Design’s Man of the Century, Essay Example

Some of the areas of design in which Behrens worked have been considered in this paper. One of the most important area of design in which Behrens worked is the graphic design where he made the recognition of innovative typographic forms for the purpose of expressing a new era. Behrens also dealt in books since in 1900 he produced a booklet containing 25 pages titled “Celebration of Life and Art…” (Ann, 2009) that type was sans-serif which was a vindication of the experiment of Behrens. He also took active role in architecture, graphics as well as interior design. He also contributed to the design of the reform of curriculum through the development of innovative approaches for the purpose of the introductory visual education.

Behrens had a pivotal role in the 20^th century design due to his contribution to the design of the curriculum reform through the development of innovative approaches with regard to the introductory visual education. The focus of the work of Behrens is the design in the context of industrial society with a suggestion of innovative directions. His role in advocating for functionalism, uniformity standard as well as materials truth makes him occupy a pivotal position in the design of the 20^th century’s. (Ann, 2009).

Behrens had important interest in typographic reform through the development of innovative typeface accompanied by conservative founder. The typeface of Behrens appeared to be standardized in relation to existing typeface designs at that time.

The work of Behrens was a combination of the heavy as well as dense feeling associated with the black letter with respect to the Roman inscriptions accompanied by the standardized construction of the letter forms. Major emphasis were put on the horizontal as well as the verticals with a complete elimination of the diagonals with a replacement through the application of curved strokes as is the case with the letters W as well as V.

The reforms were based on the believe of Behrens that typography was second from architecture  in the provision of the picture that as the most characteristic in as far as that period was concerned accompanied by the most strong testimonial in reference to spiritual progress as well as people’s development

Behren’s work for AEG resembles the idea of branding. The work of Behrens in AEG as the manifestation of the ideals of Werkbund played vital role in bringing up the idea of branding. His work was a representation of the synthesis of two concepts that seemed to be contradictory namely neoclassic as well as commonsense objectivity. The careful art study accompanied by the design of Greece as well as Rome of the ancient time resulted to neoclassicism (Ann, 2009). There was a release of the typeset variation which was given the name of Behrens Antigua and the initial stages were reserved for the application of AEG and latter meant for the general application. The design of this brand was influenced by three goals

• the differentiation of the communication of AEG from the rest of the printed matter
• it had a form the was universal in the place of individualized with the use of the touch of the hand of the artist.
• Its character was responsible for evoking of positive connotations with regard to quality as well as performance

This was later followed in 1908 by the design of the trademark of AEG whose shape was hexagonal. The design of the pictorial honeycomb with the initials of the firm was a representation of mathematical order n its functional position  in form of visual metaphor responsible for depicting the relationship of the complexity as well as the organization  of a corporation of the 20^th century to a beehive.

The sense of branding in the work of Behrens in AEG was based on the design of the industrial products of a wide range such as the electric products on the household with the examples of fans as well as teakettles. Streetlamps as well as motors were designed for the purpose of the reflecting of branding. The success of this was based on the use of the painters’ formal eye in addition to professional ethics structural approach.

The combination involving the visual form, the method of working together with the functional concern in the work of Behrens at AEG was a facilitator for the production of substantial work that resulted to the proclamation by the people that Behrens is a reputable designer in the context of the industries. The actual implication of branding in the usual business context has the reference to the name or even the trademark that is related to the product and in some situations the producer of the product and this is an important cultural component with regard to the economy as well as the culture of the organization.

Reference

Ann, S. (2009). History of Communication Design. NJ: phillip B. Meggs.