1 Contextual Investigation OTHELLO Matthieu Elwyn Pearson BTEC Level 5 Higher National Diploma in Graphic Design 22 June 2026

• Introduction • Historical Context • Historical Comparison • Historical vs Contemporary • Specialist area of Creative practice • Contemporary context • Creative Analysis • Reflection on my own Creative development • Conclusion • Bibliography Page 3 Page 4 Page 8 Page 9 Page 10 Page 13 Page 17 Page 21 Page 22 Page 23 2 Table of Content

3 Graphic design has evolved through various artistic movements that have shaped visual communication. Among these, Minimalism, and Bauhaus introduced im- portant ideas about aesthetics, function, and creativity. Minimalism emphasised simplicity and essential visual elements. Bauhaus combined art, craft, and tech- nology, promoting functional and modern design. This report will be exploring the contributions of Walter Gropius, founder of the Bauhaus movement, and Saul Bass, known for his iconic logos and innovative film title designs. I have chosen these movements and artist as they can help me to create a logo and branding for my project. Since i will be going towards a cookie focused logo, Minimalism and Bauhaus will be more useful in finding multiple typography, use of space, patterns, simplified shapes and so on. Furthermore, the chosen artist are relevant to graphic design as they have inspired many contemporary design- ers such as Jessica Walsh. Thus, these are the reason why the selected art move- ment and artist feels relevant for the idea that I am chasing. This report will examine the historical context surrounding these artists and movements, exploring the social, cultural, and technological factors that influenced their development and creative approaches. It will also in- vestigate their contemporary relevance by analysing how their design principles continue to influence modern graphic design practices. Through creative analysis, i will evaluate selected works from each designer, focusing on their use of visual elements, design techniques, and the impact they have had on communication and visual culture today. Introduction

4 Walter Gropius (1883–1969) was a famous German architect, designer, and educator who played an important role in the development of mod- ern design. He was born in Berlin, Germany, and grew up in a family with a strong connection to architecture. He studied architecture at the Tech- nical Universities of Munich and Berlin, where he developed an interest in combining art, technology, and functional design. Walter Gropius became well known for his modern approach to architec- ture and design. He believed that buildings and objects should be sim- ple, practical, and designed for everyday life. One of his most import- ant achievements was founding the Bauhaus school in 1919 in Weimar, Germany. The school aimed to bring together art, craft, and technology, encouraging students to create designs that were both useful and visually appealing. Besides teaching, Walter Gropius designed many important buildings, including the Bauhaus school building in Dessau, Germany, which became a symbol of modern architecture. He also worked on furniture and interior designs that reflected his belief in simplicity, Functionality, and mass production. His designs showed how art and technology could work together to create practical solutions. Historical Context Walter Gropius

5 During Walter Gropius’s formative years in the late 19th and early 20th century, Germany experienced major industrial, social, and cultural changes. New machines and materials transformed how buildings and products were created, encouraging designers to combine art with technology. Society was also changing due to urban growth and the effects of World War I, creating a need for practical and affordable designs. Culturally, mod- ern ideas began replacing traditional decorative styles, focusing on simplicity and function. These influences shaped Gropius’s belief that design should improve everyday life, leading him to establish the Bauhaus school in 1919. Some of his Artworks The Bauhaus Building Dessau is one of his famous works as it represents that design should combine art, technology and ev- eryday life. Through this, he in- troduced minimalism, geomet- ric forms, and functional spaces. The Fagus Factory, one of his work that shows the transition into mod- ern design. This has influenced lat- er designers to go towards cleaner geometric shapes and evolve into modern design The Bauhaus Masters' Houses has contributed to connect architec- ture with lifestyle and visual iden- tity through its simple cubic forms and minimal decoration. This has also influenced graphic designers to do the same concept in brand- ing.

6 Saul Bass (1920–1996) was a famous American graphic designer and filmmaker who changed the way people see design in movies and brand- ing. He was born in the Bronx, New York, and showed interest in art from a young age. He studied design at the Art Students League of New York and Brooklyn College. Later, he moved to Los Angeles and opened his own design studio in 1952. Saul Bass became well known for creating movie title sequences that were not just simple lists of names, but creative and meaningful de- signs. One of his most famous works was for the film The Man with the Golden Arm (1955), where he used simple shapes and bold visuals to show the mood of the movie. This idea changed how film titles were made and inspired many designers after him. Besides films, Saul Bass also designed logos for big companies like AT&T, Continental Airlines, and United Airlines. His logo designs were simple but strong, and they helped companies create a clear identity. Saul Bass

