teaching


Upon returning to States, Dan Friedman started teaching at Yale University. For him personally, New Wave wasn’t just a edgy, punky style but more about developing a new methodology for teaching design. From legibility, Friedman shifted focus to the “unpredictability” of typography, its expressive ability to captivate and move a viewer. A typical exercise Friedman gave to his students was to match a phrase against three pictures in order to expose its alternative meanings.

 

when the “look” of modernism was appropriated by industry and named the international style, it lost moral authority. —dan friedman

New Year's Card. A face, black circles and a number 1986 floating in space

Detail, NewYear’s Card, 1986.

corporate years

The need to prove his theories in the field pushed Dan Friedman to break new ground and take a job with a design studio. He was offered a senior position in Anspach Grossman Portugal to work on the Citibank rebranding and moved to New York. Friedman created a corporate identity that employed all his typography knowledge and talent. Four years later he joined Pentagram where he continued to work on branding, packaging and letterheads.

The Citibank Identification Standards Manual. A book with a word Citibank on cover
Black and white logo sketches on a white wall

Sketches for the Citicorp logo, Anspach Grossman Portugal office.

The Citibank Identification Standards Manual, 1975.

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