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Greats
Design
OF
Mid - Century
April 1st - July 31st 2014
El Paso Museum of Art
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Applied good taste is a mark of
good citizenship. Ugliness is a
from of anarchy... ugly cities, ugly
advertising, ugly lives produce bad
citizens.
Lester Beall
THE
Greats
Design
OF
Mid - Century
April 1st - July 31st 2014
TABLE OF CONTENTS
Introduction
History
Lester Beall
6-7
Saul Bass
8-9
Paul Rand
10 - 11
Legacy
12
Conclusion
13
Notes/Bibliography
14
Colophon
15
3.
0
INTRO
HISTORY
1999). They help bring new ideas to America and more im-
1.0
the drawings they would put in the caves that started it all.
and the Art Nouveau. Moving along to the Early Modern Twen-
Graphic design has been around since the dawn of time. Our
like Futurism and Art Deco which all are significant leading up
to the graphic design movements of the Mid-Century Modern.
One of the most important things that were going on during
the Mid-Century was World War I and II. With this came things
like the Great Depression. This is important to the designer
because it brought a move called the The American Mod-
4.
5.
LESTER BEALL
Lester Beall had a certain style to his design. He developed a
new vision or form that was influenced by European avant-garde. One of the people that influenced him was Fred Hauck;
he is the one that gave him the ideas and showed Beall the
Bauhaus design. Of course, he is part of the modern era in
particular the Mid-Century. Beall helped influence representation of art, typography and illustrations. Ultimately Beall was
able to put all of his ideas and influences together to come up
with his own graphic style.
esigner Lester Beall was born in Kansas City, Missouri in 1903 and passed away in 1969. He attended the University of Chicago and also took classes
ing, Time Magazine, just to name a few. Beall was part of The
Directors Club of New York. Some of Mr. Bealls most famous
work was a series of posters designed for the U.S Governments
Rural Electrification Administration basically aimed to increase the number of Americans who would use electricity
in their homes.
6.
7.
SAUL BASS
10
Saul Basss work consists of poster and title sequences for such filmmakers as Alfred Hitchcock and John Whitney. Bass also
came up with a new type of kinetic typography called Vertigo. What made Bass most famous was his innovative, and revolutionary work like The Man with the Golden Arm in 1955 and Psycho. He also created the most iconic corporate logos in North
America including the original AT&T bell logo in 1969, and then later the globe logo in 1983. He also created the logo for
Continental Airlines in 1968 and United Airlines in 1974.
8.
9.
PAUL RAND
aul Rand, another influential graphic designer during the Mid-Century Modernism. Paul Rand was born August 15,
1914, in Brooklyn, NY and later passed away on November 26, 1996, in Norwalk, CT. Rand went to the school of Pratt
Institute, Parsons The New School for Design, and Art Students League of New York. He is best known for his corporate
logo designs like ABC, UPS, and IBM. His first job was a part-time position for a syndicate that supplied graphics to various
newspapers and magazines.
12
11
13
Paul Rand was one of the originators of the Swiss Style of Graphic Design. Rand was inducted into the New York
Art Directors Club Hall of Fame. Rand was most influenced by Paul Cezanne to Jan Tschichold in their ideology and
application in graphic design. Paul Rand has a huge influence in the Mid-Century sensual visual contrasts marked in his works.
Rand took many risks by exploring unproven ideas. Rand wanted to engage the audience with his typography mixed with
different shapes and colors.
10.
11.
10.
LEGACY
the movement was the fact that the machines and technology
were getting better and the need for new ideas and designs
was needed to help revolutionize the industries at hand. As
CONCLUSION
it says above with the enormous impact of European immigration, Americans appropriated their ideas and philosophies
design and art, which in turn opened the doors for American
15
designers to come up with there own unique designs. Graphic design was not the only thing that was influenced during
the Mid-Century but all new different types of designs were
being built such as architecture, interior design, and many
other types of design were all influenced by the Mid-Century.
14
12.
13.
COLOPHON
NOTES/BIBILOGRAPHY
0 . Lester Beall, Will there be war? c. 1939.
1. Paul Rand, American Braodcasting Company trademark, c. 1965.
2. Paul Rand, IBM Trademark, 1956.
3. Joe Rosenthal, Rasing the Flag on Iwo Jima c. 1945.
Wikimedia Foundation. Saul Bass. Wikipedia. http://en.wikipedia.org/wiki/Saul_Bass (accessed March 15, 2014).
Saul Bass Art of the Title. Art of the Title RSS. http://www.
artofthetitle.com/designer/saul-bass/ (accessed March 15, 2014).
1/100 Copies
100 copies of The Greats in Design
Printed on Epson Matte Paper.
Size 8x8
Spread 8x16
The typography and design where thought out by
Aaron Rye.
The typefaces consist of Helvetica,
Futura, and Gill Sans with 9 pts. / 16pts. Leading.
This Catalog was printed at Office Depot in 2014.
Aaron Rye would like to thank the University of
Texas at El Paso, and the El Paso Museum of Art
for their continued contributions to the Graphic
Design world.
All rights reseverd 2014
14.
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