Visual Communication History

What is the History of Visual Communication?
What is the
History of Visual Communication
Prehistory through the Medieval Era
Origins of European Typography and Design for Printing
Impact of Industrial Technology upon Visual Communications
Graphic Design in the First Half of the Twentieth Century
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Graphic Design in the Age of Information
PREHISTORY | ORIGINS | IMPACT | 20TH CENTURY | INFORMATION AGE | SEMinal Design
REFERENCES: A History of Graphic Design, Third Edition, by Phillip B. Meggs Discreet Logic, www.discreet.com San Francisco Museum of Modern Art, www.sfmoma.org San Jose Tech Museum of Innovation, www.thetech.org
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What is the

Prehistory Through the Medieval Era
The Invention of Writing
The Asian Contribution
Alphabets
Illuminated Manuscripts
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PREHISTORY | ORIGINS | IMPACT | 20TH CENTURY | INFORMATION AGE
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What is the
Printing Comes to Europe
The German Illustrated Book
Renaissance Graphic Design
An Epoch of Typographic Genius
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What is the
Typography for an Industrial Age
Photography, The New Communications Tool
The Victorian Era
The Arts and Crafts Movement
Ukiyo-e and Art Nouveau
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What is the
The Genesis of Twentieth-Century Design
The Influence of Modern Art
Pictorial Modernism
A New Language of Form
The Bauhaus and the New Typography
The Modern Movement in America
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What is the

The International Typographic Style
The New York School
Corporate Identity and Visual Systems
The Conceptual Image
National Visions within a Global Dialogue
Postmodern Design
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The Digital Revolution
The Future of Graphic Design
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Seminal Design
Kibu.com Architectural Heritage Photography La donna e mobile (Flash) Bogus Vineyards (Flash) History of Visual Communication Black Tiger Academy Fotomas Contact
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What is the

The Invention of Writing
Prehistoric visual communications The cradle of civilization The earliest writing Mesopotamian visual identification Egyptian hieroglyphs Papyrus and writing The first illustrated manuscripts Egyptian visual identification Early humans first used simple pictures to communicate. These drawings could have been aids in hunting, a plea to the Gods for help, as well as a record of the animals killed in the hunt. Mesopotamian peoples began keeping records on tablets based on the ten fingers or decimal system using pictographs. Several hundred years later this evolved into cuneiform writing which represented the sounds of the object shown. This was passed on to the Egyptians and Phoenicians who each developed their own form of writing. The Egyptians based their writing on pictures which they called hieroglyphics. It wasn't until Champollion deciphered the Rosetta Stone in 1822 that the complexity of hieroglyphics were understood. With the development of papyrus, visual communication became portable, illustrated manuscripts were prepared as funerary texts to accompany the deceased to the afterlife. Design standards were the same regardless of whether the execution was done on stone, a wall of a temple or a papyrus scroll.
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What is the

The Asian Contribution
Chinese calligraphy The invention of paper The discovery of printing The invention of movable type Chinese calligraphy is still used today. Developed about 2,000 years ago, it is a visual language, not verbal, composed of lines within an imaginary square, logograms that represent a word. The Chinese also developed paper, and were very concerned with the aesthetics of their writing. Moods and spirituality were expressed depending on the style of the logogram. Relief printing was developed by the Chinese, the space around the image was carved away, and the raised surface was inked creating the print. The Chinese also created movable type, but the large number of characters made this process impractical. Chinese paper and printing spread to Japan and Europe, and helped to inspire the Renaissance.
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What is the

Alphabets
Cretan pictographs The North Semitic alphabet The Aramaic alphabet and its descendants The Greek alphabet The Latin alphabet The Korean alphabet It is believed that the Phoenician system may be one of the sources of the alphabet. They were great sailors and traders, and were influenced by the Creten pictographs as well as the Canaanite, Hebrew, and Egyptian civilizations. The Phoenician alphabet was adopted by the Greeks and Romans, while Hebrew and Arabic writing evolved from the Aramaic alphabet, first used by the tribes from Aram. The Greeks refined and developed the Phoenician system, and it is the basis of the various alphabets today.
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What is the

