A few days ago we were looking at good examples of logos and designs that were inspired by the artistic movement of The Bahuaus And today I would like to continue with a trend that is also closely related to this, in fact they are like sisters and have several attributes in common, however there are also notable differences between the two movements.
Next we will review the movement Art Deco and we will see some examples adapted to logo design.
Where did Art Deco come from and what features characterize it?
The term Art Deco was coined in the late 20s as the name for the geometric cut styles that powerfully influenced design during the 1925s and derives from the XNUMX 'Decorative Arts' exhibition in Paris, which It proved to be a spectacular showcase for style.
It manifested itself in the decorative arts, architecture, graphic design, industrial design, fashion design, jewelry, and interior design; although also but to a lesser extent in the fine arts (for example painting and sculpture).
Being registered in the same period in which La Bahuaus was born as a current, it shares a large part of its characteristics, highlighting among them its tendency to fragmentation. In the case of Art Deco we are talking about a manifestation that is also very plural and that manifested itself in several aspects, so its characteristics are applicable to different areas:
- Is inspired by the first vanguards: Constructivism, cubism, futurism, the school of La Bahuaus and expressionism. The influence of Cubism and the Bauhaus, mixed with Suprematism and a fondness for Egyptian, Aztec and Assyrian motifs, giving rise to a style that was characterized by a rich variety of ingredients or eclecticism.
- Like a style that was born in the age of the machine, used the innovations of those times to introduce them into its forms: the aerodynamic lines, a product of modern aviation, electric lighting, radio, marine cladding and skyscrapers are examples that undoubtedly inspired this artistic movement.
- These design influences were expressed in fractional forms, with the presence of cubist blocks or rectangles and the use of symmetries as well as the constant geometrization of shapes.
- The use of typography is characterized by the use of bold, sans-serif or sans-serif designs, and straight lines (as opposed to the sinuous and naturalistic curves of Art Nouveau).
- At a general level the aerodynamic geometry, zigzag, modern and decorative, were terms that expressed the simultaneous desire to interpret the modern age of machines and at the same time satisfy the passion for decoration.
- In his works he tries to represent some abstractions that they are inspired by naturesuch as radiant light rays, watery fluids, or billowing clouds.
- On the other hand in sculpture and architecture the fauna representation made clear reference to certain qualities such as speed and for this they used gazettes, greyhounds, panthers, pigeons or herons.
- In addition, a constant allusion to all kinds of phytomorphic elements (in the shape of a plant) and flowers, cacti or palm trees are used represented by means of geometric delineations.
Although we are focusing on logo design, below I leave you with a selection of designs or posters that drink from this trend:
Corporate identity and logo design
Our trend was developed in Paris and above all it stands out for the elegance immersed within its forms, the sparseness of its resources and the intensity with which it plays with color. Undoubtedly, architecture guides the meaning of this school, with the prioritized structuring of spaces being a crucial element. Of course, its aesthetics also splashed on the graphic identity and logo design sector with large projects such as Yves Saint Laurent's, developed and designed by A. Cassandre. Plus the design you created for pivot it is perfectly representative of this current. We can find clear references and influences in various works, such as the logos of Meow and Machine that play with the most absolute decomposition into elementary forms and objects inserted within the typography itself that appears in each logo.
As we can easily appreciate, there is an obsession for everything that has to do with geometry, modernity, machines and technological development. Mechanism, urbanization and the emergence of the new consumer society are the main sources of inspiration for our designers who become the technicians and mechanics of their own logos. We can say that this style is very focused on the upper echelons of society and luxury was sought in each proposal through the use of undulating, feminine and elegant curves. Opulence, extravagance, materialism and artifice are words that very well define this entire artistic universe.
As the main difference with La Bahuaus we find that Art Deco, despite the fact that it also feels a terrible fascination for forms and uses them as the vehicle to break with past patterns, does not try to approach or join the functional. On the contrary, it prefers to remain in decorum, acting as a showcase. Look for that contemplative sense and delve into the beauty that the new era of the 20s brings. We can find survivors of that time in various works, also architectural such as the Rockefeller Center buildings in New York.
