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Файл:English for students of graphic design. Учебное пособие
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grammar – a triangle, a square, and a circle – evoked this back-to-the-basics
mentality. They challenged everything, including the usual method of schooling.
They combined arts and crafts, classical and avant-garde styles, form and
function. Bauhaus design incorporated minimalism, geometric shapes, and simple
typography. While the Bauhaus bubble lasted for only 14 years, its influence
remains in just about every aspect of modern life today.
Art Deco originated in Paris, where the 1925 Exposition Internationale des
Arts Décoratifs et Industriels Modernes gave it its name.
Style, elegance, and sophistication are the epitome of Art Deco design. Art
Deco uses simple shapes, stylized and geometric ornamentation, and elaborate use
of expensive materials, both natural and synthetic.
Spanning architecture, furniture, fashion, sculpture, and more, Art Deco
encapsulates the decadent spirit of the 1930s. The Rockefeller Centre, Chrysler
Building, and Empire State Building were all designed in the style.
Building on the rational approach of the Bauhaus, this movement is all about
functionality and universality. The style emerged in Russia, the Netherlands, and
Germany in the 1920s and was further developed in Switzerland during the 1950s.
Designers developed a cohesive, unified Modernist movement that became known
as the Swiss Design or the International Typographic Style.
Logical, modular grid systems provided a structured framework to align
different elements, something now considered essential for most forms of graphic
design. Realistic photography was preferred over more expressive illustration,
alongside neutral sans-serif typefaces such as Helvetica.
Swiss design is minimal in nature. Minimalism has experienced a comeback
in branding, UI design, and packaging. This trend is driven by influential
companies such as Apple and Google who prioritize a clean, pared-back aesthetic
above ornament and decoration. A vital contribution from the Swiss Design
movement is their use of grids. Can you imagine designing for the web without
one?
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Primarily a British and American cultural phenomenon that gained traction
in the late 1950s and 1960s, Pop Art was named by art critic Lawrence Alloway
because of the way it glorified popular culture and elevated commonplace, often
unremarkable objects to iconic statuses.
The pop art movement began as a revolt against the dominant approaches to
art, culture, and traditional views on what art should be. Sources of inspiration
ranged from Hollywood movies, advertising, product packaging, pop music, and
comic books, rejecting the pretensions of “high art” in favor of bold, graphic
printmaking.
Postmodernism was a reaction against modernism. While modernism was
based on idealism and reason, postmodernism was born from skepticism and
suspicion of reason. Modernists valued clarity and simplicity. Postmodernists
embraced complex and often contradictory layers of meaning.
Young designers of the movement questioned the “form follows function”
philosophy associated with Modernism derived from the Swiss Design Style (or
International Typography Style). Designers created freely, breaking rules of design
with the use of collage, distortion, vibrant colours, and abstract type.
During the late 1970s, April Grieman became known for her postmodern
experimentation with her typographic innovations and colourful collage style.
The introduction of digital tools provided a new, revolutionary way of
creating graphic design. In 1984, Apple introduced the Macintosh computer. It
used a simple, user-friendly interface that said “Hello”, inviting consumers to be a
creator themselves.
Photoshop launched in 1990 as a graphics editing software anyone could use
to manipulate images and make professional designs. Basic programs like
Microsoft Paint made graphic art accessible to the masses.
Logo and branding design is an important sub-category of graphic design.
Without it, we would have no way to recognize companies, organizations, and our
favorite brands.
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Signage uses symbols and words to communicate a message. They’re
typically a form of wayfinding information and are important to help people get
around a location. Signage can range in large sizes like billboards and murals but
they can also be smaller like street signage. But similar to graphic design, the key
is communication.
Some of the first signs of modern signage can be attributed to the Greeks
and Romans using stone or terra cotta to create signs with symbols. Often signs
were used to show membership to specific groups like religious affiliations. After
the Dark Ages, commerce expanded along with the need for signage. In 1389,
King Richard III of England passed a law that any establishment that sold ale must
place a sign outside of its building.
Logos (abbreviated for logotype) is a graphic mark, an emblem, or symbol
used for identification. Today, a company’s logo is synonymous with its trademark
or brand. The beginning of logo design can be traced back to many origins such as
seals, coins, coats of arms, watermarks, and more.
The first logo ever to be trademarked was the Bass red triangle in 1876 for
The Bass Brewery. It featured a red triangle with the “Bass” text in a script similar
to the well-known Coca-Cola lettering.
This trend of trademarking company logos continued steadily with the
invention of television and mass communication. The concept of logos hasn’t
changed much since ancient times, they are still used to convey a message for a
brand visually, without language.
Paul Rand is considered one of the pioneers of design. No graphic design
history would be complete without mentioning how he redefined the corporate
logo. He’s famous for his logo redesigns for companies such as IBM,
Westinghouse, ABC, NEXT, and UPS.
