Compose two styles
Rather than blending two styles into a middle, this assigns them roles: one carries the structure, the other appears as an accent. Where the two fight, it says so before you start.
How to divide the work
- Composition
- Follow Corporate Modernism: Grid and margins given as numbers, clear space around the mark written down
- Type
- Set in Corporate Modernism's manner (One type family fixed, the name locked as artwork down to its letterspacing), and let Ulm School (HfG Ulm)'s lettering (One sans face, three sizes at most, everything ranged left) appear only where you want the eye to catch.
- Material
- Ground in Corporate Modernism's material (Single color as the default, hues assigned by use rather than by business unit); bring in exactly one thing from Ulm School (HfG Ulm) (Neutral surfaces with one or two colors allowed to mark function).
- Colour
- Build on #e9e6dd, #67635d, #171615 and admit one accent from #e9e6dd, #67635d, #171615.
Where they fight
These two are already listed as related, so the join should come easily.
Caution
- Corporate Modernism A manual with no one checking application lets exceptions pile up in the field and the force of unity goes first.
- Ulm School (HfG Ulm) Borrowing the grey and the grid without deciding the reasoning leaves nobody able to justify a rule, and the system collapses as elements are added.
Image prompt
An original image that takes its structure from Corporate Modernism (Style, 1950s–1970s) and its accent from Ulm School (HfG Ulm) (Style, 1953–1968). Structural cues: Abstract geometric marks; Standards manuals; Gridded application discipline; Single-color strength. Accent cues, used sparingly: Method and system; Grids and modules; Ornament excluded; Design as science. Composition: Grid and margins given as numbers, clear space around the mark written down. Type and lettering: One type family fixed, the name locked as artwork down to its letterspacing. Let one material quality come from the second style: Neutral surfaces with one or two colors allowed to mark function. Mood: Trust, Technology, Luxury, Calm. Color: build on #e9e6dd, #67635d, #171615 with a single accent drawn from #e9e6dd, #67635d, #171615. Constraints: do not imitate, reference or name any specific artist, studio, brand, character or copyrighted work. Produce an original composition in the general period languages described above.
Related entries
- Corporate Modernism 1950s–1970s / Style / Contemporary Branding
The golden age of corporate identity established by Rand, Chermayeff and their peers: geometric marks, gridded standards manuals and disciplined application speaking for corporations in modernism's abstract language.
- Ulm School (HfG Ulm) 1953–1968 / Style / Postwar Industrial Design
Founded by Max Bill as the Bauhaus's successor, the school redefined design as science, method and system. Its collaboration with Braun made the functionalist face a world standard.
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