Inspired by modernism is a press and promotions pack for an
exhibition that takes place at the design museum. It is a four-page minimalist
design spread promoting themes derived from the modernist era of design, Swiss
movement and modernist aesthetic.
The inspiration for this project comes from the modernist aesthetic
of brands such as Braun and Apple and the overall works of the Bauhaus
modernist era. It employs the idea that less is more and strips back
traditional Bauhaus posters and focuses on minimalism and block colours. All of
the posters also use the Helvetica font that is typically used in Swiss or
modernist design. The fonts sleek lines and modern sensibilities helps solidify
the modernist identity. Its refined and ubiquitous design helps aid the simple,
clean and effective look of all the designs. The drop shadow helps bridge the gap between classic and modern, supporting the idea of the modernist era being
carried into the 21st century.
The posters also use minimal, vibrant block colours in the
construction of the entirety of the press promotions pack. For that, it
resembles Bauhaus era designers such as Herbert Bayer. It also goes off the
somewhat simplicity and clarity of Swiss design to create an overall minimalist
final look. The bright colours of the products help highlight the main theme of
the exhibition and draw the focus of the viewer’s eye to that.
The press pack also incorporates multiple design principles
such as basic layering but not overlapping, to keep within the theme of minimalism.
It also uses figure and ground as well as positive space, particularly in the
composition of the posters. The designer is very self-aware of balance and
positioning on the page. It is evident that there is some use of borders to
frame the posters and to help with the positioning. The consistent use of lines
and edges again help guide the viewer’s eye around the image and then to the
focal point, which are the designs used on all the posters.
The Inspired by modernism exhibition looks at modernist
design and aesthetic over including modernist advertising design for the
overall look. Products like bikes and lightbulbs to brands like Braun and early
2000s Apple have curated a design aesthetic channelling old Bauhaus modernist
design of fluidity and flexibility, as well as bringing that into the 21st
century. The design of the posters incorporate Swiss minimalist design, whilst
still using modernist design principles, particularly in terms of colour and
contrast. The minimalism of the products ties together the look of the press
pack. Both design eras value the idea that form follows function and this press
and promotions pack follows through with that principle.
Overall the press and promotions pack adopts a minimalist
design aesthetic through its choice in composition, font and colour, resembling
the modernist Bauhaus design era.
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