The New Wave

THE NEW SYDNEY COLLINS

Postmodernism started from a new generation of open-minded and free thinking people who created new radical ideas against modernism which they thought was boring and simplistic. It began as an idea that a satirical quote or photograph could be used to depict a subject with typographyandcollage.

Postmodernism took inspiration from many other movements throughout art and design history, such as cubism, pop-art, and dadaism, which made it into what itwas in its entirety. Postmodernism began in the late 1960s and lasted through the 1980s, and was characterized by photo collage, broken text, splatteredcolors,blackandwhitephotos with colorful text, bright colorsanddramaticlayouts,however it can’t all fit into one category.

Postmodernism went against convention and commonly did not use grid systems, which was seemingly more “messy” than modernism. It also utilized nontraditional and mixed media suchascollage,video,andinterpretivedance. Post modernists also had a few key ideologies that contributed to the movement as awhole, one of which was pluralism. Pluralismistheideathatthereisnoone object truth orwayofapproaching reality. Postmodernism also rejects formal art instruction and theory, which is known as anti-formalism. Deconstruction was another common trait/idea of postmodernism which breaks down the traditional concept for howartcreatesmeaning. Overall postmodernism paved the way for new ideas of art and still has some traction today in some instances, however it was hard to sustain because it was so loudandbusy.

Postmodernism was so broad that there were many smaller movements that were involved, including NewWave.

Issues,August 1985

Paula Scher. Bring in ‘Da Noise. Bring in ‘Da Funk, 1996

Terry Jones. TheArt

Greiman.

THE NEW WAVE design movement

The New Wave design movement was popularized by Wolfgang Weingart, a typographer and designer. Weingart’s works were highlighted by his experimental use of typography. His type was commonly used as imagery at the expense of readability. Eventually Weingart shifted from designing to teaching, remaining a heavy influence to his students, one of which was April Greiman. New Wave design is characterized by playfulness that combined disco, French nouvelle, vague cinema, and suburban boredom

among others. Primary shapes (such as circles, triangles, and squares) were reminiscent of movements like Bauhaus, De Stijl, and Constructivism. Primary colors were avoided and other colors like pink became more mainstream. Texture and pattern in repetitions and layers were also customary. New Wave became very commercial, especially in music and many people at the time associated it with cheesy MTV music videos.

APRIL GREIMAN APRIL GREIMAN

April Greiman is a very influential graphic designer who is heavily responsible for creating the New Wave Movement. Greiman took inspiration from Weingart and developed her own style in order to create something innovative and different. Her work and the New Wave fit into postmodernism because of the non-traditional feel and collage elements she commonly used. Greiman liked to experiment with typography and ways she could make it more 3D. She used a lot of layering to achieve such effects and this was something only possible by use of technology.

Greiman & Odgers. WET Magazine, Sept/Oct, cover, 1971

1984 was the year Greiman got her first Mac computer and she was able to do much more than her traditional counterparts. The Mac computer changed the way that graphic design was perceived and produced because of the new ca- pabilities that this new technology pos- sessed. Many were scared to use this tool and believed that design and art was best made with your hands. Greiman doesn’t like to be considered as a graph-

ic designer but instead an artist, teacher, thinker, and desert explorer. She also changed the “graphic design” department name to “visual communications” at the California Institute of the Arts where she was the head because she believed technology had changed the profession so much that the name needed changing as well. This new name has taken off in much of the world as well with many institutions deeming “visual communications” more fitting.

Catalyst for Change

As previously mentioned, April Greiman was one of the first designers to utilize the Mac computer for her work. This completely changed the way that graphic design and designers were perceived by society and the uses for design. The capabilities became endless and more and more people began to see that the Macintosh wasn’t a scary new tool, but rather a fundamental one that could do much more than people could with just their hands. Now, the computer is the number one tool for graphic designers and creating things by hand may seem almost impossible to some. Adobe products have taken over and are essential to creating anything, key word anything, because there are now endless possibilities for what you can create.

