Kendall Frederick Ruth Fleischer Norman (2 results)

Condition: Good. 4to Original wrappers. 56 pp.+ inserts Elaborate graphic design and production throughout. Cover design by Gustav Jensen. One leaf (53-54) neatly cut with 1/4 removed! Else Very good.Includes:?Enough Rope? A Photograph by Howard Lester.Building Good Will with Good Design by Abbott Kimball. Work by Norman Bel Geddes, Howe & Lescaze, Eugene Schoen, Etc.Photograms by Walter Redding.Imagination for Sale by Egmont Arens.He Who Has Eyes To See by M. F. Agha. Four Posters by Sepo.Windows in Miniature by George H. Allen.Beautiful Bottles by Roy SheldonNew Homes?New Markets by Walter Dorwin Teague. Residences by Howe & Lescaze, Walter Dorwin Teague, George J. Adams, Carl Wiedemeyer, And The C. H. Wolfe House by R. M. Schindler.Exhibition Of 50 Outstanding Advertisments Held by Art Directors Club Of New York.All Dressed Up by Amos Stote.Mailing Piece for Strathmore Paper Company designed by Catherine Mellen.Two Displays designed In The Modern Manner.Book Review??Mise En Page? by A. Tolmer. Well illustrated with Six Photographs.Contributors to this Issue.Full-Page Insert: Design Check List, Designed by Huxley House.Full-Page Hand Colored Insert designed and Produced by the Nelson Hughes Company.Provenance : Estate of CCAC/CCA professor Steve Reoutt, who passed away May 14, 2008. He was born in 1938 in Shanghai to Russian parents. He came to the United States when he was just 12 years old. He went on to co-found the San Francisco chapter of the AIGA, including serving a nine-year board position as design historian. In 2001 Reoutt received the AIGA Fellowship award for ?personal and professional contributions to raising the standards of excellence within our design community.".

Condition: Good. 4to . Original wraps. 40pp + inserts. One leaf (39-40) neatly cut with 1/4 removed! Else very good.Includes:Color Photograph by Anton Bruehl.Towards Design by Norman Bel Geddes.Package Parade by Roy Shedon. Features Packaging by Simon De Vaulchier, Paul Ressinger, Vaughan Flannery, Gustav Jensen, Etc.Waxide Paper Printed Insert Designed by Egmont Arens.Three Pages of Wrigleys Posters Designed by Otis Shephard.Script by Charles T. Coiner.Modern Book Windows in Germany by Karl Kup.Printed Insert Designed by Trafton.How Will It Look in the Window? by Herschell Deutsch.Photoplasticgrams by Howard Lester.New Materials in Products and Packaging.Station WCAU in Philadelphia designed by Robert Heller and photographed by William Rittase.A Display Stand that Combines Art and Merchandise.When Advertising Arts made its debut during the Great Depression, the economy was at its nadir and desperation was at its zenith. Unless advertising and public relations men like Calkins could help resuscitate the economy, the nation would plummet further into the abyss ? and with it the advertising industry. Advertising Arts, edited by Frederick C. Kendall and Ruth Fleischer, was developed as a vehicle to encourage innovative work and celebrate the determination of advertising designers to manipulate popular perception using pseudoscience. It was indeed a magazine with a mission. So rather than publish the usual diet of gossip, trade talk, and technical notices, Kendall and Fleischer tapped the movers and shakers of what was then called ?art for industry? to flag the new progressivism. Touting their own achievements as ?artists? and imbuing art with commercial value was a massive public relations effort that required the most articulate practitioners. Granted, the readers of Advertising Arts were primarily other advertising artists and designers, but nonetheless the magazine gained authority within the offices and boardrooms of industry. The articles validated contemporary design in ways that business men could understand it.Provenance : Estate of CCAC/CCA professor Steve Reoutt, who passed away May 14, 2008. He was born in 1938 in Shanghai to Russian parents. He came to the United States when he was just 12 years old. He went on to co-found the San Francisco chapter of the AIGA, including serving a nine-year board position as design historian. In 2001 Reoutt received the AIGA Fellowship award for ?personal and professional contributions to raising the standards of excellence within our design community.".