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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Of such gardens, Carl Andre has written:. It reads in part:. Instead the individual as a sensory perceptive apparatus faces erasure. The memberships of those boards were composed in part of executives from the very companies under regulation.

It is a temporal experience of space in whose inarticulate verity rests a notion of the sublime fully consistent with the effects of great art throughout history. Reprinted in Minimal Art: Rwcentness is necessary to remember that the growth of enormous, multinational corporations proceeded almost unnoticed by the general public up to the early s, although certain artists and intellectuals had become increasingly aware of some of the more disruptive symptoms of this phenomenon, if not of the causes behind it.

Lester Beall is a graphic designer specializing in the creation of corporate identity programs.

There is no meaning inherent in graphic forms. It is the paradox which is directly the result of a confusion of facts and values. This sort of dual responsibility on the part of many corporate executives became the basis for a new type of relationship between some corporations and the federal government—especially in militarily significant industries, such as transportation and energy. The cases of the artists just mentioned reflect the development in their work of a material and compositional syntax whose programmatic application bears some striking resemblances to the practices and principles of corporate graphic design, especially the design of corporate identity programs.

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.

That abstract configurations can convey meaning sculptuure be demonstrated by a glance at the cross on the nearest church steeple, but of course the information-bearing capabilities of logotypical forms can only be manifested through a given context. 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.

Many corporate designers of the post-war period saw the phenomenon of the all-purpose logotype as a 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 Renaissance Society

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 a priori of the expectations of the viewer. Facebook Instagram Twitter Vimeo. Serota, Nicholas, Carl Andre exhibition catalogue. 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.

And it is in the context of such graphic design that much Minimalist art yields sculpturf the secrets behind its formal effects.

The issue for the corporate designer was how to relate a particular symbol to what the designer saw as a new corporate structure. The consideration of this symbolic relationship had nothing to do, however, with the recenntess to recentnesa a completed design program would be put by the corporation involved.

The stacks vary from five to 10 units, but their boxes are modular in two sizes, always measuring either 9 by 40 by 31 inches, or 6 by 27 by But the experience of solids establishes the fact that, as wculpture flat forms, some configurations are dominated by wholeness, others tend to separate into parts. It reads in part: For the Minimalists the revelatory potential recehtness in their works is an order of value explicitly contained in the order of form. London, The Tate Gallery,p. Part of the means for increasing industrial production in the U.

Belief in this sense is both a kind of faith in spatial extension and a visualization of the extension… neither the theories nor the experiences of gestalt effects relating to three-dimensional bodies are as simple and clear as they are for two-dimensions. The sheer size and diversity of such corporate operations led to problems in the presentation of a public image not experienced by corporations in the past.

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. The Celler-Kefauver Bill of 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.

Since Morris insists that what he makes is art, we are confronted with an apparent contradiction—unresolvable through the terms the artist has given us, though non-paradoxical because the actual objects involved do in fact reflect 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.


Introduction to Minimal Art

In describing the uses of this symbol as a corporate identifier, Goldscholl comments:. How does the gestalt of a given configuration become shaped to a particular aesthetic intent by its location in a particular place? This requirement underscores the difficulties encountered in designing a trademark that is a mark of individuality, while at the same time having the qualities of universal application… Any graphic device, no matter how well designed, cannot alone project an all-over positive image unless it is an integral part of the usage system.

These are places charged with a great calm, a very strong calm, and a feeling of, if one cannot really contain the universe, perhaps, in ones mind, than in these gardens one has the very secure feeling that one is contained in the universe.

This essay was first published in the catalogue for this exhibition. 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.

Introduction to Minimal Art – Understanding Minimalism

This is an idea of place whose ontological resonance comes from its attachment to the notion of where something is, the idea of a place created by a work.

The combinations of symbol and type sculptur a typical corporate graphic standards manual display similarly explicit measures between elements, even to the spacing between letters.

That depends upon the values accorded that place. 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 ubiquitous question: 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.

Intervals between them are 9 inches and 6 inches respectively for the large and small stacks. Who we are Visit us Contact us Join us. If we examine the manifestos and criticism supportive of Minimalist art we can see a similar symbiosis of form and value. Simply a large object made of geometric shapes?

In the February issue of Artforum, Morris notes: Control of the space surrounding the logotype becomes an active element in the total display. This sculptude the paradox which Beall articulates in the last part of the above quote. Darby Bannard, writing in the December issue of Artforum, states: 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.

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