New Wave Graphic Design: From Weingart to Carson
Emerging in the 1970s and gaining momentum through the 1980s and 1990s, New Wave graphic design challenged the precise and rational principles of Swiss modernism. It defied the notion of neutral typography, opting instead for visible, emotional, fragmented, and layered type. The movement was initiated by Wolfgang Weingart, who explored Basel modernism, manipulated letterforms, unpredictably spaced type, and combined images. April Greiman advanced New Wave using early digital technology, while Dan Friedman integrated it into American design and education. In the 1980s, Neville Brody transformed magazine design for The Face, reflecting youth culture. David Carson carried New Wave's expressive approach into the 1990s with Ray Gun magazine, employing fractured layouts and distressed typography. This movement is part of the broader postmodern shift in visual culture, responding to a rapidly changing, mediated environment.
Key facts
- New Wave graphic design emerged in the 1970s and gained force through the 1980s and 1990s.
- It challenged the clean rational certainty of Swiss modernism.
- Wolfgang Weingart is often called the father of New Wave typography.
- Weingart was trained in Basel modernism and questioned its strict rules.
- April Greiman used early digital tools to push New Wave further.
- Dan Friedman brought New Wave thinking into American design, education, and furniture.
- Neville Brody's work for The Face in the 1980s turned magazine design into visual expression of youth culture.
- David Carson's work for Ray Gun magazine in the 1990s used fractured layouts and distressed type.
Entities
Artists
- Wolfgang Weingart
- April Greiman
- Dan Friedman
- Neville Brody
- David Carson
Institutions
- Hue & Eye
- The Face
- Ray Gun
- Basel School of Design
Locations
- Basel
- Switzerland