Herbert Bayer

Herbert Bayer was a pioneer of modern typography, graphic design, and advertising. Bayer first studied painting at the Bauhaus under Wassily Kandinsky before being appointed master of the art school’s printing and advertising workshop in 1925. During his tenure, he determined the graphic communications style of the Bauhaus by emphasizing functionality and clarity in composition, integrating photography and photo-montage, and designing and establishing Universal—a lower-case, sans-serif typeface—as the standard font for all Bauhaus publications. Bayer immigrated to the United States in 1938 and quickly established himself as a visual consultant for companies such as General Electric and the Container Corporation of America. He helped shape our understanding of modernism by designing exhibitions for MoMA, including “Bauhaus: 1919–1928” and “Road to Victory,” a show in which photographs from World War II were enlarged into dynamic, overlapping photomurals.

Selected Exhibitions