THE CORPORATE SEARCH FOR VISUAL IDENTITY
A STUDY OF 15 OUTSTANDING CORPORATE DESIGN PROGRAMS

Ben Rosen

Ben Rosen:THE CORPORATE SEARCH FOR VISUAL IDENTITY/A STUDY OF 15 OUTSTANDING CORPORATE DESIGN PROGRAMS. New York: Van Nostrand Reinhold, 1970. First edition. Quarto. Black cloth stamped in silver and blue. Printed dust jacket. 260 pp. Well illustrated in black and white. jacket edges lightly worn, otherwise a nearly fine copy.

9.25 x 12.5 hardcover book with 260 pages profusely illustrated in black and white with examples from 15 case studies of the visual identity programs of a variety of American and Canadian corporations. A very thoughtfully-assembled volume by one of the true giants of the field, Ben Rosen. Highly recommended.

Includes an in-depth look at the Saul Bass visual identity program for The Man With the Golden Arm, including such rarities as the rating card and letterhead, promotional materials, screen credits, posters, trade advertisments and more. The Golden Arm Case Study alone is worth the price of admission.

Contents:

• Canadian National Railways: Jim Valkus
• CBS: William Golden, Lou Dorfsman, Eero Saarinen, Florence Knoll Bassett
• Devoe: Saul Bass and Associates
• Eastern Airlines: Lippinocott and Marguelies
• IBM: Paul Rand, Eliot Noyes,
• The Man With the Golden Arm: Saul Bass
• Mobil: Eliot Noyes, Chermayeff and Geismar
• Olivetti Underwood: Marcello Nizzoli, LeoLionni, Giorgio Cavaglieri, Louis Kahn
• Peter, Paul and Mary: Milton Glaser
• RCA: Lippinocott and Marguelies
• Restaurant Association: Alexander Girard
• Royal Bank: Lippinocott and Marguelies
• Torrington: Chermayeff and Geismar
• Westinghouse:Eliot Noyes, Paul Rand
• Xerox: Chermayeff and Geismar

Known for his publication design, corporate logos, and package design, Rosen was part of the cadre that produced the explosive growth in creative graphic design in the U.S. following World War II, and was an early advocate of the discipline that became known as Visual Identification. His client list reads like a who's who of his era: International Business Machines Corporation, Exxon, Philip Morris Inc., The Equitable Life Assurance Co., National Airline, Tishman Realty, The Sloan-Kittering Cancer Center, and others. Before founding his firm, Rosen had worked for a variety of important designers including: Will Burtin, Henry Dryfuss, and J. Gordon Carr. Today he is particularly remembered for his publications Type and Typography, 1963; The Corporate Search for Visual Identity, 1970 and Digital Type Specimens, 1991.

A sample spread from this volume can be viewed here.

out of stock