dec1961

Cover design by Bi ll Tobias/ Robert Runyan

24 Index to artists represented, CA-61 28 Designing aloud: Walter Landor

31 CA-61: Direct mail 46 57 Package design 66 Point- of- purchase ~· display 68 Sales promotion kits 70 Advertising campaigns 84

Magazine ads, consumer

91 Direct mail campaigns 94.

VOLUME 3 NUMBER 12 DECEMBER

Book design

102 Record album design 105 24- sheet posters 108 Posters 120 Calli graphy 122

Techni cal art

125 Institutional films 127 130 TV commercials 136 Film ti tles

CA, The Journal of Commercial Art and Design , is published monthly by Coyne & Blanchard , Inc., 809 San Antonio Road , Palo Alto , California . Subscription rates : U. S. A., possession s, and Canada , one ·year, $12; two years , $22 ; three years , $30; five years , $45 . Foreign, one year, $14 . Single issues : $1 , except for AD show issue $2, Vols . 1 and 2 of CA annual $3 each . Copyright 1961 by Coyne & Blanchard, Inc. *Trademark registered . Second -class postage pa id at Palo Alto , California .

Postmaster: Please send 3579 to 809 San Antonio Road, Palo Alto , California . · Change of .Address: Notification should be sent to The Journal of Commercial Art, 809 San Antonio Road , Palo Alto, California , at least 45 days prior to effect date . Send both new and old address . If possible, use imprint from CA mail ing e~velope for old address .

Editorial Correspondence : No responsibility is assumed by the ed itors or publ isher for unsolicited contributions . Manu scripts or ottter material should be accompanied by self· addressed , stamped envelope . ,.

Advertising Correspondence : Requests for information or other correspondence concerning advertising may be ad· dressed> to David Hartman, Advertising Manager, The Journal of Commercial Art, 15 W. 44th ·street , New York 36 , N. Y. , MUrray Hill 2· 1438, or to Advertising Department-, The Journal of Commercial Art, 809 San Antonio Road , Pzlo Alto , Ca li fornia , DAvenport 6-6040 .

Cosmograms from Photo-lettering Inc, New York DESIGNED BY EDWARD LIAS

~ 216 EAST 45th ST. NEW YORK

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MU 2-2346

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4

AMBULANCE COVER Illustrator Paul Melia for Howard Swink Advertising Agency

TRAILMOBILE AD SPREAD-Paul Melia for Farson, Huff & Northlich, Inc.

Two illustrator's samples from our staff of twenty-four talented creative people. If you buy advertising art, cartoon by Bud Schumann

why not see what we can do for you?

Just write for printed samples on your company letterhead.

H H ART STUDIOS, Inc., 134 Zeigler St., Dayton 2, Ohio, BA4-0338

CA, December '61

Design For A Five Passenger Sports Coupe Along Classic Lines ... By Harvey Woolh iser

Rendered With Grumbacher Golden Palette ® Pastels

the modern medium for modern designing Professional designers and artists recognize Grumbacher Golden Palette® Pastels as the ideal medium for designing, making layouts and finished art. Because of their formulation, all sticks paint with an equal degree of smoothness and the colors possess a brilliance never before obtainable with pastels.

The color used in this design is 49-Viridian. Complete sets of 12, 24,48 and 72 colors, as well as refills, are available at artists' material stores.

460 WEST 34th STREET, NEW YORK

art director: RALPH AMMIRATI agency : B B D & 0 client: PEPSI-COLA CO.

photographer : BERT STERN retoucher: ARCHER AMES ASSOCIATES

The concept Robert Blanchard, publisher Richard Coyne, AD/editor

The graphics Jay McKendry, typographer Bert Bryce, associate typographer Henri Luyckx, litho cameraman

The office Carolyn Thompson, circulation manager Judith Ray, circulation Margaret Graford, accounting

Advertising David Hartman, manager, New York Betty Fairbank, Palo Alto

Contributing Editors

6

William Condit, Denver Ira Goldblatt, Boston Susan Karstrom Keig, Chicago James Peck, Seattle Ted Poyser, Los Angeles Robert S. Robison, St. Louis Wendell Davenport, Honolulu

J. Philip Jordan, Richmond Tobias Moss, New York Emile Pirro, Canada Harold Quiram, Dallas

retouching

NEXT MONTH -A special bonus feature, the CA Process Color Guide: what to do with four colors when you don't have a transparency or C-print. Also: Bill Tara, how he grew; a penetrating biography of this illustrator, photographer, designer, art director, painter, advertising consultant, after-dinner speaker and exhibition jurist. The annual index for Volume 3, 1961. .. many other features.

dye transfer, type "C" ektacolor, flexichrome and black&white pnnrs, involving the use of bleaches, dyes, electronics, chemistry and abrasives for the sole purpose of insuring the most faithful reproduction of your photography is truly an art as produced by ARCHER AMES ASSOART TRADE SHOP NO . 1

CIATES, INC., 16 E. 52 St., N.Y. 22, Dept. CA-12 Contact Leon Appel for your FREEcopyof"Fundamentals of Retouching"for Art Directors.

CA, December '61

The Time and the Place Chicago

FOR THE SURPRISE OF YOUR LIFE

I ' JEWEL UntpN~

the world's finest red sable water color brush.

The 1960 "Awards Annual" of the Art Directors Club of Chicago is now available. Reproducing the winners and runners-up of the 28th annual competition for the best advertising and editorial graphics in the Chicago area, the 148-page book can be ordered from ADCC headquarters, 6 E. Lake Street, Chicago 1, for $2.50.

Cincinnati The lOth Annual Exhibition of Advertising and Editorial Art and Design, sponsored by the ADC of Cincinnati, is now on display at the University of Cincinnati College of Design, Architecture and Art.

Columbus, Ohio Ohio Craft Show, competition open to all Ohio craftsmen, will be held March 2-April 2. Entries close Feb. 1. Write to Mrs. Charles Browne, The Columbus Gallery of Fine Arts, 480 East Broad St., Columbus 15 for entry information.

Columbus Gallery of Fine Arts ... Portraits from the collection of The Museum of Modern Art, through Feb. 5.

7 WASH AND CHARCOAL

Elizabeth, New Jersey American Type Founders Co., Inc., has announced the promotion of Jan van der Ploeg to Manager, Foreign Sales. He will be in charge of type sales in all countries outside North America, and will be concerned with marketing ATF Web Offset presses in all parts of the free world. Emil J. Klumpp will succeed van der Ploeg as Sales Manager, Type Division. Klumpp is widely known as a designer and authority on type and has won many awards in graphic design.

Evansville, Indiana An annual Fine Arts Show, emphasizing participation by all races, will be held February 18-March 4. Artists of the United States are invited to enter paintings of all media, prints and mobiles. Write Mrs. Alfred Porter, Carver Community Organization, 705 Lincoln Ave., Evansville 13, Indiana.

Greensboro, North Carolina Advertising in 19th Century America, a Smithsonian exhibit, at the Friendly Center Merchants Association, Jan. 15 -Feb. 11.

CA, December '61

PENCIL AND INK This flawless Crescent charcoal board is equally at home with charcoal, pencil, pastels, crayon, dry brush, washes, pen and ink, or as a mat board. So versatile, so adaptable, it stimulates the imagination just to touch it!

Richly textured ... available in Pompano Beach White, Mist Gray, Moss Point Green. Jumbo 32" x 40" size.

Write for free samples today!

CRBSCBNT CARDBOARD COMPANY 1240 N. HOMAN AVE./CHICAGO 51, ILL.

The Time and the Place (cont.)

Los Angeles Los Angeles County Museum, Exposition Park ... Futurism, 125 paintings, sculpture and drawings commemorating the 50th anniversary of this movement-opening January 17 ... "Egypt," documentary film, Jan. 16 at 8 p.m., free ... Live concerts at 3 p.m. Sundays, free.

_I

IA '/1:

J~

8

is for Art Director, creative, pressured, resourceful. Here are millions of pictures, painstakingly selected from the art of the past, to stir his imagination. Art Directors can bet on Bettmann for stimulating, rare, and offbeat illustrations of man's every trade and tool. Ask for approvals, specify by subject; free subject index upon request.

I

The Bettmann Archive, Inc., Old Print & Photo Center 136 East 57th Street, New York 22, N. Y. PLaza 8-0362

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Graphics 62, a new trade exposition, will be held for three days in February.

West coast creators and producers of printed advertising and packages will exhibit, directed to advertising managers, marketing directors, printing buyers, and ad agency executives. Information may be obtained from Graphics 62, 1605 Cahuenga Blvd., Los Angeles.

Barbara M. Fisher ; Design Studio has opened at 1617 Silver Lake Blvd., NOrmandy 2-6649.

PLASTIK •

252 EAST 5PT ST.

7 EAST 47™ STREET NEW YORK CITY 17, N.Y.

Judging has been completed for the 17th Western Exhibition of Advertising & Editorial Art, sponsored by the ADLA. Approximately 500 entries were selected from 6,000 entries with 28 Western states and Western Canada participating. The Show will be exhibited in February.

4 EAST 52™ STREET

American Blue Print Co!

New York The 41st Annual National Exhibition of Advertising and Editorial Art and Design of the New York Art Directors Club will be shown at the Pepsi Cola Building, beginning April 16. Salvatore Lodico is general chairman. Design chairman, Onofrio Paccione, did the Call for Entries mailer.

Illustrators '62, 4th annual show sponsored by the New York Society of Illustrators, will open January 23 at S.I. galleries, 128 East 63rd St.

FREE! NEW STOCK PHOTO CATALOG Speed up ad production with our spanking new catalog. Our wide variety of creative photos in every category are sure to give your artwork a big assist. Write today for your copy of this helpful, new catalog-it's yours free.

EWING GALLOWAY Dept. CA-12 420 Lexington Avenue, New York 17, N.Y.

CA. December '61

Larry Ottino has been appointed Executive Director of Graphics for Advertising Agencies' Service Co. and The Headliners of New York. Ottino has been vice-president in charge of lettering and design at Fengo & Donderi, Inc., for the past eight years.

Corporate identity services will be established as a separate activity at Lippincott & Margulies, Inc. Albro F. Downe will be in charge of the facility.

.I ----·1

The Time and the Place (cont.)

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New, perfected tee n!que$15 • • • - • converts photos to h' un1que line repros. Write for sam•• pies. Volk Graphics, Pleasantville, New Jersey.

-

D. M. Gorski has been appointed Director of Package Design at Riegel Paper Corporation, New York.

Allen H. Osofsky has been appointed Art Director of Continental Records.

"The Craft of Using Available Type Faces," lecture at AlGA Headquarters, 1059 Third Ave., Feb. 14, 6 p.m. Open meeting, $1.00 entrance fee.

The Museum of Modern Art, 11 West 53rd St .... Orozco drawings for the Dartmouth murals, continuing through January 21 ... Museum open until 10 o'clock Thursday evenings- galleries, films, concerts, lectures; dinner and light refreshments are available.

