Critical Analysis
While it is easy to assume that every ‘school’ of modernism throughout each decade was a response to politics and events happening in society, however one should also take into consideration fashions, and a natural human want for innovativeness and originality. Many of the ‘new’ ideas were rejected when they became mainstream, or were adopted by capitalist consumerist companies. Swiss Design is a key example of this. Simplistic typographical design (once a very Avant Garde idea) was soon adopted by every corporate campaign, and quickly slipped out of fashion. Walter Benjamin had summed up these ideas in the early 20th Century when he was quoted to have said ‘erase the traces, destroy in order to create. Build a new world in the ruins of the old[1]’. This need to ‘live without traces[2]’ is apparent during the creation of modernism itself, and during the 1960’s when design became much more haphazard and homemade. The youth of alternative and counter culture were responding to the skill and technicality involved in the Swiss style of design that came before them. These fads are present up to this day trends in music, fashion and design all go through short lived popularity, but are soon dismissed in order to make way for something new. The Avant Garde began much in this way ‘20th century culture interprets modernism as a set of responses to the phenomenon of modernity itself[3]’. Even from 1933 onwards during the rise of the totalitarian state the politics and design of the time was attempting to be something new. Communism was a modern method of living in response to people’s dislike and weariness of the Capitalist way of living. While German, Italian and Russian design during this time all rejected modernist style whole heartedly, they all had parties in power who strived towards change, innovation and modern technology. While they were some of the most evil and potent brands of the 20th century, ‘their visual identity echoes contemporary brands[4]’.
While it does appear that each wave of modernism was a response to the massive social, political and technological changes going on during the time, it could also be argued that each individual modernist style was in fact a rebellion, or search for something different to its predecessor.
[1] Heatherly, O. (2008) Militant Modernism. London. Zero Books.
[2] Heatherly, O. (2008) Militant Modernism. London. Zero Books.
[3] Rodrigues, C & Garratt, C. (2010) Modernism – A Graphic Guide. London. Icon Books
[4] Heller, S. (2008) Iron Fists – Branding the Totalitarian State. New York. Phaidon.