1/12/15 AGD 1222 HISTORY OF GRAPHIC DESIGN TOPIC 5: Arts & Craft Movements in Europe and America By Puan Rosyida Mohd Rozlan The Arts & Crafts Movement WHEN? - Key Moment/Timeline • Mid 19th Century A.D : The term/word ‘Arts & Crafts Movement’: • Inspired by the social reform concerns of thinkers named; Walter Crane, John Ruskin and together with the ideals of reformer and designer; William Morris. • Arts & Crafts Movement is the notions (conception of or belief of) of good design were linked to their notions of good society. • Subsequently, this style was taken up by American designers and was also known as Mission Style. • They were fervently (displaying a passionate intensity) belief that beautiful things were valuable and useful precisely because they were beautiful. • 1820’s Century A.D : Publishing & Editorial Design Begins by Pickering • Emphasizing the designs of books; “The Elements of Euclid” 1 1/12/15 WHEN? - Key Moment/Timeline • A.D 1834-96 : William Morris is the Leader of the English Arts and Crafts movement that called for a fitness of purpose, truth to the nature of materials and methods of production, and individual expression in both designer and worker. • A.D 1856 : Owen Jones, The Grammar of Ornaments Besides William Morris & John Ruskin, Jones is one of the important innovator to this style that provides aesthetic ideas for the ideal craft production system borrowed from Medieval European & Islamic sources. • A.D 1882 : Century Guild is Formed The group of artists and designers who banded (group) together; included designer/illustrator; Selwyn Image, designer/writer; Herbert P.Horne, an architect; Arthur H. Mackmurdo, and a designer; William Morris. WHEN? - Key Moment/Timeline • A.D 1891 : The Kelmscott Press • William Morris is the founder of Kelmscott Press when he thought on book design long before he was inspired by Emery Walker’s illustrated lecture on printing in November 1988. • He has designed first the “Golden” Roman typeface and later the “Troy” Gothic type. • A.D 1890-1903 : The Private Press Movement i. Essex House Press - 1890 ii. Eragany Press- 1894 iii. Ashendene Press- 1895 iv. Doves Press - 1895 v. Vale Press- 1896 These private press had give permanent effect on both private and commercial book design (relation between type, image, and decorative elements) of the century. 2 1/12/15 WHEN? - Key Moment/Timeline • A.D 1870’s to A.D 1950’s : A Book-Design Renaissance • Germany influence on book design and typography throughout the world; inspired by a renaissance of arts-and-crafts activities. • Wonderful new typefaces, and a significant improvement in book design by powerful/important figures such as; Rudolf Koch (1876-1934), Bruce Rogers (1870-1956) & Frederic W. Goudy. • 19th Century A.D - Early 20th Century A.D : Development of The Quality Book Design and Book Production • had became a casualty of the Industrial Revolution up to the Early Modernism Era WHERE? - Classification according to geographical regions (Above) The Industrial Revolution on the Continent 3 1/12/15 WHERE? - Classification according to geographical regions (Above) The Industrial Revolution in German and in the coastal areas WHERE? - Classification according to geographical regions (Left) The Industrial Revolution in the United States 4 1/12/15 Industrial Revolution in Europe & United States Industrial Revolution in Europe & United States 5 1/12/15 Industrial Revolution in Europe & United States (Left) Kids Labor during the Industrial Revolution Industrial Revolution in Europe & United States 6 1/12/15 Industrial Revolution in Europe & United States Industrial Revolution in Europe & United States 7 1/12/15 Industrial Revolution in Europe & United States Industrial Revolution in Europe & United States 8 1/12/15 Industrial Revolution in Europe & United States WHO? - The Person/People who developed or invented A.D 1819 - 1900 : John Ruskin • Ruskin is one of the reformist movement that influenced British, Canadian and America architecture, decorative arts and crafts. • He is the writer and artist that inspired the philosophy of this movement. • Ruskin became concerned for social justice, advocating improved housing for industrial workers, a national education system, and retirement benefit for the elderly. 