MODERN ART IN ADVERTISING
DESIGNS FOR CONTAINER CORPORATION OF AMERICA

Paul Rand, Walter Paepcke and Egbert Jacobson

[Paul Rand] Walter Paepcke, Egbert Jacobson: MODERN ART IN ADVERTISING [DESIGNS FOR CONTAINER CORPORATION OF AMERICA]. Chicago: Container Corporation of America/Paul Theobald, 1946. First edition. 4to. Full decorated cloth. Printed dust jacket. The decorated cloth boards mirror the Dust jacket design. Unpaginated. 90 black and white reproductions and 39 color plates. A near fine copy in a nearly very good dust jacket: jacket lightly chipped along top and bottom edges, with vintage tape reinforcement shadows to verso. Interior unmarked and very clean. A nice copy of a book rarely found in collectible condition.

First-rate Cover design, board design and interior typography by Paul Rand. An excellent vintage snapshot of corporate America's embrace of the European Avant-Garde-- graphically more intense than the later (more artsy) Great ideas series. Many of the included examples have not been reprinted elsewhere.

9.5 x 12.5 hardcover book with 90 black and white and 39 color reproductions of advertising artwork commissioned by Chairman Paepcke for the Container Corporation of America. Includes an essay entitled "Art in Industry" by Walter Paepcke. This volume includes a short biography as well as a photograph of all the represented artists.

Includes work by A. M. Cassandre (13 examples), Gyorgy Kepes (4 examples), Herbert Bayer (11 examples), Jean Carlu (4 examples), Herbert Matter (8 examples), Leo Lionni (6 examples), Fernand Leger, Richard Lindner, Miguel Covarrubias, Ben Shahn, Sigurd Sodergaard, Henry Moore, Persia Abbas, Tibor Gergely, Zdzislaw Czermanski, Juan Renau, Philip Evergood, Paul Rand, Man Ray, Xanti Schawinsky , Rufino Tamayo, Jean Varda, George Korff, William Campbell, Matthew Liebowitz, Paul Nonnast, Toni Zepf (4 examples), Alfred Pellan, Reginald Massie, Mai-Mai Sze, Mario Carreno, Peter Sekaer, Carlos Merida, William [Willem] de Kooning, Kjartan Guojonsson, Yudhisthira Jean Pique, Yun Gee, Sigurd Sodergaard, Venancio Igarta, David Hill and Adolfo Halty-Dube.

From 1950 to the mid-1970s, the Container Corporation of America ran advertisements in a series called "Great Ideas." Art Director Herbert Bayer commissioned major artists and designers to illustrate selected ideas of the greatest philosophers, writers, scientists, and cultural, religious, and political figures of history. For example, RenŽ Magritte illustrates Milton on the power of truth, Ben Shahn illustrates Locke on the purpose of government, Paul Rand illustrates Herodotus on freedom of discussion, Bayer illustrates Wittgenstein on the limits of language, and Saul Bass illustrates John Stuart Mill on the pursuit of truth. The ads collected in MODERN ART IN ADVERTISING are more graphically interesting than the "Great Ideas" series. Take my word for it.

Spreads from this volume can be viewed here.

Price: $150.00
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