Viktor Schreckengost's Copy

INDUSTRIAL DESIGN IN AMERICA 1954

The Society of Industrial Designers [Editors]
Alvin Lustig [Designer]

Industrial Designer Viktor Schreckengost's copy, with 4 'VS' tape tabs attached to top edges of the pages to tabulate his contributions: juvenile tractor, juvenile bicycle, window fan and Salem China.

8.5 x 11.25 hardcover book with embossed boards and 224 pages, 399 b/w illustrations and 37 color plates highlighting outstanding industrial design from 1954. Alvin Lustig's design for this volume rates among the best of his career, making this book both an extraordinarily useful reference volume, as well as a genuinely beautiful period object as well. Highly recommended.

Publishing to mark the 10th anniversary of the founding of The Society of Industrial Designers, this picture-and-text survey illustrates all the best of modern American industrial design. Includes many examples of furniture, ceramics, housewares, appliances, automobiles, buildings, retail displays, showrooms, radios, projectors, televisions, and many other objects designed for the burgeoning postwar middle class.

Contents:

• Introduction: The Industrialization of Design
• Appearance Design
• Better Use of Materials
• Visual Selling Aids
• New Approaches
• Lowering Cost of Manufacturing
• Safety and Health
• Color
• Product Character
• Convenience of Use
• Designs Abroad
• Business Enterprises Served by S.I.D
• S.I.D. Consultant Design Offices
• S.I.D. Company Design Offices
• Contributing Foreign Design Organizations

Includes work by the following designers and companies: Mengel Furniture Company, Jack Morgan, Phil Cutler, Hunt Lewis, Waltman Associates, Melmac, Russel Wright, Viktor Schreckengost, Jon Hauser, Dave Chapman, Reino Aarnio, Mell Hoffman, Hettrick Manufacturing Company, Planner, Group, Winchendon Furniture Company, Raoul Lambert, Motorola T.V., Donald Deskey, Robert Davol Budlong, Harold Van Doren, Calvin Furniture Company, Peter Muller-Munk, Onnie Mankki, Mac Tornquist, Egmont Arens, Walter Dorwin Teague, General Electric, Melvin (Mel) Boldt, Rudolph Koepf, Carl Otto, Brooks Stevens, Henry Dreyfuss, Imperial Glass Company, Smith-Scherr, Arbuck, Paul Mccobb, J. M. Little, Raymond Loewy, Stig Lindberg, Kay Bojesen, Eric Lemesre, Ernest Race, Henry Titus Aspinwall, John David Beinert, Karl Brocken, Sid Bersudsky, Good Design Associates, Gordon Florian, Wesley Junker, Harold W. Darr Associates, William Goldsmith, George Charles, Peter Cherry, Jack Collins, Franceso Collura, Laird Covey, Charles Cruze, Thomas Currie, Frederic Grover Associates, Lurelle Guild Associates, L. Garth Huxtable, George Jergenson, Leonard Keller, Strother Macminn, Reinecke & Associates, Richard Reineman, Joseph Platt, William O'neil, Carl Reynolds, Harper Richards, Hudson Roysher, George Sakier, Brooks Stevens Associates, Fred Storm, Peter Quay Yang, and many, many others.

From VIKTOR SCHRECKENGOST AND 20th-CENTURY DESIGN. Cleveland: The Cleveland Museum of Art, 2005: "A contemporary of Raymond Loewy, Norman Bel Geddes, and Walter Dorwin Teague, Viktor is the last major surviving figure from the first age of industrial design. Even more remarkable, he is still professionally active at age 94. His career has stretched for more than three-quarters of a century and has touched on almost every imaginable aspect of industrial design. Through this work, particularly children's toys such as bicycles and pedal cars, he has brought enjoyment to the lives of millions of people. Along with his industrial activities, Viktor maintained an active career in fine art, exhibiting ceramics, sculpture, and watercolors both nationally and internationally. What is more, through his activities as a teacher and the creator of the industrial design program at the Cleveland Institute of Art, he has molded the thinking and careers of countless major figures in the world of industrial design."

Viktor Schreckengost learned how to sculpt from his father, a commercial potter. He continued his study of ceramics at the Cleveland School of Art and in Vienna at the Kunstgewerbe School with Michael Powolny. At the age of 25, he became the youngest faculty member at the Cleveland Institute of Art. His pre-war work includes creating the first modern mass-produced dinnerware for Limoges and along with engineer Ray Spiller, the first-cab-over-engine truck for Cleveland's White Motor Company. By the end of the 1930s, Schreckengost became the chief bicycle designer for Murray-Ohio. His first design, the 1939 Mercury Bicycle was displayed along with four of his sculptures (The Four Elements) at the New York World's Fair.

During World War II, Schreckengost served in the Navy; one of his most important assignments involved repositioning radar equipment behind American lines to help win the Battle of the Bulge. Schreckengost's post-war career as an industrial designer included creating products for Murray, Sears, General Electric, Salem China Company and Harris Printing. He retired from industrial design in 1972, but continued teaching at the Cleveland Institute of Art for many years.

Spreads from this volume can be viewed here.

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