[MUSIC] For this last week we're going to focus on a period of design history shaped by massive change. These cultural, political as well as technological changes, from the late 1950s to the early 1970s, had a substantial impact on graphic design. But as you might imagine, the forms that emerged during that time did not ascribe to a singular style or aesthetic. It was a time of graphic ideas taking radically different directions. On the one hand, a group of young designers in Switzerland became interested in the idea of design as a universal language. They proposed a rational approach to graphic language embodying ideas of objectivity and internationalism to counteract the political passions that had torn Europe apart during the two World Wars. This graphic vocabulary was simple, bold, abstract, and was shaped by a disciplined approach to the graphic design process. For example, using a grid to organize the elements of a page. When imported into the US, Swiss design or what became known as International Style took a different turn as graphic designers adapted it for American corporate branding. By the 1960s, the style was the ubiquitous face of big biz. On the other hand, the 60s were also a time when ecstatic new forms were introduced by those with a passion to communicate counter-cultural and spiritual messages. Compared to the slick, refined, purebred Swiss design, this design was more like a shaggy, rainbow hued mutt, expressive and brimming with personality. There were bright-hued, trippy psychedelic posters. There were sophisticated designs using graphic languages from the past. And there were exuberant flyers and posters created with imagery appropriated from the culture at hand. Those with the passion to communicate used graphic design to take on the social and political issues of the time. This period was hard evidence that design always reacts to the culture of its time, giving it a face and a voice. To help illustrate this, we'll focus on the work and the ideas of four very different directions from the period. [MUSIC]