9 1/12/15 WHO? - The Person/People who developed or invented A.D 1834 - 1896 : William Morris • Morris is the multi-faceted man was at one time or another is a designer and manufacturer of furniture, stained glass, tapestries, wallpaper, an accomplished weaver; a successful poet and novelist; an active Socialist and social reformer; and in his last year, the founder of the Kelmscott Press. • He belief that it is impossible separate aesthetic issues from social and political ones. WHO? - The Person/People who developed or invented A.D 1845 - 1915 : Walter Crane • Crane is also one of the reformist movement that influenced British, Canadian and America architecture, decorative arts and crafts. • A.D 1887, Crane became a President for the Arts and Crafts Exhibition Society in London; and held series of exhibitions and was the first gallery show of contemporary decorative arts in London 10 1/12/15 WHO? - The Person/People who developed or invented A.D 1863 - 1942 : Charles R. Ashbee • Ashbee is an architect, graphic designer, jeweler and a silversmith the founded the Guild of Handicraft in June 1888. • After the death of Morris, he transfer Kelmscott Press to Essex House and to form the Essex House Press in 1890. WHAT? - Introduction: Arts & Crafts Movement • The Arts & Crafts Movement was a British, Canadian, and American movement occurring in the last year of the 19th century A.D. • The movement inspired by the writing of John Ruskin and a romantic idealization of the craftsman taking pride in his personal handiwork, height between approximately A.D 1880 to A.D 1910. • This movement, which challenged the tastes of the Victorian era primarily began as a search for authentic and meaningful styles for the 19th century A.D. • As a reaction to the eclectic (comprehensive) revival of historic styles of the Victorian era and to “soulless” machine-made production aided b the Industrial Revolution, the movement tended to concentrate their productions in the hands of sensitive but well-heeled patrons. • Arts & Crafts Movement was neither anti-industrial nor anti-modern but it’s relied on the talent and creativity of the individual craftsman and attempted to create a total environment. 11 1/12/15 WHAT? - Purpose & Subject Matter: Arts & Crafts Movement • Uses description of humanity and exposes anxiety concerning the presentation on unhealthy elements. • The ideas & subject matters are taken from nature movements and figurative. • Its strength lies in the comprehension of decorative elements, which was used to describe perfection. • It is a combination of all designs, such as architecture, decorative art objects, fashions and graphics - primary function is utilitarian and had an important role to play in improving the lives of everyday working people. • It focus on simple, elegant aesthetic, featuring clean lines and well-balanced proportions, harmonious design without indulging in an excess of ornament but alive and energetic. It is applied on buildings, products, books, and illustrations. WHAT? - Purpose & Subject Matter : Arts & Crafts Movement • This movement sought compromise between the efficiency of the machine and the skill of the craftsman thought it a useful endeavor to seek the means through which true craftsman could master a machine to do his bidding. • In opposition to what many believed to be the reality during the Industrial Age, that humans had become slaves to the industrial machine. • It was a reformist movement and there were many reformist and socialist figure that influenced British, Canadian, and American architecture, decorative arts, cabinet making, crafts, “cottage” garden design, and graphic design (types & book design). Amongst the emergence graphic designers are: • William Morris - Kelmscott Press, ‘Golden’ Roman & Troy Gothic Type • Charles Robert Ashbee - The Esex House Press • Walter Crane - Illustrations & Book Designs • William Pickering - The Elements of Euclid, 1847 • Arthur H. Mackmurdo - Designer/Illustrator • Selwyn Image and many more… 12 1/12/15 WHAT? - The Quality Book Design: William Pickering (1796-1854) William Pickering • Book cover design, 1844 with intricacy of Gothic architecture WHAT? - The Quality Book Design: William Pickering (1796-1854) William Pickering • The Elements of Euclid, 1847. A system of color coding brought clarity to the teaching of geometry 13 1/12/15 WHAT? - The Quality Book Design: William Pickering (1796-1854) William Pickering • (Left) is the title page for Wren’s City Churches, 1883. • Mackmurdo’s plant forms are stylized into flame like, undulating (smooth wavelike motion) rhythms that compress the negative space between them. • This establishes a positive and negative interplay between black in and white paper. WHAT? - The Quality Book Design: William Pickering (1796-1854) William Pickering • (Right) Title page for The Book of Common Prayer by William Pickering. 14 1/12/15 WHAT? - Book Cover Design & Sketch for a Book-Plate: Arthur H. Mackmurdo (1851-1942) Arthur H. Mackmurdo One of the designer/illustrator of The Century Guild with studies of Renaissance design WHAT? - The Quality Book Design: Selwyn Image (1849-1930) Selwyn Image • A woodcut work that has potential of shape and pattern as visual means to express thought and feeling is realized in this