Whitney Museum of American Art, 22 West 54th ... celebrating its 30th anniversary with a special exhibition and publication of a new book, both entitled "American Art of Our Century."

WITH THE NEW

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Joslyn Art Museum ... Prints by Munakata, January 20-February 15.

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Philadelphia Philadelphia Art Museum ... Designed for Silver, a Smithsonian exhibit, January 20-February 15.

Pittsburgh The 5th Annual Show of the Art Directors Society of Pittsburgh will be judged by Stanley Meltzoff, George Faraghan, Mel Richman, Raymond Ballinger, John McCullough, and Vincent Benedict. The Awards Dinner will be at the Hilton Hotel on February 2 and the Show will be open to public viewing at the Ivy School Galleries later in February.

Its range and performance will save you valuable production time . . . time you can devote to pure creative work. The Art-0-Graph "1000" reduces 5X, enlarges 5X (9 times with inexpensive lens attachment). Projects flat copy or objects. No intermediate steps such as tracings. Quick focusing. Simple manual control. Feather-touch balance. Automatic lock. Adjustable track length for home or office use. Takes no floor space.

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See Your Art Supply Dealer OR WRITE TO:

ART-0-GRAPH, INC. 4837 Emerson Ave. S., Minneapolis 9, Minn.

San Francisco "San Francisco '61," the complete record of the 12th Annual Exhibition of Advertising & Editorial Art of the Art Directors and Artists Club of San Francisco, may be ordered from the club at 609 Sutter St., San Francisco.

The 152-page annual has a three-color cover and reproduces 237 pieces. $3.00 Way Out West Conference, sponsored by Professional Photographers of Northern California, in San Francisco on Jan. 6-7, will explore commercial and creative aspects of photography-from CA, December '61

in ART MATERIALS and ART BOOKS "Friem's Four Pages ," our interesting art newsletter . . .

9

The Time and the Place (cont.)

ACETATES (clear or wax-backed) Black • Color • Multi-color Proofs in register • White

OZALID PRINTS PHOTOSTATS Black & White {Glossy and Matte)

COLOR-AID PROOFS {proofed in black, white or color)

PHOTOWAX PRINTS Negatives • Positives

COLOR SlATS

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COMPOSITION Photo • Hand • Linotype Monotype {one of the largest selections of faces available anywhere)

{also see Acetates)

PRO TYPE LETTERING

FILMOTYPE LETTERING

3M COLOR-KEY PROOFS

PHOTOGRAPHIC PRINTS

TYPEHESIVE PROOFS

Camera Distortion • Negatives • Positives • Screened • Typortional

TYPORTIONAL PRINTS

portraiture to photo-expressionism. The two-day program will feature the words and works of jason Hailey, Robert Toren, Dennis Hodgson, Ricardo Lopez, Henri Van Wandelen, Chuck Weckler, Benny Bufano, Sid Avery, Craig Ellwood, Charles Bello, Eric Skipsey, Wynn Bullock, Shirley Burden, Dorothea Lange, and others. Bob Blanchard and Dick Coyne, Publisher and Editor of CA, The Journal of Commercial Art and Design, will moderate. In formation and registration forms from: PPNC Executive Office, 609 Sutter St., San Francisco 2.

San Jose, California The new Western Art Directors Club announces officers: Lloyd D. Wallace, president; Richard S. Cole, vice president; Ronald M. Gerst, secretary; E. M. Wentzel, treasurer.

10

Here is one of America's most modern, most complete type-for-artists services. The variety of components it offers can help you give your design and finish new dimensions, new flexibility. What's more, because

Washington, D. C. Call for entries- the UNESCO International Poster Competition. Rules in brief: one entry per person, size approximately 16 x 24 inches, no more than four colors, no text, no signature, but may embody symbol of United Nations or UNESCO. Designed to "make a striking appeal on behalf of international understanding and cooperation." Submit to U. S. National Commission for UNESCO, Department of State, Washington 25, D.C., by 1anuary 15. Full name, age, sex, occupation and permanent address to accompany entry.

Progressive Composition Company maintains a round-the-clock work

Schools/Universities

schedule, studios throughout the East have the advantage of overnight

Georgia Institute of Technology, Atlanta ... Mies van der Rohe, Smithsonian exhibit through February 5.

completion and delivery on almost every job!

There are eight P~H-P Service Offices from New York to Charlotte (see phone numbers below). Studios beyond those areas use our special high-speed mail system. For more information, phone your nearest P-H-PResident Manager or call collect to Philadelphia . . . WA 2-2711.

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WAlnut 2-5567 : WAlnut 2-2711 '

NEW YORK : MU 2-1723 BALTIMORE : SA 7-5302

PITISBURGH : GR 1-7892 WASHINGTON : EX 3-7444

'

LANCASTER : EX 4-1675 RICHMOND : Ml 4-2771

WILMINGTON: OL 5-6047 CHARLOTTE : 377-5370

CA, December '61

Arizona State University, Tempe ...

Architectural Photography. Smithsonian exhibit, through January 25.

University of Illinois, Urbana ... Thirty sculptures by Mirko on exhibit at the Krannert Art Museum through jan.

University of Nevada, Reno .. . The World of Edward Weston, Smithsonian exhibit, through January.

University of Pennsylvania, Philadelphia ... Contemporary Swedish Architecture, Smithsonian exhibit, through February 5.

PBIB.A.

Materials CA's studio-tested review of new and existing materials available to artists.

Bourges Cutocolor A new line of adhesive color sheets in the same 68 colors, solids and tints, and sizes as the Bourges Colotone line.

The sheets have a smooth adhesive with no pattern and are made for cutting out shapes of color for layouts, presentations, displays, packages to give a smooth printed effect. The coating will not scratch, the adhesive is heat resistant, can be applied to any surface, and will come off without leaving any residue. Priced at 70c for 10x12Y2, $1.30 for 12Y2x20, and $2.50 for 20x25 at art dealers or write for free samples and literature to Bourges Color Corporation, Dept. 34, 80 Fifth Avenue, New York 11, N.Y. Corrugated Slide Holder Made of 200 lb. test corrugated board, and designed as a mailing holder for glass slides. Each holder provides four openings for 2-inch square slides and folding to 4x8 for mailing. $9 per 100 from Die-Cut Specialty Co., 229 N. 13th St., . Philadelphia, Pa. Free samples and literature also available.

Res-N-Gel A mixing medium for oil colors consisting of a concentrated full-st;ength colloidal synthetic resin gel. Available in a new large size (1 Y2x6Y2 ) and sell~ ing for $1.35 at art dealers or write F. Weber Co., 1220 Buttonwood St., Philadelphia, Pennsylvania.

Erasomatic An automatic electric eraser using a lightweight flexible cable with a working radius of 24 inches. Four-inch rubber rods, available in various grades of hardness, fit in the pencil-like holder and are automatically fed forward as the eraser is used. A built-in sharpenertrimmer points the eraser to a sharp edge. When the handpiece is lifted from its cradle the unit starts, and stops when returned. Nonskid rubber feet hold the unit firmly in place and a night-lock prevents accidental starting. Selling for $34.95 with a one-year warranty. To order or request further information write the Margo Company, 8900 Woodland Ave., Cleveland 4, Ohio.

Literature for your files ~~ ... as mentioned in CA"

A request on your letterhead to the following companies will bring you the literature described ... free, unless otherwise noted.

"Folio Extrabold" ... a new addition to Folio Medium Extended with Italic in nine sizes from 14 pt. to 66 pt.

Bauer Alphabets, Inc., 305 East 45th Street, New York 17, N.Y. "Money" ... descriptive literature offering a collection of numerous clip-art illustrations of money including backgrounds, coins, alphabets, bags, piles, stacks, paintings, photos, etc. Harry Volk 1r. Art Studio, Pleasantville, N. 1. " Linweave Color Sampler" ... a complete showing of the Linweave papers with swatches and tear-out sections, color specifications, envelope information, printing demonstrations. United States Envelope Company, Springfield 2, Massachusetts.

"The Art of Watermarking" ... a 16page booklet describing the history, process and examples of watermarking including modern usage by business.

Also available is "The Strange Saga of the Blue-Feathered Wompus" ... a humorously illustrated story of genuine and bogus watermarks. Whiting-Plover Paper Company, Stevens Point, Wise.

13

"Bristol" ... a sample swatch kit of 1, 2, and 3 ply white plate and vellum finish bristols, plus 2 ply TV bristol in 208 Filt h Avenue, Dept;. C A Ne w York 10, N .Y . light and dark gray. Crescent Cardboard Company, 1240 Homan Avenue, di.tribvtorJ wonted ferritoriet open Chicago 51, Illinois.

"New Additions" . .. a 16-page showing r - - - - - - - - - - -- - - of 144 new type styles available in fonts for Filmotype users. Filmotype Corp., 7500 McCormick Boulevard, Skokie, Illinois.

"Practical Specifications for Visual Aids II'' ... a technical 16-page booklet dealing with the use of slides and film strips. Contains such information as format for art for all sizes and types of slides; relation of lettering size to audience; screen width formulas in relation to audience; film strip footage RANSFER TRACING • ERASES LIKE PENCIL counting; maximum visibility color chart. Admaster Prints, Inc., 425 Park SEND Avenue South, New York 16, N.Y. for an introductory pack of "New Potomac Velour" ... a swatch 5 sheets (8Y2 x 12) GRAPHITE-for dark on light surfaces book with nine colors of Mead-WheelYELLOW-for light on dark surfaces wright Velour Cover including an addiWHITE-also for light on dark surfaces BLUE-for mechanicals (non-photographic) tional letterpress-printed sheet of velour RED-for glossy surfaces (acetate, photos, glass) listing printing and handling suggesBoxed Rolls (12ft. x 12Y2 in.) $3.50 tions. Mead Papers, Inc., 118 West SARAL PAPER CO., 5 Tudor City Pl., N.Y. 17 First Street, Dayton 2, Ohio.

$1

CA, D ecember '61

On the Board The CA-61 jury ...

Stephen Baker, Vice President and Creative Director of Cunningham & Walsh, is well known for his creative versatility in both art and writing. He has received, through the years, over thirty awards for outstanding design. He is also the author of four books: Advertising Layout and Art Direction and Visual Persuasion, both published by McGraw-Hill; How to Live with a Neurotic Dog, now in its sixth printing and being made into a movie short; How to Play Golf in the Low 120 's, a photographic spoof on golf co-authored with photographer Howard Zieff.

Baker also writes a monthly column for Art Direction magazine and is a member of the Executive Board of the New York Art Directors Club.

Saul Bass needs no introduction to any graphic or advertising audience. It would take a major inventory to tabulate his awards and medals, including: 1957 Art Director of

that humor can move merchandise, and his firm, Freberg, Ltd., is currently the most successful producer of humorous commercials in America.

