The history of art is complicated beyond measure and merely impossible to understand as one straight line from a definite beginning. Through the modern era of human history, art movements have evolved and referenced styles from centuries ago. But the most important thing to take away from the evolution of art is each distinctive, unique artist has his/her way of creating art; this extends from the Egyptians using carving tools to Picasso using a paintbrush. Humans have a unique ability of craving the newest thing while appreciating the past. In the 20^th century to what little of the 21^st we have lived, the evolution of movements and materials is possibly the most diverse it has been in Art History. In the 21^st century Art can be made from different, more unique tools than ever and this idea of an artist being well versed in one style is more important than ever. The traditional mediums from the likes of clay to the simple paintbrush have and are crucial in the world of New Media.

New media is defined as “all that is related to the internet and the interplay between technology, images and sound.” (1.). This idea of contemporary art is very subjective and unspecified as to where it began but this revolution and inclusion of technology into an art world dominated by traditional mediums for most of its history and seems to be idealized as something that will continue to dominate for the foreseeable future. However, this new implementation and acceptance of technology shouldn’t be something a traditional artist should fear and actually embrace as much of the other mediums in the traditional world were embraced. For most of the 20^th century artists like Salvador Dali, Andy Warhol, and Pablo Picasso have opened doors for others artist in the venture to different mediums and movements. As those artists were important and crucial in the development into what we see as the modern art. The likes of Raymond Loewy, Milton Glaser, and Paul Rand are just as important into what we know today as Design.

Although, New Media art is the use of technology in the creative process someone like Loewy, who never used new media in his work, would have been intrigued and very tolerant of technology in his creative process of his designs. Raymond Loewy is someone who should be accredited as a pioneer of Logo and Graphic design not only in his focus being Industrial design but as a man revered for his emphasis on the embracing of design in a general sense. Loewy’s résumé expands beyond other focuses of the mass umbrella of Design from the creation of logos such as Exxon, BP, Shell, and U.S. Mail to the creation of the structural design of the Greyhound bus and the Coca Cola Vending Machines. This evolution and emphasis on the importance of logo design then is placed on the hands of other pioneers of design such as Paul Rand, who created the designs such as the IBM logo, the ABC network logo, and the UPS logo. The main similarities that we see between the designs with Loewy and Rand are this idea of minimalism.

The minimalist Art Movement began post World War 2, with the more famous artists being sculptures and painters. The movement extends beyond fine arts and anything expressive, and can be a movement in the world of music and design. Although the movement in terms of its importance in fine arts has for the most part run it course it still lives in design and will possibly continue to live for a long time. Living in the 21^st century we live in a world where we are bombarded with advertisements in our everyday lives and have little time to focus on each and every single thing thrown at us. This is where the idea of minimalist design is important and flies beyond the aesthetic visual of art and beauty but also accompanies psychology and what would catch the human eye without intimidation. Designers such as Paul Rand and his Logo design, David Carson and his unique Typography design, and even Ethan Marcotte and his Web Design

Being that this style is relevant now more than ever in the world of design I am personally intrigued beyond the aesthetics of the art but also fascinated by the psychology and mind mapping that goes into the simple style of such grand works. My works now and in the future are hopefully in the world of design both in web and logo design. Looking at how a simple logo can play a crucial role in an individual’s everyday life is nothing short of exciting for my work and me. Seeing how a something so simple as the Nike logo or Apple logo can become immediately recognized and iconic is worth looking into in my eyes. Being that I want to venture into the world of design I understand that New Media is very important and something of psychology within itself. Understanding and attempting to perfect a style in a world of technology, which is constantly evolving is impossible. I do however, plan on developing my own style and finding new technique, which can help in creating and even being a world and path opened by design giants such as Glaser, Milton, and Loewy.

Implementing my style with the use of multi-media is, for the time being, a sort of necessary part in Design and New Media. I believe continuing to maintain the excitement for leaning new techniques is crucial in being successful in my field of work. New media has this ability of connecting the user directly with his/her audience in an almost immediate pace. This understanding and using the fast paced information is intimidating but exciting for many reasons within itself. The Designers mentioned earlier have/had their techniques pretty figured out which is why they were successful in their own respects but I still have to find my style and may that be 2 years from now or 10 I’m pretty happy in knowing the impact my work whether that be with a team or a solo venture has had a impact in a world of technology which is constantly growing.

Works Cited:

• By Bailey Socha and Barbara Eber-Schmid. “WHAT IS NEW MEDIA?” WHAT IS NEW MEDIA? N.p., n.d. Web. 8 Oct. 2016.
• “Arthistory.net.” Arthistorynet. Bitter Soup, n.d. Web. 8 Oct. 2016.