“Before Paul Rand, the copywriter was the lead,” says Donald Albrecht. The
copywriter would supply the words which would dictate the layout of the ad, often
drawn from one of several templates or pre-determined formats. The visuals would
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be filled in later by commercial artists who typically just illustrated whatever the
copy was describing.
Rand sought to bring a radically different approach to the job. As he saw it,
an ad’s effectiveness lay in the way words and images were combined on the page.
Rand fused words and pictures into one symbol.
Rand introduced a crucial new ingredient into commercial art: form. By
paring down copy and adding white space to his compositions, Rand made his
advertisements stand out from the dense copy surrounding them. He brought art to
advertising.
As graphic design has evolved over time, it’s become more specialized with
the necessity for new fields in design. Advertising and print design were once the
core of graphic design. With the invention of the computer, Photoshop, and the
Internet, a surge of new design disciplines emerged. Even though Web design,
interactive design, UX and UI design, and product design are specialized fields
within the design community, they all stemmed from graphic design.
2.1 Vocabulary exercises
2.1.1 Transcribe and translate the following words and phrases from the text
above: broad, to categorize, digital and web design, book cover, layout,
advertisement, package, logo, branding, visual, message, combine with, come
from, evolve, cave paintings, generation, unclear, obvious, be credited for,
movable, literacy, affordable and accessible, rely on, forge a path for, commercial
use, lead to, efficiency, lithography, surface, chromolithography, be established in,
ink, ceramics, silver, influence, flourish, deliberate, attempt, abandon, revive,
utility, distinctive, jewelry, found, launch, encourage, triangle, square, circle,
challenge, elegance, sophistication, shape, universality, functionality, cohesive,
align, grid, sans-serif typeface, revolt, inspiration, simplicity, contradictory,
collage, accessible, religious affiliations, lettering, convey, copywriter, template,
surge, crucial.
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2.1.2 Make up expressions with the verbs, nouns and adjectives from
Exercise 2.1.1.
2.1.3 Work with the dictionary. Find the difference between the following
words: ad, commercial, advertisement, advertising.
2.1.4 Do the word-building task. Be careful, not all the words have multiple
forms.
Verb Noun Adjective
influence
to contradict
to invent
to encourage
efficiency
inspiration
advertisement
accessible
visual
simple
2.1.5 Add words to the word tree.
2.1.6 Find the synonyms in the text to the given words and phrases: to send a
message (2), to consist of (2), commercial (2), to impact, important, not obvious,
intentional, united, not expensive, to develop gradually.
2.1.7 Match a word or a phrase from the text with the definition:
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1. ceramics a. a continuous curved line, the points of which are
always the same distance away from a fixed central
point, or the area inside such a line;
2. silver b. someone or something that gives you ideas for doing
something;
3. a triangle c. the quality of being useful, practical, and right for the
purpose for which something was made;
4. a square d. a chemical element that is a valuable shiny, white
metal, used for making cutlery (knives, spoons, etc.),
jewellery, coins, and decorative objects;
5. a circle e. the fact that something is plain and has no
decoration;
6. ink f. a flat shape with four sides of equal length and four
angles of 90°;
7. inspiration g. the good use of time and energy in a way that does
not waste any;
8. simplicity h. the art of making objects by shaping pieces of clay
and then baking them until they are hard;
9. efficiency i. the quality or state of being universal (existing
everywhere, or involving everyone);
10. universality j. (the art of making) a picture in which various
materials or objects, for example paper, cloth, or
photographs, are stuck onto a larger surface;
11. functionality k. coloured liquid used for writing, printing, and
drawing;
12. collage l. a flat shape with three straight sides.
2.1.8 Make up 9 sentences with the words and phrases from Exercise 2.1.1.
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2.2 Grammar exercises
2.2.1 Give three forms of the following irregular verbs: to take, to see, to
begin, to lead, to bring, to drive, to seek, to rebuild, to break, to lay, to sell.
2.2.2 Make up sentences with each irregular verb from Exercise 2.2.1 using
Past Simple.
2.2.3 Insert necessary prepositions.
1. But where did graphic design come … originally and how has it evolved
… time?
2. People no longer had to rely … lengthy scholarly reproductions … books.
3. The Gutenberg press forged a path … more commercial uses … design,
which led … the era of graphic design as we know it.
4. Eventually, this led … chromolithography which is simply lithography
but … colour.
5. Art Nouveau (“New Art”) flourished … western Europe and the United
States … the 1880s … the First World War.
6. The Wiener Werkstätte (which translates … Vienna Workshop) was
established … 1903 … the painter Koloman Moser.
7. The style emerged … Russia, the Netherlands, and Germany … the 1920s
and was further developed … Switzerland … the 1950s.