He wrote his first commercial in 1956 with Howard Gossage (then with Cunningham & Walsh). For Con tadina Tomato Paste; it contained a jingle, ((who put eight great tomatoes in that little bitty can?" This was selected by Ad Age as one of the two best jingles of the year, and skyrocketed singer Peggy King to stardom. Stung by lack of a sponsor for his 1957 radio show and a CBS executive's statement-((that kind of humor won't sell anything," and goaded by the success of commercials with Gossage, he moved to a Charles Addams style house on Sunset Blvd. and hung out his shingle C(Ltd., but not very").

Now the funny business in the old house has become big business and Freberg has acquired thirty-odd advertising awards to hang with his gold records and show biz acclaims. These include a Gold Medal from the New York

16

Baker

Bass

Coyne

Freberg

the Year by NSAD; ((High Artistic Value in all Work" by the Museum de Arte Modern, Rio de Janiero; a citation from the Philadelphia Museum of Art for ((the distinction he has brought to his profession."

New York born, Bass has been designing on the West Coast since 1946, earning international recognition in the fields of graphic, industrial, film, and exhibition design.

He is best known to the public for his motion picture work including Around the World in Eighty Days, The Man with the Golden Arm, Anatomy of a Murder, Exodus.

He is a member of the AlGA, NSAD, Alliance Graphique Internationale, and on the Executive Board of the International Design Conference in Aspen.

Stan Freberg has been puncturing the balloons of pomposity and kidding the pants off tradition for about 17 years. Until three years ago, the public knew him best for his satirical Capitol records such as ((The Yellow Rose of Texas" and ((Green Christmas."

Though his latest target for satire is advertising itself, Freberg has become a dedicated advertising man, proving

Gossage

Runyan

Art Directors Club and a Grand Prize at the Venice Film Festival. Freberg is a member of the Los Angeles Art Directors Club, ASCAP and is on the Board of Governors of The Academy of Recording Arts and Sciences.

Howard Gossage, co-president of Weiner & Gossage, is one of advertising's most outspoken critics as well as one of its most colorful practioners. Liberally quoted in magazines, his views were presented last month in CA. Newsweek (Jan. 1, '62) wrote up the agency stating, ((the methods of Mssrs. Weiner and Gossage are, in Madison Avenue terms, as kooky as the ads themselves."

Kooky or not, this agency that operates without desks, account executives, the standard 15o/o advertising commission, or fear, has produced some impressive results.

One ad in The New Yorker for Eagle Shirtmakers drew over 11,000 requests for a 14-inch square of cloth adorned with a pocket, a buttonhole and an Eagle label.

A campaign for American Petrofina offered such enticing items as pink valve caps, 15 yards of pink asphalt,

CA, December '61

mo st illustrati o n board s lo o k alik e

two balloons. Following detailed instructions, the recipient blows up the red balloon inside of the white balloon and gets a sneak preview of a bubble of ~~pink air," Fina's additive of the future. Over a hundred thousand requests for balloons have been received to date.

For Rainier Ale, W & G staged a program to bring culture to the masses. Thousands of sweatshirts imprinted with portraits of Bach, Beethoven, and Brahms have been furnished to requestors at $4 per. Among the masses was Leonard Bernstein who ordered one of each. More important, Weiner & Gossage campaigns for these and others (e. g., Paul Masson Vineyards, Irish Whiskey) have produced marked effects on the sales charts.

Robert M. Runyan operates his own studio, Art Direction, in Los Angeles and serves as art director and design consultant to several West Coast industrial firms. His off-beat, humorous promotion pieces for himself and others have

17

Shipman

Tara

Varga

firmly established his reputation as a ~~swinging daddy."

But he has had equal success with his more serious efforts such as his highly sensitive design of the '59 Litton Annual Report that won the highest acclaim from both artistic and financial circles. Runyan's work has been shown by the Art Directors Clubs of New York and Los Angeles,

Graphis, Print, Industrial Design, Modern Publicity, CA, The AlGA and the New York Type Directors Club.

Art Shipman's name may not be as well known to the public as it is to the art profession, but his Neiman-Marcus ads have kept the fashion-conscious world well aware of the Dallas store.

A picture book image of the tall Texan, Shipman actually was Texas born. He migrated to the West Coast where he was educated and began his career, achieving recognition as a partner in the design firm of Madden and Shipman. He returned to Texas as art director for NeimanMarcus where he has gathered a flood of awards from every major exhibition. His work has appeared in every graphic publication in the world.

but . .. does the illustration board you are using have all these favorable features: Lies flat, stays flat ... erases featherfree ... stands excessive reworking ... is con sistently free of defects ... has excellent stripping qualiti es ... is faced with two usable surfaces of 1OO o/o cotton fiber . .. is double mounted making for economy in price and file space ... accepts all media such as air brush, line and wash, tempera , water color, pen and ink ... has incomparable photo-reproduction qualities ?

Any illustration board has some of these features. Strathmore is the only illustration board that offers you ~ of them.

Ask for it by name ( specifying regular or high surface) and be sure it has the familiar "thistle" trademark. Write for free sample book, showing the full line of Strathmore Artist Papers and Boards : Strathmore .

Paper Company, 10 Front St reet, West Springfield, Massachusetts.

STRATHMORE STRATHMOR E PAP E R C OMPANY • WE ST SPR I NG FI E LD , MASS .

CA, December '61

Increase . your earnLngs with less work!

LUCYGRAF

18

Whichever you prefer, a shorter work week or more take home pay, or both, Lucygraf makes it possible and practical. Larger art departments add the full production of another man without the overhead! Save billable time scaling layouts, illustrations, photographs, lettering and logos, keyline strip-ins (no stats needed), as well as visualizing reductions or blow-ups and direct tracing to scale from three dimensional objects.

You save at least one half the price you would pay for comparable equipment because only Lucygraf has been able to maintain through the years a sell direct policy (no dealers ). No other "luci" offers the simplicity, the speed or the razor-sharp performance of Lucygraf. Every unit is sold with an unconditional 30 day money-back guarantee and shipped immediately upon receipt of order!

SPECIFICATIONS LENS, Wollensak Raptar F4 .5 (Sam e lens as in units costing $300 .00 more and up .); EIGHT DIAMETERS scaling range; FOCAL PLATE 18" x24"; COPY BOARD 17"x 23"; CABLE CONTROLS of vinyl steel strand ; HOOD, grey vinyl; DIMENSIONS, 42" height to focal plate , floor area 26" x 24"; CABINET of heavy ply construction finished in neutral beige .

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In California, add 4 % Sales Tax

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On the board (cont.)

Bill Tara's nomadic early life (12 public schools in 12 years plus seven Saturdays of drawing casts at the California School of Fine Arts) established a psychological pattern that still affects his life. Beginning his career in a felt factory (designing athletic letters, banners and burgees), he has moved on to successes (and numerous awards) as an illustrator, designer, photographer and art director. In recent years his activities as creative consultant to advertising agencies have limited his output of drawing though he still produces a few paintings a year including several for the Air Force Documentary Art Program.

Currently, Tara is on a sabbatical, taking a year off to experiment with films. He is past president of the Los Angeles Society of Illustrators and the International Design Conference in Aspen and a former member of the Board of Governors of the Art Directors Club of Los Angeles.

Arnold Varga began his career freelancing to Cox's store in McKeesport, Pa., while working as a stock boy in a local shoe store. Cox's is still his favorite account and he is currently at work on a new series. (The store stopped all ads for a year while the mills were shut down.)

In the past year, he has designed ads for BBDO, Pittsburgh, and several editorial spreads for The Saturday Evening Post. Varga enjoys solving ad problems, sometimes writes his own copy, feels that retail and industrial advertising are the most challenging and the most neglected.

His impressive list of medals and awards includes ~~Art Director of the Year" in 1950.

Dick Coyne, editor and art director of CA, has been an agency art director and a copywriter as well as a company art director and ass't ad manager. He was a free-lance consultant for three years before joining Bob Blanchard, CA's publisher, to organize the design firm of Coyne & Blanchard.

He is a member of the Art Directors and Artists Club of San Francisco, the ALA, and the Professional Photographers of America (honorary).

CA, December '61

CraftTnt ... New Member of The Craftint Self-Adhesive Film f;Smily

lntroducingCraf-Tech, an ingenious worksaver for industrial illustrators. Craf-Tech gives you a choice of isometric drawings of industrial hardware- nuts, bolts, washers, screws- in cleanly detailed, mechanically correct form ready for cutting and burnishing down on drawings.

Craf-Tech can save you hours of tedious detailing in industrial drawings, catalog work, instructions, "exploded" views, cutaways, and wherever else the repeated drawing of these items occurs.

See Craf-Tech at our Booth, No. 53, Visual Communications Congress, December 2, 3, 4, 5 in Los Angeles.

Instant Posters With Craft-Color Every once in a while someone needs a poster in a hurry. If the subject is photographic, any of the transparent CraftColor sheets can be used to "pop" a detail and create a quick, finished poster.

Simply blow your photograph or photostat up to size and burnish down a sheet of the selected Craft-Color. Then cut and strip out the area that you want to pop.

Finish your poster with Craf-Tone for dramatic screen effect and Craf-Type as needed. For example, see techniques in ad opposite.

New Trouble-Free Masking Film: Craftint's Red-E-Strip Craftint introduces new convenience to the jobs of outlining and separating with its new Mylar-base masking film. A photographically-opaque red emulsion coated on tough Mylar base permits easy viewing of the art underneath. The dimensionally-stable, photographically clear Mylar is so tough it resists even unusual pressure from the knife, protecting the art underneath. The film cuts beautifully and strips cleanly all in one piece.

Don't forget to ask your Craftint dealer about custom-service on special symbols, logotypes, title blocks, templates or alphabets on Craftint self-adhesive films. We can print them for you for a very nominal cost.

f Cra t1nt The

~

MANUFACTURING COMPANY 18501 Euclid Avenue • Cleveland 12, Ohio

eee m

DO I LIKE CRAFTINT TYPE-TONE-AND-COLOR FILMS MOST FOR SPEED OR PRINT-LIKE REALISM? Answer: both. Whether the job is a camp-layout, or finished art, the Craftint selfadhesive film family- Craf-Type, Craf-T one and Craft-Color- adds polish and realism without extra effort on your part. This extra dimension of "finish" lets everyone know in advance what the printed job will look like. Speed, too, in getting what you want for the job, because your art materials dealer carries more than 300 Craftint films- the only full line of type, tone and color films in the field.

CraftTnt

MANUFACTURING COMPANY

•

CLEVELAND 12, OHIO

On the board (cont.)

The annual speaks for itself on the calibre of the entries and the jury's selections. We'd like to offer one final note of appreciation for the difficult and conscientous job that the jurors performed. 11,000 pieces is a lot of pieces.

The entries came from all parts of the U.S. and Canada, and from five other countries. Though the majority of the selections are from the major graphic centers, we were pleased to note the quality and the number of selections from other areas. Several of the jurors are represented.