Illuminated Manuscripts
The classical style Celtic book design The Caroline graphic renewal Spanish pictorial expressionism Romanesque and Gothic manuscripts Judaic manuscripts Islamic manuscripts Late medieval illuminated manuscripts The term Illuminated Manuscript originated with the use of gold leaf to decorate the pages of handwritten books. Sacred writings were the basis for most handwritten books, so design and embellishment were very important. The invention of parchment and the codex format allowed for design innovation since it was more durable and didn't have to be rolled. The earliest manuscript from the Christian era is the Vatican Vergil. The text is rustic capitals, the illustrations are either at the top, bottom or center of the page, the same width as the text column, and bordered with a solid color usually red. This became the classic Roman book style. During the Dark Ages the Celts were the center of innovation, since they were isolated and relatively free from turmoil. The Book of Durrow is the earliest designed and ornamented Celtic book, it is characterized by abstract and complex intricate decorative patterns. Vibrant color borders or frames enclosed full-page illustrations. Large initials were used on the opening pages, and a style called diminuendo was created to integrate this letter with the rest of the text. The letters were decreased in size from the original to finally fit with the body text. The Celts were the first to separate letters into words for easier reading. Charlemagne was instrumental in standardizing book design during the Dark Ages, as well as the first use of an upper and lower case alphabet. Spanish, Gothic, Judaic and Islam all developed individual styles of illuminated manuscripts.
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What is the

Printing Comes to Europe
Early European block printing Movable typography in Europe Copperplate engraving Gutenberg's invention of the type mold and printing press revolutionized graphic design. Books became more readily available instead of just for the wealthy and clergy. Copperplate engraving and woodblock printing were also developed for illustrations and text.
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What is the

The German Illustrated Book
Origins of the illustrated typographic book Nuremberg becomes a printing center The further development of the German illustrated book Typography spreads from Germany Books printed from from Gutenberg's invention until the end of the fifteenth century were called incunabula meaning birth. With the proliferation of books, literacy became more important, with the Bible as the most published book. Germany became the center of printing, the Nuremberg Chronicle was one of the best examples of an incunabula book using woodblock illustrations and typesetting. Typography then spread first to Italy, and then to England and Spain.
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What is the

Renaissance Graphic Design
Graphic design of the Italian Renaissance Italian writing masters Innovation passes to France Basel and Lyons become design centers The seventeenth century The Renaissance began in Italy in the fourteenth century, and Venice in particular was the birthplace of innovation to type design, page layout and illustration. Floral decoration was used as well as decorative initials. Book design spread to France, Geoffroy Tory's Champ Fleury set the standard for type and design. Claude Garamond was the first type designer to sell fonts independently.
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What is the

An Epoch of Typographic Genius
Graphic design of the Rococo Era Caslon and Baskerville The origins of information graphics The imperial designs of Louis Rene Luce The modern style The illuminated printing of William Blake The epoch closes Louis XIV of France ordered a new type based on mathemmatical harmony for the Imprimerie Royale that was called Romain du Roi. Fournier le Jeune created fonts inspired by the Romain du Roi, that were highly embellished in the Rococo style. Giambattista Bodoni of Italy was inspired by le Jeune, however his fonts evolved to be clean, pure and simple with large areas of white space. William Blake's design was just the opposite, letters were intertwined with illustrations in a romantic flowing style.
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What is the

Typography for an Industrial Age
Innovations in typography The wood-type poster A revolution in printing The mechanization of typography Fat faced type as well as Egyptian and sans-serif type were all developed in the early 1800s. Wood-type posters made in conjunction with the client without a designer for posters and handbills proliferated. Friedrich Koenig developed a press powered by a steam engine which dramatically increased the speed of printing. Another German, Ottmar Mergenthaler invented a mechanical typesetting machine called a Linotype (line-o-type) which was another important breakthrough in printing.
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What is the

