Серов С.И. Стиль в графическом дизайне. 60-80-е годы

A. Kpnxoe.

Eateecxu.

1967

60

A.

KppKoe.

iltpuSr.

t9g6

3r??,

A.

Kptoxoe. 3uaxu. 60-70-e

noMy

pFAy

BbrcTaBoK, Bnnolb

ao

nepBoil

lu

nocneAnei) Bcecotosxofi

eurciaexh

nprKnaaHo; rpa$uxra,

opraHh30BaHHoi

noA

eruAoil

Ara4evnr xyaoxecrB CCCP.

Ho

nororv

Hac onnTb

orpaHq.thnu,

TaK h

He

AaB

noAHBruca...

Ho

exyrpenxuil no-

TeHq!4an

npo$eccuu e

60e

roaur 3aMerHo

asrpoc. ['locne nocraHoBneHhF

,,O

roeap-

nrrx

3narax"

npaKrh'{ecKr4

Bce

xyaoxHH-

l<h

-rpaQu

Kr1 cTpaHbt

o Ka3aIx cb BoBJreqeHbl

a rx

paspa6or<y...

3averru.

HeMano

ev6neta

il

gHaKoB

6urno cogaaxo B ro BpeMF

r Kprcroautu

-

rx

ao

cr4x nop MoxHo Br,rAeTb Ha

Kaxao;

nnacrhHKe

OhpMbr

,,Menoaua"

11 Ha Kax-

AoM

KxocKe

,,Cnoprnoro",

Ha

MocKoB-

cxov

Aove

KoMno3uropa

h Ha

4oMe

xY-

aoxHr{Ka,

vro ua

Kysxe4KoM MOcry,

Ho

nrc6t,rrraaR o6nacrb

reopvecrea

Kprc-

KoBa

-

urprdrur,

B

1967 roay oH

Bbrnor-

HFer

npoeKr BbrBecoK

ana

npocneKTa

Ka-

nuHAHa,

BnepBbte

npHMeHHB

anF

3Tl4X

qe-

nefi

uJpra$rur

aHrHKBeHHoro

xapaxrepa,

B

HaAn!4cr4

,,Cupeua",

HanpuMep, oH orranKu-

BancF

or

peHeccaHcHoFo

,,|-apauoxa".

A

,,Oxrn6pu"

BbrnorrHeH cBo6o4HbrM

pyKo-

nucHbrM

pocqepKoM.

B ulpn$re

KprcKoBa

eoo6u.le nptaBreKaer

{ aprr4crr,t3M

h3Ful-

Hof Kannurpa$Hil,

rir crporocru

nponopqri

KnaccHqec Khx

o6pa3qoB,

-

Axgpei

,{,noxucseauv,

a npaBAa ro-

Bopnr,

qro

Bur

aanpeulanu

B

cBoe

BpeMF

xyaoxHHKaM

r4cnonb3oBaTb

n14HeiKy r,r

peilc$eaep

AnF

pncoBaHhf,

rupu$ra?

-

Korevno,

npaBAa,

Cav n ra

ceiqac

o6srqxo o6xoxycs 6eg nnxefixr.

Pyxa u

rna3

-

caM6te

BepHbre Mou

r,rHcTpyMeHTbt.

fl

uxttR

4onxxa,,Aut

ularu"!

Kax

ryr He

BcnoMHHrb cnop o6

,,3ns-

aeeupax", <oropurfi Mbr

nphEoArnH B nep-

BoM

pa3Aene,

lAe

A.

6vc-tn

AonbtrbtBan-

ca

y

M. AHurcra

n A.

Tponnxepa:

Heyxe-

nh nocne

Toro,

KaK oHH Bce u3Mepunu

u

nocrpor4r!4

no MoAynbHoil cerKe, oHr4 Hh-

qero

He

ABhrarcr

qyrb-qyrb,

xa rnas?

,,Hra

na

fiory!"

-

eocrn!4qanu

4rsainepur-rpa-

Suxu,

u

9To

roxe 6urna

aexnapau,Nn

qunoB.

