Overview
1 Desktop Publishing 1
2 The Digitial Era 11
3 Conclusion 27 GDT-101 / HISTORY OF GRAPHIC DESIGN / THE DIGITIAL ERA / Overview ii / xxvii GDT-101 / HISTORY OF GRAPHIC DESIGN / THE DIGITAL ERA 1 / 27
Desktop Publishing
1984 The introduction of drag-and-drop publishing tools cracked open unprecedented design opportunities not unlike Gutenberg’s advancement in movable typography. GDT-101 / HISTORY OF GRAPHIC DESIGN / THE DIGITIAL ERA / Human-computer interaction 2 / 27
1984 Apple Computer
• Apple Computer develops the Mac • Makes personal computing affordable • Uses a grahical user interface instead of command line • Allows mouse-driven navigation
· GDT-101 / HISTORY OF GRAPHIC DESIGN / THE DIGITIAL ERA / Human-computer interaction 3 / 27
1984 Susan Kare
• Apple Computer design department • Early bitmapped fonts • Letterform design was controlled by the matrix of dots in these early fonts • Icon set (pictograms)
· GDT-101 / HISTORY OF GRAPHIC DESIGN / THE DIGITIAL ERA / Human-computer interaction 4 / 27
· GDT-101 / HISTORY OF GRAPHIC DESIGN / THE DIGITIAL ERA / Human-computer interaction 5 / 27
· GDT-101 / HISTORY OF GRAPHIC DESIGN / THE DIGITIAL ERA / Human-computer interaction 6 / 27
1984 PostScript
• Adobe Systems invents PostScript • Programming language • Ran concurrently with page layout programs and electronically generated typography
· GDT-101 / HISTORY OF GRAPHIC DESIGN / THE DIGITIAL ERA / Human-computer interaction 7 / 27
1985 Aldus PageMaker
• Early software application • Based on PostScript • Allows pages to be built in real-time on the computer screen • Could alter type size, choice of font, and column dimensions. • Integrated text with other elements, such as scans of pictures, ruled lines, headlines, and borders • WYSIWYG • Eventually bought by Adobe
· GDT-101 / HISTORY OF GRAPHIC DESIGN / THE DIGITIAL ERA / Human-computer interaction 8 / 27
1985 Aldus PageMaker
• Early software application • Based on PostScript • Allows pages to be built in real-time on the computer screen • Could alter type size, choice of font, and column dimensions. • Integrated text with other elements, such as scans of pictures, ruled lines, headlines, and borders • WYSIWYG • Eventually bought by Adobe
· GDT-101 / HISTORY OF GRAPHIC DESIGN / THE DIGITIAL ERA / Human-computer interaction 9 / 27
1985 Apple Laserwriter
• One of the first laser printers available to the mass market • Alternative to the bitmapped printer • Built-in PostScript interpreter • 300-dpi output
· GDT-101 / HISTORY OF GRAPHIC DESIGN / THE DIGITIAL ERA / Human-computer interaction 10 / 27
1990 Desktop Publishing
By 1990, the color-capable Macintosh II computer and improved software had spurred a technological and creative revolution in graphic design as radical as the fifteenth-century shift from hand-lettered manuscript books to Gutenberg’s movable type.
– MEGGS
· GDT-101 / HISTORY OF GRAPHIC DESIGN / THE DIGITAL ERA 11 / 27
The Digitial Era
1984–PRESENT “Computer graphics experimentation explored electronic techniques while churning through modern and postmodern design ideas, retro revivals, and eccentric work to create a period of pluralism and diversity in design.”
– MEGGS GDT-101 / HISTORY OF GRAPHIC DESIGN / THE DIGITIAL ERA / Overview 12 / 27
1984–PRESENT The Digital Era
• Computer as a design tool • Make and correct mistakes • Color, texture, images, and typography could be stretched, bent, made transparent, layered, and combined in unprecedented ways.
