Phase 2 integrated size as a new element that could be modified. This allowed for exaggerated, very obvious hierarchy to be established through size. I used size mostly to emphasize Tschichold's name because it is the most important word on the page, and his years alive because they provide a graphic element to the text. I faced challenges such as having so many variables but in the end I was able to create layouts a little easier when I had more freedom, and I felt secure making these decisions because of the limitations creating principles up to this point.
Designers
Paul Rand
Paul Rand was a graphic designer responsible for the logos of IBM, Westinghouse, Enron, UPS, and many others. He was a critical link between business and design, convincing modern business that their visual brand was important to success. He utilized Swiss design style to create his minimal logos. After he established himself in the 1950s and 60s with his logos, he also ventured into page design which showcased his minimalism's effectiveness. He claimed that logos could not stand the test of time if they were not simple and therefore easy to recognize and remember.
Massimo Vignelli
Massimo Vignelli was a jack of all trades when it comes to design. He was once quoted saying "if you can design one thing, you can design anything," and he proves this through his work. He did environmental, interior, package, and graphic design. His most famous work was the map and wayfinding system of the New York subway system. His use of Helvetica is indicative of his affinity for simple typeface. He is heavily representative of New York, notable also for his work at Bloomingdales and their infamous "brown bag."
Robert Massin
Robert Massin was a French graphic designer who specialized in bold, expressive typography. He participated in many literary ventures, illustrating stories through his unique type style. He utilized placement of text to express meaning or lack thereof, creating chaos or order depending on how he aligned the copy.
April Greiman
April Greiman began her studies at Kansas City Art Institute (!!) and continued in schools of Swiss design. She is notable for being one of the first designers to utilize Mac computers to design. Her style is wild and erratic yet shows understanding of symmetry, color theory, and hierarchy. She primarily worked in print design such as magazines.
Stefan Sagmeister
Stefan Sagmeister and his partner Jessica Walsh create type-based images for commercial and artistic use. He produces a lot of work for the music industry for artists such as Lou Reed and OkGo. He has a series of art works where he draws illusionary type on the 3D surface of people's faces that looks 2D from straight-on. His work is renowned in the music industry, and he has won a Grammy for his package design.
Jessica Hirsche
Jessica Hirsche is a young graphic designer who is famous for her whimsical and intricate style of hand-lettered style typography. She utilizes decorative serif fonts, some of which she created herself. This decorative style is very different than the utilitarian artists in this post, but it shows that hierarchy can still exist even when typeface does not adhere to every rule of the grid.
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