Shared Flashcard Set


History of Art and Design 3yr
Calgary, Ab, ACAD. Final Exam
Undergraduate 3

Additional Art/Design Flashcards





International Typographic Style

Title: Buro - Poster for an office professions exhibition

Artist: Theo Ballmer

Date: 1928

five or more significant points :
1)Things have to be done in order

2)mathematical grid

3)San Serif Font

4)Flush left, Ragid right

5)Positive & Negitive Equal Balance

6)Static and Active Equal Balance

7)Geometric Forms






International Typographic Style

Title: USA Baut - Exhibition Poster

Artist: Max Bill
Date: 1945

5 or more siginifcant things

1)Things are done in order = organization

2)Mathematical Grid

3)San Serif Fonts


5)Static and Active

6)Geometric Elements with absolute order

7)contrasting and complementary relationships


International Typogrpahic Style

Title" Giselle - Poster for Basel Theater Production of Giselle

Artist: Armin Hofmann


5 of more significant points

1)Dramatic to Static

2)Conecting image to geometric type

3)dark to light contrast which is harmoniously balanced

4)a-symmetrical organziation

5)Mathematical Grid

6)San serif font

7)flush left, raged right

8)Not Propoganda - straight forward message

9)plays with form



International Typographic Style

Title: Der Film Poster

Artist: Josef Muller Brockmann

5 or more significant points

1)3 to 5 ratio, same ratio as the golden mean

2)divided into 15 units 3 across 5down

3)Simple typograhic solution

4)Der is blending behind the word film like a movie

5)mathematical grid and division


International typographic Style

Title: Public Awarness Poster

Artist: Joseph Muller Brockmann

Date: 1960

5 of more significant points:

1)Absolute and Universal form

2)Objective + Impersonal presentation

3)photo is objective symbol, nutreal phot gains impace through scale and camera angle

4)mathematical grid



International typographic Style In America

Title: Cover album of "Vivaldi Gloria"

Artist: Rudolph De Harak

Date: 1961

5 significant things

1)order, clarity, legibitlity

2)mathematical grid structure

3)a-symmetrical balance

4)Post War Design

5)influenced by swiss typographical movment



International typographic style in America

Title:Announcment for the MIT Ocean Engineering program

Artist: Jacqueline S. Casey


5 Significant points

1)Idolizing the Golden Ratio

2)Mathematical Grid

3)Flush Left, Ragid Right

4)Stright forward and objective subject matter

5) san serif type face


Key Points for



-1950's design used as socially useful and important activity

- san serif type

-flush left, raged right

-mathematical grid

-using golden ratio

-a-symmetrical layout

-heavy type base sometimes

-only using text sometimes

-clarity and legibility

-straight forward message = no propaganda, no commercial advertisement

-experimenting with geographical type

-Objective Photography = visual and verbal info in a clear factual manner

-Personal expression and eccentric solutions rejected

-juxtaposing imagery and type = the visual weight of the type and imagery has an equal balance

-contrast between black and white, negative and positive space = harmony

-soft photo versus hard edge type

-Adrian Frutieger invents san serif font Univers

-Eduoard Hoffman and Max Miedinger create san serif font Helvetica

-American post war design influenced by Swiss typographic style

-design institutes are Ulm in Germany


Key Artist



Max Bill: things done in order, geometric forms, used flush left and ragid right, a symmetrical layout with primary colors and nutural silkscreen photographs

Theo Ballmer: structured, mathematical grid, black red white color scheme, type only

Adrian Frutiger: Invented type face Universe

Josef Muller-Brockmann: no emotion, no personal style, impersonal, nutural photographs, relation between type and image

Armin Hoffman: Use of photographs and type to create harmony,  objective photographs, black white and red for color scheme,

Rudolph De Harak: Use of colors and overlays of colors, geometric shapes, type always at the top of page,

Jacqueline S. Casey: color scheme black red and white, geometric shapes or shapes made from peices from letters, always horizontal flow for text and imagary, flush left and ragid right always used


 New York School

Title: Cover for Direction Magazine

Artist: Paul Rand

Date: 1940

5 or more Significant Points

1)Freely invented shapes

2)Symbolic and expressive imagery

3)manipulated visual forms (shpes, color, space, line value)

4)visual and symbolic contrast

5)mechanical stencil type on tron edge shape (contrast)