With the obvious calibre of these men this was logical. But the judging was tough and some of their entries, too, failed to survive the cut.

We didn't ask for formal comments but we did make some observations during the selection. Ideas and imagination were the most important. In the ads particularly, relationship of graphics and copy (and the copy itself) were major factors. Typography seemed very important and a number of pieces missed in the final voting because of this consideration. Some of the selections were strictly typographic design.

The award certificates will be issued as fast as we can get them out. With CA-61 behind us, we're looking forward with great anticipation to CA-62.

We're all too aware of mailing dates of these special issues. We contemplated taking the easier way on many of the reproductions but we're never able to bring ourselves to do it. To answer one frequent inquiry- why the sequence of categories or the selection of certain pieces

for color: we take the number of pages, the number of pieces (and the number that most need color to portray them ) , and the number of pages we feel we can do in color.

Then we start playing with press sheet combinations and do the best we can. There were six split-fountain runs in the two issues. Some of the color is process, most of it is screen combinations of two, three or four special colors dictated by the color of the pieces to be reproduced.

In the coming issues, we'll gain back the time as rapidly as we can. Our sincere appreciation for your patience and tolerance.

"What's New? " will be the theme of Ad Forum '62, the third annual one-day seminar of education in advertising presented by the Houston Ad Club. The forum held Friday, February 23, will culminate a week of spotlighting the Houston advertising scene in all media. Proceeds will expand the Ad Club's educational fund to provide college scholarships for careers in advertising.

Seminar speakers will include Emerson Foote, president of Me Cann - Erickson; Richard Coyne, editor j art director of CA; Jay Sharp, manager of general advertising at Alcoa; and John DeWolfe, vice president (marketing ) of G. M . Basford Co. Their audience will be representative of management, sales, marketing, advertising, and schools throughout the Southwest. Anyone interested in attending (advance registration is $20, including luncheon and banquet ) may write to Ad Forum Registration Chairman P.O. Box 66056, Houston, Texas.

20

• NEW! Print that Matters

improved channel anodized (no-smudge) aluminum edge drawing boards

Th e Artists' an d Writers' Cookbook Edited by Be ryl Barr and Barbara Turner Sa chs Contact Editions , Angel Island Publications , Inc ., Sausal ito , Cal if.

Copyright 1961. Deluxe edition , boxed, $10 .

Adventurers who would travel the road of artistic invention, creative cookery, and epicurean eating may delight in sharing the recipes of these fellow-travellers- hitherto notable for their writing, painting, poetry, sculpting- hereafter for their cooking as well.

Dedicated to "the art of imperfection in the kitchen" are such offerings as Barbecue Sauce by Burl I ves, My Life in Rice by Upton Sinclair, Pike Piqued by John Keats, Ira Wallach's Gintaloupe, Alan Seager's Scrambled Eggs, Pearl Buck's Sweet-Sour Spareribs, Ad-Lib Cooking by Nathaniel Benchley, James Michener's Beef Burgundy, Marcel Duchamp's Steak Tartare, Brains in Beer by Enid Foster.

Some of the fantastic fares contributed by 150 artists and writers of the contemporary scene are pure tongue-in-cheek fun, but most of the recipes offer truly edible cooking adventure, served up with considerable imagination.

7 sizes at reduced prices!

Made of the same fine grade of smooth sanded select lumber as in all ANCO boards, for cleaner more accurate drawings.

SIZES:

LIST PRICE

No. 710M·1 12"xl7" ...... .........................................................$2.00 No. 710M-2 16"x21" ................................................. .............. 2.95 No. 710M-3 18"x24" ............................................................... 3.85 No. 710M·4 20"x26" ............................................................... 4.45 No. 710M·5 23"x31" .......................................... ............... ...... 5.80 llo. 710M·6 24"x36" ..................... .......................................... 7.25 No. 710M-7 31"x42" ................. .............................................. 11.65

Available through Art Materials, Drafting Supplies and Stationery Dealers.

ANCO WOOD SPECIALTIES . INC

I

"" .. ·· ·' · ··

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In her introduction Alice B. Toklas says, "I want to have written the book! It is an enchanting book. The writers write as they write, the painters write as they paint." And editor Beryl Barr explains, " .. . artists and writers are not

CA, December '61

afraid of taking risks. Miraculously they seem to make fewer blunders, perhaps because they have the perspicacity or invention to cover up mistakes when they make them.

If the souffle expires, simply add more rum, flambe it with greater aplomb and label it souffle degonfle (punctured)."

Nicholas Sidjakov designed the book, using 19th century engravings and three colors-black, olive and purple, throughout. Printed on heavy stock, washable cover, 332 pages.

good reasons why it pays to specify

The Design & Creation of Jewelry

by Robert von Neumann Chilton Books, Chestnut at 56th, Philadelphia 39, Pa. $7.50

This book should be a valuable text for either a beginner or a person seriously embarked in jewelry crafting.

The author, an assistant professor in the College of Fine and Applied Arts at the University of Illinois, has won recognition for his work. His book is based on his own extensive experience as a craftsman. Equally important to his explanations of fundamental techniques is Mr. von Neumann's aim in extending the creative directions and explorations of those who take up this craft.

MAT BOARD ILLUSTRATION BOARD MOUNTING BOARD SHOW CARD BOARD

The book itself is well-designed, abundantly illustrated with photographs and drawings of unusually good reproduction for a "how to do it" textbook. 228 pages .

• CHARLES T. BAINBRIDGE'S SOliS

Index to advertisers American Blueprint Co . .. .. . . .... 8 Ameri can Type Founders ...... . .. 24 Archer Ames Associates , Inc ...... 6 Anco Wood Specialties Inc....... 20 Art-0-Graph, Inc ... . ...... .. . .... 9 Charles T. Bainbridge's Sons ..... 21 The Bettmann Archive . . . .. . ..... 8 Blair Art Products . . ... .. . .. . . .. 26 Cello-Tak Company . ... . . . ....... 21 Champ ion Paper & Fibre Co . .. 11 , 12 Coast Book Cover .. . .. . .. . .. . ... i5 Continental Arms Corp .. ... .. .. .. 26 Craftint Manufacturing Co . . .. . 18, 19 Crescent Cardboard Company . . ... 7 De lta Brush Manufacturing Corp. . . 7 Dicar Letter Company .. ... . .. . ... 24 Eberhard Faber Company , Inc ..... 3C Ewing Galloway ............ .. .. . 8 A. I. Friedman, Inc .. ............ 9 Grace Letter Co ., Inc . . . .. .... ... 13 M. Grumbacher, Inc . .... . ... . . .. 5

_ _ _.,.__....,.......,.1, 2 cum ertand HH Art Studios, Inc ....... .. . ... 4 Johnstone & Cushing .. .. . .. ..... 24 Kimberly-Clark Corporation .. ... . . 14 Fred Kopp Inc .. .. .... .......... 4C Lucygraf Manufacturing Co .... . .. 18 Mask-0-Neg . ... . ..... . . ... .. . . . 24 Mico/ Type , Inc .. . ..... .. . . .... . . 23 National Card , Mat and Board Co .. 25 C. A. Parshall, Inc ...... .. .... ... 4C Photo-Lettering, Inc . .. . ... ... . . . 4 Progressive Composition Co .. . . ... 10 Saral Paper Company . . . .. . . ... . . 13 Arthur Schroeder Paper Co ... . 29, 30 Rik Shaw Associates, Ltd .... .. .. . 24 Shiva Artists Colors .. . . . .... . . . . . 9 Steig Products . . . .. . . .... 13, 24, 26 Stik-a-Jetter Co ........ . ........ 26 Strathmore Paper Company . . .. . . . 17 Tal ens & Son, Inc . .. . ... . ... .. .. 13 Triangle Color Co .. . . .. ..... . ... 26 Harry Vol k Jr. Art Studio ......... 9

The Journal of Commerial Art 15 West 44th Street New York 36, New York (MUrray Hill 2-1438 ) Chicago:

Joseph Lambin, Sales Representative 4037 N. Mozart Street Chicago 18, Illinois (JUniper 3-3325)

Palo Alto: Betty Fairbank, Advertising Dept.

The Journal of Commercial Art 809 San Antonio Road Palo Alto, California

----

21

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Index to Artists, Art Directors, Photographers Represented in CA-61 , Part 2 WE PRODUCE COLOR PRINTS? DYE-TRANSFER, EKTACOLOR AND PRINTONS.

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GRAPHIC ARTS DESIGNERS ATF type specimen sheets are valuable tools of your trade. Be sure you get them. Send your name and address (home, preferably), on business letterhead to American Type Founders, 200 Elmora Avenue, Elizabeth, New Jersey.

CA Volume Files are now available

$2.50 ea. 3/$7 6/$13 order from

Jesse Jones Box Corp.

P.O. Box 5120, Philadelphia 41, Pa.

Adler, Harold 120 Akimoto, George 122 Albertus, George 72 Alch, Alan 131 Allen, ] ack 96 Almgren, Ed 118 Anderson, Alex 133 Anderson, Cal 85 Arnold, Charles 135 Aron, ]on 141 Arvetis, Chris 62 Baker, Bryden 130 Baker, Stephen 88, 108 Ballenger, Tom 52 Bass, Saul 42, 59, 60, 65, 67, 74, 97, 104, 107, 113, 114, 136, 139, 140, 142 Beall, Lester 53 Beck, Bruce 62 BednQ, Ed 41 Bedno, ] ane 41 Bergman, Herbert H. 123 Berman, Jerry 44, 51 Birdsall, jack 53, 115 Bittel, Rene H. 42 Bond, Oriel E. 57 Bond, William E. 50 Bookbinder, Lester 83 Braude, Jerry 128 Brickner, R. E. 109 Briggs, Austin 46, 70 Bright, Keith 93 Broad, Dave 51 Brown, Joe 106 Buckley, ] erry 44 Buitekant, Allan 98 Burgess, Donald A. 64 Butte, Bruce 51 Cahen, Emile Jr. 105 Carleson, Donald V. 110 Chartmakers, Inc. 69 Chase, Lloyd 34, 38 Chermayeff, Ivan 87 Chwast, Seymour 35, 48, 82 Cicero, Ray 62 Corey, Doug 85 Corey, Thomas R. 105 Cross, James 41 Crowley, Don 106 Curry, Ken 106 Dahlquist, Bob 130 Danne, Dick 66 Davison, George Curt 117 Decker, H. F. 58 DeMartin, Edward G. 34 de Monterice, Paul 133 Deskey, Donald, Associates 64 Deutsch, David S. 77 Dickey & Harleen 96 Dippel, Betty 89 Dippel, George 59, 89, 93, 94, 96, 98 Dom, Jay 67 Donoahue, Jim 55 CA, December '61

