Herbert Matter

I was equally impacted by the film on Herbert Matter, although in a more subtle way. The definition of Swiss Modernism and the inventor of crossing mediums when it comes to design. He ability to use the camera and incorporate photographic images into his posters with the various uses of scale and perspective define the modern poster of today. Really really cool stuff.


Notes:
Photographer - Infulential artist designer and photograher. Midcentury modern design and art. Unexplored missing link to art history of the 20th century.

Born in 1907 in Switzerland. His small remote swiss village transformed to a tourist destination for high society.

With new people coming to the village it triggered a longing to know what was beyond the mountains of their village.
Studied art in Geneva in the 1920's.
First posters were for his home town.
1927 go to Paris to further his artistic experience.
Goes away from pictorial and moves towards a constructivist and purist style - 1928
Gets a chance to work for Cassandra and influence is apparent in his work.
Devours books about visual communication and the Bauhaus.
Liked what the Russians were doing with photography within the poster.
Durign a raid in local cinema he is caught without the proper papers and sent back to switzerland. Decides to set up shop in zurich.
Photomontage in Zurich in the 30's. Ends the reign of pure illustration. They create a new graphic language.  Radical and precise work created...
Gives the family tearoom a new look derived from the Bauhaus and constructivisim.
Trudy Hess - is the perfect model of the time. Young modern and free spirit. Why he returns to his home village all the time.
1931-1934 before color photography creates color brochures in the style photographic.
Most iconic works of the 20th century
He came up with a new medium, new scale and using graphic and photographic elements at the same time.
Posters - own body of style but can communicate to the masses even after decades.
Age of 28 career in full swing Matter leaves switerland and travels to NY. A dance CO. has hired him as a photographer for a dance tour. Correctly guessed that NY would become the new creative hub.
1936 - discovering NY through the viewfinder of his camera. So new and strange I completely forgot about Europe.
Nabs an interview with Harper's Bazaar.
Matters designs are clean calm and bring elements of the Swiss mountain in them.
Editor and Typographer of Plus
1939 workds fair "The world of tomorrow". Many designers brought into the fold and were told to do your best. Held in NY in the midst of War and political chaos. Matter creates the Switzerland pavilion.
Revolutionizes modern art in America
he created the photographers version of abstract expressionist painting - to paint or draw with light. Photography achieves an independent existance.
Jackson Polluck introduced. Inseparable.
1943 Eames invited matter to come to California to work on furniture designs. Again, Eames looking to steal someone elses (someone more brilliant) designs.
Also worked for arts and architecture magazine. Covers and layout.
1946 - mass exodus of the Eames office.
Alex contracts polio on the way back to NY.
Post war america is very successful and booming. Matter was very much in deman.
Alexander Liberman wants Matter to join Conde Nast
Shooting from above - he loved shooting from above.
Expressionistic potential of the photograph images and using them as a graphic element. The main thread that runs through all of his work.
The influence that the Polluck's and the Matters had on one another.
The idea of the image going beyond the frame - Matter preserved Polluck's work.
Mid-Century modern design - Knoll. Brought an energy. Relied on herbert to come up with copy, advertising, photography design and layout.
Herbert Matter Teaches photography at Yale
Photography of Giacometti's works.
Workaholic
He was only happy working.
4/19/1984 died in S. Hampton NY. Self e vowed graphic designer was also a photographer.
A good design stays there forever - modesty is needed to achieve depth. An artists work is their voice. If you want to know who I am look at my work...

Photograph of Giacometti's work for a book produced in the last two decades of Matters life

Cover of Giacometti's book with photograph taken by Herbert Matter

1935 - exquisite demonstration of Matter's use of perspective, photographs and tinting of film for this poster

1950's - Matter photograph for Conde Nast

1940's photograph of Mercedes Matter

I love the use of light and perspective in this photograph - also

 Mercedes Matter