IV Modernism
The abstraction art movement was in part, a response to the political turmoil of the world post World War II. Modernist abstraction (via German/Swiss Bauhaus movements) stems from a similar response from the artist community to the notion of the capitalistic American dream, as exemplified through the mysterious circle logo of the Germs. It’s a break from the constrictions of what has been the status quo, and to develop a movement free from obvious associations. While postmodernism tries to completely break from the past, Owens argues looking back upon the sociological times and its associated culture can lead to new breakthroughs in design. A similar musical movement to the punks could be minimal techno. While others scramble for the easy electro beats of David Guetta or Afrojack, minimal techno goes against the norm to present delectable beats with or without cheesy vocals, and present an underground lifestyle associated with the genre, much like punk. Richie Hawtin’s Minus record label has a similar graphic aesthetic to the Germs’ logo: a minus (-) sign. In their case, they are perhaps graphically associating themselves with the minimal artists of the 60s, like Dan Flavin, Sol Lewitt etc. Graphics Incognito goes against the traditional format of graphic design and basic human instinct: to mark one’s territory, and owning it. The head designer of a major fashion label often becomes the face of the brand – Karl Lagerfeld is an undeniable, creeping presence at Chanel, and Marc Jacobs is just about everywhere. However labels like Maison Martin Margiela (design team’s names are kept secret) achieve similar iconic status without the cult of personality, and even smaller, up and coming brands like KTHANKSBYE operate under a secretive guise. Graphic incognitos present a focus on their work rather than who they are – and it should be their talent for design that draws their audience, not their personality.