6yayuu

pyKoBoattreneu

Macre

npuKnaaHoi rpasrxr,l,

Kpoxoe

nphBeTcTBoBan

n1o6oe HanpaBfl eHhe,

TopbrM croFn cepbe3Hbri

npoSec

nugu.

Ho B nuqHoM

rBop'{ecrBe

He

Baer

c'rof

Kofi npuBepxeHHocrt,r K

qhlt,

nonarapuleilcA

,,Ha

rnas", npe,

Tarcqefr

'{yBcrBo

pacqery

H

orcrauBi

BbrcoKoe

npe4Ha3HaqeHlte rpa(plr

KH

-

Curyaqua

c

rpa$rrecxul,r

4na

ceroAHn Kpu3r4cHaF,

-

cvrraet

Kpnr

Ho HMeHHo

gro

u 3acraBnner

MeHF

onTa4Mr,rcToM. csoei

orcranocTbK), nc

npexe6pexexner.a

x npuxna4uofi

rp

Mbr BbrcTpaAarM HeooxoanMocTb

neF

14vexxo

cefivac, n Ha4etocb,

orHor.lJ€

ee

ooflH H3MeHhTcF

-

rtTo

Ha3btB

xrgxs

3actaaut.

h F Beprc,

qro

y

npo$eccun

60nbuJoe 6ynyulee,,,

flpunruo

3aBepurarb

raoprecxui

pet

xa raxoi

onrrMucrrr{Hoi

xore

[!

62

K,

Gw

BCerAa

,3A

KO-

cKpbt

-

Tpaah-

4n;;i4l

ii++"i

i$lr+t

iitiisjidliaa

63

A. Aropx.

llnarcar. 1977

64

BreuaeroproeaF

peKraMa,

nphHaAnexa-

qaF,

KaK

u xy4$oHAoecran

rpa$ura,

xy-

aoxecreensofi

Moaenn

rpa$uqecKoro

ah-

sailxa u oKa3aauran

3areM

BnuFHhe

na

$op-

HHpoBaHue

an66y3Hoil

uo4uSuraunn eu-

3yanbHo-KoMMyxuxaruexofi

Mo4enu,

B

Ha-

u€M OrtepKe

npeacTaBneHa

TBopqecKhM

noprperoM

Anercen lllTOPXA.

lljropx

-

3HeprxqHan, esnerapulaa

Sa-

r|snHa

-

He TonbKo

pu$nayerca

co

cnoBoM

,,eneulropr",

oHa u

Bo3Hr4Kaer B naMHTt4,

Kor.qa

3axoAr4T

peqb

o

axeuxeroproaofi

peKnaMe.

u6o

lllropx

-

ri3

BeAyulux ee

iaacrepoB. Bcrc

ceoo xr43Hb oH npoayKTuB-

r$

Tpy4hrcn e

arofi o6nacru,6ygytu og-

ird{M

H3

HeMHOTUX Xy4O}KHI,iKOB,

KOTOpbte

rc

pas6pacureaKrrcn

u

He

uqyr

ce6n

B

Apy-

l-ttx

BxAaX

TBOp'{gCTBa,

TaxaF

npegaXxOCrr

&ery

cBuaeTenbcTByer

o

ToM.

'1To

xyaox-

!.{E{K

,r

peKnaMa

oqeHb

nO[XoAaT

Apyr

.!pyry,

pr4$Myrcrcn

BHyrpeHxe.

oAxaxo

HaurnH

oHh

apyr apyra

He cpa3y.

Borctuxe

HetitcnoBealMbt

nyrh,

npxBo-

lrqne

B

rpaouqecKufi

Augailx,

Ho

qro6ur

vrTepoM

npuKraaHoi rpasuKx

cTan Mac-

-e

cnopTa no

KoHHoMy

Tnopry,

)KoKei,

-onrep

CnapraKuaabr

Hapoaoe

CCCP

-

ra-

isre

noBoporbr

cyAu6ur, cornacurecb, Bcrpe-

{aoTcF

He

qacTo.