Dubins, Milt 65 Dubow, Charles 109 Duitz, Murray 39, 92 Dyer, Rod 103 Earle, Eyvind 135 Eckerstrom, Ralph 86 Einsel, Walter 75 Ellenberger, Jack 116 Elsner, Virgil 69 Emde, Mel 111 Ermoyan, Suren 46 Federico, Gene 83 Fetter, W. A. 122 Ficalora, Tony 81 Fields, Curtis 72, 77 Fischer, Carl 49 Fitzgerald, James 109 Fitzgerald, Wayne 138 Flack, John 85, 90 Fleming, Allan R . 55 Flynn, Robert 100 Fockler, Harry 95 Folta, Ramon 33 Fosket, Phil 56 Freberg, Stan 102, 130 Freeman, Robert 59, 89, 93, 94, 96,98 Gahman, ] ack 122 Gale, William H. 71 Galliano, Jack 121 Gallott, Marty 123 Gardner, Bernie 107 Gary & Clark 117 Gianakos, Cristos 101 Gianakos, Virginia 41 Gill, Bob 47 Glaser, Milton 35, 36, 48, 82, 101 Goldsholl, Millie 126 Goldsholl, Morton 59, 68, 126 Gollin, Norman 39, 55, 104 Goodman, Art 60, 67, 74, 97, 104, 107, 114, 136, 139, 142 Gorski, D. M. 63 Greenberg, D. 63 Gripentrog, Dennis 54 Gruver, Bernard 131 Guidi, Bob 102 Halberstadt, M. 93, 94, 96, 98 Haldeman, Paul ]. 127 Halladay, Bob 108, 111, 117 Haller, Tony 58 Harder, Rolf 58 Hauge, Paul 114 Hawkins, Arthur III 134 Hayman, Bob 34 Higa, ] ames 31 Hilty, Wendy 88 Hodge, Stan 109, 116 Hoernle, ] ohn 86 Hoffar, Barron 56 Hoffman, Hy 59 Holtan, Gene 93

the first professional art flapping system ...

Metz, Frank 101 Miller, Locke C. 61 Miller, Tony 112 IBM 7090 ; Boeing Plotter 122 Mintz, Fred 63, 95 Mitchell, Tommy 73 Jacobs, Murray 39, 92 Mogubgub, Frederick 141 J acuto, Maurice 71 Montgomery, Bruce 48 Jenkins, Bill 129 Jim, Don 42, 97, 104, 107, 114 Morris, George C. 57 Morrison, Guy 124 Joli, William 53 Myhre, Digby C. 57 Jones, Stan 107 Jonson, Vance 31 Nagata, Dave 42, 97, 104, Josephs, Hal 49 107, 113, 114 J ung, Walter 106 Nagler, Bernard 54 Nelson, Anthony]. 54 Kalish, Lionel 43 Nesbitt, Alex 77 Kaye, Leo 45, 54 Nitsche, Eric 78, 110, 115 Keane, Jack 129 Nolan, Lou 111 Keig, Susan 68 Nones, Leonard 73 Kennedy, Roger 38 Norall, John 135 Kershaw, George 102 Norman, Joanne 125 Kirkland, Phil 109, 116 Klein, Lou 35 Olsen, Harry 71 Kohn, Norman 129 Osso, Pat 64 Korge, Fred J. 52 Overby, Robert R. 61 Krakovitz, Harlan 82 Paccione, Onofrio 85 Kramer, Remi 109 Page, Frank 44 Kreisl, George 132 Paine, Jackson 128 Krieger, Harold 79 Paine, Wingate 90, 92 Lah, Michael R. 132 Peak, Bob 115 Larrecq, John 72 Pearlman, Robert 122 Larsen, Marget 59, 89, 93, Pease, Robert 57 94,96,98 Pell, Bill 88 Lawrence, Hawley 138 Penn, Irving 80, 84 Lee, Clarence 53 Perkins, Dick 134 Leff, Sydney 73 Peterson, Jack 57 Lefman, Walter 45, 54 Petrelis, George 86 Lewis, Arne 32 Pittsl William 73 Littlejohn, Bill 133 Pizzi, Elmer 70 Littman, Rosemary 45 Pollack, Nelson 106 Littman, Wally 45 Porter, Allen 68 Logan, James 68 Potter, Jack 71 Lopez, Ruben 138 Powers, Paula 136 Lowenthal, Arn 49, 54 Prehn, Martin G. 64 Lundquist, Roger 35 Price, Gordon 81 Protsman, Craig 58 Macdonald, Byron]. 121 Mack, Tom 102 Rawlings, John 108 Mackay, Donald A. 37 Reagan, Robert 138 Mahler, Maurice 43 Mel Richman Film Group 129 Mandarino, Tony 76, 115, 118 Risso, Mario F. 46 Mann, Frank 43, 64, 65 Roberts, Eva Dickstein 33, 91 Martin, Jerry 118 Robertson, James 48 Massey, John 31, 40, 86 Roch, Ernest 62 Maurer, August 62 Romano, Dan 89, 98 Mayhew, Marce 80 Rosen, Seymour 68 McCabe, Norman 138 Rosenblum, Morris 75 McCalla, Sid 63 Ross, Tom 87 McElmurry, Charles 132 Rubenstein, Mort 32 McKee, Don 106 Ruffins, Reynold 35 McQuarrie, Ralph 123 Rumsey, George 35 Melendez, Bill 133 Runyan, Robert M. 109, 114 Melin, Bruce 73 Samerjan, Peter James 102 Mendoza, Alex 83, 87 Sato, Clarence 102 Methe, Gus 62 Horn-Griner 79, 84 Hyde, Bill 51, 105, 106

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CA, December '61

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TRIANGLE

26

Drawing by Robert Fawcett from a recent article in LOOK, "If The South Had Won The Civil War."

Sauer, Hans F. 88 Saxon, Charles 118 Schaub, J urg 62 Schipke, Paul 61 Schneider, Cy 134 Schugar, Leonard 37 Schuller, Berenice G. 100 Schultz, Charles 133 Schwartz, Marvin 103 Seichrist, Ronnie 43, 64, 65 Seltzer, Isadore 82 Shade, James 53 Sheridan, Jack 117 Shipman, Art 112 Shore, Merle 97, 104 Siegler, Len 92 Silke, James R. 103 Sirowitz, Leonard 79 Smith, Dale 85 Smith, Frank 131 Smith, Robert C. 100 Sochis, Reba 47 Sokolsky, Melvin 71 Steinle, Robert L. 38 Stephens Biondi DeCicco, Inc. Stern, Bert 83, 87 Stern, Herb 128 Stevens, Jack 118, 119 Stinger, Joy 61 Sugasawara, George 128 Suzuki, Tom 118, 119

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124

TRIANGLE COLOR COMPANY Producers of fine color since 1918 1026 North Water Street Milwaukee 2, Wisconsin

Tompkins, Frank 138 Trafficanda, Gerald 140 Trinkaus, Ted 38, 49, 137 Tanner, Phyllis 60 Urie, John

"I do many pencil preliminaries before starting a drawing, and I use Blair Spray- Fix ® to hold each one.

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~Robert Fawcett

Blair Art Products, P.0. Box 8648, Memphis 8, Tenn.

COLORFLEX ____,J,_ makes your colors ~ behave on acetate

125

Valkus, James 113 Van Benthem, Richard. 131, 133 Varga, Arnold 49, 84 Vine, David 98 Vise, John 120 Von Schmidt, Eric 127 Wakeford, Kent 125 Walker, Todd 83, 112 Weare, Luther 112 Weber, James A. 61 Weber, John A. 90, 124 Weber, William 78 Weckler, Charles 110 Welliver, Norma 82 Wheeler, Robert 87 Whistler, James A.M. 109 Williams, Chuck 122 Wilton, Cliff 45 Womack, William 58 Woods, Don 118, 119

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e 2 models, 4 and 6 fl. ozs . with refill funnel at leading art supply stores

Valvespout CONTINENTAL ARMS CORP. 697 Fifth Ave. N.Y. 22

$2.00

Index to Clients/Advertisers Represented ABC Television Network 98 Advertising Women of New York 42 Aerospace Corporation 95 Allen Pharmacy 68 American Osteopathic Association 41 American Petrofina 96 Ansco 80 Armstrong Cork Company 71 Art Directors and Artists Club of San Francisco 44, 45 Associated Design 54 Bank of America 131 Baxter & Korge Studio 52 Jerry Berman 51 Dr. Barry Bleeck 67 Boeing Wichita 122 Austin Briggs 46 Budweiser Beer j Anheuser Busch Brewing Co. 132 Butte, Herrero & Hyde 51 California Cobblers, Inc. 61 Capitol Records 103 Catalina, Inc. 73 Chevrolet 135 Chun King Corporation 130 Columbia University Press 101 Competition Motors Distributors, Inc. 107 The Composing Room, Inc. 53 Container Corporation of America 31, 40, 86 Cooper & Beatty, Limited 55 Harvey Cort 137 Dallas Theater Center 66 Detroit Art Directors Club 56 Dick the Tailor 91 Die Kunst Gallerie 120 Dot Records 102 Doubleday and Company, Inc. 100 Martin Drayson Associates 64 DuPont Dyes & Chemicals Division 34 Durene Association 77 Eagle Shirtmakers 89, 98 Edwards Pharmacal Company 58 Electronic News 43, 45 Ewing-Galloway 90

Glendale Graphics 37 Gordon's Gin 85 Graphic Process Company 44 A. Harris & Company, Dallas 63, 111, 117 William Hayett, Inc., Displays 47 Alfred Hitchcock 142 Roffman-LaRoche Limited 58 Holiday Magazine 118 Bob Hook Chevrolet 105 House of Today 57 Hunt Foods & Industries, Inc. 83, 87 Institute of Radio Engineers 117 International Business Machines 83 International Design Conference in Aspen, 1960 41 International Minerals & Chemical Corporation 68 International Paper Co. 69 International Printing Week 114

the Second Color

Jaguar Cars, Inc. 88, 108 Johnson &Johnson 64 Kaiser Industries 121 Royal Kane 49 Kimberly-Clark Corporation 59, 126 KNXT, Los Angeles 128 Koret of California 110

We really can't describe this visual reference tool with words. We can't even name the colors except perhaps as bright orange, reddish orange, redder orange, orangey red and so on through our whole range of selected colors and tint combinations with black or other colors.

Landphere Associates 51 Lane Galleries 31 Lawry's Foods, Inc. 60 Jack Lewi & James Shade 53 Litton Systems, Inc. 123 Los Angeles County Museum 119 Los Angeles Museum of Science and Industry 69

The Second Color weighs about three pounds including the vinyl multi-ring binder and it's the first time anyone has seriously dealt with the subject of getting the most out of a color in printing. A couple of pages are meant for printers ... unless you're curious about how a printer is going to be able to reproduce from your art. Besides the text, there are 4 7 color guide charts. (Most of them are foldouts because they're twice as big as the book.)