Photography, The New Communications Tool
The inventors of photography The application of photography to printing Defining the medium Joseph Niepce was the first to take a photograph of nature using a camera obscura with a pewter plate in the back. Louis Jacques Daguerre took it one step further using a silver plated copper sheet and iodine crystals called a daguerreotype print. Sir John Herschel and Henry Fox Talbot worked together to invent the negative, and term the process photography from the Greek photos graphos (light drawing). A negative was soon used in creating a plate for printing. Photographs were also used as a basis for illustrations, as well as documenting historical events.
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What is the

The Victorian Era
The development of lithography The Boston school of chromolithography The design language of chromolithography The battle on the signboards Images for children The rise of American editorial and advertising design Victorian typography Queen Victoria of England inspired the Victorian era, characterized by strong moral and religious beliefs, optimism and propriety. "God's in his heaven, all's right with the world." Graphic design reflected their beliefs. Designs were complex and ornate with elaborate borders and lettering. Themes were romantic often regarding children and pets. Louis Prang popularized chromolithography by printing millions of colorful album cards called scrap.
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What is the

The Arts and Crafts Movement
The Century Guild The Kelmscott Press The private press movement A book-design renaissance The Arts and Crafts movement was a reaction against the manufactured schlock of the Victorian era. William Morris was instumental in bringing together craftsmen to produce beautiful hand-made art and craft products. Morris started Kelmscott Press to recreate incunabula books, with decorative borders and initials, and beautiful illustrations. Morris inspired a renaissance of typography and book design.
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What is the

Ukiyo-e and Art Nouveau
Ukiyo-e Art Nouveau Cheret and Grasset English Art Nouveau The further development of French Art Nouveau Art Nouveau comes to America Innovation in Belgium The German Jugendstil movement Japan was isolated from 1603 to 1867, as travel and trade was banned. Ukiyo-e (pictures of the floating world), was based on the geisha area of Tokyo, showing life in that district. When Japan was opened to the west in the latenineteenth-century Ukiyo-e was embraced by Europeans. Art Nouveau is characterized by its organic, plant-like line, seen earlier in William Blake's work. Themes include vines, roses, lilies, birds and romantic depictions of women. Cheret and Grasset designed many posters in the Art Nouveau style, and inspired Henri de Toulouse-Lautrec as well as other artists. Alphonse Mucha designed a poster for Sarah Bernhardt that launched his career. His theme is usually a mythical style female surrounded by stylized plants and flowers, his work became synonymous with Art Nouveau.
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What is the

The Genesis of Twentieth-Century Design
Frank Lloyd Wright and the Glasgow School The Vienna Secession Peter Behrens and the New Objectivity Design for the London Underground Frank Lloyd Wright was an influence in design at the turn of the century, he believed that the space must integrate with the whole. As a graphic designer, he used this principle to unify the page, white space also became important. His work inspired Scottish artists who developed the Glasgow School, their work was characterized by a geometric style using symbolic imagery and a stylized form. The Vienna Secession, artists from Austria were in turn influenced by the Glasgow School, they also believed in abundant white space and clean design. Peter Behrens was instrumental in developing the grid system and using sans-serif fonts. He created a new style of type that was later developed by the Bauhaus.
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What is the

The Influence of Modern Art
Cubism Futurism Dada Surrealism Expressionism Photography and the Modern Movement Modern Art was more about the form, "the application of paint on canvas" than the content of a painting. Pablo Picasso used elements of African Art to distill the essence of an object into an abstract form called Cubist painting. Futurists threw away the grid and the constraints of the typesetting machine, words and letters were freeform using photoengraved printing plates, often the form followed the context of the text. Tristan Tzara began a movement called DADA which rejected modern society as decadent and war mongering. DADA represented shock, nonsense and protest; a combination of random chance and free will (choice). Surrealism evolved from DADA, it was about the illusion of life "more real than real world behind the real". Influenced by Freud, it represented the unconscious. Arising during World War I, German Expressionism was highly idealistic and concerned with social outcasts, and rejection of the military and government.
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What is the

