SEVEN DESIGNERS LOOK AT TRADEMARK DESIGN

Herbert Bayer
Will Burtin
Creston Doner
Alvin Lustig
Paul Rand
Bernard Rudofsky
Egbert Jacobson [Editor]

Egbert Jacobson [Editor]: SEVEN DESIGNERS LOOK AT TRADEMARK DESIGN. Chicago: Paul Theobald, 1952. First Edition. Quarto. Embossed yellow cloth decorated in red. Printed dust jacket. Red endpapers with black vignettes. 172 pp. 400 illustrations in various colors. Tips lightly worn. A fine fresh 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 Trademarks 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.

A sample spread from this volume can be viewed here.

Price: $150.00
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