“The number of individual designers and firms producing fine work rose exponentially. On the other hand, digital technology also enabled untrained and marginally trained practitioners to enter the field.”
– MEGGS
· GDT-101 / HISTORY OF GRAPHIC DESIGN / THE DIGITIAL ERA / Overview 13 / 27
1984–PRESENT The Digital Era
• The label “digital” defines the technology, not the aesthetic • The term digital won’t last, will get redefined and shouldn’t be confused as a movement • Abandonment of convention; no rules
Combine ignorance with the ability for anyone to publish anything with inkjet printers or as webpages, and you literally have design anarchy.
– RENEE TAFOYA
· GDT-101 / HISTORY OF GRAPHIC DESIGN / THE DIGITIAL ERA / Overview 14 / 27
1984–2008 Emigre
• Experimental design publication • Based in San Francisco
· GDT-101 / HISTORY OF GRAPHIC DESIGN / THE DIGITIAL ERA / Overview 15 / 27
· GDT-101 / HISTORY OF GRAPHIC DESIGN / THE DIGITIAL ERA / Overview 16 / 27
1984–2008 Emigre
• Rudy VanderLans Designer/editor Dutch, b. 1955 • Zuzana Licko Typeface designer Czechoslovakia, b. 1961 • Originally intended to present their unpublished works alongside the creative works of others
· GDT-101 / HISTORY OF GRAPHIC DESIGN / THE DIGITIAL ERA / Overview 17 / 27
· GDT-101 / HISTORY OF GRAPHIC DESIGN / THE DIGITIAL ERA / Overview 18 / 27
· GDT-101 / HISTORY OF GRAPHIC DESIGN / THE DIGITIAL ERA / Overview 19 / 27
1971 – 1995 Cranbrook
• Hub for experimentation • Katherine McCoy (b. 1945) • Design department co-chair with husband • Michael McCoy Product designer (b. 1944) • Rejection of uniform philosophy or methodology
· GDT-101 / HISTORY OF GRAPHIC DESIGN / THE DIGITIAL ERA / Overview 20 / 27
1971 – 1995 Cranbrook
An early proponent of the “designer as author” ideology
McCoy overlaid different levels of visual and verbal messages, requiring her audience to decipher them
– MEGGS
· GDT-101 / HISTORY OF GRAPHIC DESIGN / THE DIGITIAL ERA / Overview 21 / 27
B. 1938 Ed Fella
• Born in Detroit, Michigan • Studied commercial art at Cass Technical High School • Commerial art 1957–1985 • Pursues non-profit and cultural work in his freetime to break the monotony of commercial art
· GDT-101 / HISTORY OF GRAPHIC DESIGN / THE DIGITIAL ERA / Overview 22 / 27
B. 1938 Ed Fella
• Detroit Focus Gallery Posters Platform for experimentation • Attends CCS from 1983–1985 • Graduates at age 45 • Quits commercial art 1985 to pursue his own art
· GDT-101 / HISTORY OF GRAPHIC DESIGN / THE DIGITIAL ERA / Overview 23 / 27
B. 1938 Ed Fella
• Attends Cranbrook in 1985 • Graduates with MFA in 1987 • Age 47 • Hired to teach at CalArts by Lorraine Wild in 1987
· GDT-101 / HISTORY OF GRAPHIC DESIGN / THE DIGITIAL ERA / Overview 24 / 27
B. 1938 Ed Fella
• After-the-Fact Posters • Fella was given the title of Graphic godfather by Emiger magazine • Chairs the MFA program at CalArts until 2013
· GDT-101 / HISTORY OF GRAPHIC DESIGN / THE DIGITIAL ERA / Overview 25 / 27
· GDT-101 / HISTORY OF GRAPHIC DESIGN / THE DIGITIAL ERA / Overview 26 / 27
· Overview
1 Desktop Publishing 1
2Conclusion The Digitial Era 11
3 Conclusion 27