Lester Beall
Lester Beall was one of the most prolific and influential designers of the early to mid-twentieth century. Philip Meggs in his A History of Graphic Design, credits Beall with "almost single-handedly launching the Modern movement in American design." He changed the way graphic design was perceived by people both involved in and outside of the profession. Beall felt that designing something simply to make it visually appealing was j ust not good enough; that design had the higher purpose of being a means to an end, an instrument of communication. He was quoted as saying that the designer "must work with one goal in mind—to integrate the elements in such a manner that they will combine to produce a result that will convey not merely a static commercial message, but an emotional reaction as well. If we can produce the kind of art which harnesses the power of the human instinct for that harmony of form, beauty and cleanness that seems inevitable when you see it… then I think we may be
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Approximate Word count = 665
Approximate Pages = 3 (250 words per page double spaced)
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