Greiman also set an example to embrace newness in design. She did this not only through her advocacy for the Macintosh, but also through the very movement she was a part of. The New Wave, as stated in the name, comprised of new concepts never seen before in design. Just as postmodernism was new and different from modernism, the New Wave was different from other movements before it. When change happens, it begins small and many people are skeptical however Greiman embraced, and was a catalyst for this change. In the present day, people tend to like a change in design and going outside of the box can be crucial to even staying relevant in this world. Greiman started that through her designs and ideas.

Besides the use of the Macintosh and creating newness in design, Greiman advocated a lot for the recognition of women designers. Throughout history, men artists’ work have commonly been shown in museums and when thinking about famous artists, most people can only name men. It is important to recognize women in art and design because they are just as influential in the history, and now future of design. April was able to express care for other women designers, and in doing so was able to become one of the most influential designers herself. She also inspired many other girls and women to begin and continue their path in design.

Please please me. Any one will do! Poster for Pacific Coast Films, 1977.

INCONCLUSION INCONCLUSION INCONCLUSION

The New Wave really paved the way for modern day design and took off from the bigger, all encompassing Postmodernism movement. The New Wave included elements that pushed the boundaries and broke the “rules” of design. It was characterized by the use of bright colors, particularly pink, and layering of elements. April Greiman was the designer responsible for starting the New Wave and also encouraged the use of the Macintosh computer for design. She was extremely influential during the height of the New Wave and is still remembered today for her work and contributions to design history. Design would not be the same today if not for the New Wave, which also had a lot of practical uses at the time. The New Wave was responsible for creating an entirely new pop culture as well. Bands at the time became known as New Wave bands because their album covers reflected New Wave design. Many people also now associate New Wave with cheesy MTV music videos because of the colors and in-your-face feel. The New Wave was a movement that I believe should still be referred to and people should be inspired by today. It contains many elements that may help designers get out of one way of thinking about design.

I like to step into areas where I am afraid. Fear is a sign that I am going in the right direction.

—April Greiman

SCI-Arc Making Thinking, 199

Poster, Pacific Wave, 1987.

Craps, E. (2019, January 31). 1970s: New wave. A Timeline of Design History. Retrieved December 5, 2022, from https://ericcraps.wordpress.com/2019/01/09/new-wave/

Gosling, E. (2021, November 3). New wave graphics are the most influential designs you've probably ignored. Eye on Design. Retrieved December 5, 2022, from

https://eyeondesign.aiga.org/why-new-wave-graphics-are-the-most-influential-designs-youve-probably-ignored/

Heller, S. (2016, August 29). New Wave, New Technology, new typography. PRINT Magazine. Retrieved December 5, 2022, from https://www.printmag. com/daily-heller/new-wave-new-technology-new-typography/ New wave design. New Wave Design. (2015, January 16). Retrieved December 5, 2022, from http://danielgalea93.blogspot.com/2015/01/new-wave-design.html

Tabone, S. (2016, February 3). Post-modern design. History of Art. Retrieved December 5, 2022, from

https://sophietabonehistory.wordpress.com/2016/02/01/post-modern-design/

Levanier, J. (2022, July). What is postmodern design: How the reigning style of the late 20th ... 99Designs. Retrieved December 6, 2022, from https://99designs.com/blog/design-history-movements/postmodern-design/

April greiman: Biography, designs and facts. Famous Graphic Designers. (2019). Retrieved December 5, 2022, from https://www.famousgraphicdesigners.org/april-greiman

April Greiman. Readymag Stories. (n.d.). Retrieved December 5, 2022, from https://readymag.com/designstories/april-greiman/timeline/

Frenkle, J. (2020, January 3). Celebrating women in design: April Greiman. Opus Design - Boston Web Design and Graphic Design. Retrieved December 5, 2022, from https://opusdesign.us/wordcount/celebrating-women-in-design-april-greiman/