Macy's, New York 75 Paul Masson Vineyards 89 Mattei Toymakers 134 May Co. Realty Division 93 The McCullers Press 50 Mercedes-Benz 88 The W. S. Merrell Company 62 Millers Falls Paper Company 33 The Mirisch Company 74 Modern Bride Magazine 128 Modern Medicine Magazine 35 Morton Salt Company 105 Motorola Aviation Electronics 109

If you never prepare any jobs with two or more colors -. .. or never expect to ... forget this. But if you design or produce anything with color, you can't afford not to have this book. Seeing is believing. Order it ... if what we have said isn't so, you can return it in ten days {if you haven't spilled coffee on it, or pulled a few of the pages out) and get your money back. Only $12.

Fairchild Publications 43, 45 Falcon Divisionj Ford Motor Co. 133 Ferro, Mogubgub & Schwartz, Inc. 141 Bernard Nagler Advertising Design 54 National Distillers 129 Friskies Divisionj The Carnation Company 131 Nationwide Insurance Company 73 Neiman-Marcus 82, 112 Geigy Chemical Corporation 62 New York Racing Association 76, 115 General Board of Christian Social The New York Times 118 Concerns of the Methodist North American Aviation, Inc. 112 Church 111 General Dynamics; Astronautics Pacific Gas & Electric Co. 135 110, 116, 118, 119 Pacific Northwest Bell Telephone Company 72, 77 General Dynamics Corporation 78, 115 General Printing and Lithography 55 Pacific Semiconductors, Inc. 122 Genesee Brewing Co., Inc. 134 Paramount Pictures 142

r------------- -CA, 809 San Antonio Road, Palo Alto, California

I would like to place an order for "the Second Color."

D Check or money order enclosed for $12 .

D Please bill me for $12 plus postage.

Name ----------------~------------------Company

Address - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -

CA. December '61 California residents· add 4% for state sales tax .

Parisian Bakeries 59, 94 Photographic Illustrators Group 39 Pittsburgh Corning Corporation 37 Pratt Institute 113 Otto Preminger 42, 67, 97, 107 Presbyterian Church in the United States 129 The Push Pin Studios, Inc. 48

DESIGNING ALOUD

by WALTER LANDOR

Qantas Empire Airways 85, 90 Rainier Brewing Company 79 Ralston Purina 133 Rand MeN ally & Company 62 TheW. T. Rawleigh Co. 63 RCA Victor 104 William Richards Associates Inc. 49 Riegel Paper Corporation 63 Mario F. Risso 46 Riverside Cement Company 58 Donald M. Roberts 33 Robertson-Montgomery 48 A. H. Robins Company 43, 64, 65 Rous & Mann Press Limited 53

28

San Francisco International Film Festival 113 School of Visual Arts (NYC) 36 Sealy Mattress 41 Simon & Schuster 101 Smith, Henderson & Berey, Inc. 49 Smith, Kline & French Laboratories 122 Society of Typographic Designers of Canada 115 State Testing Laboratories 38 Robert L. Steinle 38 Studio Artists, Inc. 116 Studio Photographic 54 Sunlite Bakery, Inc. 106 System Development Corporation 109 Texas Instruments Incorporated 117 Time International 35 Trinka us, Aron & Wayman 49 TV Guide 70 Union BagjCamp Paper Corp. 81 United Artists 42, 97, 107, 114, 136 United Church of Christ 127 U. S. Army 102 United States Steel 84 Universal International 138, 140 University of Cincinnati 100 John Urie and Associates 125 Varian Associates 123 Verve Records 104 Volkswagen of America, Inc. 39, 90, 92, 124 John Wagner & Sons 57 Warner Brothers 139 WBBM-TV, Chicago 32 West Associates 34 Westinghouse Broadcasting Co. Westinghouse Electric 86, 87 Billy Wilder 74 Wohl Shoe Company 61 Wyandotte Olives 106 Zeidler & Zeidler, Ltd.

38

65

Ring in the Old As our holidays become more and more frantically merchandised ( lady Santa Clauses, Thanksgiving rock-and-roll dances, and Easter gifts for the doorman ), a growing throng is advocating a return to the oldfashioned spirit of celebration.

We join this sentimental group, and propose a return to the oldfashioned New Year's as well. What this country needs, for example, is more New Year's resolutions.

May I suggest a New Year's resolution for those who are involved with packaging in apy way- whether as manufacturer, agency art director, or designer.

The resolution: to lock yourself up in a quiet room, evaluate your packages objectively, and then act on this evaluation.

We suggest the following points on which to base this judgment: 1) How does your package look from 12 feet? Does it stop the eye ahead of competition's; does it convey the feeling of the product even before one is near enough to read commodity and brand; does your package in mass display set up an intriguing visual pattern leading the eye from package to package?

2) At arm 's length? Does your package have maximum impulse purchase appeal; does it look the best buy in relation to apparent quality and size; do your brand and product names achieve instant recognition without canceling each other out in their bid for the consumer's eye?

3) In your hand ? Does it inspire confidence, does it look like a sound, reliable firm is behind it; does it look like the best quality in its price class; does it have a plus feature, the merchandising extra in design or copy, which makes the housewife feel you really have her interest at heart?

4) In use at home? Is your package nice to have around, does its design ((wear well "; is it easy to handle, store, open, use; is its design personality strong enough to make people remember it, and reach for it next time they are in the store?

CA, D ecember '61

The intuitive designer can feel many mood possibilities suggested by the subtle, undefined color of Pine Tree Text.

A rural scene, a dusty Civil War battlefield, a desert missile launching base, an ethereal backdrop for a contemporary chair ... into whatever realms his skillful design intends to lead the reader's imagination.

Pine Tree Text can add that something extra to the modest-budget job-giving a feeling of color, yet costing only slightly more than equivalent white stock.

This is #91 Brown. Pine Tree is also available in #90 Rose, #92 Blue, #93 Green and #94 Rainbow.

This unusual paper is now offered in both text and cover weights. Sheet sizes for text are 23 x 35, 25 x 38, 35 x 45, and 35 x 46.

For cover: 23 x 35 and 26 x 40. Both weights are suitable to any printing process.

For samples write to: Arthur Schroeder Paper Co., Inc. 420 Lexington Avenue New York 17, New York

PIKE TREE TEXT AHn COVER This is #91 Brown. Pine Tree is also available in #90 Rose, #CJ2 Blue, #93 Green and #94 Rainbow.

This unusual paper is now offered in both text and cover weights. Sheet sizes for text are 23 x 35, 25 x 38, 35 x 45, and 35 x 46.

For cover: 23 x 35 and 26 x 40. Both weights are suitable to any printing process.

ARTHUR SCHR O EDE R PA PER CO., Inc. 420 Lexlnston Avenue, New York 17, N.Y. Agents for Pejepscot Paper Co., Inc. 91 years of quality, dependability and progress in paper

D

31

Lane Galleries Vance Jonson, designer Unigraf, studio Byron 's Litho Arts, printer

Announcement of a successful buying trip through Europe and the Orient and loads of new objets d'art brought back by the owners of this art and gift gallery. 12112 x 19, spectrum was reproduced with a split-fountain

CA, D ecember '61

Container Corporation of America John Massey, designer / art director James Higa, designer / artist Package containing a dozen 4-inch coasters, each with a different design and color combination, to promote the printing potential of corrugated board

DIRECT MAIL

32

•••••••• •••••••• •••••••• •••••••• •••••••• •••••••• •••••••• •••••••• ·······~~i WBBM-TV, Chicago Arne Lewis, designer Mort Rubenstein, art director Herman Aronson, production supervisor Crafton Graphic Company, printer

71 consecutive "firsts" suggested its own solution. Problem was to find a stock which matched pistol target paper. (Target stock is unsized, stretches when subjected to two offset impressions.)

Multicolor Endleaf Cafe, 27¥2 x 31, red targets and black type.

Punching 71 "bullet holes" also gave production a workout.

CA, D ecember '61

/

/

Millers Falls Paper Company Ramon Folta, designer Richard R. Bruce, Inc., agency Invitation to lunch at the paper products convention is hand-folded of Old Deerfield Bond, white. 131!2" long.

Donald M. Roberts Eva Dickstein Roberts, designer / illustrator Ozalid reproduction of a pencil sketch on tracing paper served to give a quick, bold story of an architect's temporary move to research an unusual project; 17 x 14 33

..,.d CA. D ecember '61

DIRECT MAIL

West Associates Lloyd Chase, designer / illustrator Hurd/ Moon, Inc., lithographer Christmas greeting consisting of a title card and twelve individual cards for each day of the song "The Twelve Days of Christmas." Three colors, litho.

DuPont Dyes & Chemicals Division Edward G. DeMartin, designer / art director Bob Hayman, photographer One of a series aimed at inspiring the use of colored paper as a creative design element. Steno's notebook was bagged in a brown paper sack with bright orange mailing label.

Paper stocks include Mead Potomac Cover, Northwest Carleton Bond, Appleton Toughcheck, and Peninsular Tuscan Cover.

34

CA, D ecember '61

Time International Seymour Chwast, designer Seymour Chwast, Milton Glaser, and Reynold Ruffins, illustrators Lou Klein, art director The Push Pin Studios, Inc., studio Time builds good will with an uncommercial "Book of Riddles." 6Vz x 6Vz, three-color, litho

Modern Medicine Magazine George Rumsey, designer; art director Roger Lundquist, illustrator Bozell & Jacobs, agency 9 x 12, hardcover, deluxe "book" announces a new format, new editor and improved content for "Mod~rn Meqicine" to advertisers.

Thirty pages carry the copy message, balance are dummy pages hollowed ·out to act as container for preview copy of. the revamped magazine. Cover is colored French Marble Paper.

Other stocks include Unweave Della Robbia, Tabasco; handmade Nideggan and Wyomissing Flint Glazed.

CA, December '61

35

School of Visual Arts Milton Glaser, designer Staff, School of Visual Arts, illustrators The Push Pin Studios, studio Lady Godiva as interpreted by 12 illustrators-announcing an exhibition by the faculty of the illustration department: Tom Allen, Jack Wolfgang Beck, Cliff Condak, Robert Frankenberg, Milton Glaser, Phil Hays, Russel Hoban, Eugene Karlin, James Kearns, Chaim Koppelman, Jerome Martin, Robert Andrew Parker, Jack Potter, Robert Shore, Clyde Smith, Robert Weaver. Black and white, 5% x 4%

Jerome Martin

; Phil Hays

36

CA, D ecember '61

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Pittsburgh Corning Corporation Elmer E. Yochum, designer / art director Leonard Schugar, photographer Beacon Art Studio, studio Ketchum , Macleod & Grove, Inc., agency Mailers introducing a new line of sculptured glass blocks to architects feature photographs with lyrical quality of light and design in architectural settings. The commercial was limited to a 3-inch gate fold . Sheet fed gravure, 11 x 14 plus gate fold

37

Glendale Graphics Donald A. Mackay, designer/ illustrator To provide New York with some non-photographic postcards, free-lancer Mackay drew the pictures, wrote the copy, registered a business and had them printed. Black on 12 pt. Champion Kromekote, 5112 x 8'12

CA, December ' 61

Zeidler ·& Zeidler, Ltd. Lloyd Chase, designer / illustrator Roger Kennedy, art director June Chase, copywriter West Associates, studio G. R. Huttner, lithographer Unusual clients requested an unusual mailing piecebut had only a limited budget. 5 x 5, kraft cover and matching envelope, Warren's Antique text

{ COOKOUT! )

38

Robert L. Steinle, client/art director Maurice Yanez, designer; illustrator Advertising Designers, Inc., studio Host/copywriter Steinle believes invitations " go a long way toward establishing a party mood in advance."

