Del 0 - Cultural Histories of Design

New Typography in Scandinavia

Modernist Design and Print Culture

Häftad, Engelska, 2024

AvTrond Klevgaard,Norway) Klevgaard, Trond (Kristiania University College,Grace Lees-Maffei,Kjetil Fallan

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This is the first in-depth work on Scandinavia's 'New Typography'. It provides a detailed account of the movement’s lifespan in the region from the 1920s up until the 1940s, when it was largely incorporated into mainstream practice.The book begins by tracing how the New Typography, from its origins in the central and eastern European avant-garde, arrived in Scandinavia. It considers the movement’s transformative impact on printing, detailing the cultural and technological reasons why its ability to act as a modernizing force varied between different professional groups. The last two chapters look at how New Typography related to Scandinavian society more widely by looking at its ties to functionalism and social democracy, paving the way for a discussion of the reciprocal relationship between the culture of practitioners and the cultural work performed through their practice.Based on archival research undertaken at a number of Scandinavian institutions, the book brings a wealth of previously unpublished visual material to light and provides a fresh perspective on a movement of central and enduring importance to graphic design history and practice.

Produktinformation

Utgivningsdatum2024-01-11
Mått156 x 232 x 18 mm
Vikt635 g
FormatHäftad
SpråkEngelska
SerieCultural Histories of Design
Antal sidor272
FörlagBloomsbury Publishing PLC
ISBN9781350428133

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ContentsList of FiguresList of PlatesAcknowledgementsNote on TranslationIntroduction1. Origins and NetworksOrigins of the New TypographyScandinavian Nodes in the Avant-Garde NetworkSection One: Printing and Advertising Cultures2. Modification: The Printing Trade's Versions of the New TypographyThe New Typography from Avant-Garde Printing to TradeThe New Typography in Scandinavian Printing Education3. Compartmentalization: Cultures and Practices of AdvertisingJobbing Print, Commercial Art and Lay-OutDiscreet Professional Communication NetworksCompeting Cultures of Design and ProductionSection Two: Printing and Society4. Realignment: Functionalism as Ideology, Style and ResistanceFrom Elementarism to FunctionalismFrom Funkis to Functional TypographyTowards the Functional Book5. Isolation: Future-People and Rational ConsumersThe Swedish Cooperative Society: Adopter of 'Wild' New TypographyPrint Designs of the Avant-Garde LeftTargeting the Young and Femaile Vote through 'Wild' Photomontage6. AssimilationThe New Typography Under OccupationA New Style in Neutral SwedenConclusionGlossary

The history of modernism in typography is too often told through a limited number of familiar pieces of work, with the emphasis on a small cast of central and eastern European characters. Through thorough research into contemporary accounts, and by not concentrating solely on the avant-garde, Trond Klevgaard opens our eyes to Danish, Norwegian, and Swedish designers whose work in the mid-20th century was international in inspiration but decidedly Scandinavian in application. This book brings a much-needed northern European perspective to the history of the ‘new typography’.