Filippo Marinetti, an Italian poet, called for a typographical revolution against the classical tradition. Harmony was rejected; the use of “intentionally confrontational typography” was celebrated. Futurism was born.
Conditions of the 20th century life were evermore noise and speed. Futurism took those elements and attempted to express motion and energy within the art. Koenig's steam powered printing press was printing work faster than ever. Mergenthaler's linotype printer could set type and custom pages. Daguerre's work in lens imaging pushed photography. Designers were finally not encumbered with limitations for mass production. Movement is fast and furious. Futurism is often dubbed as “the art of violence.”
Fortunato Depero, produced posters, typographic and ad design work. He was a jack of all artistic trades and referred to himself as a “free complex genius” (Meggs). He received commissions from cosmopolitan magazines such as Vanity Fair and Vogue. Early Modern art designers saw themselves as masters of communication, minimizing creative chaos & providing visual hierarchy, as with the work below:
E. McKnight Kauffer, showed how Cubism and Futurism could make a strong communications impact on graphic design (Meggs).
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