• Unity of design
• objective photography
• sans-serif fonts
• the attitude developed by the pioneers about their profession

Ernst Keller

It ceases to be design and becomes fine art

Swiss typographer. The Basel School of Design. He told them to strike the correct balance between form and function

He was a self-educated graphic artist. “Originality through the idea and not the visual style”

While borrowing freely from the language of form developed by European designers. What attitudes did Americans develop, and what forms did they invent that added to the tradition of graphic design. 

• Open and direct presentation, which resulted in American advertisements becoming less subtle and simple.
• Novelty and originality of techniques.
• Solving communication problems while satisfying personal expression needs

Design is the integration of form and function for effective communication

“Sometimes you have to compromise legibility to achieve impact”

Two things. A magazine should capture the reader and should have a spirited comment on one major article

• sense of responsibility and a rational understanding of the function of their world
• design is a verb, in the sense that we design something to be communicated to someone
• a designers function is to ensure that the message is accurately communicated

“Push away individual stick design”, imposed strict standards and put in place overall standards for design.

1. their logo could be altered through infinite variations
2. could become many objects
3.  could change the status quo that logos should remain the same
4. Constantly create new identification sequences on a collaborative basis

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               1. Cubism. 
               2. Surrealism.
               3. Expressionism.
               4. Fauvism.
               5. Pop art. 

Milton Glaser, Seymour Chwst, Reynold Ruffins, Edward Sorel

Designers needed to be open to new forms and interpretation of earlier periods and this had to be done to reduce word and image into a whole conceptual and decorative whole

He conceptualized and collaborated with illustrators and photographers to come up with simple concepts to portray otherwise visually complex themes

Posters made statements about social viewpoints rather than spreading commercial messages.

• the combination or dislocation of everyday images, then printed as straightforward, documentary black and white images

design solutions suited to the needs of the problem

European constructivism and simplified emblematic forms

• His images are a construct of memory and association rather than a direct impression of the senses

European constructivism and the De Stijl movement

"the designers is an objective problem solver who finds solutions through research and analysis; simplifys the message and means for conveying it to the audience"

His posters were embellished with fragmented objects, filled with jolting ambiguities and included unexpected perceptual experiences

• International Typographic Style
• New wave typography,
• exuberant mannerisms from the early 1980’s,
• retro of eclectic revivals,
• the electronic revolution 

The layering of images and type that have been photographed as a film positives

Dane Friedman. The syntactic structure was pulled apart

Graphic forms in color served the function of traditional headline, linking lifestyle values to consumer products

• Russian constructivism
• Art Deco
• Art Nouveau
• Victorian

Bitmap fonts only consisted of bitmap dots, while postscript fonts are stored as graphical commands and data

Electronic imaging software allowed seamless and undetectable image manipulation

1. Linear series.
2. Spatial series
3. parallel texts
4. overlay hierarchies 
5. matrices
6. webs 
7. networks

Information architecture

The poster and the book will continue in the new age of technology as art forms and graphic designers will help each new generation