It looks cool, and they had good ideas,but it doesnt reach out and connect emotionally with people.ĭadas more populist cousin, Surrealism, is far more widely known, but theres a fundamental distinction between the two.Like Dada, Surrealism was full of unconsciousness and chaos, butthe Surrealists turned it into beautiful things. Why is this? The thing about Dada is that its not very good, smiles Sharp. Unlikeother avant-garde movements of the 20th century, Dada still exists on the periphery. A hundred years on, Tom hands potential new clients their own Trickster Manifesto during initial meetings, although true to Dada not everybody gets it. We evenin the spirit of Hugo Balldid a cut up of all the text from the previous years festival campaign and repurposed it, letting chance turn it into a new message.Īnother classic Dada artefact was the manifesto, read out to unsuspecting audiences at events in Berlin, Zurich, and Paris, itwas the movements way of directly criticising the bourgeoisie. In their branding work for the D&AD Festival 2016, Sharpapplied the techniques of Dadaist poetry.We created so many messages and statements and images about creativity that it became pointless to look for meaning or a definitive point of view. The Beautiful Meme, D&AD Festival Identity Tristin Tzaras Unpretentious Proclamation is still shocking today, as a myriad font weights and sizes challenge our notions of good design. But out of the murk of jumbled typography and confused statements comes a sense of coherence and a challenge to values. In poetry by Hugo Ball and Tristan Tzara, nonsense words are combined with empty statements to make poetry that looks and soundsdownright bizarre. The thing I liked about KLF, discordianism and Dada was this thread of challenging meaning, and the idea of the meaningless having meaning. As a young writer, it was this that excited Sharp. Unique to Dada as an artistic movement is its relation to words insteadimages. But the approach of the Dadaists was a revelation to the outsider writer, and its discovery allowed him to marry the visual and the written word. Sharp spent his student days listening to British rave pastiche act The KLF and reading up on 1970s pseudo-religion discordianism. In 2014 Tom Sharp founded The Beautiful Meme, giving the London design scene a welcome injection of madness. There is oneagency who have taken up the mantle. Its legacy proliferatedthroughout the art world, but despite an emphasis on the printed word and communication, its surprisingly rare to find graphic designers who cite the movement as an influence. It may look like jibberish written down, but read aloud it forms spectacular sounds that go beyond traditional understandings of language and meaning.ĭadaist poetry is one manifestation of a style that influenced artists from Jack Kerouac to Talking Heads. Gadji beri bimba glandridi laula lonni cadori, begins Hugo Balls celebrated 1916 sound poem.
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