American photographer and graphic designer (1907–1984)
World War II poster by Herbert Matter
Herbert Matter (April 25, 1907 – May 8, 1984) was a Swiss-born American photographer and graphic designer known for his pioneering use of photomontage in commercial art. Matter's innovative and experimental work helped shape the vocabulary of 20th-century graphic design.
He went to the United States in 1936 and was hired by legendary art director Alexey Brodovitch. Work for Harper's Bazaar, Vogue and other magazines followed. In the 1940s, photographers, including Irving Penn, at Vogue's studios at 480 Lexington Avenue often used them for shooting the advertising work commissioned by outside clients. The practice was at first tolerated, but by 1950 it was banned on the grounds that it "has interfered with our own interests and has been a severe handicap to our editorial operations".[2] In response Matter and three other Condé Nast photographers Serge Balkin, Constantin Joffé and Geoffrey Baker left to establish Studio Enterprises Inc. in the former House & Garden studio on 37th Street (Penn stayed on but also left in 1952).[3]
As a photographer, Matter won acclaim for his purely visual approach. A master technician, he used every method available to achieve his vision of light, form and texture. Manipulation of the negative, retouching, cropping, enlarging and light drawing are some of the techniques he used to achieve the fresh form he sought in his still lifes, landscapes, nudes and portraits. As a filmmaker, he directed two films on his friend Alexander Calder: "Sculptures and Constructions" in 1944 and "Works of Calder" (with music by John Cage) for the Museum of Modern Art in 1950.[4][5]
"The absence of pomposity was characteristic of this guy", said another designer, Paul Rand, about Matter. His creative life was devoted to narrowing the gap between so-called fine and applied arts. Matter died on May 8, 1984, in Southampton, New York.[7]
Herbert Matter: Modernist Photography and Graphic Design (paperback) by Jeffrey Head. Design and typsetting by John Hill. Exhibition catalog published by Stanford University Libraries 2005.
"History of Writing Non-Alphabetic Systems of Writing", Baseline International Typographics Magazine, no. 41, 2003, pp. 33–36 by Jeffrey Head
