From the course: Learning Graphic Design History
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Vernacular
- When we discussed Post-modernism, we touched on the idea of Vernacular Design. At its base definition, Vernacular architecture speaks to the aesthetics related to a local region or building usage. A roadside motel is the vernacular of Route 66. Or, exposed pipes are the vernacular of a factory. In graphic design, this idea is about language. What is the language of the sign for the Route 66 Motel? In the 1980s, Tibor Kalman founded M & Co. in New York. He began playing with Vernacular forms from low-end designs such as a warehouse ad or street signage as a contrast to the slick and cold modernism of corporate America. His design for an ad for Restaurant Florent borrowed typography from the street, diners, and a telephone book advertising. Kalman didn't replicate the typography to create a themed look. He reinterpreted it in a fresh new way. On a promotion for the same client, he appropriated an agricultural etching of a hog with a diagram of pork cuts and turns it into a map. The…
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