6)barb wire is a reminder of the spread of global war




New York School

Title: Cover for Tennessee williams 27 wagons full of cotton

Artist: Alvin Lustrg

Date: 1949

5 or more significant points:

1)Treats form and content as one

2)symbols to represent content

3)Use of photo montage, usually black and white

4)portrays a message

5)metaphorical imagery

6)use of color is minimal or none



New York School

Title: Images from Westvaco Inspirations

Artist: Bradbury Tompson


5 or more significant points:

1)Printing and typesetting

2)large bold organic and geometric shapes

3)graphic symbolic power

4)letter forms and patterns

5)halftone reproduction

6)4 color process

7)organization, form and flow

8)Image is multiple exposures, inverted in black and white than overprinted in primary colors



New York School

Title: Poster for Pabco Paints

Artist: Saul Bass

Date: 1950

5 or more significant points:

1)Simple single dominate images

2)simple pictographic images

3)cut papers

4)brushed images

5)freely drawn, decorative letter forms

6)images simplified to minimal statement

7)movie and film poster

8)arm symbols addiction



New York School

Title: Between Wars

Artist: Ivan Chermayeff

Date: 1977

5 or more significant points:

1)strong forms

2)symbolic imagery

3)post war corporate identity

4)Not about your style but addressing clients needs

5)literal depiction

6)Mobil is the clients logo


New York School

Title:Album cover for Machito and His Orchestra


5 or more significant points:

1)color repetition

2)unusual letterforms and expressive subject matter

3)symbolic manipulation

4)forms and imagery

5)suites clients needs and wants



New York School

Title: Cover for Seventeen

Artist: Cipi Pineless

Date: 1949

5 or more significant points:

1)Editoral image

2)mirroed image

3)stripe patterns

4)cipi was an art director for 17magazine

5)First woman to be charge



New York School

Title: Pages from McCall's magazine

Artist: Otto Starch

Date: 1961

5 or more significant points:

1)Typogrpahic unified with photography

2)type warped and bent

3)type became an illustration

4)type takes the shape of the figure

5)type has rhythm and shape




New York School

Title:Cover for Esquire

Artist: Henery Wolf

Date: 1958

5 or more significant points:

1)use of white space

2)large type to fill the page

3)large photograph

4)simple image conveys an idea

5)image represents instant wine, represents americanization in paris, (people actually believ



New York School

Title: Typeogram from a stettler typeface announcement poster 1965

Proposed magazine logo 1967

Artist: Herb Lubalin

5 or more significant points:

1)type compressed

2)letters joined, enlarged, overlapped and capitalized

3)words and letters become images

5)images become words or letters

6)typogram = concept and visual form, typographic poem, ideographic typograms about a subject




- intuitive

- informative

- symbolic values

- free format

- no grid

- not flushed left or raged right

- not laid out

- no heavy structure

- wood type font came back

- decorative type

- sense of personality and emotion

- relationship between image, typography and contenet

 typograpms = typographic poem, letters become forms to convey a metaphorical message

-brighter colors less high contrast


-use of collage or photo montage


-type can be centered, not concerned with form or placement

-type can be hand rendered

-1960's - magazines

-1950's birth of advertisments volks wagon ads, mobil






Key Artist


Paul Rand:Used collage montage to bring concepts, images, textures and objects to portray a message, use of symbolic forms, photographs, geometric forms, shapes and type

Alvin Lustig: Use of minimal color or none, manipulated geometric shapes, solid vectors, symbolic imagery and photo montage to convey a message

Brandbury Thompson: Used photographic exposures, grey scale or primary colors,  overlapped imagery, four color process,

Saul Bass: Free handed shapes, texts and geometric forms, often did movie or book posters/covers.

Ivan Chermayeff: Design being able to solve problems, meeting clients needs,  use of corporate identity with advertising design

Robert Brown John: Serious repition of forms and shapes, unsual letterforms

Cipi Pineless: First woman to be in charge at a magazine firm, art director for seventeen magazine

Otto Stach: Worked for McCall's Magazine, text become and illustration, combine photography with text, text plays and has rhythm and shape

Henry Wolf: Worked for magazines such as esquire, bazzar and show, use of large images and large text to take up the page

Henry Lubalin: Type creates and image or and images turns into a letter or type, poetic type and text, marlin manroe images or famous people used


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