OAxaxAsr

Ha

r4nnoApoMe,

r4e llJropx

re6orar rpeHepoM,,Cnaprara",

noFBhncF

3-ypeHT

['lonurpa$ulecxoro

uHcrt4ryra

3"

flyer4oe

(xurHe

rsEecrxsrfi

rpa$ux)

ra

-Efipochfl

paspeuhTb

eMy nopucoBaTb '|o-

ri..iaqefi. Monoaof

TpeHep oxorHo noMor

{*ry H,

B

cBoto oqepeab, oKa3arcH B MacTep-

:,<ofi xy4oxnuxa.

3Aecu

oH

BnepBbte

yB,i-

-@fl, KaK

pa6orapr

HaA MaKeroM neqarHo-

= H3aaHhF,

xa6nrcaan noucKt, uso6paou-

'Gnbfloi

,rHTepnperaqu[

n4eu, flepeoe ene-

rEineHue

HacronbKo nopa3uno llJropxa,

rro

E?aBHnO

KpyTO r43MeH!'tTb

npooeccuto,

Ox nqcrynun

Ha

3aoqHoe

orAeneHre

lbcKoBcKoro

nonnrpa$uvecKoro hHcrr,l-

-fra

v

oaHoBpeMeHHo

xavan

pa60raru

e

h,mepcroi

npxKnaaHof

rpa$r.rru

Xya.

fronaa

PCOCP.

Ceoulr

yqhreneM

oH cqilra-

er

H.K.

fiureutoea,

u3BecrHoro xy4oxHx-

Ka BHeuJHeTOprOeOil

rpasuru, roropsri

npilrnacufl ero

B 1961

roay Bo

,,BHeu-

ToprpeKnaMy"

14

xyi:tan

.,Coeercrrai

gKcnopr".

floa

pyroeoAcreoM

fl Hrerxoea

npolr30urro ero

npooecg,roHan

bHoe

cTaHoB

-

neHxe, c6opMr,,rpoBaaocb

rBopqecKoe nt4qo.

B

60c

rogur rHoriq,a

noaBnnnxcb

peue-

HuF.

OyHKllr4onanunoi

npoayMaHHocrt4 h

KOHCTpyKTI,TBHOi'

USO6perarenbHOCTlt

KO-

Topblx

MornH 6st nogaehAoEaTb

MHorue

6yayu.lue MoHononucrbt

xa rpa$urecxufi

Augain.

h xorR cauouy

rpa$hqecKoMy

Ar4-

3aiHy

npeAcroFno

Haqarbcf, no4

$narorvr

Er43yarbHbrx

KoMMyHrirKaqni,

4nn

lllropxa.

TOIbKO

qTO

nphll|eauero

B

Hero,

yxe

Tor-

aa

ropa3Ao

BaxHefi

6urnu

npeauerHo-KoM-

no3rur4oHHbte, a

xe

utSopuau,HoHHbte

Ka-

vecrea rpa$uxu.

OrcpAa,

B

qacrHocrl4,

noerturenxuril

14HTepec

y

Hero K BeulecrBeH-

Hocrr4

14

QaKTypHocrlr.

Ha

oAxona u3 nepBblx

BHeulHeroproBbtx

nnaKaToB llJropxa,

peKhaMllpylot4eM

Kpa-

chrenu

AnF

TKaHeil, uao6paxanacu

ctunu-

3OBaHHan 3e6pa

c

pa3Ho4BeTHbtMU

nOnOC-

xauu.

Ho

oHa 6brna He

HaphcoBaHa, a

c!-

rKaHa u3

UBeTHblx

HI4TOK

1,1 npl4KteeHa

npHMo

Ha

opr4ruHan-MaKeT,

qTo

B

Tl4pax-

Hbtx orr,rcKax npltAano

x306paxeHlr|o

Heo6brqHyrc

Sarcrypxyro

Bbtpa3hrenbHocrb.

3ra

pa6ora

lllropxa

nonana

rorAa Hd

Bbtc"

TaBKy

KoMMepqecKofi

rpa$uru

e

Kdhr.

xe(1962), Bocnpou3Boaunacb

B

xypHane

,,

Fe6payxcrpagnx".

