Modernism Analysis

The critical and analytical approach to modernism with reference to the 30s, 40s, and 50s designs in order to determine the changing notion of utopia in an evolving modernism.

INTRODUCTION
Modernism has been defined as a “modern artistic or literary philosophy and practice; especially: a self-conscious break with the past and a search for new forms of expression” (Webster dictionary). Design according to modernists has the ability to create a new world. I will critically analyse and discuss four design examples which are: 30s European, 40s American, 50s American and 50s European graphic designs to discover the evolving notions of utopia entrenched in the evolving style of Modernism.

Utopia by its nature very nature has no place in the

In progressive thinking every sector of the community has moved to a better, desirable place (Greenhalgh 1990:11). Another modernist feature highlighted on Fontanet’s design is function; the functionality of a design is very important. The automobile advertised in the poster is well planned and has proven to work effectively, and as it works it tend to look great if not beautiful (Greenhalgh 1990: 11).

Technology is also another modernist feature which the design vividly depicts. For automobile to function properly, the use of the most progressive means of technology has to be implemented. This will also grow the economy if actioned successfully. In the 30s technology functioned practically and also symbolically. The concept of mass production turned out to be practical after the legitimisation of the international style (Greenhalgh

The design gives an impression that everything is perfect and it shows no sign of flaws. Fontanet’s design in figure 1 is very persuasive which makes it utopian; persuasive as one cannot spot it and pass without stopping and try to understand the meaning of horizontal lines on a human head. The use of the golden colour figuratively shows a world where capital is not an