Picto-Culture and Isotype in America during the 1930s and 1940s
Lecture/workshop with Hisayasu Ihara (Kyushu University, Fukuoka/JPN). Ihara presents the results of his current research in the area of "History of Visual Communication Design". This event takes place as part of the APART-GSK project, Mag. Dr. Katharina Steidl (Institute for Art Theory and Cultural Studies).
Isotype (Otto Neurath) is widely regarded as a pioneering system in the development of standard pictograms and information graphics. However, it is less well-known that designs based on various other pictogram systems flourished at the same time, particularly in the United States under the New Deal. Although this movement was strongly influenced by Isotype, it was unique in its broader scope, extending beyond just pictorial statistics.
In particular, against the backdrop of the rise of American popular culture, a variety of pictograms emerged, drawing inspiration from visual forms such as cartoons and animation. I would like to tentatively refer to this phenomenon as "Picto-Culture," as it developed through the interaction of various groups.
In this talk, I will explore the development of pictogram design in the U.S. by examining the activities of three major groups: Pictorial Statistics Inc., Sociographics Philadelphia, and the F.E.R.A. Research Unit, while also considering their interrelationships. I will specifically focus on Rudolf Modley, who led Pictorial Statistics Inc., and discuss his strategy of balancing the standardization of symbols with their diverse applications.
Lastly, I will introduce new insights regarding exhibitions as a method of promoting the Isotype system in the U.S. By doing so, I aim to reaffirm that exhibitions were the most distinctive feature of Isotype and demonstrate how they remained distinct from the developments pursued by Modley and others.