Graphic design and modernisation in Greece, 1945-1970

The primary aim of this work is to give voice to the silent history of graphic design in Greece, long uncharted and undocumented in both the international forum and the local design community. This study focuses on the professional modernisation of graphic design and its role in providing the means for change in Greek society. The research is supported by interdisciplinary analysis of commercial advertisements, posters, leaflets and magazines, as well as other supporting documentation, in the historical and cultural context of Athens, Greece from 1945 to 1970. The time examined was a transitional and vociferous period in the history of Greece, one of intense and rapid economic modernisation during the post-Second World War decades from the mid-1940s to 1970. This was a time when, along with broader changes in the social, economic and political life of Greece, important developments in design education, print technology, and professional organisation marked a new age for graphic design, as a profession emerging from the broader ‘graphic arts’ field (inclusive of both technological and creative processes) and claiming autonomy over the more established fine arts sector. All four chapters deal with modernisation in relation to the assumed divisions of traditional/modern, continuity/change, centre/periphery. Main areas of investigation are: trade organisation, graphic design education, advertising and urbanisation, electricity and tourism promotion. This research offers a view of the ways the ‘modern’ and the condition of modernity were experienced in the case of Greece through certain applications of graphic design and its agents of influence: graphic designers, artists, managers, publishers, the state and private entrepreneurs. The research benefited significantly from a number of interviews with design professionals and related individuals. The present endeavour has a modest aim: to enable understanding of how and why Greek graphic design at the time came to be, and to stress the validity of the visual as a means of historical documentation.

To Hell with Herbert Read

Freee write manifestos by taking a pencil (or a laptop) to an historical text, usually belonging to the entwined traditions of the avant-garde and political activism. Sometimes, as Tristan Tzara advised, we choose the text according to its length, while other times, such as in this instance, we selected the text according to the conditions of the invitation that triggered the writing of the manifesto. Our manifesto ‘To Hell with Herbert Read’ was written originally as a contribution to a conference held in Manchester that took its title from Herbert Read’s book ‘To Hell with Culture’. ‘To Hell with Culture’ is a book that cuts itself off from the world whereas ‘To Hell with Herbert Read’ relocates Read’s book in a world of cultural, social, economic and political actualities that are part of common experience. Read rejects culture because he thinks it is a useless, wasteful, elitist, puffed-up, decorative supplement to the functional, factual, palpable, purposeful world of things. He is a positivist kind of modernist who presents himself as the opposite, an enemy of the status quo. He is an anarchist of a particularly bourgeois hue: he wants us all to have decent pots and pans, not the inferior ones that are supplied by market forces cheaply. Rather than taking his aim precisely to target the dominant forces of his day - the industrial capitalists and their financiers - he rejects the world and all its inhabitants. He not only despises elitist culture but popular culture too.

To Hell with Herbert Read

Freee write manifestos by taking a pencil (or a laptop) to an historical text, usually belonging to the entwined traditions of the avant-garde and political activism. Sometimes, as Tristan Tzara advised, we choose the text according to its length, while other times, such as in this instance, we selected the text according to the conditions of the invitation that triggered the writing of the manifesto. Our manifesto ‘To Hell with Herbert Read’ was written originally as a contribution to a conference held in Manchester that took its title from Herbert Read’s book ‘To Hell with Culture’. ‘To Hell with Culture’ is a book that cuts itself off from the world whereas ‘To Hell with Herbert Read’ relocates Read’s book in a world of cultural, social, economic and political actualities that are part of common experience. Read rejects culture because he thinks it is a useless, wasteful, elitist, puffed-up, decorative supplement to the functional, factual, palpable, purposeful world of things. He is a positivist kind of modernist who presents himself as the opposite, an enemy of the status quo. He is an anarchist of a particularly bourgeois hue: he wants us all to have decent pots and pans, not the inferior ones that are supplied by market forces cheaply. Rather than taking his aim precisely to target the dominant forces of his day - the industrial capitalists and their financiers - he rejects the world and all its inhabitants. He not only despises elitist culture but popular culture too.