Kapa magazine, 1990 – 1993: A survey on postmodern graphic design and appropriation

Kapa magazine, 1990 – 1993: A survey on postmodern graphic design and appropriation

Viegas, Patrícia

Article:

The essay aims to explore the graphic references of postmodern Portuguese magazine Kapa, published from 1990 to 1993. Designed by João Botelho and Luís Miguel Castro, the magazine was strongly influenced by the art direction of Alexey Brodovitch in Harper’s Bazaar (1934-1958), who played an important role in introducing the European Modernist aesthetics in American editorial background. The historical context of Kapa is exposed as well its editorial and graphic features. The “retro” expression of the magazine draws the importance of relating graphic references from Russian Constructivism and European Modernism to the American mainstream magazines of the 30s to 50s. The affinity between visual language and ideology is an important clue to understand the use of past references in postmodern design. This appropriation and the reasons beyond it are the main questions of this essay.

The essay aims to explore the graphic references of postmodern Portuguese magazine Kapa, published from 1990 to 1993. Designed by João Botelho and Luís Miguel Castro, the magazine was strongly influenced by the art direction of Alexey Brodovitch in Harper’s Bazaar (1934-1958), who played an important role in introducing the European Modernist aesthetics in American editorial background. The historical context of Kapa is exposed as well its editorial and graphic features. The “retro” expression of the magazine draws the importance of relating graphic references from Russian Constructivism and European Modernism to the American mainstream magazines of the 30s to 50s. The affinity between visual language and ideology is an important clue to understand the use of past references in postmodern design. This appropriation and the reasons beyond it are the main questions of this essay.

Palavras-chave:

DOI: 10.5151/despro-icdhs2014-0034

Referências bibliográficas

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• [8] Purcell, K. W. (2002) Alexey Brodovitch, London: Phaidon Press.
• [9] Savage, J. (1983) ‘The Age of Plunder’, The Face, January, pp. 45-49.
• [10] Wolfe, T. (1981) From Bauhaus to our house, New York: Picador.

Como citar:

Viegas, Patrícia; "Kapa magazine, 1990 – 1993: A survey on postmodern graphic design and appropriation", p-265-271. In: Tradition, Transition, Tragectories: major or minor influences? [=ICDHS 2014 - 9th Conference of the International Committee for Design History and Design Studies]. São Paulo: Blucher, 2014.
ISSN 23186968, DOI 10.5151/despro-icdhs2014-0034