Art Deco was emerged in the 1920’s and derived from the “Exposition Internationale Des Arte Decoratifs et Industrial Modernes” which took place in Paris in the year 1925. This particular art movement is all about geometric shapes, curves, Egyptian Zigzags, sunbursts, lightning bolts, albrushed ray bands, motion lines and also streamlined forms. This simplified and elegant movement is found to be used mainly in fashion, advertising and retail design.
This style was influenced by a lot of styles and designers. One of which was The Flapper, a young woman who flaunted social conventions and went out dancing at jazz clubs who dressed provocatively for the times. The Flapper influenced Coco Chanel, a designer mainly established in the fashion business to designed streamlined clothes that were comfortable to wear.
Another influence was the Ekco Ad 65 Radio. This radio by Wells Coates inspired the style through its design of pure geometrical shapes.
This style was associated also with leisure such as high class hotels, bars, luxurious lines and cinemas because of its elegant characteristic.
One of the main designers which was hugely influenced by this style was Cassandre himself. This is because of his advertising posters and type designs which helped the art deco era to define its looks.
One of his first works was the poster of The Woodcutter department store, which was about 12feet wide. His airbrushed ray band motif became a major influence on the look of art deco graphics.
Adolphe Mouron Cassandre (1901 – 1968) was a student at the Ecole Des Beaux-Arts in Paris. Cassandre was a painter, commercial poster artist and also a typeface designer. Cassandre is seen to be influenced mainly through Surrealism and Cubism when he became extremely popular in Europe and the US during the 1930’s. Apart from being an artist, Cassandre was also a teacher who led courses at the Ecole des Art Decoratifs and also at the Ecole d’Art Graphique in 1934 and 1935.
Cassandre always started by choosing the typography which he often invented himself. His illustrations are known for his use on geometric shapes basis.
He also often reduce his subjects to silhouttes in order to put out the the concept of geometric shapes in focus.
Cassandre also believe in the integration of combining typography and images.
One of his most well-known posters was the Normandic Poster. Although his primary success was that of creating posters, he also did some designs for magazine covers, logos, adverts and type faces. In 1937 he designed the Peignot typeface for the Deberny & Peignot type foundry in Paris.
Cassandre’s geometric designs also hit their way to America as well. In America, Art Deco was also referred to as Art Moderne, Jazz Style and also Streamline Style.
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