Pictorial Modernism
Plakatstil The poster goes to war The Maverick from Munich Post-Cubist Pictorial Modernism Lucian Bernhard is credited with developing the Plakatstil (poster style) in Germany. Done almost by mistake, he simplified the advertising poster using only the product name and image. During World War I, posters were used to spread government propaganda in its many forms. After the war, Cubism and the simplicity of Plakatstil developed into art deco which became the style of the day.
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What is the

A New Language of Form
Russian Suprematism and Constructivism De Stijil The Spread of Constructivism Constructivists believed in the applied arts, that art needed to serve a purpose. El Lissitzky was very influential in creating a link between art and technology. He used sans-serif type, composition with lots of white space and asymmetrical design. De Stijil (The Style) was started in the Netherlands, the painter Piet Mondrian was influential in creating an abstract geometric style where the horizontal and vertical were important, and colors were limited to red, yellow, blue and shades of black, white and gray.
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The Bauhaus and the New Typography
The Bauhaus at Weimar The impact of Laszlo Moholy-Nagy The Bauhaus at Dessau The final years of the Bauhaus Jan Tschichold and Die neue Typographie Typeface design in the first half of the twentieth century The Isotype movement The prototype for the modern map Independent voices in the Netherlands New approaches to photography Started by Walter Gropius primarily as an architectural movement to rebuild Germany after the war, the Bauhaus was highly idealistic. Gropius was interested in an integrated universal design style, De Stijil also had this philosophy and was influential to many of the Bauhaus students. Laszlo Moholy-Nagy, a young instructor at the Bauhaus, was adamant that typography was "a tool of communication" and that it must be legible. In 1925 the Bauhaus split with the government and set up an independent school and corporation in Dessau. This was the height of the Bauhaus' influence, it was closed in 1933 by the Nazis.
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The Modern Movement in America
Immigrants to America The Works Progress Administration Poster Project The flight from Fascism A patron of design The war years After the war Informational and scientific graphics During the 1930s Nazism forced many to leave Europe for America, leading to the spread of the modern design. Also in the 1930s Walter Paepcke, founder of the Container Corporation of America, was a leader in design. He believed that design had a practical value, and that a trademark used on everything from advertising, packaging, and trucks, to the company's factories could promote business. As with World War I, graphic design was used for propaganda during World War II, primarily with posters. After the war Paepcke sponsored an advertising campaign for a designer from each of the 48 states to do an ad, promoting the ideal of "union of art with life".
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The International Typographic Style
Pioneers of the movement Functional graphics for science New Swiss sans-serif typefaces A Master of Classical Typography Design in Basel and Zurich The international typographic style in America The International Typographic Style, or Swiss style is characterized by San-serif fonts, flush left margins and a strict grid system. Influence by the Bauhaus and De Stijil led to design based on mathematical order and proportion. The Swiss style inspired several new sans-serif fonts including Univers, designed by Adrian Frutiger from Switzerland.
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What is the

The New York School
Pioneers of the New York School An editorial design revolution Editorial design after the decline The new advertising American typographic expressionism George Lois New York was the cultural center of the world in the 1940's and 1950's, American designers influenced by the European refugees from World War II, took design to a new level. Paul Rand was a leader in the American movement. Rand worked with copywriter Bill Bernbach, and together they created innovative advertising campaigns using the new design aesthetic. Rand believed that the major function of design was to communicate. Herb Lubalin was the first to really utilize phototypography, he liberated type from the confines of the typesetter. He cut up type and repositioned it with graphics to create typograms, brief visual poems.
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What is the

