Avant-Garde refers to an experimental and innovative time in art, politics and culture. It pushes the boundaries within art and design. Some Avant-Garde art movements include; Cubism, Constructivism, Fauvism, Expressionism, Futurism, Pop-Art, Dada, Surrealism, Bauhaus. These movements had a huge impact of the evolution of Graphic Design as an art form.
Jan Tschichold (1902-1974) was an artist/graphic designer associated with the Bauhaus art movement. Avant- Garde Graphic Design is shown in the Bauhaus artistic style with the use of bold colours, lines and simple layouts. Jan Tschichold described this as ‘impersonal creatvity’. The artwork produced rejected the norm and ideas of what art should be, with the introduction of the term ‘Graphic Design’ to describe this new artistic style. Using typography to communicate messages, often political messages, these works clearly show a strong influence of Avant-Garde ideas and present a new way to present culture, politics and move away from tradition. These shapes, typography of the Avant-Garde are seen in this image by Jan Tschichold. He liked to use a standardized size and layout to convey messages quickly and clearly.
A. M. Rodchenko, URSS 1925
Alexander Rodchenko was a Constructivist Artists to emerge after the Russian revolution. He was a painter, graphic designer and eventually a photographer. This image presents a message and bold lines and typography. This new visual culture began to arise in the Avant-Garde experimental period in art. Rodchenko was innovative in photography, he liked to photograph from different angles and viewpoints to create experimental representations and perspectives; rejecting the norm of traditional ways of photographing.
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