1. THE WPA

2. Background • America in the midst of the Great Depression • FDR’s New Deal Administration institutes work relief programs • Works Progress Administration (WPA) creates jobs for citizens displaced from employment in every sector of the work force • Artists were never considered “necessary” to the work force but welcomed the opportunity

3. WPA/FAP • Work Progess Administration’s Federal Arts Program (WPA/FAP) • Established 1935 • Operated as the main employer of the nation’s artists • Exists in all 48 states by 1938

4. WPA/FAP Poster Unit • Originates in New York (as did most of the Federal Arts Projects) • Begins with hand-drawn, “one-of-a-kind” posters • Anthony Velonis introduces silk-screening process to the department • The department distributes instructions to FAP art teachers and Poster Units

5. WPA/FAP Poster Unit • Poster Unit artists were keenly aware of developments and trends in the fine arts and commercial design • Often the work was stylistically ahead of commercial design firms, freely using abstract expressionism, constructivism and Bauhaus-influenced concepts of design • Open and creative environment allows for experimentation and innovation

6. WPA/FAP Poster Unit • In 1942, WPA arts efforts were transferred to the Department of Defense, then phased out in 1943 • Among the artists, Bauhaus alumni Richard Floethe and Herbert Bayer

35. THE MODERN MOVEMENT IN AMERICA

36. Background • Graphic Design in America during the 20s and 30s dominated by traditional illustration • Modern approach slowly gained ground in: • Book design • Editorial design for fashion and business • Promotional corporate graphics

37. Background • Tschichold’s elemtarie typographie was called: • “typographic fireworks” • “typographic revolution” • “insane jugglings of type by a band of crazy, foreign type anarchists” • A few American designers understood the ideas and principles and put them into play

41. Lester Beall (1903-69) • Self-taught designer with a doctorate in art history • Contributor to the modern movement in America before the influx of immigrants • Brought understanding of European avant-garde art movements, including Constructivism, Dada and Surrealism, to the practice of design

46. Immigrants to America • Migration slow at first, reaches crescendo by the 1930s • Brought their design languages with them • American experience infuses their work

47. Harper’s Bazaar • Reputation for innovative editorial design • Employs the most gifted designers and photographers • Overturned conventions in photography, typography and layout

48. Harper’s Bazaar • Erté - exclusive contract from 1924-37 for covers and fashion illustrations • Alexey Brodovitch - art director from 1934-58 • Henry Wolf - takes over after Brodovitch, until 1961