PORTFOLIO MAGAZINE 1, 2, 3: 1950-51
edited by Frank Zachary and art-directed by Alexey Brodovitch

The list of contents and contributors for Portfolio magazine reads like a guest list at some great event hosted by an enlightened art patron. "Producing a magazine is not unlike giving a party -- the editor-in-chief has to be a good master of ceremonies." according to Frank Zachary.

Here is a unique opportunity to acquire a complete set of Zachary's and Alexey Brodovitch's legendary PORTFOLIO magazine. Brodovitch's refusal to allow advertising to mar the flow of this magazine led to its quick demise: only three issues were published from 1950 to 1951. These magazines are extremely rare and seldomly surface in today's market. Truly a high point of American Graphic Design!

Brodovitch is a legend in graphic design: during his 25-year tenure as art director of Harper's Bazaar, he exerted tremendous influence on the direction of design and photography. His use of assymetrical layouts, white space, & dynamic imagery changed the nature of magazine design. He was responsible for exposing everyday Americans to avant-garde artists by commissioning work from cutting-edge artists such as Cassandre, Dali, Cartier-Bresson, Man Ray, etc.

Like Brodovitch, Zachary likened publication design to cinematography, where the pacing of visual sequences plays an important role. Art directing and editing are one and the same thing -- you have to keep your eye on both the visual and verbal narration line. "You have to tell two stories, one in words, one in pictures, completely separate -- but like railroad track, leading to the same place." Zachary recounted to Martin Pedersen in Graphis Publications (Zurich, Graphis Press Corp., 1992).

'Portfolio' is considered Brodovitch's greatest achievement-- although short-lived, the magazine captured the dynamic work of some of his emerging star students from his famous Design Laboratory: Irving Penn, Richard Avedon, Art Kane.

Brodovitch's legacy was given a boost by the publication of a major monograph on his work by Phaidon (Kerry William Purcel: ALEXEY BRODOVITCH. NYC: Phaidon Press, Ltd. 2002). The Phaidon book reproduces every single page of each issue of Portfolio-- a most unusual tribute.

Frank Zachary (editor), Alexey Brodovitch (Art Director): PORTFOLIO MAGAZINE 1. Cincinnati: Zebra Press, Winter 1950. First Edition. A Near-Fine softcover book in stiff, decorated wrappers. The interior of the magazine is face-stitched with a perfect-bound wraparound cover. Covers has a couple of thumb creases, interior bright and fine.

The first issue includes 6 bound-in giftwrap paper samples, a Paul Rand trademark insert and a tipped-in Bodoni type specimen sheet, and the highest quality printing available in the early 1950s.

Contents:

• Giambattista Bodoni
• Design From the Mathematicians
• E. McKnight Kauffer: Poster Designer: includes many poster and sketchbook designs
• Xerography: New Visual Effects with Powder and Electricity
• Trademarks by Paul Rand: short article with bound-in booklet featuring 12 trademarks
• Giantism: USA
• The Good Looking Package: includes 6 bound-in giftwrap paper samples
• The Gift to Be Simple: Shaker design
• Saul Steinberg
• Photography in Fashion: Portfolios by Irving Penn and Richard Avedon
• News Portfolio: Record album cover art by David Stone Martin; designs by Bradbury Thompson, Paul Rand, Alvin Lustig; Knoll Furniture sales brochure by Herbert Matter; miscellaneous designs by A. M. Cassandre, Jean Carlu, Raymond Loewy, Le Corbusier, Ben Nicholson, Kasimir Malevich and others.

Frank Zachary (editor), Alexey Brodovitch (Art Director): PORTFOLIO MAGAZINE 2. Cincinnati: Zebra Press, Summer 1950. First Edition. A Fine softcover book in stiff, decorated wrappers. White covers show trace of soiling. The interior of the magazine is face-stitched with a perfect-bound wraparound cover. Embossed cover features a Charles Eames Design. This issue spotlights the work of Ray and Charles Eames-- one of the earliest magazines to profile the Eames Office.

This edition includes an embossed cover, bound-in wallpaper sample, several fold-outs and the highest quality printing available in the early 1950s.

Contents:

• Literary Forms
• Charles Coiner & The Container Corp of America Art Series: Full page color plates-- Rufino Tamayo, Henry Moore, Morris Graves, Ben Shahn
• The MUMMERS Parade--a unique Philadelphia tradition captured in an amazing 6-page Pull-Out of 30+ photographs-- Sol Mednick, Ben Rose, & Phila School of Art students.
• The Amazing Vari-Typer-- the 1st word processor.
• Advertising Art in 1900: 7 pgs, 25+ images-- vintage packaging, trade cards, etc.-- Yellow Kid, Soapine
• MIRO on the Wall-- wallpaper examples (including full color insert- "Wisconsin."
• Joseph Low-- Linoleum Typograph
• Cartoonist William Steig
• Cattle Brands
• Charles & Ray Eames: Feature article Intimate look at this historic team & Santa Monica office-- 25+ photo slideshow, 30+ total images- molded plywood & layout designs-- incl. several candid of architect & wife.

Frank Zachary (editor), Alexey Brodovitch (Art Director): PORTFOLIO MAGAZINE 3.Cincinnati: Zebra Press, 1951. First Edition. A Very Good softcover book in stiff, cardboards: this issue has a thick dust jacket covering the plain brown chipboard covers. The dust jacket's spine has a two-inch split at the top and wear along edges. The front and back cardboard covers are snugly covered by the brightly-colored heavy paper dust jacket. Because of the way this issue was assembled, the condition of this particular example is above average. Third and final issue of this landmark publication.

This edition includes a bound-in French marbled paper sample and an original pair of 3-D glasses!

Contents:

• Ben Shahn
• Cartier-Bresson in the Orient: 13 photographs
• French Marble Papers: with sample marbled sheet bound in!
• Calligraphy: with four sample pages bound in
• Stereoscopy: 8 3-d photos: original glasses included!
• Jackson Pollock: photographed by Hans Namuth
• Hobo Signs: photo essay on hobo grafitti
• Alexander Calder: photographed by Herbert Matter
• Skira's Books: includes tipped-in plate from Skira's press in Geneva
• Astronomical City: photographed by Isamu Noguchi
• Robert Osborn