Enlarging Greenberg’s considerations in»Recentness of Sculpture,«Fried states that modernist art [like traditional art, R.P.] would»defeat or suspend its own. But it was an account of the history of modern art that Greenberg had inscribed as the true .. Clement Greenberg, “Recentness of Sculpture,”. , rpt. in. painting and modernist sculpture that literalist art defines or locates the . In his essay “Recentness of Sculpture” Clement Greenberg discusses the effect of.

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The importance of these design principles as reflectors of social values is that they are seen by both the corporate designers and the artists I shall discuss as manifestations of distinct and clearly defined attitudes toward what art is, attitudes which while strongly different and at times mutually exclusive reflect a common faith in the efficacy of form as a means of restructuring society through public exposure to works executed within particular systems of use.

It is important to remember, though, that these effects are finally phenomenal rather than aesthetic, if only because the values behind such work are so malleable. In describing the uses of this symbol as a corporate identifier, Goldscholl comments: This system, or the organization and coordination of all usage areas, functions as an integrating synthesizer and is therefore an acutely essential factor in the development and growth of a corporate identity.

Facebook Instagram Twitter Vimeo. Behind the day-to-day affairs of the marketplace there was a real change in the way corporations were structured in this country during the s. Simply a large object made of geometric shapes? Since Morris insists that what he makes is art, we are confronted with an apparent contradiction—unresolvable through the terms rrcentness artist has given us, though non-paradoxical because the actual objects involved do in fact recentnesz an order, one perhaps not recognized by their makers, but an order of values whose message is contained in a usage system as effective as that of the corporate logotype—because it is the same system.

Yet the landscape of logotypes and trademarks through which we move is a great array of unquestionably value-invested configurations, demonstrating the formal efficacy of particular figure-ground relationships in conveying this information.


In Aprilan exhibit of trademarks, symbols and logotypes opened at the National Design Center in Chicago.

Archive Journeys: Reise | Art Movements, Art world reactions | Tate

And it is in the context of such graphic design that much Minimalist art yields up the secrets behind its formal effects. For the Minimalists the revelatory potential inherent in their works is an recentnsss of value explicitly contained in the order of form.

Many corporate designers of the post-war period saw the phenomenon of the all-purpose logotype as recentbess literal perceptual analogue to the social phenomenon of the multifaceted corporate conglomerate, and to a considerable extent, the new use of geometric, systematized modular configurations as logotypes was a manifestation of that analogy in their professional concern. The Celler-Kefauver Bill scullture allowed corporate mergers only across industry categories which, while adding some legal support to certain aspects of the earlier Taft-Hartley law governing monopolization within a single industry, allowed for unparalleled corporate expansion across a range of industries.

This essay greejberg first published in the catalogue for this exhibition. What am I looking at when I look at one of your works. The issue for the corporate designer was how to relate a particular symbol to what the designer saw as a new corporate structure. Who we are Visit us Contact us Join us.

Reprinted in Minimal Art: That depends upon the values accorded that place. The combinations of symbol and type in a typical corporate graphic standards manual display similarly explicit measures between elements, even to the spacing between letters. London, Whitechapel Art Gallery,n. It is the paradox which is directly dculpture result of a confusion of facts and values.

Introduction to Minimal Art – Understanding Minimalism

This set of events—a retrospective display in Chicago examining the triumph, over the preceding 20 years, of a graphic design style; and a cluster of individual art exhibits in New York galleries advancing a new manner of art-object making—seem very different in terms of place and intent. We then included the letters IMC in the left panel to symbolize the fact that this company knew how to release this power to feed a hungry world. Part of the means for increasing industrial production in the U.


However, in the development of a corporate design program a paradoxical phenomenon is often exposed. Serota, Nicholas, Carl Andre exhibition catalogue. Darby Bannard, writing in the December issue of Artforum, states: The memberships of those boards were composed in part of executives from the very companies under regulation.

The notion that a kind of symbolic investiture is implicit within the Minimalist object is not new to art criticism. I believe that the particularity to which Morris refers exemplifies his recognition that the art gallery space itself is a context within which given works of art function as elements, and that different placements or arrangements of forms maintain or destroy the aesthetic viability of that context.

How does the gestalt of a given configuration become shaped to a particular aesthetic intent by its location in a particular place?

Introduction to Minimal Art

Control of the space surrounding the logotype becomes an active element in the total display. Of such gardens, Carl Andre has written:. In the February issue of Artforum, Morris notes: It is a part of the nature of these works to act as triggers for thought and emotion preexisting in the viewer… It may be fair to say that these styles have been nourished by the pf question: For the Minimalists, the perception of such order was equivalent to the sense of calm and order provoked by the dolmens at Stonehenge, or a Japanese formal garden.

London, The Tate Gallery,p.

The Renaissance Society

Of such gardens, Carl Andre has written: But it is a belief which is infinitely corruptible, because of the confusion it creates between context and content, by associating a sort of raw value with specific configurations placed in specific locations treenberg priori of the expectations of the viewer.

It reads in part:.

But the experience of solids establishes the fact that, as in flat forms, some configurations are dominated by wholeness, others tend to separate into parts.