After Class, Chapter 12: Peter Behrens & The London Underground

The class discussion today was based upon Peter Behrens and the London Underground. During this time, we were entering a new century which brought a new direction in design. The new design was moving away from the poetic flourish style.

Kevin talked a lot about Peter Behrens who created the first visual identification program for a German company known as AEG. He designed a honeycomb that had the letters AEG in it. At AEG, Behrens represented two concepts: neoclassicism and sachlichkeit. His designs for AEG ranged from large buildings to electric fans.

Behrens wanted to step away from the old typographic style. He wanted a new one and he promoted sans-serif type. He had a former eye of a painter but he took the approach of an architect in his industrial product design. Incorporated within his work, Behrens eliminated connotations of social class. Behrens proved to be a very talented, gifted man.

Kevin also talked a little about the London Underground. The London Underground was the world's first electric railway system that was opened in London in 1890. Frank Pick's passion for art and design made him the designer for the London Underground. He designed everything, such as posters promoting this electric railway system. His designs were positive and became a model for corporate design identification.

One question I have after seeing and hearing this presentation is what does it mean that Frank Pick's designs were positive?

One interesting thing I learned that I didn't know before is the three concepts for corporate identification is color, logo, and type. For example, apple for macintosh fits this perfectly.