Day 13

Notes:
Semiotics is a philosophical theory of signs and symbols
-what things mean in relationship to each other
Swiss Design and The International Typographic style...
a philosophical way of thinking. More then grids.
Visual unity is achieved through asymmetrical organization.
Swiss thinking- design negative space, everything else works.
Asymmetry makes negative of ground active.
Embrace the objective of photography, sans serif type, flush left-rag right, mathematical grids, design as being socially useful.
Attitude is more important then the appearance.
Because of designers having grandiose ideals, design has been revolutionary.
A spiritual belief in the design... "what if?"
1950 a New school in Ulm, Germany until 1968
Contrast is very ideal
At this school, they introduced a study of semiotics.
syntax is order, semantics is meaning or referred to and pragmatics is how its used.
According to Jacques Derrida- everything is meaningless, we assign meaning.
Swiss Modernism vs New York Modernism
Paul Rand embraced European modernism
Saul Bass and Rand embraced handmade things, not perfect shapes.
Ivan Chermayeff collected items that are beautiful (Dorians favorite)
Advertising starts resembling the modernism movement in the 1940s
European with the Theoretical and New York with Pragmatic.
"The Big Idea"
"Conversations with Paul Rand"
Paul Rands work he is doing- paper ripped/just there/cut and paste/collages/cubist way of approaching art/modern/layers of paper/loose quick fun/organic.
Saul Bass:motion Film title:Man with the golden arm
Chermayeff did branding for everyone
Post Modernism is hard to define because everyone has a different opinion about it and also cause controversy.
Are we modern or post modern?
Form follows function. Seeking universal harmony. Structure order. Reaction to chaos. Social changes. Try to look at the world. Lets organize it. Make it nice and tidy.
Frank Gary is a post modern architect. 
Rose Mary is an influential Swiss designer that screwed with someone else's logo
1958: Wolfgang Weingart created chaos after thinking that international design was to clean and minimal. Companies see Swiss design as easy and when they design the cliche is formed because there is no theory.
Dan Freedman brought to America what he learned from the Swiss Design and the Weingart.
April Greiman copied off of Lissitzky and she's still alive in California doing work.
Memphis Design is an Italian design group that asked for More ! Their form didn't follow the function and is now the reason why design exists today. MIlano,Spain.
Michael Graves:Bauhaus and tea kettles