Corporate Identity and Visual Systems
Pintori at Olivetti Design at CBS The CIBA corporate design program The New Haven Railroad design program Corporate identification comes of age Programmed visual identification systems The Federal Design Improvement Program Transportation signage symbols Design systems for the Olympic Games The Music Television Logo In the boom years after the war "Good design is good business" was a major theme in graphic design. Giovanni Pintori was a designer at Olivetti, his designs were simple yet able to convey complex technology. Frank Stanton and William Golden at CBS created a successful corporate identity that remains today. Golden also believed that the main function of design was accurate communication. Saul Bass was another important corporate designer, he "believes a trademark must be readily understood yet possess elements of metaphor and ambiguity that will attract the viewer again and again." By the end of the 1960s design systems had been adopted by most large corporations, these systems were also important for World's Fairs and the Olympics.
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The Conceptual Image
The Polish poster American conceptual images The poster mania European visual poets The Third-World poster Conceptual design was concerned with the content and context of the message. In New York, Milton Glaser started the Push Pin Studio, his philosophy was to integrate the design of the image, layout and text, with the content being the most important element. Posters had a resurgence in the 1960s, and were created by nonprofessional designers mainly to promote a social viewpoint or rock concert. Cuba was also involved in creating posters promoting social commentary using symbolic images that could be understood even by the illiterate.
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National Visions within a Global Dialogue
Postwar graphic design in the United Kingdom The rise of Japanese design Design in the Netherlands Marshall McLuhan coined the term "global village", expressing the fact that technology had united the world. After the war Japanese design began to integrate western influences with its traditional design. The family symbol, called a mon a simple design contained in a circle, provided inspiration. Takenobu Igarashi was educated in Japan and Los Angeles, and successful integrated the two cultures in his design using color, texture, and the grid system. Design in the Netherlands was influenced by De Stijil as well as expressionism. Total Design, a large firm, was founded to provide design systems to corporations in the Netherlands, with a philosophy of simplicity and clarity, it is still in business today. On the other hand, the Provo youth movement rejected social conformity and emphasized individual freedom.
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Postmodern Design
Precursors to postmodern design Early Swiss postmodern design New-wave typography The Memphis and San Francisco schools Retro and vernacular design Postmodernists reacted to the steril, clean style of the Modern movement. Once again, historical references and decoration became acceptable, and the grid became less important. New trends were developed by Swiss designers who expanded the international style, New-Wave typography begun in Switzerland, the Memphis group out of Italy, and San Francisco design. The new Swiss style is characterized by unexpected letterforms and placement of text. New-Wave broke further from the international style by overlapping and layering images and type, and included the moire patterns of the halftone screen. The Memphis group used bright garish colors, exaggerated geometric forms, and a sense of humor in their designs. They influenced San Francisco designers, who used humor, optimism, creative use of form and space, and pastel color in their design. Another trend was Retro, using the design elements of earlier eras.
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The Digital Revolution
The origins of computer-aided graphic design Pioneers of digital graphic design Revitalizing magazine design The digital type foundry Digital Imaging Interactive media and the Internet The advent of computer graphics changed graphic design as much, if not more than Gutenberg's printing press, and the Internet has only begun to create change. Apple Computer and Adobe Systems were responsible for the popularity of computer graphics. Adobe developed the PostScript language for printing, and Aldus developed Pagemaker, page layout software, enabling users to create their own documents without having to use a graphic designer or professional printer. Soon designers were busy creating fonts for the new system, including April Greiman, John Hersey, and Zuzana Licko. With the release of Fontographer, fontdesign software, individual designers set up businesses to set type (fonts). Hypercard developed by Bill Adkinson led to Hypertext, a way to jump from one page to the next. This was the beginning of the graphical interface for the Internet, enabling users to move around the World Wide Web.
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The Future of Graphic Design
The convergence of the Internet, wireless technology, and broadcast media will radically alter graphic design in the future, and it is just getting started. It's hard to imagine the innovations that will be widely available in just the next few years. Technologies that will bring change: 1. Wireless web access over multiple devices including PDAs, Phones, TVs and Computers. This will enable photos, video and information from even remote regions to be instantly available to the rest of the world. 2. The increase use of 3D or Virtual Reality. Order your theater seats from the web, and see how the stage will appear. Walk through your home before it's built. Please see the Discreet Logic web site for more information www. discreet.com. 3. The expansion of multimedia. Watch TV and use the web to interact with other viewers as well as the broadcaster. Easily create movies, web sites, and print your own books to share with family and friends. Graphic Design will be used daily by many to create content for their own personal or business use, and it will be done instantly using computers and digital cameras. However, the professional graphic designer will always be in demand, particularly as the Internet gains maturity. Please visit the SFMOMA web site www.sfmoma.org, as well as the San Jose Tech Museum of Innovation www.thetech. org to see the future in action.
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Visual Communication History