7 Saul Bass grew up in the United States during the 1920s–1940s, a time of big change in culture, society, and technology. Culturally, modern art movements like Bauhaus influenced design by focusing on simple shapes and clear ideas, which later shaped his style. Socially, the Great Depression made life difficult for many people, so design needed to be practical and simple. During and after World War II, advertising and industry grew quickly. Technologically, new tools like photography, printing, film, and later television gave designers new ways to communicate. These changes helped Saul Bass develop his clear, bold, and modern design approach. “The man with the golden arm” (1955) A film poster & title sequence that he created AT&T logo (1983) A famous example of his corporate identity work Vertigo (1958) A title Sequence that he made for Alfred Hitchcock’s film Some of his Artworks

8 Walter Gropius and Saul Bass both believed that design should communicate clearly without unnecessary decoration. Gropius developed the Bauhaus approach around functionality, geometric forms and simplicity, influencing modern architecture and graphic design. Saul Bass applied similar principles to branding, posters and film titles, reducing complex ideas into bold and memorable visual symbols. However, Bass's work often felt more expressive and human, using irregu- lar shapes, hand-drawn elements and strong contrasts. Gropius focused more on structure and functional systems, while Bass focused on creating an immediate visual and emotional impact. Both demonstrated how simple shapes and thoughtful composition can communicate powerful ideas effectively. Walter Gropius and Saul Bass Fagus Factory, designed by Walter Gro- pius and Adolf Meyer in 1925 ‘The Shining’ movie poster made by Saul Bass, in 1990 ‘Spartacus’ poster made by Saul Bass, in 1960 Historical comparison

9 Saul Bass and Jessica Walsh Saul Bass and Jessica Walsh both use graphic design as a way of communicating ideas and creating emotional responses, but their visual approaches are very different. Bass became famous for his minimalist logos, posters and film title sequences, often reducing complicated concepts into simple shapes and memorable symbols. His work is generally bold, controlled and economical. Jessica Walsh takes a more experimental contemporary approach, combining expressive typography, photog- raphy, colour, digital manipulation and unusual compositions. While Bass demonstrates the power of simplic- ity and visual reduction, Walsh explores how design can become more expressive and emotionally engaging. Both designers show that strong visual communication does not require conventional or predictable design. Saul Bass, Vertigo, poster, 1958 A manifesto,(10 rules for great branding and design, by Jessica Walsh, 2023 Historical and Contemporary comparison

10 Specialist area of Creative practice Walter Gropius Functional Design and Brand Systems Walter Gropius contributed to branding through his ideas about functional design, modernism, and the relationship between art, technology, and industry. As the founder of Bauhaus, Gropius promoted the idea that design should be simple, practical, and accessible. His approach focused on geometric shapes, minimal decoration, balanced layouts, and functionality. These principles strongly influenced modern logo design, where brands often use clean forms and organised systems to create consistent visual identities. These ideas relate directly to a minimalist brand. Gro- pius’s approach can guide the creation of a logo using simple geometric structures. By reducing the main elements into basic shapes and focusing on proportion and balance, the final identity can achieve a modern and professional appearance.

11 Saul Bass Visual Identity Through Simplicity and Symbolism Saul Bass is highly influential in branding because of his ability to re- duce complex ideas into simple and memorable visual symbols. His de- sign philosophy focused on creating logos that communicate a brand’s personality through minimal shapes, strong silhouettes, and meaningful symbolism. A major example is his logo design for AT&T (1983), where he trans- formed the idea of global communication into a simple striped globe. The logo uses curved lines and repetition to create movement while remain- ing easily recognisable. Another example is his identity design for United Airlines (1973), where he combined geometric forms with a simple colour structure to create a professional and timeless symbol. These techniques can connect with any brand based on any element. Bass’s approach can inspire the creation of a logo with simplified charac- teristics into essential forms, such as using a single shape, curved lines, or repeated patterns rather than creating a detailed illustration. His use of visual reduction supports a minimalist identity that remains memo- rable and adaptable across packaging, digital platforms, and marketing materials.

12 Saul Bass Techniques and Styles Walter Gropius Walter Gropius developed a style based on simplicity, functionality and geometric forms, strongly influenced by the Bauhaus movement. He be- lieved design should be practical rather than unnecessarily decorative. His work often uses clean lines, basic shapes, balanced layouts and sim- ple typography. Gropius also embraced modern technology and indus- trial production, bringing art, architecture and manufacturing together. His approach helped establish modernist design and encouraged design- ers to think carefully about how form and function work together. Saul Bass created a bold, minimalist and recognisable style, especially through logos, posters and film titles. He simplified complicated ideas into basic shapes, symbols and expressive typography, making his de- signs easy to remember. Bass often used strong contrast, limited colours and rough, hand-drawn forms, giving his work a distinctive human qual- ity. Rather than adding unnecessary detail, he focused on creating one strong visual idea. His approach became highly influential in branding, visual identity and communication design, proving that simplicity can still create a powerful emotional impact.