C cauoro na,rana lllropxa

oTnl4qano

npHcTpacTue K

peKraMHoMy

xoAy,

MrHo-

BeHHo

npuBneKapu.leMy K

ce6e BHuMaHue.

flepeouy Bne.rarneHyrK,

on eoo6r.ue npraa-

er

rpeaeurrafiHo

6onbuJoe

gxaqexre,

He

ceKper,

qro

AnF

MHorr4x

Haut4x

Al,r3aiHe-

poB{paduKoB

npo$eccuotanunofi

uKo-

nofi 6brnu

oapy6exxure

auaaitepcxlle

xyp-

Hanbt

-

oHh

MeToA!,tqHo,

oCHoBaTenbHo

r,r3yqator

ux. lllropx

yquncn

Ha

xypHanax

notBoeMy.

,,Ha

eceM

cKaKy" nepenucrbt-

Ban

qenylo

cTony,

aenan

3aKnaaK!4 Ha rex

MecTax, Koropbre

ocTaHaBnhBarh

B3rnFA.

Bropoil

pa3

oH

TaK

xe

6urcrpo nponucrbt-

Ban

TonbKo

3aIoxeHHbre

pa3BopoTbt

-

nocne

gToro

ot6opa

ronurecrBo

3aKnaAoK

pe3Ko

coKpaqanocu. 3arev

ro xe caMoe

-

e

rperufi

pas,

14

TonbKo

ocraBuJeecF nocne

Tpex

TypoB

npocMorpa

no4Bepranocb npu-

cTpacTHoMy 14

3y'reH14

|o.

Peuarculee

3Ha'{eHue

4na

$oprurapoea-

Hr4F

xyaoxecrBeHHoro

eryca lllropxa urue-

na

He xono,qHaF, cAepxaHHaF ulBerqapcKaF

ujKona

rpaQr.rK!,r,

oKa3aB[!aF cunbHoe

BnunHhe

Ha xecTKyro Moar4(puKaqlr|o

,Ar4-

3ailH{ThnF",

a

cKopee

aMepuKaHcKaF

peK-

naMHaF

fpa@uKa

c ee

noBbtueHxoil

exc-

npeccuBHocTbro,

AeKopaThBHocTbo

14

cTh-

fl

eBbtM

pa3Hoo6pasuebr.

Bexoi

a

reopqecKofi 6raorpa$rara

llJrop-

xa MOXHO

Ctll,lTaTb COTpyAH,IqeCTBO

C xyp-

raaona

,,PT",

nepBbte

copoK HoMepoB Ko-

Toporo

cranx HacroFulr4M

co6urruerr e

npo-

$eccuoxanuxofr

xusxu.

noneneHhe

raxoro

vgAaarr.

c

naKoHuqHbtMu

uera$oplvecrr-

Mr4 o6noxKaMta

(!,rx

aBTopoM

'{aule

Bcero

6urn UJropxl

,

c

adSeKTHbrMh

qBerHbtM,l

uaflocrpaq{FMu

a o6rpaexy, o6unueu

Bo3[yxa

Ha

nonocax

lr uso6perarenrxofi

AnHaM!4qHoi

BepcrKoi, c

qenoft

raMMoil

HoBbtx

yHhBepcanbHbrx

r-upu$roe

-

,,|-enu-

eetuxa",,,Kounaxra",,,Tailuc"

(npaega,

BbrKfleeHHbtx

BpyqHyto ua

$oroxaccl,

xo-

HeqHo, He Morno

He npousBecTh

cBoero

poaa

ceHca4{u u

He nocJryxuTb uMnynb-

coM B

pa3Blrrhu

npuKnaaHoi rpa$uxu.

B 1966

roay )l(ypHany

6urna npucyx4exa

npeMua

IOHECKO

3a

o$opMneHrie.

Ogxoeperuerxo

c

pa6orofi

e

,,PT"

u

nocne

lllropx

npoAonxaer

corpygHr4qarb

c

pFAoM

KpynHbtx

BHeulHeroproBbtx o6'be-

Aur.ennil

(,,Aerosxcnopr",,,Corcaxe$re-

ercnopr",,,Cooaxuvercnopr".,,FlpoAun-

ropr"),

a rarxe

c,,14xrypt4croM",,,Cnyrxu-

ror,r" u

t.

n, lzl

s4ecr

eMy

y4aercF

MHoroe

Aenarb

c

onpexeHueM

BpeMeHh.

