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ESSAY 1 ASSIGNMENT
Write a one-page thesis paper.
Essay Parts
Imagine attending an event that opens your eyes to an explosion of color and changes your perception of the world forever. This is exactly what happened to Lucian Bernhard. In 1898, he attended the Munich Glaspalast Exhibition of Interior Decoration at the ripe age of fifteen. It was here he became inspired to depict the world around him in blocks of color. This translated in his later years to his graphic design commissions. Lucian Bernhard shifted the direction of communication design with his distinct minimalistic style and influenced the way designers portrayed product poster design for generations.
His career started when he won a design contest for Priester matches. Here he simplified his original designs to nothing but the depiction of two matches and the company name in large bold letters. Originally cast out by the jury they revisited the piece and eventually announced it as the winner after Ernst Growald, a member of a prominent lithography firm, rescued it from the garbage and claimed it as genius. This sparked the beginning of Bernhard’s influence upon the graphic design community.
As stated by Meggs, “This self-taught young artist probably did not realize it at the time, but he had moved graphic communications one step further in the simplification and reduction of naturalism into a visual language of shape and sign.”1 The formula he created was simple. Depict products using flat color, large simple images, and the product name. Known as “the Bernhard formula” his simplistic style was adopted by numerous prolific designers around him. He and six other artists that embodied his desgin aesthetics were placed under exclusive contracts by the Berlin lithography firm of Hollerbaum and Schmidt. Together they steered the design of German poster art in an entirely new direction. The Priester matches poster, in particular, is a fantastic example of this and as pointed out by Steven Heller “…was to influence the genre of advertising know as the Sachplakat, or object poster.”2 It shows that design of a product can be just that, the product. Breaking away from that of eleborate flourishes the distinct design elements he employed broke the mold of design up to that point.
During an interview with Oskar M. Hahn for Gebrauchsgraphik Magazine Bernhard states, “...I am regarded as one of the most pronounced exponents of German poster art...”3 Over the two decades that Bernhard worked in Berlin Meggs points out that “ …he designed over three hundred packages for sixty-six products.”4 He became so successful at such an early age that after only ten years of designing he was able to open his own studio and employed thirty new artists. According to Heller “In 1920, he was made the first professor of poster art at the Berlin School of Arts and Crafts.”5 His influence over the design world exempilifies how admired he was then and is now.
The necessity for “the Bernhard formula” was highly regarded during the first decade of the Twentieth Century because of the vast increases in German Industry. Advertising that was simple and eye catching captured the attention of those passing by much more easily in the bustling environment of Industrial Berlin. I think it is safe to say that the influence Lucian Bernhard had in creating the paradigm of the twentieth-century poster makes him a notable player in the history of graphic design.
Lu ci
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P ri
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HOW LUCIAN BERNHARD CHANGED PRODUCT POSTER DESIGN
W hi
tn ey
M ok
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1. Philip B Meggs. Meggs’ History of Graphic Desgin (New Jersey: John Wi- ley & Sons, 2016), 292-297.
2. Steven Heller, “Lucian Bernhard,” The American Institute of Graphic Arts, March 01, 1997, http://www.aiga.org/ medalist-lucianbernhard.
3. “Lucian Bernhard Speaks!”Steven Heller, last modified October 17, 2011, http://www.printmag.com/design- inspiration/lucian-bernhard-speaks.
4. Meggs, 295.
5. Heller, “Lucian.”
Title
Intro
Thesis statement: underlined
Paragraphs w/supporting evidence
Image
Citations
Conclusion
Author
Thesis
A Thesis paper is NOT a summary paper.
Thesis
Thesis statement=
One sentence that contains the topic and assertion of your whole paper.
What is a Working Thesis?
Research papers are iterative, like a science experiment.
Create Hypothesis. Test. Revise. Test.
Working Thesis
Sizzle Pie is the best pizza in Portland.
1. Is the topic clear? 2. Is the thesis statement one sentence? 3. Is there a clear assertion? Can it be argued? 4. Is it specific (not a broad assertion)?
Evaluate
Thesis
Sizzle Pie is the best pizza in Portland.
Too broad.
Thesis
Be specific rather than broad.
Avoid overused superlatives like: best, greatest, most.
Working Thesis
Sizzle Pie’s organic ingredients, salaried staff, speedy delivery and low price point make it the prime choice for socially conscious eaters on a budget.
Working Thesis
Sizzle Pie’s organic ingredients, salaried staff, speedy delivery and low price point make it the prime choice for socially conscious eaters on a budget.
Working Thesis
There were many factors that contributed to the collapse of communism in Eastern Europe.
Example
Topic: Collapse of Communism in Eastern Europe Assertion: ?
There were many factors that contributed to the collapse of communism in Eastern Europe.
Example
While cultural forces contributed to the collapse of communism in Eastern Europe, the disintegration of economies played the key role in driving its decline.
Topic: Collapse of Communism in Eastern Europe Assertion: The Disintegration of Economies Caused the Collapse
Example
Nah:
Paul Rand’s unique style made him one of the best designers in America.
Example
Nah.
Paul Rand’s unique style made him one of the best designers in America.
Topic: Paul Rand’s design style Assertion: Paul Rand is the best designer in America.
Not specific. Assertion too grand.
Example
Meh.
Paul Rand’s simplistic style, creative use of copy, and groundbreaking corporate design made him the most influential designer in America.
Example
Meh.
Paul Rand’s simplistic style, creative use of copy, and groundbreaking corporate design made him the most influential designer in America.
