Research - Movement of Art

ART DECO

Timeline:

1925: Paris exhibition titled Exposition Internationale des Arts Décoratifs et Industriels Modernes

1925: Architect, Le Corbusier, titled '1925: Arts Déco'

1968: Bevis Hiller published his book, Art Deco of the 20s and 30s. Art deco was then used to truly define that style movement.

• Followed the footsteps of Art Nouveau
• Modern interpretation of the art movement
• Geometric, angular and streamlined motifs replaced the rounded, scroll and naturalistic motifs of Art Nouveau.

Art Deco

Art Nouveau

• Functional AND Decorative artistic style that influenced all forms of creative design.
• Bring influences to Font style - Straight line and sharp angles was preferred. 
• Machine Age - typography began to take on an industrial and futuristic - almost robotic - appearance. 
• Final effect was a streamlines elegant looking font.

Popular used of Color Schemes in Art Deco Style

Bold and Bright

Symbolize the prosperity of the times.

Hues : Canary yellow, emerald green, peacock blue, royal purple and red became all the rage.

Metallics

Represent the wealth and prosperity of the times.  Metallic finishes instantly add glitz, glamor and imply luxury.

Hues : Silver, gold, metallic blues and charcoal greys

Neutrals

Achieve streamlined, modern look. Popular choices for interiors and fashions.

Hues: Cremes, beiges, taupes and medium brown.

Black and White

Most popular color scheme during 1920s and 1930s. 

Black and white checkerboard tiles, floors and wallpapers were very trendy. 

Portrayed fashion as ultra sophisticated and streamlined.

Influential Designer :  Adolphe Jean-Marie Mouron (pseudonym AJM Cassandre)

Cassandre's posters celebrate the new modes of luxury transport that characterise the prosperous lifestyle of his day. He used stencils and an airbrush to create his stylised images of speeding trains such as “Étoile du Nord” and “Nord Express” which drew upon the art of Cubism and Futurism (an Italian variation of Cubism).

Most famous logo created by AJM Cassandre, YSL for Yves Saint Laurent (1963).

Art Deco objects often use unexpected combinations of materials like snakeskin, leather, marble, hardwoods, steel, alluminium, bronze, plastic, ivory, glass and crystal. The iconic Art Deco design comprises zigzag and streamlined forms in combination with formal geometric shapes. The designs always place the decorative style of an object before its functional qualities.

Elements:

1. Lines: Mostly straight lines and sharp angle
2. Shapes: Geometric shapes
3. Textures: Rough, due to stencils and air brushes were used
4. Typography: Mostly san-serif fonts and in capital letters (suitable for printing press and stronger) 

Principles:

1. Balance: Informal Balance - to create energetic, trendy and casual feel. AND grab attentions
2. Space: Negative space was well used to enhance the quality of posters.
3. Emphasis: Made used of  modules to determine grids for his compositions that dictated where elements would fall on the page.
4. Rhythm: Used curved lines that radiate from the central subject, lending energy and movement to the subject. 
5. Unity: Success to create a harmony feel for the poster by combining shapes, lines, typography and so on.