Josef Müller-Brockmann and the Myth of Objectivity
Josef Müller-Brockmann
It seems like a lot of the Modern design practitioners were rooted in their early years in illustrative design. Josef Müller-Brockmann was no exception. In fact, when asked What was his most creative period? he mentioned it was his pre-40 illustrative years which was also his worst period as well (in his opinion). His design is definitely Swiss circa 60′s. But his help in developing the grid has brought freedom and organization to designers world round.
Josef Müller-Brockmann was born in Switzerland in 1914 and studied architecture, design, and art history. Müller-Brockmann was a purveyor of Swiss modernism and the International Typographic Style. He eventually became a graphic designer and a teacher.
He taught that objective, geometric, and systematic design was the best and most effective. I would still argue that objectivity in design is impossible, for even a choice to use a systematic-geometric design is a subjective choice made by the designer whom has consciously and subjectively rejected other design options for a swiss-style-new-typography-geometric-systematic one—which is a totally cool and acceptable choice, just admit that you are not being objective. But to make such an admission would go against the very design ethic the Modernists espouse, so they don’t. To me this is at the very heart of Postmodernists—they simply accept and work with their subjectivity. Every choice we make is subjective, some admit it . . . others, not so much.
I mean, even a grid is subjective. You choose to use a grid. Then you choose the style of grid. You choose the elements. Then you choose which elements go where on each spread of the grid. Then you choose when to break the grid. Choices abound. And who chooses? A personal designer.
Definition of Bubjective: based on or influenced by personal feelings, tastes, or opinions. Or intuition, preferences and choices. I see subjectivity abound in Josef’s designs. I see his tastes, his opinions, his choices. Just because they are minimalist and geometric as opposed to frilly and illustrative does not mean his are more “objective” than another. It is just simply different choices, tastes and styles.
Anyway, I digress.
I do love his humility. When asked What do you regard as your best work? he answered, “The white reverse sides of my posters!” I admire that.
Here is a sample of a few of Josef’s subjective designs. He made a good choice designing these. 
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From a POV of an architect, the “ojectivity” of the design itself could be based on one specific approach. But still that approach need to be solid idea and specially fundamented.
The first approach is the only subjetivity that we have in any design, the rest is a continuation of systematic work based on that hipothesis. That is why should be fundamented.
Also we can limit the range of possibilities, by understanding either the material, the process, the function, etc.