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Typography K. McCoy, by B.Rodríguez

Typography K. McCoy, by B.Rodríguez
by

Amui Chong

on 3 March 2016

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Transcript of Typography K. McCoy, by B.Rodríguez

Typography as Discourse Design in US, a history
of actions and reactions New York School 50's - after IIWW design is seen as a way to shape
a reputation for quality and reliability
- creation of corporate identity
-image oriented desing reaction: Swiss minimalism 60's reaction: New Wave -Wolfgang Weingart's syntactical experimentation -Academia's rediscovery of early 20th century Modernism -Appearance of historicized and vernacular architectural postmodernism
"What was originally a revolution is now
an institution, as predictable as Beaux Arts architecture" BUT... by McCoy, Katherine, with David Frej, ID Magazine, New York, March/April 1988, pp. 34-37. late Modernism? or Post Modernism? "layered images and textures continue
the collage aesthetic begun by
Cubism, Constructivism, and Dada" "the addition of vernacular imagery and colors reflects postmodern architecture's discovery of popular culture, and the reintroduction of the classic serif typefaces draws on pre-20th century history" for McCoy, New Wave are "baroque syntactic constructions", yet very formal, very well structured, which ends up leaving behind semantic expression "in form, text and imagery" and as expected... reaction! Reaction to technical perfection.

Meaning is sought in the relationship between symbols and text, formal structure to a secondary plane. Heavily influenced by currents of literary theory
the author, or designer, is no longer
the source of univocal meaning. Actually
"the author is dead" but meaning is
continuously being created. HOW? the "reader" becomes an
ACTIVE deconstructor
of meaning visual language graphic grammar interactive process David Carson David Carson wolfgang weingart Paul Rand Katherine McCoy Cranbook School
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