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What is the History of Visual Communication?

History of Visual Communication

Prehistory through the Medieval Era

Origins of European Typography and Design for Printing

Impact of Industrial Technology upon Visual Communications

Graphic Design in the First Half of the Twentieth Century

http://www.seminaldesign.com/HistoryofVC/TableOfContents.html (1 of 2) [3.3.2010 7:52:02]

What is the History of Visual Communication?

Graphic Design in the Age of Information

PREHISTORY | ORIGINS | IMPACT | 20TH CENTURY | INFORMATION AGE | SEMinal Design

http://www.seminaldesign.com/HistoryofVC/TableOfContents.html (2 of 2) [3.3.2010 7:52:02]

What is the History of Visual Communication?

History of Visual Communication

The Invention of Writing

The Asian Contribution

PREHISTORY | ORIGINS | IMPACT | 20TH CENTURY | INFORMATION AGE

http://www.seminaldesign.com/HistoryofVC/Prehistory.html [3.3.2010 7:52:05]

What is the History of Visual Communication?

History of Visual Communication

Origins of European Typography and Design for Printing

Printing Comes to Europe

The German Illustrated Book

Renaissance Graphic Design

An Epoch of Typographic Genius

PREHISTORY | ORIGINS | IMPACT | 20TH CENTURY | INFORMATION AGE

http://www.seminaldesign.com/HistoryofVC/Origins.html [3.3.2010 7:52:08]

What is the History of Visual Communication?

History of Visual Communication

Impact of Industrial Technology upon Visual Communications

Typography for an Industrial Age

Photography, The New Communications Tool

The Victorian Era

The Arts and Crafts Movement

Ukiyo-e and Art Nouveau

PREHISTORY | ORIGINS | IMPACT | 20TH CENTURY | INFORMATION AGE

http://www.seminaldesign.com/HistoryofVC/Impact.html [3.3.2010 7:52:11]

What is the History of Visual Communication?

History of Visual Communication

Graphic Design in the First Half of the Twentieth Century

The Genesis of Twentieth-Century Design

The Influence of Modern Art

A New Language of Form

The Bauhaus and the New Typography

The Modern Movement in America

http://www.seminaldesign.com/HistoryofVC/20Century.html (1 of 2) [3.3.2010 7:52:14]

What is the History of Visual Communication?

PREHISTORY | ORIGINS | IMPACT | 20TH CENTURY | INFORMATION AGE

http://www.seminaldesign.com/HistoryofVC/20Century.html (2 of 2) [3.3.2010 7:52:14]

What is the History of Visual Communication?

History of Visual Communication

The International Typographic Style

The New York School

Corporate Identity and Visual Systems

The Conceptual Image

National Visions within a Global Dialogue

http://www.seminaldesign.com/HistoryofVC/InfoAge.html (1 of 2) [3.3.2010 7:52:18]

What is the History of Visual Communication?

The Digital Revolution

The Future of Graphic Design

PREHISTORY | ORIGINS | IMPACT | 20TH CENTURY | INFORMATION AGE

http://www.seminaldesign.com/HistoryofVC/InfoAge.html (2 of 2) [3.3.2010 7:52:18]

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What is the History of Visual Communication?