Latter 20th century graphic design was marked by increasing austerity. The reaction of latter 20th century graphic designers to this change was not fast, but inevitable. The beginning of post-modern style in graphic design is traced back to the nineteen fifties, as well as the origin of the humanist movement. Hermann Zap was one of the latter 20th century graphic designers. He created two typefaces that continue to be ever present-Palatino (designed in 1948) and Optima (designed in 1952).By creating these typefaces Hermann Zapf almost eliminated the significant difference between sans-serif and serif typefaces and re-established organic lines in typography.
In 1964 a significant point was attained in graphic design. A Manifesto criticizing the principles of the design which is value-free was published. It also called for a more radical type of graphic design. A generation of new graphic designers was under the influence of this Manifesto, this document also contributed greatly to the start of Emigre magazine and other publications.
Emigre magazine was founded by. Zuzana Licko and her husband Rudy VanderLans. It was the pioneering publication. Licko and VanderLans also founded the Emigre font foundry. They were among the first of latter 20th century graphic designers to use computers in their work. At that time computer memory was very limited, typefaces were designed using dots instead of lines. However these limitations inspired to creativity. Emigre magazine gained popularity as the manual for digital design. One of the most famous latter 20th century graphic designers is Milton Glaser, born in 1929, June 26. In 1968 he designed his renowned Bob Dylan poster; in 1973 he created the "I Love New York" advertising campaign. Popular culture of the nineteen sixties and seventies gave him valuable stylistic hints.
It was the movement in opposition to the lack of freedom in modern design. David Carson is the culmination of this movement. He is famous for his original magazine design and applying of experimental typography. He created designs for Ray gun magazine and some of them were purposefully illegible. Garson wanted to show that typography was not a literary but visual experience. He still remains the most distinctive figure in contemporary graphic design, never matched, but very often imitated. Garson, born in 1956, is internationally known as the greatest and the most prominent graphic designer among the latter 20th century graphic designers.
In the nineteen eighty latter 20th century, graphic designers were introduced to the advantages of computers and powerful software products such as Adobe Illustrator. Computers demonstrated previously unachievable possibilities. Designers could manipulate images and create three dimensional images with the help of computers. And another big step in the development of graphic design - designers were able to download their own types and instantly see how they influence their layout or design.