The History of Graphic Design – part 3
Printers that are influenced by Tschichold and the Bauhaus school, such as Herbert Bayer and o Laszlo Moholy-Nagy, and El Lissitzky are the fathers of Graphic Design as we know it today. Imported production techniques and stylistic devices used throughout the 20th century. The following years they saw graphic design of modern style to gain widespread acceptance and application. An explosive postwar American economy established a greater need for graphic design, mainly for advertising and packaging.
Migration from the German Bauhaus school of design to Chicago in 1937 brought a mass minimalism production to America, sparking a wild fire between modern architecture and design. Notable names in mid century modern design include Adrian Frutiger, designer of the typefaces Univers & Frutiger, Paul Rand, which from the late 1930s until his death in 1996, took the principles of Bauhaus and applied them to popular advertising and logo design, helping to create a unique American approach to European minimalism while becoming one of the main promoters of the subset of Graphic Design known as corporate identity and Josef Müller-Brockmann, who designed posters in a serious but more reachable way, typical of the 1950s and 1970s period.
From road signs to technical schematics, from commercial properties’ memos to reference manuals, graphic design enhances transfer of knowledge. Legibility is enhanced by improving the visual presentation of the text. The design can also assist in the sale of a product or idea through effective visual communication. Graphic design is applied to products and elements of company identity like logos, colors, packaging, and text. Together, these are defined as distinctive product (brand). These are becoming increasingly important for the range of services that can be provided by many graphic designers, alongside corporate identity.