Modernism, Design, and Culture

Famed designer and architect Marcel Breuer once pointedly remarked that, “modernism is not a style, it is an attitude.” Breur’s insight into the modernist movement is significant and raises two points: style is merely a device that can be manipulated and reproduced; any medium can embrace the perspective and set of beliefs that constitutes modernism.



In 2007, the Swiss sans-serif typeface Helvetica turned 50. Since its inception in 1957 at the Haas Foundry in Munchenstein, Switzerland, Helvetica has been not only one of the most widely used typefaces in graphic design but has represented a clear and major shift in the industry. Conceived as a neutral typeface that had tremendous clarity, no intrinsic meaning in its form, and could have multiple commercial applications, Helvetica has emerged as a unique and enduring product of modernism. 50 years after its conception, contemporary designers still appreciate the typeface for its simultaneous innovation, simplicity, and abstraction.



Designer Massimo Vignelli suggests that the Helvetica derives its real power not only from the forms of the letters but also from the negative spaces within and between the characters. While some designers insist that the Helvetica typeface is predictable, dull, overused, and conformist, a new generation of designers have embraced it with a renewed enthusiasm. Recently brands such as American Apparel have juxtaposed Helvetica and its neutral form with provocative photos of young women modeling underwear. In this arrangement, the font conveys meaning in its passive role; the font absorbs its surrounding. It is exactly this ability that has allowed Helvetica not only to endure but to dominate the design landscape.



This embrace of modernism is evident across all forms of design. A striking example of this concept is the clothing of Los Angeles designer James Perse. Influenced by architecture and casual lifestyle of southern California living, Perse has thoroughly embraced minimalist design that has resulted in a low maintenance, high fashion aesthetic. Known for its clean, simple lines, the James Perse brand is a relevant and contemporary expression of modern thinking.

Of course, modernism continues to thrive today in both architecture and industrial design. The clean, intuitive lines that dominated Marcel Breuer's designs and created impossible juxtapositions are easily the most progressive concepts in contemporary architecture. Because architecture based in the principles of modernism is inherently minimalistic, it lends itself seamlessly to the sustainable movement. In fact, it could be argued that the true nature of modernism is sustainability.