Tax,

aa-

AOnro ao

MaccoBofo

pacnpocrpaHeHuF

65

A.

ltlroPx'

O6nox<a

x47nana'

1967

66

€

I

-

I

E

t

r

E

I

e

E

a

-

9

E

u

o

-

=

E

a

c

E

-

o

a

E

o

It

€

-

llltn'aht.rct

.ttt

dil.tt c.ruutdrnb,

t(ttt no(m

t,olflittn

Iril,ioauilil?

I

l.wnn

ont

ndkridJ.t.r.l

^ri a

n

p.t'

t

nt

o1t,t

t

fi

o4.u

1'

umorc

pdaonPudoPa,

ronoputi

nclttlun

-u.ttut1'

o ronlxno.riluuu

pd.rxnoi

xtlrv.

rltdto!.

I'a.wn

op o

a'

ot.v.t

n,it.v

d,n

tt

Jtl'tt.l

il

,ltlilht

adrn nt

lU-i rnliauuqt

x't'Pilo.rtr.

A. !!!ropx.

O6noxxa

ttypHana.

1966

snprraexxrrx

crunefi

ox

paspa6arsrean

6ons-

uue rpa$utecKxe

KoMnneKcbt

ann

peK-

naMHbrx

ueponpunrui,

BKnxrqatouye B

ce-

6R

e[46ner\4sr,

nnaKarbt,

aunfloMbr,

6yKne:

Tbr. KaneHAapr,t,

3HaqKH,

o6tFBneHuF B

npecce,

Srpuennyo

oaexay

u r.4, flpu-

qeM,

B ornuqre

or xapaKrepxurx.cnn

70-

80-x roaoe,

KaK npaBilno,

eahHoEpeMeH-

Hbrx npoeKroB,

lllropx

claeun

nepe4 co6ofi

3aaaqy He

TonbKo co3aaHuF,

Ho

H

noaAep-

xaHHf,

onpe.qereHHoro

o6pa3a

ShpMbt:

BeAb

npn

MHoroIeTHeM

coTpyAHUqeCTBe

C

oAHlrMu

r,t

TeMu xe opraH[3aqhHMu

(p!4pMe

neo6xo4nuo

taMerb

raKtae

o6pa3Hbte KoHc-

TaHTbl, Koropbte

6btnr

6ur xrgnecnoco6utt-

Mta B

ycnoBHfix

nocroaHHoro

o6HoBneHuF

BH3yanbHoi

cpeAbl.

B

oatorra

cnyvae

raxoil KoHcraHToi

Mor

crarb

y

UJropxa

pexnaurrrft

xoA, Hanpu-

Mep,

Ta xe

ae6pa c ero nnaKara

FBunacb

ocHoBarenbHHtlet

AnHHHoro

pFAa pa3Ho-

qBerHo-nonocarrrx

aeepeft

,

noHanaBuJr4xca

Kaxabte

Tpr{eTbtpe

roaa, HaquHaF

c

1961-ro,

a rax4ofi

xoeoi

pexnaruHofi

KaM-

naHW,.Cooexuuexcnopra".

B

4pyrorvr

cnyqae

3HaqeHue

eaetHoro

(phpMeHHofo

3ne-

MeHTa

Morna

nprao6pecrn

teua.

Tax,

xa

peKnaMHbrx

KaneHAapFx,,flpoArsropra"

H3

fOAa B rOA npOBOAr4naCb

CKBO3HaH

TeMa

,,fiou:aau

h

Mope", Bu3yaflbHoe

Bonnoule-

Hr4e Koropot

nocroFHHo

MeHFflocb,

Boo6u1e,

pexnauxuri

KafleHAapb

nph-

HaA,nexur

K

'{Hcny

nto6yrvutx

)KaHpoB

llJropxa,

xorn 14

rpe6yer

or xyAoxHhKa

Apyroro

noAXoAa,

'{eM

peKraMHbtfi

nflaKar,

Fpa$nuecxoe petueHr4e

KaneHAapF

AoJtxHo

6sttt

paccvuraHo

He

Ha

BcnbtuJKy

nepBoro

BneqarneHhH,

a Ha o6ulr4il

euoquoxanuxuri

Hacrpofi,

Ha

BocnphnThe

B

ilHTepbepe,

rAe

ox

6y4er Haxoar4Tbcn

nepeA

rna3aMh no

xpafixei

Mepe roa,

UJropx

xopou.ro

qyBcr-

Byer

ary cneqr$r<y

xaHpa, Ero KaneH-

aapb,

caenaHHbtf

AnF,,Cor,oaxe$reaxcnop-

ra" r 10O-nerurc

K.C.

