پیکره (Feb 2022)
Evolution of Typographic Posters of the 1380s from the Perspective of Robert Wuthnow's Cultural Changes
Abstract
Problem Definition: Since the formation of graphic design in Iran, the central approach to poster design has been mostly focused on the style of illustration. From the 1380s onwards, typographic poster design was presented as the dominant visual approach in Iranian graphic design. The main research question here is "What factors have underlined the environmental developments and cultural changes which made the Iranian graphic design move towards design of typographic posters?" In addition, "What mechanisms and reasons have caused the expansion and institutionalization of typographic posters in graphic design in Iran?"Objective: This aims to explain the contexts of cultural changes and intra-union factors in the formation and development of typographic posters of the 1380s.Research Method: The method of this research is descriptive-analytical and the information has been obtained using library research and databases.Results: Since the second half of the 1370s, with tolerant cultural policies and the cultural and artistic development of guild activities, a dynamic condition of multiple ideas has emerged in the society. Thanks to the publishing industry and expansion of books on political intellectualism and religious modernity alongside with a new generation of graphic designers influenced by the new wave of Western deconstructive graphics, new dimensions of the visual approach in typographic book cover design were formed. In the 1380s, the first groups of typographic poster designers and independent cultural and artistic centers created various experiences of Persian typography among the new generation of graphic designers. In this regard, cultural-governmental institutions supported this style by holding festivals and exhibitions of typographic posters. The actions of graphic designers in giving lectures, holding meetings and workshops, as well as international communication, played an effective role in getting acquainted with international typographic style designers in creating new visual horizons and stabilizing this trend.
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