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Decreto Del Direttore Amministrativo N Corso di Laurea magistrale (ordinamento ex D.M. 270/2004) in Storia delle Arti e Conservazione dei Beni Artistici (curriculum contemporaneo) Tesi di Laurea Da Saul Bass a Game of Thrones il title design come nuova frontiera della creatività contemporanea Relatore Prof.ssa Valentina Carla Re Correlatore Prof.ssa Stefania Portinari Laureando Ester Baruffaldi Matricola 817404 Anno Accademico 2011 / 2012 Il designer è un progettista dotato di senso estetico, che lavora per la comunità. Il suo non è un lavoro personale ma di gruppo: il designer organizza un gruppo di lavoro secondo il problema che deve risolvere. Bruno Munari, Artista e designer, 1971 “Where do ideas come from? From looking at one thing and seeing another; from fooling around, playing with possibilities, speculating, changing, pushing, pulling, transforming… and if you’re lucky, you come up with something maybe worth saving, using and building up. That’s when the game stops, and the work begins.” Saul Bass, Why Man Creates, 1968 Introduzione ...................................................................................................................................................................................... 3 Ringraziamenti ................................................................................................................................................................................ 8 PARTE I Saul Bass oltre i titoli di testa .................................................................................................. 9 1. Breve biografia di Saul Bass .................................................................................................................................... 10 1.1 Graphic design e cinema dalla nascita dello studio system agli anni Quaranta ................. 13 1.2 Gyorgy Kepes e il Modernismo ........................................................................................................................... 15 1.3 1945: da New York a Los Angeles. L’incontro con il cinema indipendente .............................. 18 1.3.1 Elaine Makatura Bass ...........................................................................................................................................21 1.4 1958: Saul Bass & Associates, l’indipendenza creativa e il design come esperienza umana 23 1.5 Nel cinema fino al collo .................................................................................................................................................. 25 2. “Work? It’s just a serious play” ............................................................................................................................... 34 2.1 Il processo creativo secondo Saul Bass ..................................................................................................... 34 2.2 Why Man Creates: la creatività secondo Saul Bass .......................................................................... 39 2.3 Saul Bass e Bruno Munari a confronto ........................................................................................................ 45 3. Corporate image e corporate identity ................................................................................................................ 59 3.1 Breve storia della corporate identity ..................................................................................................................... 61 3.1.1. Peter Behrens e AEG ............................................................................................................................................ 61 3.1.2. London Underground ........................................................................................................................................... 63 3.1.3. Adriano Olivetti: un esempio di lungimiranza italiana ................................................................. 64 3.1.4 Gli anni Cinquanta: la nascita della Corporate Identity............................................................... 65 3.2 Il Logo .................................................................................................................................................................................... 67 3.3 Saul Bass e la corporate identity ...................................................................................................................... 68 4. Title design .......................................................................................................................................................................... 78 4.1 I titoli di testa prima di Saul Bass (1900-1950) ......................................................................................... 79 4.2 Saul Bass title designer ............................................................................................................................................ 86 The Man With The Golden Arm (1955) ........................................................................................................................ 91 4.3 Una nuova concezione della title sequence ............................................................................................ 94 Around the World in 80 Days (1956) ........................................................................................................................... 95 4.4 Saul Bass e Alfred Hitchcock ............................................................................................................................... 96 Vertigo (1958)................................................................................................................................................................................. 99 4.5 Live action ......................................................................................................................................................................... 101 Spartacus (1960) ....................................................................................................................................................................... 101 4.6 1966-89: gli anni mancanti ..................................................................................................................................... 107 Casino (1996) ................................................................................................................................................................................ 109 4.7 Conclusioni ........................................................................................................................................................................ 111 PARTE II ......................................................................................................................................................................................... 125 I titoli di testa nella serialità televisiva contemporanea americana ......................................................... 125 1. Le caratteristiche della serialità televisiva contemporanea americana ..................................... 127 2. Il title design nella serialità televisiva contemporanea ......................................................................... 135 3. True Blood (2008-) ....................................................................................................................................................... 147 3.1 Titoli di testa .......................................................................................................................................................................... 148 3.1.1. Digital Kitchen .......................................................................................................................................................... 148 3.1.2. Title sequence ......................................................................................................................................................... 149 3.2 Campagna promozionale per la seconda stagione (2009) ......................................................... 156 3.3 Poster ................................................................................................................................................................................... 158 4. Game of Thrones (Il trono di spade, 2011-)................................................................................................... 164 4.1 Titoli di testa .................................................................................................................................................................... 166 4.1.1 Elastic e Angus Wall .......................................................................................................................................... 166 4.1.2 Title sequence ......................................................................................................................................................... 166 5. Mad Men (2007-) ............................................................................................................................................................178 5.1 Titoli di testa ..................................................................................................................................................................... 180 5.1.1 Imaginary Forces. Steve Fuller e Mark Gardner ............................................................................ 180 5.1.2. Title sequence .........................................................................................................................................................
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