what appealed to me was making things with my own hands, getting dirty, raw and messy. it was the antithesis of working in a clean graphic design environment. —dan friedman



A red, green, yellow, grey and black armchair with one arm and a drawer under the seat

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
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