Art Deco: An Era of Rebellion and Style Evolution

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Art Deco was a style that flourished throughout 1910 to around 1935. Known for its advancements in the art of advertising, the style had begun to prosper around the start of World War I (1914 – 1919), and had further developed to become a combination of various styles, as well as a rebellion against the concepts of Art Nouveau. Originally known to be referred to as the Art Moderne style, the name was changed only after the period had already passed its peak. The origin of the name involved the idea of decorative arts, hence the shortened name Art Deco, but previously the style had taken root within the time period of Modernism. Modernists sought to abstract the form and move away from the naturalistic curves found within the Art Nouveau period, …show more content…

From poster design, typography, production processes, and advertising, Art Deco was a combination of various styles that helped advance the way design was seen by the public. The style’s inspiration primarily developed through the analyzation of Modern, Neo-Classic, and Abstract concepts. A.M. Cassandre was known as one of the major contributors to the style, and helped develop an exaggeration of scale and form beyond previous comparison. His works during this time were typically presented in a multitude of travel posters, including his poster for the train Express Nord in 1927 (figure 1), as well as his poster for the ocean liner L’Atlantique in 1931 (figure …show more content…

In the Nord Express Poster, the typography can appear rather careless upon first glance, but the hierarchical decisions that Cassandre applied were meant to further elaborate on the method of travel by replicating the train tracks themselves. Cassandre did not only blatantly express the tracks in winding, interacting lines of typography, but also created a four-edged frame that makes the eye travel around the poster itself, which can simulate the idea of travel and return. When analyzing the L’Atlantique poster, the differences in typographical approach become more apparent. Instead of having an exaggerated, chaotic frame of text, Cassandre settled for a more quiet, structured method of hierarchy. His decisions help to suggest a sense of peace and unity throughout the composition. Art Deco is known to be a movement created within a World War, and ships are often associated with extensive foreign travel. Creating a chaotically structured layout for the Nord Express instead of the L’Atlantique makes the most sense, considering water is often seen as foreign territory, whereas trains can be associated as more regional. There is also the concern of the Titanic having sunk within the year of 1912, so it might have been best to present an ocean liner in more of a calm, structured manner, rather than to create something that might gather negative

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