13 Walter Gropius Evolution of Walter Gropius’ Work Walter Gropius was one of the founders of the Bauhaus in 1919. His work developed around the idea that art, technology, and functionality should work together. Unlike traditional decorative design, Gropius believed that design should solve practical problems and be accessible to society. His approach combined architecture, typography, furniture, and visual communication. Over time, Bauhaus principles became associated with simplicity, functionality, geometric forms, modern materials, user-centred design His influence on modern design trends Walter Gropius greatly influenced modern branding because many current identity systems follow Bauhaus principles which includes clean layouts, simple typography, functional design, minimal colour use, grid sys- tems. These principles are visible in modern packaging and logo systems. Contemporary Context

14 Examples of work and critical analysis “Bauhaus Building” The building uses geometric forms, glass, and functional spaces. The design removes unnecessary decoration and focuses on purpose. This philosophy directly connects with minimalist branding where every element must have meaning. “Bauhaus typography” Bauhaus designers experimented with simple typefaces and clear communication. Their approach influenced modern logo design by proving that typography itself can become a strong identity element. A Small Comparison with a Modern Artist (Jessica Walsh) Unlike other designers, Jessica Walsh applies some Bauhaus principles but combines them with a more emo- tional and expressive approach.

15 Saul Bass Evolution of Saul Bass’ Work Saul Bass began his career in advertising and graphic design during the 1940s and became one of the most influential designers of the 20th century. His early work was influenced by modernist principles, espe- cially simplicity, symbolism, and the use of strong visual communication. During the 1950s, he developed his famous approach of reducing complex ideas into simple geometric forms and memorable symbols. His career evolved when he moved into film title sequences and corporate identity design. Instead of creating decorative graphics, Saul Bass focused on creating visual identities that communicated a company or film’s personality instantly. His philosophy was based on the idea that a successful logo should be simple, meaning- ful, and recognisable even when reduced to its basic elements. His influence on modern design trends Saul Bass strongly influenced modern branding by introducing the idea that logos should function as visual symbols rather than illustrations. His approach shaped contemporary identity systems where brands use sim- ple marks that work across different platforms, including websites, packaging, and social media.

16 Examples of work and critical analysis Saul Bass transformed the company’s identity into a simple circular symbol representing communication and connection. The design avoid- ed unnecessary details and created a mark that could easily adapt across different applications. The success of this logo comes from its simplicity and flexibility. It shows that branding does not need complexity to create recognition, which is relevant to modern sustainable brands. “Vertigo title sequence” Bass used abstract shapes, movement, and typography to create an emotional introduction before the film even began. His use of motion and visual storytelling expanded graphic design be- yond static images and influenced modern motion branding. A Small Comparison with a Modern Artist (Jessica Walsh) Jessica Walsh continues many ideas introduced by Bass but adapts them to contemporary digital culture. While Saul Bass focused on reducing ideas into simple symbols, Walsh often combines bold typography, co- lour experimentation, and emotional storytelling. “AT&T Bell system logo”

17 AT&T Bell system logo -Saul Bass Saul Bass’s AT&T Bell System logo demonstrates his ability to transform a complex company identity into a simple and meaningful symbol. The circular form creates a sense of connection and communication, while the smooth lines make the logo easy to recognise and reproduce across different applications. What makes this design innovative is Bass’s belief that a logo does not need to visually explain everything about a compa- ny. Instead, it should create a strong impression through simplicity and symbolism. His approach challenged the idea that branding required de- tailed illustrations or decorative elements. Critically, the design’s strength comes from its timeless quality; however, its simplicity can also be seen as limiting because it relies heavily on the audi- ence understanding the brand’s meaning through repeated exposure. Nev- ertheless, Bass proved that minimal design could create a powerful identity. This work influences my own creative thinking for my branding and logo making because it encourages me to avoid creating an overly detailed plant illustration. Instead, I would focus on reducing my elements into a recognisable symbol that communicates different meanings through minimal forms. Creative Analysis

18 Vertigo Title Sequence -Saul Bass Saul Bass’s title sequence for Vertigo shows another side of his creativ- ity by combining graphic design with movement. The use of spirals, geometric patterns, and animation creates a feeling of tension and psychological depth before the film even begins. The distinctive quality of this work is that Saul Bass understood design as an experience rather than only a visual object. He used shapes and motion to communicate emotions, proving that graphic design could influence how an audience feels. From my point of view, the sequence was innovative for its time because film openings were usually considered functional rather than artistic. However, its abstract style may not communicate a direct message with- out understanding the context of the film. This inspires my approach to branding because it shows that identity is not only about a logo. I can consider how the brand could create a com- plete experience through packaging, social media, and visual storytell- ing rather than relying only on one symbol.

