Seriously? The Pictorial Modernism Movement

 This is my Serious Coffee logo rendition.  I was inspired by the Pictorial Modernism movement, specifically, designer, Julius Klinger and his poster design work.  Klinger along with many other artists at this time (early 20th century) veered away from decorative Art Nouveau and started using clean, San-serifs, and 2D shapes against a flat background.  My example is similar to his style, except for the lack of colour.  The Pictorial Modernism movement is famous for using bright colours however do to the criteria of this weeks blog I had to stick to just the black and white.  Although my sample does feature thoughtful reduction, which was popular during this movement and with Plakatstil (poster design).  Artists were trying to convey meaning in the simplest way possible often only using flat shapes, colour, product name, and the product.  I reduced the number of coffee beans and steam swirls because I felt the logo could still be understood with less "flourishes".  The audience that this logo would appeal to is people that enjoy the basics, perhaps fans of the Pictorial Modernism movement or Someone who is just "Serious" about their coffee and doesn't need anything extra.