final essay about Brockmann

Jossef Muller Brockmann

Jossef Muller Brockman, 1914- 1996, a graphic designer from Switzerland – Zurich, made remarkable Illustrations and designs that become International in the 1950s until our days and influenced lots of designers. At the beginning of his career, he focused in applying his designs in exhibitions that were influences by Hans Erni “Switzerland, Vacation Country for the Nations” mural. In the late 40s, he studied works and theories of other designers such as: Lissitzky, Moholy and Tschicold in order to improve himself and gain experiences. He became well known in his series of Zurich Tonhalle Posters, Hermes Typewriter advertisement and Campaign for Zurich Metroplitian Police. The secret behind his success was the arrangement of typography and pictorial elements, using grids and using principles of design like space, letters and colors.

Brockmann was a designer who sought to form Constructivism, De Still, Suprematism, and the Bauhaus. He created new design expressions that were recognized in World War 2 era, his work in graphic design was more than just illustrative. He created geometrical rhythm especially in series of concert posters that reflects the rhythm of music in the 50s such as: “Chopin Piano Concerto” Poster, designed in 1951, where he used solid colors (black for element, yellow as background, green for geometric shapes, and text, and brown for other detailed text), abstract elements found at the upper part of the poster, they symbolized piano keys and instrument, then placing the typography downward using Akzidenz Grotesk typeface, and arranged them it into 2 columns by stating the names to the left using large font, while other details such as time and place to the right.

Another poster was designed with the same concept; using different elements such as black and gray, in addition to using grey and black colors for text. Both posters were designed using basic principles of simplicity, understandable and direct message to the viewer. Then in 1953 he designed a poster for Zurich Tonhalle, spring concert in black background in white text and elements, Akzindenz Grotesk typeface, the text was arranged near the center, abstract shapes were designed in circular form and were represented in 2D composition.

The most interesting poster was “ Beethoven” concert Poster designed in 1955, he created black layers of incomplete circles starting from left to right, the outline of the circle becomes wider as if non ending, the title of the poster was displayed on the left side, and other details were arranged at midline below the title in black color and the space was filled in gray. “Musica Viva” was deigned in 1957, in this poster he arranged the text to the top with 4 columns, Akzindenz Grotest typeface, black color, a path was designed with 2D perspective, orange background, he created balance by giving space in the middle of the poster. The way the posters represented neat and clear to the viewer.

Other works that were remarkable was Campaign for Swiss Automobile Club. He designed “Accident Gauge” in 1955 that was located on the Paradeplatz in Zurich; it was represented in 3D, Akzindenz Grotest typeface, and the message was a wake up call and aware people in order to drive safe. The information was arranged in numerical system and vertical axis that shows the number of accidents per year. These numbers were displayed in a square that were the main focus, the color of the title was similar to the numbers, while others details were represented in white color. 

“Watch that Child!” poster was designed in 1953, he used photography elements, 2D perspective, the wheel of the vehicle was represented to the left, filling half of the poster, he added horizontal lines on the wheel to create effect and movement as if its going to the child to the right, with the title displayed to the top left, white color Akzinden Grotesk type face the child was represented from far back view as if playing. The 2 elements were represented in gray scale because photography was represented like that at that time. A yellow rectangle was displayed at the bottom as a ground, and background in white. The ways he designed the poster and selected color draw viewer attention and get the message direct.“ Friendly Hand Signal” poster was designed in 1955, he used same concept as previous poster, the hand was represented in gray scale, top right filling most the space on the poster, 2D perspective as if shake hands. While automobile was represented in orange color at the bottom, far view giving movement, the title was arranged to the left, vertical axis between thumb and index, and white background showed the elements clearly. The poster was designed simply, direct message with strong and powerful color and text. 

Brokmann also has other interests in fine art, and music that influenced him a lot in his designs, He designed several styles of colored an overlapped elements in advertisement posters, like Hermes Typewriter brand. In 1949 he designed pictorial and illustration poster, a pictorial hand element was displayed at the center top of the poster filling the space downward, the hand is gray scale and pointed at pictorial gray scale typewriter, located at the bottom to the right, and white rectangle as background. The title was displayed to the left in blue color, transparent overlapped elements over the hand, abstract element was represented to the left consist of illustrated 4 birds in blue, navy, white, and orange colors with baby blue background. Those birds symbolize immigration related to poster concept you can type a letter faster and send or receive it. To the left a yellow abstract element consist of 4 illustrated horses influenced by Lascaux Cave art work, the horses were represented in black, green, red, blue colors, and the overlapped parts were colored in with, according to the concept they symbolize speed, the third abstract element colored in orange, represented at the bottom with typewriter elements like sprockets. Have various sizes and colors (brown, blue, and red), it symbolized the quality of the machine. Finally the background of the poster was pictorial gray scale sky.

Another poster was designed with same concept, a vertical yellow line split the poster equally, an airplane was arranged to the left, it symbolize departure and arrive (send and receive), underneath it a sky diver element was displayed to the right symbolize velocity, then a women was typewriting represent the quality and friendly use, it was arranged under airplane to the left. The 3 elements were illustrated and colored based on previous poster, and same background element as well.  An effect was added smooth curved lines represent movement of elements and created path to the typewriter that was displayed at the bottom right with text details on left.  The brand was displayed twice one at the bottom left in blue horizontally, the other on top right in orange vertically. Both posters were designed based on basic principles, grid, contrast, and balance.

In 1950 he kept the concept and colors, and focused on grid system, he created a table divided the poster into 4 columns and 6 rows, then merged last 2 cells (bottom left - column 1) showing text detail in black, and first 2 cells in column 2 showed brand signature to create balance. The arrangement of the hand pictorial elements pointing at the typewriter (orange and green background), a man using typewriter blue color (column 1), and a woman using typewriter in yellow (column 3). The brand was displayed in white text, and black background in column 2 downward, underneath it another man using typewriter colored in yellow. In column 3, he left gap at the bottom, and in column 4 the gap was in row 2, in this was he created balance, and represented in white background that make it looked clear.

In 1951 he changed his style into more simplicity, black text white background, divided into 4 columns, first column from left displayed the brand at the center vertical axis. In second and third column he displayed brand in white text and black background, at the bottom of second column he displayed the details of text, while details of advertisement aligned in justify, at the bottom he displayed woman using typewriter, then forth column he displayed another woman using typewriter at corner top right, and leaving space and then displayed typewriter.

 

As a result, most of remarkable and unforgettable works were displayed in Zurich, then it became international and inspiration to lot of people, although most his designs during the world war 2, it effects not only his emotions, the way to explore his creativity, and break the limits, but also the society at that time, besides his works his published several books that were useful until our days, and inspires lots of young graphic designers to explore the creativity, he find solution to designs in direct and simple way based on basic principles of graphic design, and grid system. His passion to music and art helped him to success in his career and end his message to the entire world without learning his language.