Week 02 - Design culture in my city
To prepare myself for the workshop challenge, I considered the following questions based on research in the UK:
Which creative studios contribute to the identity of your city’s design industry and how?
List four key evolutionary design steps that contributed to the identity of the modern-day design culture of your city/country.
For this you need to explore the historical evolution in graphic design practice but also be aware of how developments in society, culture, work, economics and technology have impacted design culture.
Research for the ideas wall
Question 2 - The evolution in graphic design practice in the UK and how developments in society, culture, work, economics and technology have impacted design culture.
Graphic design practice in the UK has undergone significant evolution over the years, with various social, cultural, economic, technological, and work-related factors shaping its development.
Here's a brief overview of how these factors may have impacted design culture in the UK:
Society and Culture: The UK's social and cultural landscape has played a significant role in the evolution of graphic design. For example, during the 1960s and 1970s, a countercultural movement celebrated individualism, creativity, and anti-establishment values. This led to the emergence of bold, unconventional, and experimental designs that challenged the traditional rules of graphic design.
Work: The changing nature of work has also impacted graphic design practice in the UK. With the rise of digital technologies, graphic designers can now work remotely and collaborate with clients from anywhere in the world. This has led to a more globalized and diverse design culture, with designers drawing inspiration from various cultural and artistic traditions.
Economics: The UK's economic landscape has also influenced graphic design practice, with economic recessions and booms affecting the demand for design services. For example, during times of economic downturn, businesses tend to cut back on marketing and advertising budgets, which can impact the demand for graphic design services.
Technology: Technological advancements have profoundly impacted graphic design practice in the UK. The rise of digital technologies has led to the development of new tools and software, making it easier and more accessible for designers to create and produce designs. The internet has also facilitated sharing of design ideas and resources, leading to a more collaborative and connected design culture.
Overall, the historical evolution of graphic design practice in the UK has been shaped by various factors, including societal and cultural shifts, changes in work, economic trends, and technological advancements. These factors will continue influencing design culture in the UK and worldwide as designers navigate an ever-changing landscape of ideas, technologies, and aesthetics.
Four evolutionary design steps that I think contributed to the identity of the modern-day design culture of the UK
1. Arts and Crafts Movement:
The Arts and Crafts Movement emerged in the late 19th century as a response to the industrial revolution. It emphasized the value of traditional craftsmanship and the beauty of handmade objects. The movement was influential in the development of the design industry, as it sought to elevate the status of craftspeople and celebrate the value of their work.
William Morris founded the Arts and Crafts and went on to design some of the most recognisable textile patterns of the 19th century. I live near Standen, West Sussex, The National Trust property, which features many of his wallpaper and textile designs.
2. Modernism:
In the early 20th century, Modernism emerged as a response to the changing social and technological landscape. It emphasized clean lines, simple forms, and functional design. Modernism had a profound impact on the design of architecture, furniture, and household objects, and its influence can still be seen today. The main characteristics of modern literature include Individualism, experimentation, symbolism, absurdity, and formalism.
Walter Gropius and Le Corbusier were the pioneers of the movement, with the latter having a profound impact on the design of many public housing schemes in Britain.
3. The Festival of Britain:
The Festival of Britain was held in 1951 to celebrate British design, art, and culture after World War II. The festival showcased innovative and modern design, which helped establish the idea that design could be an essential tool for national regeneration and cultural renewal.
Importantly, it also acted as a catalyst for a new design aesthetic, launching the career of noted British designers working in textiles, furniture and graphic design. Many of the designs originally produced for the Festival can be seen at the V and A.
4. Postmodernism:
Postmodernism emerged in the 1970s as a response to the perceived limitations of modernism. It emphasized playfulness, irony, and a rejection of strict formalism. Postmodernism had a significant impact on the design industry, as it encouraged designers to experiment with new materials, forms, and concepts.
The Sex Pistols played their first gig in 1975 at St Martins College of Art. Their outrageous behaviour and contempt for established conventions announced the beginning of Punk. The DIY ethos and chaotic style was revolutionary at the time and launched a new era in British music, fashion and design.
Guest Lecture by Susanna Edwards and Maziar Raein
Overview: This weeks guest lecture is by Maziar Raein is an associate professor at the Oslo National Academy of the Arts (KHiO)
This podcast also asks the question “How did we get here” we explore a historical overview of Graphic Design, and how its fragmenting.
Maziar summarises how Graphic design has been a major part of the creative industry for the past three decades. His company specialised in developing identities and distilling them into brands. Before moving to Oslo, he taught on the BA Graphics course at Central St Martins, where he was head of the context programme. He founded Codex Design, where he was responsible for the branding and identity of many businesses, amongst them Lastminute.com
With Maziars vast experience in developing identities he also discusses how boundaries have changed and the role technology has changed practice.
He discusses the 19080s when production methods were very much traditional skill-based (hand type set) and there were a lot of fine art influences coming into Graphic Design. He talks about the industry in the early 1990s, the emergence of desktop publishing software such as Adobe Photoshop and Illustrator revolutionized how graphic designers worked. This allowed them to create complex designs quickly and easily, and to experiment with different techniques and styles.
But also how with technology today the depth of experience new designers bring in is so varied.
“How did we get here” we explore a historical overview of Graphic Design, and how its fragmenting.
Notes and reflection
After this weeks lecture, I think my main concern was how with the introduction of digital media the graphic designer skillset has grown, and “Are employers expecting too much from graphic designers these days?”
When I came into this industry 25+ years ago fresh out of uni, I was fortunate enough to get a job straight from my final year show as a Junior Designer. I pitched up at an advertising agency and started right at the bottom, running errands for the senior designers, making bromides and using the PMT machine. (Not pre-menstrual tension, photo mechanical transfer!!!). I was introduced as the young designer who could ‘use an apple mac’, but in my first 6 months, I didn’t get to do much creative work.
I decided to investigate ‘what is required of a Junior Graphic Designer’ these days. I looked on Indeed job search.
I was amazed to find what is expected of newly qualified Uni graduates with a degree who are expected not only to have design skills but also:
Photography (necessary)
+ Video (added bonus)
Have a good understanding of layout principles, colour, and how to set up files for print and digital output
this role will require a fair amount of administrational workGood experience with print, colour retouching and digital artwork production
Good working knowledge of Photoshop, inDesign, Illustrator, Premier Pro (bonus) -
Interested in social media - (Bonus)
Thoughts? After reading through the advert for a Junior Designer I genuinely asked myself. “Is too much being expected of designers today and by increasing their skillset is the traditional graphic design role being diluted?”
References:
Junior Graphic Designer role