We've studied Modernism; so what is Postmodernism?
Maybe this video will help us understand it. Maybe.
Make sense? Maybe we should look at this too.
GENERALLY ACCURATE STATEMENTS:
- Postmodernism is defined most simply as “after modernism” (roughly the 1950's to the 1980's).
- But its meaning is much more complicated.
- Postmodern designers explore pluralistic theories and strategies. Like to mix styles.
- Rejects the notion of the “artist as heroic (male) individual”.
- The artist is more a collective than an individual; the art is derived more so by the subconscious rather than the conscious mind.
- It's not afraid to be political or offer direct social commentary.
One consistent idea: Postmodernism rejects the idea of the master theory—“whereby a single concept of style can and should define a field”.
WHO LIKED THE IDEA OF THE MASTER THEORY?
Answer: Modernists. Remember the manifestos of the Cubists, Futurists, Surrealists, etc.? Remember the strict rules of the Swiss Designers (san serif fonts, grids, asymmetry)?
WHY SWISS?
After World War II (which ended in 1945), Swiss Design became a dominant style--so much so that it was also called International Style, particularly in reference to architecture. Why?
SHORT ANSWER: NEUTRALITY.
The rather sterile and controlled Swiss designs were seen as politically neutral. The Swiss, as a neutral nation, had avoided dark associations with Germany (Nazis) and Russia (Soviets). For this reason, international corporations embraced it as an aesthetic, triggering a Golden Age of corporate design.
The Swiss approach influenced American designers who applied certain principles to everything from corporate logos, movie posters, book covers, annual reports, etc. The most famous and influential of these designers were Paul Rand, Saul Bass and Alvin Lustig.
Swiss Design was considered OBJECTIVE as opposed to SUBJECTIVE.
Swiss Design emphasized order, legibility, functionality, objectivity and emotional neutrality.
MODERNISM VS. POSTMODERNISM
This is Wim Crouwel. Here's what he has to stay about the Swiss approach and the inclusion of "feelings" in design (4:50).
Wim Crouwel had an ideological clash with designer Jan van Toorn.
Crouwel respected the grid and the “depoliticization” of International Style. Favored the notion of “artist as engineer”.
Van Toorn wanted to break the grid and re-politicized design. He wanted designers to “engage society critically” with their work.