MCAD LIBERAL ARTS POSTER SERIES
Screenprinted typographic poster system to promote a series of events sponsored by the Liberal Arts Department at Minneapolis College of Art & Design.
Joshua had encountered a couple of ideas prior to designing these that were a big influence:
1. Edward Tufte’s “Visual Design of the User Interface”—a booklet produced by IBM in the 80’s where Tufte argued that artificial color palettes were visually disturbing and stupid since you can always grab a harmonious set of colors from any photograph of nature
2. Michael Grave’s design practice and how he structured color to match the natural environment
3. Emil Ruder’s 1960s Typography: A Manual of Design book and its experiments with heightening visual intrigue through rational communication-driven decisions.
The idea behind these was to create a system by using rationalist Swiss typography at its most straight-forward but to connect it to the liberal arts through bookish design and highlight the passage of time through a more naturalistic use of color.
The first poster of the series was designed for an audience outside MCAD and was an overview of the semester’s events. The colors reflect Minneapolis in late summer: rich brown earth, bright green grass and clear blue skies.
The September poster was printed at the same time as the overview and has the same late-summer color scheme. The October edition starts to get more autumnal with a muddy green and darker blue.
The leaves have fallen from the trees in November so the green is replaced by a darker green and the skies get darker earlier.