Art Deco 1925 - 1940 The term “art deco” was derived from the “Exposition Internationale des Arts Decoratifs et Industrial Modernes” which was held in Paris in 1925. Art Deco visual motifs include geometric shapes, curves, Egyptian zigzags, sunbursts, lightning bolts, airbrushed ray bands , motion lines, aerodynamic and streamlined forms.
INFLUENCES The “flapper” was a young woman who flaunted social conventions, smoked cigarettes, went out dancing at jazz clubs and dressed provocatively for the times. The flapper style was influenced by Coco Channel, a designer who embodied the modern woman. She designed “streamlined” clothes that were comfortable to wear. Actress Louise Brooks was one of many actresses associated with the flapper style.
INFLUENCES Although art deco was considered an “early modern” style, there was not political ideology associated with it. Where other modern movements stayed on the fringe, art deco gained popular acceptance. This radio design is based on “pure” geometric shapes.
INFLUENCES This rug design uses both geometry and parallel lines to evoke the art deco look. The art deco look represented luxury, extravagance, glamour, glory of the machine age culture, consumerism, speed.
Faith in the machine and technology was at an all-time high. The pursuit of ever increasing speed became an end in itself. The scientific principle of aerodynamics was used to increase the speed of everything from airplanes to trains. Later these streamlined shapes began to appear in everything from cameras to refrigerators.
AM Casandre was the most influential designer of the art deco era. His advertising posters and type designs helped define the art deco look. Cassandre’s first large poster design for “The Woodcutter” department store was 12 feet wide. His airbrushed ray band motif became a major influence in the look of art deco graphics.
Cassandre always began with the text and choice of typography (which he often invented). His illustrations are always based on geometric shapes.
Cassandre often reduced his subjects to silhouettes and geometric symbols.
Cassandre believed in the total integration of word and image. This is perhaps this single most important contribution to graphic design.
Cassandre’s illustrations helped romanticize the appeal of the motor car, locomotive, and ocean liner. Instead of promoting things, he sold ideas using motion and action.
Cassandre’s bold simple designs and large planes of color emphasized the 2D aspect of the poster.
Cassandre Type Geometric art deco The name of this typeface is called Peignot. It became synonymous with everything French.
Cassandre took his own life in 1968. A letter of rejection for a new typeface design was found on his desk.
Cassandre’sraybands and geometric type makes its way to America. In America, “art deco” was sometimes referred to as “art moderne,” “jazz style” or “streamline style.” Note the glamorous lifestyle dipected. Vogue Cover Bolin 1926
Metropolis Fritz Lang 1927 Urban landscape
Urban landscape romanticized with Geometric shapes. Joseph Binder
Otto Bamberger Swiss 1932
Using Art Deco today