8. The pop art movement began as a revolt … the dominant approaches …
art, culture, and traditional views … what art should be.
9. While modernism was based … idealism and reason, postmodernism was
born … skepticism and suspicion … reason.
10. He’s famous … his logo redesigns … companies such as IBM,
Westinghouse, ABC, NEXT, and UPS.
11. As graphic design has evolved … time, it’s become more specialized …
the necessity … new fields … design.
2.2.4 Open the brackets using the Present Simple Tense.
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1. It (to permeate) many aspects of our lives and (to branch) out into many
different subgenres, from product design, sound, virtual reality, interaction, to
designing cars, video games, software interfaces, the home and offices interior etc.
2. This profile also (to include) components of the UX designer applied to
apps and interfaces.
3. Design thinking (to be) a methodology that (to allow) design, when
combined with "Design Doing", and therefore designers, to become a tool to mold
finance, leadership, business management processes.
4. Design (to be) a strategic problem-solving methodology that (to help)
drive innovation and develop business success.
5. It (to be) user-centered, i.e. users (to be) at the heart of the design thinking
approach.
6. The fields of application of design (to vary) according to the
manufacturing methods and the environment to which the design methodology (to
apply).
7. To do so, he or she (to mobilize) a wide range of methodologies and tools
to model the expectations and behaviors of users, as well as the design solutions it
can (to bring).
2.2.5 Make the following sentences negative.
1. Graphic design is visual communication.
2. As a graphic designer, you take visual content like illustrations or
photography and combine them with typography to communicate a message.
3. Subjects in these cave paintings mainly featured animals, handprints,
weapons, and other references to hunting.
4. You can already start to see the early forms of graphic design at play.
5. Johannes Gutenberg brought moveable type to Europe in 1439,
introducing mass communication to Western culture.
6. People no longer had to rely on lengthy scholarly reproductions of books.
7. They’re regarded as a pioneer of modern design and early influence in
styles such as Bauhaus and Art Deco.
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8. The Bauhaus school, founded by Walter Gropius, launched a new way of
thinking.
9. Art Deco uses simple shapes, stylized and geometric ornamentation, and
elaborate use of expensive materials, both natural and synthetic.
10. Minimalism has experienced a comeback in branding, UI design, and
packaging.
11. During the late 1970s, April Grieman became known for her postmodern
experimentation with her typographic innovations and colourful collage style.
12. Often signs were used to show membership to specific groups like
religious affiliations.
13. The copywriter would supply the words which would dictate the layout
of the ad, often drawn from one of several templates or pre-determined formats.
14. It’s become more specialized with the necessity for new fields in design.
2.2.6 Make up alternative or special questions (or WH-questions) to the
following sentences. Ask your partner these questions.
1. With the invention of the computer, Photoshop, and the Internet, a surge
of new design disciplines emerged.
2. Paul Rand is considered one of the pioneers of design.
3. The concept of logos hasn’t changed much since ancient times, they are
still used to convey a message for a brand visually, without language.
4. Signage can range in large sizes like billboards and murals but they can
also be smaller like street signage.
5. Some of the first signs of modern signage can be attributed to the Greeks
and Romans using stone or terra cotta to create signs with symbols.
6. Basic programs like Microsoft Paint made graphic art accessible to the
masses.
7. Modernists valued clarity and simplicity.
8. The pop art movement began as a revolt against the dominant approaches
to art, culture, and traditional views on what art should be.
9. Style, elegance, and sophistication are the epitome of Art Deco design.
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10. Bauhaus was an influential art and design movement that began in 1919
in Weimar, Germany.
11. Lithography is a method of printing that involves inking your design into
a stone or metal surface and transferring it to a sheet of paper.
2.3 Reading comprehension
2.3.1 Read the text and give the main idea using the following cliché.
The text is devoted to...
The text deals with the topic...
The text raises/brings up the problem...
The main idea of the text is…
2.3.2 Complete the sentences with the information from the text.
1. But traditional graphic design is print design like …
2. Subjects in these cave paintings mainly featured ...
3. These early forms of writing were …
4. The industrial revolution, a period from about 1760 to 1840, introduced
new technologies for increasing …
5. Lithography is …
6. The Werkstätte brought together … working in ...
7. Creators of Art Nouveau sought to …
8. One distinctive characteristic of the style is the use of organic,
asymmetrical linework instead of solid, uniform shapes — applied across …
9. They combined … Bauhaus design incorporated …
10. … are the epitome of Art Deco design. ARt Deco uses …
11. …, Art Deco encapsulates the decadent spirit of the 1930s. … were all
designed in the style.
12. Swiss design is minimal in nature. Minimalism has experienced a
comeback in …
13. Modernists valued …
14. Designers created freely, breaking rules of design with the use of …
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