher.Beatrice was educated at Barnard College at Columbia University...
- Victorian eraVictorian eraThe Victorian era of British history was the period of Queen Victoria's reign from 20 June 1837 until her death on 22 January 1901. It was a long period of peace, prosperity, refined sensibilities and national self-confidence...
- Industrial RevolutionIndustrial RevolutionThe Industrial Revolution was a period from the 18th to the 19th century where major changes in agriculture, manufacturing, mining, transportation, and technology had a profound effect on the social, economic and cultural conditions of the times...