BRANDING: Create Signage.
RETRO POSTER DESIGN.
Posters have a history of connecting people. Unlike other forms of graphic design. Posters have a directness, accessibility, and simplicity. When asked to design a poster. I begin from a creative place of too many choices.
Finding the Graphic Design Focus
When I design I have to first discover a focus. For the Honor Night poster I wanted to design a poster that I connected with. I wanted the graphic design and typography to communicate something about me the designer, as well as reach everyone. I wanted to create a meaningful reference to what school had meant to me.
This retro poster design wasn’t for any Honors Night, this was my own Honors Night. For me, the poster had to reflect my school experience.
At school I enrolled for every art history class that was available. While all of the art movements provided me with interest and inspiration. It was the Dada art (or anti-art) movement that resonated with me the most.
Unlike prior art movements. Dada was more a mindset, than a single art style. The Dada artists dedication to questioning everything about artistic expression resounded with creative approach. The Dada movement did borrow their visual and technical vocabulary from Futurists. Especially those contributions to visual communication and advertising.
Dada made the poster the central tool for introducing new and bold graphic design aesthetic. The Dadaists, like the Futurists had a typographical revolution. With the typeface being the medium. The Dada artist isolated the graphic values of a typeface. While providing an independence meaning to the shape of the letters that was different from the transmitted textual meaning.
The typographical revolution brought about an innovative use of typography. Where the artist questions every adjust of the design. From adjustments to the kerning (space between characters). To refining the leading (space between successive lines of type). To the use of negative white space. Allowing the layout to flow vertically, horizontally, and diagonally.
The Dada art movement enriched creative libration to the collective arts. Impacting painting, collage, sculpture, poetry, performance, photography, and graphic design. The collective spirit of Dadaism parallels directly with my creativity as a multimedia artist.
Drawing Creative Inspiration for Retro Poster Design
One of the most recognizable designs from the Dada era is that of the cover design for Veshch (Object). 1922 Berlin anti government booklet. Veshch introduced using an array of different typefaces and printing on colored paper to liven up the design.
100 years later. The retro poster design remains distinctive and modern. The design aim is to break the reader free of the traditional concept of typography.
Today the reader is now expected to explore the shape and form of text. Without having to decipher the meaning of the content. Every major brand depends on reader recognize. With shape being the first value a reader will recognize. Follow by color, and third the text.
For more info on the Dada Art Movement.