Contemporary graphic design owes a great deal to the progressive artists of central Europe in the early 20th century. As Europe experienced turbulent times during this period, avant-garde artists in Austria between 1900 and 1937 were leading a creative renaissance, introducing design philosophies that set the standard for what is considered to be successful design today.
When I studied graphic design at the Rochester Institute of Technology, I was heavily influenced by the design developments of this era. As we began designing the graphics for Glass of the Architects, Vienna: 1900–1937, I looked back on what I studied many years ago. I learned about German Gestalt Principles and how to achieve a “unified whole” and I studied typefaces such as Akzidenz-Grotesque, introduced in Berlin in 1898. I also learned about the Vienna Secession, the Wiener Werkstätte (Vienna Workshop), and their ideal for achieving a Gesamtkunstwerk (total work of art); their consistent focus on unification, consistency, and creating a complete package can be seen as precursors to what is known as modern-day branding. Read more →