French fold, 51J4 x 7%, Strathmore Pastelle, wh ite

State Testing Laboratories Ted Trinkaus, designer ; art director Trinkaus, Aron & Wayman, studio 81/ 2 x 11 ; one of a series of mail ers to announce and 'sell the varied services of a Connecticut laboratory

CA, D ecember '61

Volkswagen of America, Inc. Murray Jacobs, designer / art director Murray Duitz, photographer Doyle Dane Bernbach, Inc. (NYC), agency Lift, as the license plate says and there is the engine in the back and it only weighs 182 pounds.

11 x 14, color, two sheets laminated

39 Photographic Illustrators Group Norman Gollin, designer / art director Milton Zolotow, lettering Gollin, Bright & Zolotow, studio 11 x 14; photo is black/ brown duotone

CA , D ecem ber '61

DIRECT MAIL

YOUR DAY BEGINS •••

40 Container Corporation of America John Massey, art director 111/z x 14 portfolio contains "Great Ideas" , reprints of Container Corporation 's ads for '58-59-60

POR T FOL I O OF G R EAT IOEA S

CA, December '61

..

AdvertiM!nefM fw1 8 t58-58-eO

THE NIGHT BEFORE You're about to be manied. Every wa.kinat«::nd ilfiUed wilh plarufor your weddina and your new home. This

isthetimetoplanwisely . . • timetorememberthatnotbiniismoreimportant tbantbemattreuandboxaprinayou buy if you and your buaband an to atantheday fullofenerty. For many

Jirb.marriaaemeansalltbec:oncema of carina for a new home combined withouuidework fromninetofl.ve,ftve day&a week.Withalllhil,you111till want to be tbepleau.nt, eheedulairl thatyourhusbandma.rrled.Thiawi.llbe DOproblemifyouaettbeproperreaton

a mattreu with ita own box sprina. one dcaipedtobccorrecrforyou.

SleepialhedelermininJfactorin bow eve.ryoew daylooU to you. The ri&h t mattreu and box 1prina will make

a dif[erence in you and your happineu.

Proper beddin1 can protect you from fati,ueandbac kac.heaandjuat pla.in make your houn of aleep more rcttful.

Sealy Mattress Virgin ia Gianakos, designer / illustrator Modern Bride Magazine; Ziff-Davis, publisher SV2 x 6 booklet tells the bride how to select a mattress.

Cover is Champion Kromekote, insert is Japanese hand-made Chiri

American Osteopathic Association Jane an.cl Ed Bedno, designers John Dickinson Schneider, printer Promotion piece for a new magazine, D.O., plays on the initials, using other well-known initials in pun-like copy tie-in (A.M.fresh and bright as a new day). Each tab, pulled down, reveals D.O. in a color, brief copy message. Seven colors, 5112 x 13

International Design Conference in Aspen, 1960 James Cross, designer 61/ 4 x 12Vz

.

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41

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CA , D ecember '61

42

Advertising Women of New York/Holiday Magazine Rene H. Bittel, designer; art director The Bettmann Archive, illustrations Sudler, Hennessey & Lubalin, studio 12 x 15, black ink on three colors of Mohawk Vellum

'JVt>l>y L..J"'fs. 'Wt'rt Jtllfbi<J .. """')'"""'"" "''"'*'-"'Y""'·•-t.rk.ldss-io-tbdark&n.c.u£o 1loliJay. fro,. :MaJiroM .Aw,.wt, :Nt!D Yor~. •o 1rot<• :Ha..n.... bop . .. j ... ~oog ._t, 1ofoc~,for tl• Offlcm, Dlrtd«s o.J .?lftoobtrs of l~t .AJotrtisi"l 'Woflltlil of ?olt tD York. :Me. to uy • IH•rtftlt tlur,.L to tbdr cNnt~ifll traotlli"'

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~ork~~;r;/;h

CA, December '61

United Artists/Otto Preminger Saul Bass, designer Dave Nagata and Don Jim, photographers Si lverlake Lithographers, printer Invitations to the world premiere of "Exodus" were actually burned at the bottom with a heating plate rigged to a book-rounding machine. Die-cut, 4-color on double thkk Sunray Vellum Opaque; 5 x 8

A. H. Robins Company Ronnie Seichrist, designer/ illustrator Frank Mann, art director W. M. Brown & Son, printer One of a series mailed to doctors, each featuring a quotation from literature pertinent to food or digestion. 8¥2 x 11, color

43

Electronic News/Fairchild Publications Maurice Mahler, designer /art director Lionel Kalish, illustrator 16-page 9V2 x 12V2 broadside with copy keyed to nursery rhymes features four different colored stocks and four different color combinations: blue and black on lavender; orange and black on ochre; green and black on blue, and magenta and black on brown. Stocks: Strathmore Beau Brilliant, Schlosser Multicolor, Mead Potomac Cover

cJ.mple Simon met a71-man Bound for fair, "We'll know;• said they, "What's cookin' :· '\..ause E~ will be there.

CA, December '61

ADA/SF INVITES YOU AND YOUR GUESTS TO AN EVENING WITH ROBERT ANSHEN MR. ANSHEN IS A PARTNER IN ANSHEN & ALLEN, ARCHITECTS. AMONG NOTABLE. DESIGNS WHICH HAVE WON HIM INTERNATIONAL FAME ARE THOSE FOR EICHLER HOMES & APARTMENTS, THE INTERNATIONAl BUILDING & THE GOLDEN GATEWAY PROJECT. HE WILL DISCUSS ART, DESIGN, ART DIRECTION AND ARCHITECTURE

44

Graphic Process Company Frank Page, designer; illustrator Tri-Arts, studio " Keepsake" mailing piece, 11 x 17

Art Directors Club of San Francisco Jerry Berman, designer 11 Vz x 14¥2

The Buckleys Jerry Buckley, designer / illustrator 15 x 17, black on brown stock

CA, D ecember '61

WI:'VI: GOT A NIEW 80AROIER. Her n•me Ia Nor• le•n Littman and w•l•h• 7 lb•. I oz. Site arrWed 011 Febrv•ry 2JNI. •o•emary,Wally and ICarer are happy to ltal'elter.

45

The Littmans Wally Littman, designer / illustrator Rosemary Littman, art director 6 x 9, 100-lb. Champion Kromekote

Art Directors and Artists Club of San Francisco Cliff Wilton, designer Peggy Greenfield, copywriter Pictures and copy from the Exaggerated Twenties brought forth the desired crowd to "meet the Elite" (CA-61 jurors). Paper stock was "genuine antique (faded) finish "-having been dug out of the printer's cellar. 91f4 x 14 Electronic News/ Fairchild Publications Walter Lefman, designer Walter Lefman and Leo Kaye, art directors Screen-0-Matic, photograph Associated Design, agency 4-page, 11 x 81/2; magenta, orange and black on gray fibretint stock

CA. December '61

for artists, agencies, graphic organizations

William Hayett, Inc., Displays Bob Gill , designer / illustrator Reba Sochis, art director Sochis Advertising & Promotion, agency 22 x 17, silk screen in black and gold on brown Flint Paper

Austin Briggs Suren Ermoyan, designer Austin Briggs, illustrator BBDO (NYC), agency M. H. Lavore, printer 38 1/z x 15. Halftone and three silk screen colors on 100-lb. Silkote, white, overlayed with a tracing paper, Bitegens. Left panel (transparent green), right panel (transparent red) and opaque black type are printed on the tracing paper.

46

Mario F. Risso, designer 12 x 20, silk screened in 3 colors on kraft wrapping paper; card is hand-inserted

CA , D ecember '61

47

NEW ADDRESS: WILLIAM HAYETT INC., DISPLAYS 207 WEST 25 STREET, NEW YORK CITY 1, WATKINS 4-8518

MAllS iJJUI __ tO sogJETA d' ILLU$TRATORI

f28 EST 63 RUE CA, D ecember '61

SELF· PROMOTION

- ................._._.,

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48

The Push Pin Studios, Inc. Seymour Chwast and Milton Glaser, designers 3 x 5, five color offset on Kromekote

Robertson-Montgomery James Robertson and Bruce Montgomery, designers Chapman Press, printer 12 x 14, purple and black

\

\

' CA, D ecember '61

•

49

Trinkaus, Aron & Wayman Ted Trinkaus, designer/ illustrator A mailing piece to arouse interest in the pilot film ventures of a graphic design firm, printed from a portion of the film. 8Vz x 11

William Richards Associates lnc.;Royal Kane Arnold Varga, designer Gateway Studios, studio 3¥.t x 91!4; black, red, green; letterpress

Smith, Henderson & Berey, Inc. Hal Josephs, art director /designer Carl Fischer and Arn Lowenthal, photographers Neil Calet and Edward Mandell, copywriters 6 x 7, black and white

CA, December '61

SELF· PROMOTION

50

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The McCullers Press William E. Bond, designer/illustrator 17 x 35, color, mailers designed for framing

CA, December '61

rt Director Advertising .gency Sc..n 1?rc.ncisco .

C""liforn:l..a

Jerry Berman, designer Typewriter, red seal, and rubber stamps on plain white envelopes (which also contained the artist's business card) created this personalized moving announcement. Recipient's address appeared in upper left corner.

51

Butte, Herrero & Hyde Bruce Butte, designer Bill Hyde and Bruce Butte, illustrators 11 x 14, purple and black on white

Landphere Associates Dave Broad, designer/ iII ustrator 17 x 22, black on tan stock

CA, December '61

SELF· PROMOTION

Rous & Mann Press limited Jack Birdsall, art director /designer Full page black and white ad in the Toronto Art Directors Annual. An actual hair glued to the artwork was used in production.

Jack Lewi & James Shade James Shade, designer / photographer Jack Lewi, copywriter 11 x 14, on Warren's Lusterkote

52 The Composing Room, Inc. Lester Beall, designer/illustrator Clarence Lee and William Joli, photographers Percy Seitlin, writer

Baxter & Korge Studio Fred J. Korge, art director Tom Ballenger, designer Hand printed from wood block, 4 colors-yellow, orange, gray and black-on standard construction paper, brown. 18 x 24

CA, December '61

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" 53

The narflesofthanewsuburbandevalopments achoed ,the lost countrysideFresh Meadow, Oak Ridge, Hidden Bluffs, Hillside, Rlvarsadge, Brookdale, Birchfield.

