Paul Rand logos

Graphic dhizaini zvakare kukurudzira, ruzivo uye kudzidza. Kuti unzwisise dhizaini, zvinodikanwa kuti utarise zvakapfuura uye nekufemerwa neavo vakawana budiriro zvichibva pamakore nemakore echiitiko muchikamu.

Ndosaka vazhinji vavo vasina kungowana kucherechedzwa kwekuedza kwavo uye kutsungirira, asiwo kune akawanda mapurojekiti ayo, nekufamba kwenguva, akaumba chikamu chezviratidzo uye kuzivikanwa kweazhinji emakambani atinoziva nhasi.

Asi kutaura nezve dhizaini, Kutanga tinofanira kutaura munhu anonzi ndiye baba vekugadzira uye graphic arts, Paul Rand. Mune ino post, isu hatisi kuzongokuudza nyaya yake semugadziri, asi isu tichakupa zvakare akatevedzana mapurojekiti akamuita mucherechedzo wevagadziri vazhinji.

Paul Rand: Ndiani?

Paul rand Inotsanangurwa seimwe yeakanyanya anomiririra yegraphic dhizaini. Iye anozivikanwa seakanakisa graphic mugadziri wenguva dzese. Akazvarirwa muUnited States, uye pamusoro pekutungamira dhizaini sebazi rake guru, anozivikanwa zvakare nekuve mupendi, mudzidzisi, mugadziri wemaindasitiri uye muimbi anoshambadza.

Iye zvakare mucherechedzo wekuve musiki weNew York Chikoro uye nebasa rake iro rakamutungamira mukubudirira kwepasirese. Muchidimbu, ndiye mugadziri akafuridzirwa nemifananidzo yehunyanzvi senzira yehupenyu, uye Parizvino, kune maartist akawanda, vagadziri uye vagadziri kubva kumativi ese enyika vanoitora sereferensi yemapurojekiti avo, kunyanya ayo ekuzivikanwa kwekambani.

Nyaya yake

Akazvarwa muBrooklyn muna 1914, mhuri yake aionekwa seakakosha nekuti ainyanya kunamata, vaJudha neOrthodox, izvo zvakatungamirira kurambidzwa uye veto yemifananidzo. Asi aida kuva akatanhamara mune chimwe chinhu chisiri chesayenzi kana kuti tsamba, naizvozvo kubvira achiri muduku zvikuru akatanga kugadzira mapepa ezvimwe zvezviitiko zvake zvechikoro. Ndiwo mabviro aakaita kuti vabereki vake vamubvumidze kudzidza nekuita zvidzidzo zvake zvehunyanzvi.

Kubva paudiki hwake aitove akatanhamara semugadziri uye muimbi, sezvo mamwe magazini anozivikanwa muguta rake akamupa mabasa makuru ekugadzira mabutiro avo. Ndiyo nzira iyo Paul Rand akawedzera kukura uye kukura uye yakaita niche yakakosha munyika yekugadziraZvakanyanya, zvekuti vakazvinyora sesimba guru pane dhizaini yeAmerica.

Makore akati gare gare, makambani akawanda aida kutaura naye kuti avandudze kushambadza kwekambani yavo uye nhepfenyuro. Nechikonzero ichi, Akasarudza kutora nzira itsva uye akazvipira kune dhizaini yekugadzira. Kuti aite izvi, akashandisa mamwe maumbirwo ejometri kubva kwaakafemerwa mumapurojekiti ake ezviratidzo uye akaaisa pamusoro nechinangwa chekugadzira brand yakachena, isina kubatikana uye iri nyore kuziva. Aya ndiwo matsananguriro emamwe makambani Paul Rand.

mabasa ake akanakisisa

Ford

Kana Paul Rand akamira pane chimwe chinhu, chiri mukugadzirwa kwemhando. Nechikonzero ichi, Henry Ford akasarudza Paul Rand semugadziri mukuru kunyangwe aisada kuti agadzire. Kuti tiite izvi, mugadziri akasarudza kushanda kwakaringana uye kwakajairwa dhizaini yenguva, ngatiyeukei kuti mhando uye dhizaini yayo inowanikwa kunyanya muma70s, nguva yakachajiswa nekufamba kukuru kwemotokari uye tekinoroji.

Iyi ndiyo nzira iyo Paul Rand yakatonyanya kukosha munhoroondo yekugadzira, sezvo aive chikamu cheimwe yemakambani makuru emotokari munhoroondo, iyo panguva iyoyo yainzi ndiyo inonyanya kukosha.

IBM

Paul Rand aivewo chikamu chekugadzirwa kwezviri parizvino uye zvinozivikanwa sekambani yeAmerican multinational technology uye kubvunza kwakavakirwa muArmonk, New York. Pasina mubvunzo, dhizaini yacho inoshanda chaizvo. Inochengetedza mutsara wayo wegraphic uye maitiro ayo ejometri ane akajairwa uye akapusa zvimiro.

Kusikwa kwechiratidzo ichi uye kushandiswa kweruvara rwayo kwekambani kwakabudirira zvese kune kambani uye nebasa rake semuimbi uye mugadziri wemhando.

WestingHouse

Westinghouse ikambani yePennsylvania yemagetsi. Kambani iyi yakasarudzawo ikawana kukosha kwekugadzira brand. Kuti aite izvi, Paul Rand akaburuka kuti ashande uye, kuchengetedza kwayo constructivist aesthetic ine geometric shapes, akasarudza kugadzira logo ine mufananidzo unomiririrwa nekutanga kwekambani ine zvimiro zvakaita sedenderedzwa kana masilinda.

