Modernist
Client
2K Gingham
T Shirt
Modernist
Rationale
The central tenet of being a ‘modernist’ is a yearning to find an improvement to the ‘modus operandi' in any field, thus replacing antiquated methodology with more progressive and ‘modern’ techniques. Design is no different with workers continuously seeking self-improvement not just in terms of increased productivity and personal efficiency but in lucidity of thought and the creation of ideas. The word ‘modernist’, as opposed to the ‘anti’ movement, is a wholly positive affirmation; a necessity as the healthy quality of scepticism often boils over into a corrupting cynicism.
The design itself uses Helvetica, a fifty year-old typeface that epitomises the ‘Modernist’ philosophy, in that Haas’ production of a novel sans-serif to compete in the Swiss market demonstrated a significant improvement over the existing realist font Akzidenz–Grotesk. Helvetica's advantage, despite postmodernist anathema (explored by Helvetica (2007)), is in its inherent neutrality with the aim of the language, as opposed to the typeface, providing the true meaning.
In short, ‘Modernist’ is more than a word, more than a philosophy, it is a wholly positive state of mind to move society away from its reactionary predisposition, away from the turmoil and horror of the 20th century, and into a new world of moral, ethical and scientific improvement.
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Stockists
Selfridges, UK
Magma Books, UK
