Description: SEVEN DESIGNERS LOOK AT TRADEMARK DESIGN Herbert Bayer | Will Burtin | Creston Doner | Alvin Lustig | Paul Rand | Bernard Rudofsky | Egbert Jacobson 1952 First Edition Egbert Jacobson [Editor]: SEVEN DESIGNERS LOOK AT TRADEMARK DESIGN. Chicago: Paul Theobald, 1952. First Edition. Quarto. Embossed yellow cloth decorated in red. Red endpapers with black vignettes. 172 pp. 400 illustrations in various colors. Former owners inked name to decorated front free endpaper. Yellow cloth lightly soiled and marked, still a very good copy. Absolutely one of the coolest graphic design books I have ever seen, and pretty darn rare to boot. A nice copy of a book seldom found in collectible condition. My highest recommendation. 8.75 x 11 hardcover book in screen-printed and embossed cloth-covered boards with 172 pages and 400 illustrations in various colors. Includes original, illustrated essays by Herbert Bayer, Will Burtin, Creston Doner, Alvin Lustig, Paul Rand and Bernard Rudofsky. "The trademark becomes doubly meaningful when it is used both as an identifying device and an illustration, each working hand in hand to enhance and dramatize the effect of the whole." -- Paul Rand Contents: Bernard Rudofsky: Introduction Herbert Bayer: On Trademarks Alvin Lustig: Formal Values in Trademark Design Paul Rand: The Trademark as an Illustrative Device Will Burtin: Trademarks / Tradenames H. Creston Doner: The Trademark in Product Identification Egbert Jacobson: The Trademark Applied On Stationery On Products In Packaging In Advertising In Architecture In Book Publishing From Jacobson's introduction: "Herbert Bayer then offers a brief classification of the various trademark types. Alvin Lustig discusses the development of their ideas and forms. Paul Rand shows how they may be given new emphasis and variety. Will Burtin stresses their traditional and developing application. In a single case history, H. Creston Doner demonstrates the need for periodic re-evaluation." The book is a veritable encyclopedia of the modern movement -- in addition to the seven designers mentioned above, this volume includes work by the following designers, photographers and artists: George Nelson (including designs for Schiffer Prints, Herman Miller and Howard Miller), Raymond Loewy, Ad Reinhardt, Louis Danziger, Ernst Reichl, Henry Dreyfuss, Gustav Jensen, Morton Goldsholl, A. M. Cassandre, Ladislav Sutnar, Ray Komai, William Golden, Herbert Matter (for Knoll International), Alexander Girard, Lucien Bernhard, W. A. Dwiggins, Rockwell Kent, George Salter, Boris Artzybasheff, Julius Shulman, Ferenc Berko and many others. “It is not accidental that Egbert [Jacobson] was able to build up a most unusual Design Laboratory for Container Corporation of America. He was fully equipped for such a responsibility. As the design-minded son of a well-known Hungarian printer and publisher, he was working in the Graphic Arts at an early age. From practical-minded craftsmen he learned the significance of type and typography, the use of paper and printing ink, the mechanics of reproduction and the techniques of bookbinding.” — CCA Packaging Designer Albert Kner, 1952 In "The Trademark as an Illustrative Device" Paul Rand wrote that "the trademark becomes doubly meaningful when it is used both as an identifying device and an illustration, each working hand in hand to enhance and dramatize the effect of the whole." It is a universal human trait to remember images better than names. "Your face is familiar, but I can't recall your name -- is such a common dilemma that it has ceased to offend. Yet our faces bear more resemblance to one another than the majority of our names. This is another way of saying that it is easier for most people to recall things seen than things heard, and that they most readily remember features which are unique, in faces or in good trademarks. For generations in this country trademarks have fulfilled a need for quick identification, from the smallest articles of daily use to the largest industrial complexes. It is because trademarks are important in communication between producer and consumer. It is because the mass-produced articles of our time reach such great numbers of people that the responsibility for good design in trademarks, as in manufacture, is greater than ever. Every manufactured article, permanent or transitory, and the mark of its origin can improve or debase public taste. It represents the manufacturer for good or ill; it can speak for graceless commercialism or for integrity and quality. To produce this kind of a trademark, one that does not need a generation of repetition and millions of dollars in advertising to make the public conscious of it, requires the practiced hand of a skillful designer. Please visit my Ebay store for an excellent and ever-changing selection of rare and out-of-print design books and periodicals covering all aspects of 20th-century visual culture. I offer shipping discounts for multiple purchases. Please contact me for details. Payment due within 3 days of purchase.
Price: 75 USD
Location: Shreveport, Louisiana
End Time: 2024-12-06T19:21:22.000Z
Shipping Cost: 6 USD
Product Images
Item Specifics
All returns accepted: ReturnsNotAccepted