19 Bauhaus Building -Walter Gropius The Bauhaus Building designed by Walter Gropius represents the move- ment’s belief that design should combine beauty with functionality. The building uses simple geometric forms, large glass surfaces, and an ab- sence of unnecessary decoration. The innovation behind this work is its focus on purpose. Gropius rejected excessive ornament and promoted the idea that good design should improve everyday life. This philosophy became highly influential in modern architecture, product design, typog- raphy, and branding. A critical evaluation of this approach is that extreme functionalism can sometimes create designs that feel cold or lacking in emotional connec- tion. Modern audiences often expect brands to communicate personality and storytelling, not only efficiency. Nevertheless, Bauhaus principles strongly influence my creative process as I want to apply Gropius’s ideas by creating a clear and organised iden- tity where every element has a purpose. The logo, typography, colours, and packaging should work together rather than exist only for decora- tion.

The Fagus Factory designed by Walter Gropius represents his early mod- ernist approach, where design focuses on simplicity, functionality and the relationship between form and structure. The building uses geomet- ric shapes, strong vertical and horizontal lines, large glass surfaces and minimal decoration. The innovation behind this work is its use of indus- trial materials and open glass walls to create a building that feels both practical and visually modern. Gropius showed that architecture could be functional while still having a strong and recognisable visual identity. A critical evaluation of this approach is that the strict use of geomet- ric forms and functional design can sometimes make the building feel cold or impersonal. Although its simplicity creates clarity and order, it leaves less room for decorative character. This is particularly important in branding, where audiences often connect with designs that communi- cate personality, warmth and storytelling rather than functionality alone. Nevertheless, Gropius’ principles influence my creative process by en- couraging me to create a clear and organised identity where every ele- ment has a purpose. In my Bites of Alora branding, I can apply his ap- proach through controlled typography, simple shapes, and a structured layout. However, I would balance this simplicity with warm colours, playful forms and cookie-inspired elements so that the branding remains functional and professional while still feeling inviting and memorable. 20 Fagus Factory -Walter Gropius

21 Reflection on My Own Creative Development Studying the works and approaches these artist has influenced the way I think about branding and visual iden- tity. Saul Bass showed me that a successful logo does not need to be complicated; instead, it should communi- cate the personality of a brand through simple and memorable forms. This is important for my cookie business because the logo needs to be easily recognised on packaging, social media, and promotional materials. Walter Gropius and the Bauhaus movement influenced my understanding of structure and functionality. His belief that every design element should have a purpose encourages me to avoid unnecessary decoration and focus on creating a clean, balanced identity. This means developing packaging, typography, and logo elements that are visually appealing while remaining practical and easy to recognise Overall, these designers have helped me understand that branding is not only about creating an attractive im- age but also about communicating a story and creating an emotional response. For my logo, I want to combine Saul Bass’s simplicity, and Walter Gropius’s functional approach to create a brand identity that feels modern, natural, and memorable. Their work encourages me to think beyond the appearance of a cookie brand and fo- cus on the experience, values, and emotions that customers associate with the product.

Conclusion The study of these designers shows how design has evolved through different historical and creative contexts. Walter Gropius introduced a more functional approach through Bauhaus, focusing on simplicity, technolo- gy and practical design. In contrast, Saul Bass transformed visual communication by using simple shapes, typography and symbolism to create memorable identities. In the contemporary era, Jessica Walsh represents a more expressive and experimental approach, combining bold visuals, colour and storytelling to create emotional connections. Although their methods differ, all four designers demonstrate the importance of meaningful communication. Their work has influenced my own approach to branding by combining Gropius’ simplicity, Bass’s symbol- ic identity and Walsh’s emotional storytelling. These influences have encouraged me to create a brand that uses minimalism, theme-related elements and clear visual communication, while ensuring that every design choice has a purpose. 22

Bibliography Airey, D. (2010) Logo Design Love: A Guide to Creating Iconic Brand Identities. Berkeley: New Riders. Bass, J. and Kirkham, P. (2011) Saul Bass: A Life in Film & Design. London: Laurence King Publishing. Droste, M. (2019) Bauhaus: 1919–1933. Köln: Taschen. Gropius, W. (1965) The New Architecture and the Bauhaus. Cambridge, MA: MIT Press. Meggs, P.B. and Purvis, A.W. (2016) Meggs’ History of Graphic Design. 6th edn. Hoboken: Wiley. Pevsner, N. (1991) Pioneers of Modern Design: From William Morris to Walter Gropius. London: Penguin Books. Victoria and Albert Museum (V&A) (n.d.) William Morris. Available at: Victoria and Albert Museum Walsh, J. (n.d.) &Walsh. Available at: &Walsh Wheeler, A. (2017) Designing Brand Identity: An Essential Guide for the Whole Branding Team. 5th edn. Hoboken: Wiley. 23

OTHELLO Matthieu Elwyn 24