Class 4/12

• Semiotics 
• The philosophical theory of signs and symbols
• - what things mean in a relationship to other things.

Syntactics - order
Semantics - meaning or referred to
Pragmatics - how it is used

• Journal ethics/ cropping an image.
• Adrienne Fruitiger 
• univers alphabet 3 years 
• numbering system 
• Armand Haufman 
• lives in Switzerland
• if you design the negative space the rest will work  
• Joseph Mullerbrockmann
• died in 96
• implied grids, symbiotic relationships
• AMERICAN VS. SWISS MODERNISM
• european is theory 
• American is pragmatic good sense of humor capital
• we worp to our needs
• Ivan Chermayeff
• Sual Bass
• Paul Rand 

Paul Rand 

Paul Rand

• From Brooklyn NY. 
• did a lot with simple imagery 
• cut paper hand done
• UPS logo 
• casual immediate
• untraditional 
• the study of art and the form and fusion
• an idea that has found its perfect form.  

 Saul Bass

• Tittle designs 
• posters 

Ivan Chermayeff

Ivan Chermayeff

• harvard and yale 
• his hand writting
• insightful 
• CD covers
• collection 
• paper edge 
• 
  

Saul Bass is such  a Boss,  last semester some one told us that he designed a opening tittle for a movie, but the tittle was better than the movie so critics said you should just go for the opening and leave. That was risky for him to make the sequence better than the move. When Saul and Hitchcock teamed up for psycho and Saul storyboard the shower scene, that is motion design all over, he is a graphic designer, story boarder and tittle maker.

A Video that relates to movie poster, designers like Saul.