In approximately 300 words discuss the concept of the 'Avant Garde' in relation to two examples of Graphic Design. Include pictures and full references to the works you are discussing.
Avant Garde defined, “Any creative group active in the innovation and application of new concepts that are radically new or original, by using techniques in a given field.”
To summarize, Avant Garde is a state of creating the new, by experimenting above others before you. Its aim is to be individual and revolutionary, making a stand against the usual, thinking outside of the box. Due to this desire of creating work so against the norm, it is usually not understood. When understood, it is believed to no longer be Avant Garde. This stimulates feels of failure mostly in Artists and Musicians when their unique and soulful work becomes mainstream and common, creating the phrase “they just don’t understand”.
This piece of design is taken from the front cover of the third issue of ‘Avant-Garde’, May 1968, the magazine focused on a feature entitled ‘Revaluation of the Dollar where 19 Artists Designed a New One-Dollar Bill.’ Artists all clearly trying to create work against the grain, but by publishing their work in a popular magazine made it accessible and out there. The bright colours relate to the time period following the ‘Free Love’ movement questioning the use of Avant Garde, as to me all of these designs on the cover and inside conform to the style of that time period and defiantly do not feel out of place. Maybe the term is applied to technique of changing a dollar bills design, but the design itself is not Avant Guard.
I found it very hard to try and find bad examples of Avant Garde, or maybe they are good examples because I do not understand? So instead I have looked at Ad Busters. Ad busters I well know for going against the gain and fighting against corporate consumption. In my eyes I understand its work, I know why they are doing it, so how can it possibly be Avant Garde? For people with knowledge on the subjects they understand but to a civilian they are baffled by the imagery and confused by the smite against their materialistic world. In conclusion I believe Avant Garde depends on the viewer, some of the audience will understand the design, whereas others will like it, never truly grasp its meaning. I feel like Avant Garde can never truly exist in Graphic design or in Art. As to purposely set out to be unattainable and never understood, does that not give you an excuse to fail on purpose?
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