The term ‘Avant Garde’ was originally referred to people or works that are experimental or innovative, initially used for art but is now be applied to most creative, cultural and political subjects. Work of this calibre is usually ahead of its time and may be hard to understand which has a greater effect on designers than it does on artists as it is a graphic designers role to communicate.
Adbusters, (199?), Anti Nike poster design
http://www.artisopensource.net/2009/10/27/squatting-supermarkets/
The first example of graphic design that I think is ‘Avant Garde’ is this poster created by Adbusters. The design has a typical Nike aesthetic, inspirational statement with bold, sans serif type and a tone of voice that directly addresses each viewer. This image uses the Nike aesthetic and tone of voice to really make you consider what’s behind this huge corporate company and where these ‘iconic’ trainers really come from. It is not in fact the message being delivered or the design of the poster that makes it Avant Garde’ but the way the message is being delivered and the thoughts it provokes that make it so innovative.
Sagmiester, S (1996), Lou Reed Poster
http://www.sagmeister.com/taxonomy/term/7#/node/23
This second example by Stefan Sagmiester, was at the time controversial and innovative however this deconstructive design has now been recreated and churned into another style. The naïve hand drawn type across the image disobeys the basic rules of graphic design, such as grids, clarity and communication. The type has a huge visual impact on the image but compromises the clarity, and in tern context of the writing. It is this daring approach that was innovative and in turn what made it ‘Avant Garde’.
