American Modernism, The timeline of Modernism in America. Monday Seminar 3.

American Modernism

R. Roger Remington

Graphic Design 1920 - 1960

Roger Remington provides an overview and time-line of modernism in America. As a brief overview: the first third of the book contains a run up to modernism, the greatest world influences from the British Arts and Crafts movement, German Bauhaus and Futurism. The majority of the book covers the big designers and formative occasions of modernism in America. Finally the book concludes by examining the transition of modernism to post-modernism, including those designers who didn't let go of modernism, even in the era of post-modernism.

The foundations of Modernism, especially in America, were established as a reaction against the aesthetic of the Victorian culture: the Arts and Crafts movement. "Modernism was more than just the name of a style. It was a philosophy, a view of life, a state of mind." Frank Lloyd Wright said, "What was most necessary in architecture was a philosophy, not an aesthetic." The end of the First World War brought a real push of graphic designers, artists and architects challenging established forms, the poet Ezra Pound summed it all up when he said, "Make it new!"

Modernism emerged in European countries far earlier than it did in English-speaking countries. Countries such as Germany and Austria, which underwent dramatic social changes after the First World War, quickly grasped the avant-garde movements, as did those that had very fluid social structures (Switzerland and Denmark). This developed into the foundations of Modernism. Russia brought the Constructivists, Italy the Futurists, France brought Cubism. 

Modernism didn't really arrive in America until the 30's. Due to the economic crisis of the Great Depression, the United States was consumed with coping. However, those working within the media maintained a positive outlook. Advertisements and products were designed with a specific purpose of bringing the citizens of the United States hope for a better world to come.

Many famous Modernist designers in America were European, especially German/Austrian/Swiss. The former two often tended to be refugees from the war looking for a new life. This included designers such as Hans Barschel, who designed the covers for magazines like Fortune and PM. The covers have a distinct Modernist style which is often seen as akin to Nosferatu or Metropolis. Other very notable immigrant designers were Joseph Binder, Jean Carlu, George Giusti, Max Gschwind, Albert Kner, Walter Landor, Alexander Liberman, Herbert Matter, Ben Shahn, Xanti Schawinsky and Allen Hurlburt.

However, there were some prominent native names in Modernism. Designers such as Paul Rand, Gene Federico, William Golden, Saul Bass and Alex Steinweiss were all native New Yorkers. Steinweiss in particular, revolutionised the world of album cover design in the 1940's.

The 1950's brought the era of corporate identity, postwar economic boom was continuing and many companies started to look towards their trademarks with a critical eye. Pierre Martineau argued, "Every company elicits broad, subjective attitudes from the public that cannot be addressed in a single communication; only a complete examination of all artifacts connected to a given company will enable it's managers to control the public's general impression of that company." A very noteable case of this was William Golden's work with the Columbian Broadcasting Service (CBS). He hand modified the Didot Bodoni typeface which became the centrepiece of the CBS identity. He also created the famous eye symbol (picture above right). 

The 1960's onwards saw the decline and transformation of Modernism into Post-Modernism,  despite some designers remaining true to the philosophy of Modernism. One such prominent designer was Paul Rand, who continued to create Modernist covers for magazines such as Esquire. Herb Lubalin also stayed the path, designing the magazines Avant-Garde, and Eros in a Modernist style.

• Remington, R. R., & Bodenstedt, L. (2003). American modernism: Graphic design, 1920 to 1960 (Miniition. ed.). London: Laurence King Publishing.