Topic: Paul Rand’s design style Assertion: Paul Rand is the most influential designer.
Assertion too grand.
Example
Yeah!
Paul Rand’s simplistic style, creative use of copy, and groundbreaking logo design shaped corporate design as we know it today.
Example
Yeah!
Paul Rand’s simplistic style, creative use of copy, and groundbreaking logo design shaped corporate design as we know it today.
Topic: Paul Rand’s design style Assertion: Paul Rand shaped corporate design today
Quotations
Use sparingly.
Quotations
Introduce, interpret and contextualize a source.
Quote Sandwich
Introduce Quote + Quote w/Citation + Interpretation
Quotations
Introduce the quotation with your own words and integrate it grammatically into the sentence.
In-text Citations
To cite a source, a superscript number is placed after a quote or a paraphrase.3
Quote Sandwich
Example:
In a Harvard study, children who were taught effective ways to deal with confrontations through role-playing, "demonstrated a significant increase in generating relevant solutions to interpersonal problems in follow- up testing.”2 These results show that role- playing can be an important strategy for improving childhood relationships.
Intro
Quote w/citation
Interpretation
Point of View
Writing for analytical papers is done in the third person. These are NOT personal narratives or reflections.
Sources
Include at least three sources
One must be a book, magazine article, or documentary
You may not use Wikipedia, as the final source, but may use it as a resource to find other sources.
In-text Citations
Citation numbers should appear in sequential order. Each number then corresponds to a citation, a footnote or to an endnote.
Essay Parts
Imagine attending an event that opens your eyes to an explosion of color and changes your perception of the world forever. This is exactly what happened to Lucian Bernhard. In 1898, he attended the Munich Glaspalast Exhibition of Interior Decoration at the ripe age of fifteen. It was here he became inspired to depict the world around him in blocks of color. This translated in his later years to his graphic design commissions. Lucian Bernhard shifted the direction of communication design with his distinct minimalistic style and influenced the way designers portrayed product poster design for generations.
His career started when he won a design contest for Priester matches. Here he simplified his original designs to nothing but the depiction of two matches and the company name in large bold letters. Originally cast out by the jury they revisited the piece and eventually announced it as the winner after Ernst Growald, a member of a prominent lithography firm, rescued it from the garbage and claimed it as genius. This sparked the beginning of Bernhard’s influence upon the graphic design community.
As stated by Meggs, “This self-taught young artist probably did not realize it at the time, but he had moved graphic communications one step further in the simplification and reduction of naturalism into a visual language of shape and sign.”1 The formula he created was simple. Depict products using flat color, large simple images, and the product name. Known as “the Bernhard formula” his simplistic style was adopted by numerous prolific designers around him. He and six other artists that embodied his desgin aesthetics were placed under exclusive contracts by the Berlin lithography firm of Hollerbaum and Schmidt. Together they steered the design of German poster art in an entirely new direction. The Priester matches poster, in particular, is a fantastic example of this and as pointed out by Steven Heller “…was to influence the genre of advertising know as the Sachplakat, or object poster.”2 It shows that design of a product can be just that, the product. Breaking away from that of eleborate flourishes the distinct design elements he employed broke the mold of design up to that point.
During an interview with Oskar M. Hahn for Gebrauchsgraphik Magazine Bernhard states, “...I am regarded as one of the most pronounced exponents of German poster art...”3 Over the two decades that Bernhard worked in Berlin Meggs points out that “ …he designed over three hundred packages for sixty-six products.”4 He became so successful at such an early age that after only ten years of designing he was able to open his own studio and employed thirty new artists. According to Heller “In 1920, he was made the first professor of poster art at the Berlin School of Arts and Crafts.”5 His influence over the design world exempilifies how admired he was then and is now.
The necessity for “the Bernhard formula” was highly regarded during the first decade of the Twentieth Century because of the vast increases in German Industry. Advertising that was simple and eye catching captured the attention of those passing by much more easily in the bustling environment of Industrial Berlin. I think it is safe to say that the influence Lucian Bernhard had in creating the paradigm of the twentieth-century poster makes him a notable player in the history of graphic design.
Lu ci
an B
e rn
h ar
d ,
P ri
e st
e r
m at
ch p
o st
e r,
1 9
0 6
.
HOW LUCIAN BERNHARD CHANGED PRODUCT POSTER DESIGN
W hi
tn ey
M ok
le r
// N
ov em
be r
8t h,
2 01
7 //
D es
ig n
H is
to ry
2 90
1. Philip B Meggs. Meggs’ History of Graphic Desgin (New Jersey: John Wi- ley & Sons, 2016), 292-297.
2. Steven Heller, “Lucian Bernhard,” The American Institute of Graphic Arts, March 01, 1997, http://www.aiga.org/ medalist-lucianbernhard.
3. “Lucian Bernhard Speaks!”Steven Heller, last modified October 17, 2011, http://www.printmag.com/design- inspiration/lucian-bernhard-speaks.
4. Meggs, 295.
5. Heller, “Lucian.”
Title
Intro
Thesis statement: underlined
Paragraphs w/supporting evidence
Image
Citations
Conclusion
Author
Pro Tips
No fluff.
Be direct, not flowery.
Don’t be lazy in the research phase.
Check spelling!
Your choice of any GRAPHIC DESIGN topic within the following areas of study:
Early Communication Renaissance Typography Industrial Revolution Victorian Era Design Arts & Crafts Art Nouveau Vienna Secession Glasgow School Jugendstil
Essay Topics
Grading Sheet