[lerpoaa€o4rltxa,

cocror4T 143

BenuKonenHurx

no nonnrpa$u-

qecKoMy

Ka'{ecrBy

penpoayKql4i

Ha cepbtx

KBa4parHbrx

nacnapry,

cxa6xexnurx

or-

KI4AHbIMH

KNANAHAMh

C MECFqHbIMh

KANEH-

AapHbrMH

cerKaMH, [1orpe6rrenu,

raxurrir

o6pa3oM,

Moxer

caM noAo6parb

penpo-

ayKrluro

x no6orray

Mecnqy

B 3aBuc]4Mocrt4

or BKyca hnu

HacrpoeHun unu eoo6ule y6-

paTb

KafleHAapHyp

ceTKy, ocTaBhB

B hH-

repbepe

ronbKo

penpoAyKquo.

Ha

orAenu.

HoM,

Toxe orru6anqeucn,

KranaHe

-

no.

rorun

o6re4utesrn,

Ecnu

norpe6urens

coqrer

u ary

peKnaMy

Haeagqiaeofi unu

He-

yMecrHofi,

oH

Moxery6parb KnanaH

BHyrpb.

Pa6ora

eo BHeuJHeroproBoi

pexnarvte

o6naaaer

ceoefi cnequdrrofi,

C oAxoi

cro-

poHbr,

3Ta

peKIaMa

Aon>KHaOTpaXaTb

Kynb-

rypy caoei

crpaHbt, c

apyrofi

-

roBopl4rb

Ha oAHoM

F3brKe c eapy6exnoi

ayauropH-

efi, B

grorv

cMbtcne He cnyqaeH est6op

re-

Mbr

aflF

peKnaMHoro

KaneHAapF

,,Coos-

HeOTesKcnopTa".

B

rraex<AynapoAHoi

npaK-

rlrKe ilMeHHo

HeSrFHbre

6upMbt

rpaAH-

ql4oHHo

FBflFKITCF MeUeHaTaMU

t4

KOIneK-

qhoHepaM14

npouoae4exufi

reo6pasurenu-

HOrO '4CKyCCTBa

-

AOCTaTOqHO

BCnOMHl,lTb

rua A.

Xarvrvepa,

flOerovy

u

Ha[!eMy

BHeIJJHeropFoBoMy

o6'beAhHeHH]o nphxo-

al4Tcn

BKnpqaTbcF

B

3TOT KOHTeKCT,

yrtlt-

TbrBaTb ero npu

co3AaHhH

cBoero

uMhA>Ka.

Baxnoe

3HiNeHhe ,tMeer

3Aecb

u llrlsy-

anbHaF

Moaa. flpae4a,

y

tlliopxa

,pco6oe

MHeHrJe"

orHocurenbHo

Moabt :

-

F

cvuran,

qro

uiararb B Hory c Mo-

Aoi

npocTo

Henpunr4'{Ho

-

KaK B

oAe)KAe,

TaK

,t

B rpa$uxe.

Moxxo unu

onepexarb

ee,

6brrb

e

saetpau:xefi

MoAe, hnh

yx

co-

3HarerbHo

ailcraHq!4poBarbcn

oT Hee,

or6t4-

pan

AnF

ce6a xar6onee

KnaccuqecKue

ee

qepTbr,

lllropx

nocroaHHo

l,r

aeflaer

9To

B

cBoeM

reopqecree

[48].

A. Aropx.

3uarcu, 70-e

68

A. Aropx. Kanendapa.

1978

69

Серов С.И. Стиль в графическом дизайне. 60-80-е годы

Подождите немного. Документ загружается.