The Artist who's work really caught my eye in this week's reading was Lester Beall.
Lester Beall was a graphic design pioneer that helped usher in the explosion of modern graphic design in America in the late 1920s and 1930s. His use of bold blocks of color, strong angles and dynamic shapes was a major break from the traditional illustrations that were prevalent in graphic design during this time.
In 1937, Lester Beall created a series of posters for the Rural Electrification Administration. A selection of these posters were shown at The Museum of Modern Art which prompted the Swiss magazine, Graphis to write, "When The Museum of Modern Art in New York dedicated a special exhibition to Lester Beall in 1937, he was the first commercial designer to be honored in this way. It (thereby) paid tribute by its choice to the successful struggle for higher standards in American advertising."
-Lester Beall .