Yakanga iri imwe yelogos yakawana kucherechedzwa kukuru neindasitiri yekugadzira uye nhasi ndiyo imwe yeanomiririra logos. Pasina kupokana, rimwe rebasa rake rakaisvonaka apo basa rakaitwa zvakanaka rinoratidzirwa.

ABC

Iyo yakakurumbira ABC terevhizheni network yaivewo imwe yemhando nemakambani aida chitupa chitsva. Nechikonzero ichi, Paul Rand akabatana nechimwe chiitiko chitsva. Panguva ino akasarudza denderedzwa typeface isingaregeredzi fluidity uye kudziya kwekuva geometric chimiro. Pasinei neizvi, akasarudza denderedzwa rakanyatsogadzirwa uye rakagadzirwa uye akarishandisa sechinhu chikuru chechiratidzo.

Pasina kupokana, ndechimwe chezvirongwa zvinoshamisa zvikuru zvebasa rake somugadziri.

Mamwe mareferensi

Sauro Bass

Dai taifanira kutanga runyorwa urwu nevamwe vemamwe mareferenzi vakaitawo nhoroondo, ingave Saúl Bass pasina kuzeza. Iye mugadziri weposter akafuridzirwa neHollywood cinema nomunyeredzi huru. Aive shanduko muindasitiri yemafirimu, achigadzira mamwe emakadhi emafirimu. Mashandiro akadai seMunhu ane Goridhe Pfuti", "Muyedzo Unogara Kumusoro", "Vertigo", "Anatomy yeMhondi", "West Side Story", "Psychosis" kana "Spartacus" inomira pachena. Muchidimbu, mugadziri akakurudzira vagadziri vemafirimu uye maartist.

Milton glaser

Ndiye mumwe wevagadziri uye maartist anozivikanwa pasi rese nekuda kwemaitiro ake. Anga ari mugadziri weiyo yakakurumbira logo yeguta reNew York kuti vashanyi vazhinji vanopfeka pamat-shirts avo pavanoshanyira guta. Iye anozivikanwa zvakare nekumiririra kwake Bob Marley, nekudaro kugadzira nekugadzira mufananidzo uzere nemavara uye nenzira dzakasiyana siyana. Ndiye mumwe wevakagadziri vanozivikanwa nekushandiswa kwemavara akajeka uye anoshamisa. Kana izvo zvauri kutsvaga kuri kufemerwa, ndeimwe yemareferensi makuru ekuzviita pasina kuzeza.

David carson

Ndiye baba vegrunge dhizaini, imwe yehunyanzvi inoumba graphic dhizaini. Chimiro chake chinoratidzwa nekuremerwa nemapateni, mapatani anobva kumafonti asina kujairika uye anokatyamadza, mavara uye chromatic siyana ane moyo uye ane moyo. nzira yekugadzira nekugovanisa zvinhu zvine graphic izvo zvaanoshandisa nenzira yakasarudzika. Pasina kupokana, ndiyo imwe yeakanakisa mareferensi kune avo vari kutanga kunze uye vanoda kukwidziridzwa kwekusika uye kurudziro. Pamusoro pezvo, ane mukurumbira zvakare kune mamwe emabasa ake, sekushambadza kwemhando dzakadai Pepsi, Budweisser kana Xerox.

Javier Marshal

Javier Mariscal mugadziri wemifananidzo weSpanish, ane mukurumbira wekuva musiki weMitambo yeOlympic yeBarcelona 92. Mabasa ake anosanganisira branding, maposter, graphic novels, animation, mamwe mabhaisikopo, zvivakwa, kurongedza, nezvimwe. Ndiye mumwe wevanyori vakanyanya uye vagadziri sezvo akabata nzvimbo dzakasiyana dzekugadzira. Iinewo kukosha kwepamusoro kwekugadzira, sezvo mabasa ake achiratidzwa nemafonti uye zvinhu kana mifananidzo yaanoshandisa mune chimwe nechimwe chazvo. Hazvishamisi kuti iye zvakare mumwe wevakuru veSpanish mareferensi, akakwanisa kutiita kuti tese tide murudo.

Pepe Gimeno

Pepe Gimeno ndomumwe wevagadziri veSpanish uyo akahwina mubairo wekunyanya kutaurwa uye mumiriri. Chokwadi wakambonzwa nezvake, sezvo ari iye musiki wemuchindwi ane mukurumbira wevashanyi anotenderedza chikamu chekushanya cheValencian Community. Muti wemuchindwe wakaiswazve mavara, rimwe nerimwe rawo rinomiririra tsika, mamiriro ekunze, nhoroondo uye nhaka yeimwe yenzvimbo dzakanakisa muSpain.. Iye anozivikanwa zvakare neake minimalist uye demure dhizaini. Muchidimbu, muenzaniso mukuru wekuti nediki iwe unogona kutaura zvakawanda.

Mhedziso

Kune vakawanda vanogadzira uye vagadziri vanga vari chikamu chenhoroondo. Pakati pavo, Paul Rand yanga iri imwe yezvinyorwa zvikuru kwatiri tose. Hapana panikiro kuti mabasa ake akamaka pamberi napashure, uye kuti rimwe nerimwe rawo rine revo uye manyorerwo anoriita kuti rishande uye pakutanga rake.

Tinovimba wadzidza zvakawanda nezve uyu mugadziri mukuru uye muimbi. Tinokukoka iwe kuti uenderere mberi uchitsvaga mamwe emabasa ake, ayo anokwana kuita 250. Pakati pawo pane mhando nemaposter. Tinovimba zvakare kuti mamwe mareferensi ataratidza achakukurudzira.