Test Review #3 Design 20 Volkswagen “People’s Car.” Sales in Europe good - due to post war shortages Graphics of gas and materials. 30’s Sans Serif fonts, designed by the Bauhaus. Serif fonts considered holdover from handwriting. Volkswagen -- Sales in US slow: Car’s small size. Peter Behrens -- German architect, designer Unusual appearance directly influenced: Walter Gropius, Mies Van der Rohe, No fins, streamlining, little chrome and Le Corbusier. Lack of power. Concept of total corporate identity through graphics. Connections with Nazi Germany.

Apple Logo Witty copy appealed to 60’s generation. First computer firm not using corporate name in identity. Used perceived disadvantages to sell VW’s Decades long dipute with Apple Record, finally settled size (gas mileage, parking, maneuvering). 2006 Lemon campaign - “Our inspectors are picky” No planned obsolescence IBM Improvements for function, not style. Logos: Paul Rand Elliot Noyes: modernized IBM’s design philosophy. Target Campaign -- Kirshenbaum, Bond Charles/Ray Eames: IBM’s company’ films, exhibitions and Goals: Mies van der Rohe, Chicago high rise Dispel belief merchandise same as Wallmart & Kmart Fashion campaign with hardware & housewares. Herb Lubalin Target customers demographic: Most talented type designer of 20th century. 40s, college educated, median income $47,000. Figurative typographer. Copy latest designs -- in stores within 6 months. Founded ITC. Typogram --illustrative use of type and logos Absolut Magazines : One of most effective campaigns of the 20th century. Saturday Evening Post, Eros, Fact & Avant Garde Asserted its superiority. Diffused pomposity with humor. Saul Bass Sales increase from 1981 to late 90’s =14,900%. Achieved fame in multiple disciplines. Photographer, writer, actor and film director. Motion Pictures Academy Award for: “Why Man Creates”. Persistence of Vision -- An optical phenomenon : Illusion of smooth, and continuous movement. Created large corporate identity programs: Stimulus registered in brain after stimulus ends. AT&T, United Airlines, Minolta, General Foods Examples: Movies, flip books, kinetoscopes. Animation & live action for credits Created mini-films for prologues & epilogue credits. Kinetoscope West Side Story & Around the World in 80 Days Bulky, coin-operated, movie peep show. Walk on the Wild Side A continuous film loop viewed in motion, not projected.

With Otto Preminger: Thomas Edison Anatomy of a Murder First “Motion picture” 1893 Fred Ott’s Sneeze The Man with the Golden Arm Film studio, the “Black Maria,” New Jersey.

With Alfred Hitchcock: Lumiere Brothers, Paris Vertigo Solved problems of projection. Psycho -- credits and directed shower scene First commercial exhibition of movie.

Doyle Dane Bernbach Nickelodeon - Cinema for a nickel. Pittsburgh. Madison Avenue, hottest advertising agency of 60’s. Magic Lantern - Synonym for early projector. Ethnically / gender diverse employees. Best Known campaigns: First color movie: Avis -- Number 2 tries harder. Disney’s animated short, Flowers and Trees (1932) In ‘59 Volkswagen “Beetle” Disney’s first Academy Award. First spoken voice in a feature film 1927: F64 (after a small aperture). Informal group West coast -- “The Jazz Singer” Al Jolson Primarily landscape photography: Hollywood Stars -- American Royalty Large format cameras (8”x10” or 4”x5” negatives). The New York Times coined the term ‘stars’ for leading Black & white photographs. movie players. Among the members: Mary Pickford, dubbed “America’s Sweetheart” 1913 Edward Weston, Ansel Adams, Imogen Cunningham.

Charlie Chaplin THE 1920’s Director, actor and British vaudevillian Three significant photographic developments. Produced, directed, wrote, starred in, did the 1. Color film (not widely used til early 60’s.) choreography and musical scoring for his films. 2. The birth of tabloid size newspaper (N.Y. City) “City Lights” Chaplin’s longest undertaking. a. Small size -- convenient. b. Relied heavily upon photographs Woody Allen c. Sensational content: Only American movie director in the modern age to have celebrities, socialites and gangsters. achieved absolute independence. d. The Graphic -- tabloid named for a “Manhattan” Homage to Chaplin camera. 3. The invention of the 35mm camera -- Germany Indie film (independent) a. Important tool for photojournalists Usually a low-budget film that is produced by a small b. Allowed photographers to capture movie studio as a response to the difficulty of getting “Decisive Moment” -- Cartier Bresson studio backing for experimental films. c. Not widely used until WWII.

American Film Institute Best Films, Gordon Parks from top 100 Documentarian, Photojournalist, Fashion Photog. 1. Citizen Kane First African American to work for Life Magazine 2. Casablanca Novelist, film maker -- Best known film Shaft.

Top Grossing Films (adjusted for inflation etc.) Coverage of wars changed with Vietnam. 1. Gone with The Wind Press more willing to show: 2. Star Wars a. Atrocities committed by both sides. b. Deaths of civilians. Photography Daguerre, scientist 1839 Documentarians Credited with creating permanent image with light. Conscience of photographers. Daguerreotypes meant average families could Sabastio Salgado, Brazilian documentary photographer. afford portraits. Portraits George Eastman Annie Leibovitz 1888 first pocket camera Rolling Stone Magazine photographer 60’s. The Kodak -- named for sound of shutter. Vanity Fair Photo Editor (current). Studio in Chrysler building. William Henry Jackson 1870’s Landscape photography American West. Fashion Photography Persuaded Congress to create national park Irving Penn, Vogue Magazine (Yellowstone). More Vogue covers than any other photographer

Photo Secession organized by Alfred Stieglitz , Richard Avedon Beginning 1902 Harper’s Bazaar and Vogue Photographer, East Coast took fashion out of studio and out to location settings Promoted photography as an art. Gallery, known as the “291”. Digital technology Journal: Camera Work. Sacramento Bee was the first newspaper in the country to use computers to handle photographs. Be sure to review all study guides used this semester. In addition to the topics and individuals discussed during the last third of the course, pay particular attention to reviewing the following designers / subjects / architects from previous exams:

Designers / Architects Le Corbusier Mies Van der Rohe Frank Lloyd Wright Walter Gropius Charles and Ray Eames Frank Gehry Philip Johnson Michael Graves Eero Saarinen

Corporations: IBM, AT&T

Styles: Classical Art Nouveau Neoclassical Art Deco Modern/International Postmodern