Day 12

Notes:
Herbert Matter is a Swiss born American photographer/graphic designer.
He is important because of his uses with imagery and scale shifting.
His work influences New York School for Designers.
Swiss Gross is being articulated with what's around it.
Exaggerating scale ship/angled ship. Dynamic Graphic Type.
1936 Paul Rand comes to America and liked because he is seen as a normal guy.
Charles Ems makes the abstract of form to speak about.
Modern tradition that embraces abstractness.
Modernism was slow to take place in America.
He created an Ad for Knoll Furniture Company.
The Container Corporation of America made/invented cardboard boxes.
The corporation then hires A.M Cassandre and Herbert Matter to design ads and prints.
Embraced Modernism and European art
Tischold's elements of typography was not embraced.
Lester Beal works as a designer from in the 20s/30s
He is a self taught graphic designer/smart
When he's 35 he moves from Chicago to New York.
Becomes involved in the Corporate Design Movement
Recognizes Beal's visual contrast and elements.
Bizarre love for wood type which works really well for contrast modern design.
White space in contrast to the element, love arrows and lines do a lot of work for rural electrification administration.
Rural Electrification Administration uses forms that arent there
Communicating the most information with the least means
Like dots and diagonals, graphic silk screening becomes popular.
Works Progress Administration or WPA
They take an effort to employ millions of Americans
Built roads, bridges and art
They hired European artists to create posters that promoted modernism
Simplicity of form as necessity of medium
Silkscreen gets the most equity of paper
Thoughts:
Since I missed the lecture in the beginning of the class and I only got to see the film, I didn't really get the  full information. From what I know, Herbert Matter seems to be an amazing man. He influenced a whole school with his imagery and shifting of scales. From reading the notes, Charles Emes doesn't seem like he had a big affect on the world atleast not as much as Matter. Lester Beal is pretty lucky to have been able to taught himself graphic design and also being able to get involved in a corporation. WPA seemed like they really helped out a lot of people by employing millions of them.
Questions:
Saying that the Container Corporation of America invented/made cardboard boxes sounds kind of random. What purpose does that have to do with Graphic Design? How did Lester Beal get involved in a corporation with no experience in school?