Soma oftha older members

oftha!h3·and4·carfaml!les notlcadthatthaaraas had b&enlald outwlthoutsldewa\ks, andona llvlngroom. bookshelf tharewasanalbumwlthsnapshotphotogrtJphs showlngrutsandmudmo~.Jnds

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ABOUT U.S. eKperlmental typocraphy by American designers

a..O..ot16-paaalnsertsrtprlnt.clfrom OtiiOIIUCiftf'ltiKL.Iflphicartsmaaaztna,Stuttprt,. ~ny.

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CA, December '61

SELF· PROMOTION

Associated Design Walter Lefman, designer Walter Lefman and Leo Kaye, art directors Arn Lowenthal, photographer 24% x 10, accordian-folded

54

No Sucl1

Bernard Nagler Advertising Design Bernard Nagler, designer Actual canceled stamps pasted on 8Y2 x 11 ch ipboard

MOVED · STUDIO PHOTOGRAPHIC 2717 • GRATIOT TEl·W0·53030 REP·P·OORMAN PHOTOGRAPHER 0. GRIPENTROG

Studio Photographic Anthony J. Nelson , designer

Dennis Gripentmg, photographer

CA, D ecember '61

55 TORINO

"We're flagwaving! and with good reason. From Nebioto, Italy comes an exciting new type, Torino, acclaimed throughout Europe and the United States, now available in Canada at Cooper & Beatty, Limited. Here's a letterform of classic Italian proportion, perfectly General Printi ng and lithography suited to contemporary desiqn. In foundry type, 14 to 48 point, Torino is the answer!

Norma n Goll in and Milton Zolotow, designers Milton Zolotow, lettering Goll in, Bright & Zolotow , studio David E. Larsen , Advertising, agency

34 X 44

Cooper & Beatty, limited Jim Donoahue, designer Allan R. Fleming, art director 7 x 10 ; envelope was also orange and green stripes

CA, D ecember '61

Doubtful BORING

Methods HOURS . _

Gobetween MODESTY

Industry 3 OLDTIME ·-

Perambulators COURTESIES

Ciwice Design RIGHTEOUS ·-

.. ___ Revelations of$ ORNAMENTED

Economical215 KNIGHTHOOD .. __ _

.. ___ Stock Grabbers 34

TRUE FRIENDS

Secret Oustu."ians

UPPERTENDON ·---

Underhand Sneaks and

YOUNG CIDPS OF 19~

Breahwck R<u:es $8,9

FWWJNG STREAMS ,_

Imputial and di!ereet legal

FINANCIAL PL&THORA 9

F..UU!a (or PI!TIIOIIIJI289

DBXTBROUS HANDLING .. -

ABCDEFGH!JKLIINOPQRSTUVWXYZ!tl!84567890

A.BCDBFGH/JKLMNOPQRSTUYWXYUI/294667890

abcdolgbijklmnopqrs luTW xysfi ~ftllllll. ;-:; I I)]

abcd•fgAIJkl••opqralwvfDzl•"'lffllfllfl ., '-:;11 )}

SELF· PROMOTION

how do you like your eggs in the evening? with six smiling, shapely, seductive, svelte sirens? with the most unusual program of entertainment you have been to in a long time? with awards and recognition for your efforts? with a full-course dinner and cocktails? with everybody who is anybody in creative advertising? with the unusual spectacle of art directors and copy writers sitting side by side in peaceful coexistence? if this is the way you like 'em, join the rest of us at the statler hilton,may 26, 7pm. wives, friends, clients ·welcome. 12 deductible yankee dollars for the entire star-studded evening!

56

Detroit Art Directors Club Barron Hoffar, designer/ copywriter Phil Fosket, photographer 28\12 x 23 , brown and purple on buff stock

CA, December '61

57

John Wagner & Sons Digby C. Myhre, designer Jack Peterson and Oriel E. Bond, illustrators George C. Morris, art director Halftoned gold lacquer, white and black over bright tinplate

House of Today Robert Pease, designer1illustrator G. Dean Smith, studio Ochre and black on deep brown kraft

CA . December '61

PACKAGE DESIGN

IIIVI:I , Ill IE

CE

Edwards Pharmacal Company William Womack, designer/ art director

58

Boatright- Huckaba, studio

T

Cole & Company, agency

Riverside Cement Company Craig Protsman, designer Tony Haller, art director Charles Day, studio Carson / Roberts/ Inc., agency

Hoffman- La Roche Limited Rolf Harder, designer H. P. Decker, art director

CA, December '61

59

KIMBERLY-CLARK BUSINESS PAPERS Kimberly - Clark Business Papers Morton Goldsholl and Saul Bass, designers Morton Goldsholl Design Associates, studio Hy Hoffman, art director

Parisian Bakeries Marget Larsen, designer Robert Freeman and George Dippel , art directors Weiner & Gossage, Inc., agency

CA, D ecember ' 61

Lawry's Foods, Inc. Saul Bass, designer Phyllis Tanner, illustrator

60

Lawry's Foods, Inc. Saul Bass, designer Phyllis Tanner and Art Goodman , illustrators Brown and black on bleached kraft

CA , Decem ber '61

Wahl Shoe Company Joy Stinger, designer Paul Schipke, illustrator James A. Weber, art director Black and ochre 61

California Cobblers, Inc. Robert R. Overby, designer Locke C. Miller, art director Hixson & Jorgensen Inc. (LA), agency Ochre and orange

CA . D ecember '61

PACKAGE DESIGN

Geigy Chemical Corporation

62

August Maurer, designer Ray Cicero , photographer Jurg Schaub, art director Geigy Art Dept., studio

Rand McNally & Company Bruce Beck, designer Gus Methe, artist Chris Arvetis , art director Bruce Beck Design, studio

The W. S. Merrell Company Ernst Roch, designer; art director

CA, D ecember '61

Riegel Paper Corporation D. M. Gorski, designer/art director S. Greenberg, photographer Four-color

63

TheW. T. Rawleigh Company Fred Mintz, designer Sid McCalla, art director Westgate Graphic Design, studio One of a family, color coded by product; quarts and gallons

CA, December ' 61

PACKAGE DESIGN

A. H. Robins Company Ronnie Seichrist, designer Pat Osso , photographer

~lU OH ••90f\1\HJU

Frank Mann, art director

MICRIN

Red and black

64

O R A L A NTISEPTIC FOR M•, THNA5> •, A

Johnson & Johnson Donald Deskey Associates, designer Martin G. Prehn, art director Young & Rubicam, Inc. (NYC), agency

Martin Drayson Associates Donald A. Burgess, designerI illustrator Herst litho Inc., printer Color, black box

CA, D ecember '61

A. H. Robins Company Ronnie Seichrist, designer/ photographer Frank Mann, art director

65

Westinghouse Broadcasting Company Milt Dubins, designer (box) Saul Bass, designer (logo) Grey Advertising, agency Shipping carton for TV show tapes

.... ··········· ············ ...... ....... ...... . ......·····...... .. ············ .... .. ··········· .. .:..... .······ ..······ ······· : : ..... :

Black on white corrugated

I tl I I

o

o I I ' ••

o o• o I '

··········· .... ..... ::·:: ...::. ..:: ·····::.... ,, ........ ::: ::: .. :::::::::::· :: ····· .. :: :: ::: :: . .·. ::. .·. :······ :·· .. .······ ····· ..... : ~· ·•·

CA , D ecember '61

...........

•~

OTTO PREMINGER PRESENTS

•

ONE PRICE GLASSES HENRY FONDA

··cRITIC'S CHOICE Otto Preminger Saul Bass, art director / designer Art Goodman, illustrator Theatre poster; silk screen; black, orange and purple on white

1

2

3

DR.BARRY BLEECKo.o. 4 NO-LINE BI-FOCALS & CONTACT LENSES

5

COMPLETE EXAMINATION FOR PRECISION PRESCRIPTION

6

PIICE li'CLUDU AJrT nAJCE Of TKI OmC& AJfD THOIOUCH IXANDfAnOR UD rrTTDfQ

7

8

Dr. Barry Bleeck, 0.0.

Milton Zolotow, designer Jay Dom, illustrator Gollin, Bright & Zolotow, studio Optometrist's window poster; silk screen; black, green and red (bars) on white

CA, December '61

67

PERMANENT DISPLAY

Allen Pharmacy Allen Porter, designer Seymour Rosen, photographer Porter & Goodman Design Associates, studio Brand -Worth Associates, fabricator Free-standing sign in the forecourt of a medical building. A plastic faced, aluminum structure, internally lit; photos and old engravings are black-and-white translites sandwiched between two sheets of plastic. Lettering and background colors are silk screened and each of the panel colors-orange, ochre, blue-acts as a color tone through the photography.

68

International Minerals & Chemical Corp.

Morton Goldsholl , James Logan and Susan Karstrom Keig, designers Morton Goldsholl, art director Spanjer Bros., fabricator Tying-in with the double hexagon trademark, a style for all company signing was established. Framing is satin-finished aluminum, globe is spun aluminum inset in smoked glass, panels are baked enamelgreen and white, blue and white, black and white.

CA, December '61

Los Angeles Museum of Science and Industry Virgil Eisner, designer/ illustrator Latham, Tyler, Jensen, Inc., industrial design studio "One of Natures Miracles," a permanent exhibit telling the story of egg embriology. Six large backlighted transparencies (from art) are keyed to a three·minute tape recording.

69

International Paper Company The Chartmakers, Inc., designer/ studio Albert H. Vela Co., Inc. , printer Sales tool for the Southern Kraft Division of International Paper. A compact binder, this kit is quickly set up as an easel, shows commarcial samples, printing information available type styles. Compartment below easel contains a plastic bound color guide with samples of thirty different colors printed on each of twelve papers.

CA, D ecember '61

· GrantetJ. the Gard~~, Report h"'!ps us u1lderstaod why ads \\OrM '"TV Gt"d"' • , butY.tkne ... kmaaeothattheyttoworil

Success tsa good critenon-end •t·s pretty hard to

TV GUIDE

beattsmagazinethatsup51' "tn&drevenue"

70

"T!letf ftrst quarter ao revenue 1s up 46~-anct than bucktn~ a trend with somethn'lg to spare •

•·

• 7,600.000 weeloly averat: , Wtth adverttSJOS reo.,enue up 46't . ''

TV Guide Elmer Pizzi, art director Austin Briggs, illustrator Gray & Rogers (Philadelphia), agency

CA, December '61

TV GUIDI

In rour prirat<' li1to/ the ciri/i:::ed tliill,!!.\ of lik . to {/(ld Palatial l inyl Corlon.floors.

I "lilt till/ I 111111 11 i1fl

\ ,.

tlt

,,,,I,,.,,

I

1\

71

WRiTe TO I'"'TII-.,UI • Tt.: 'lU C W IT, - AI \1.01

"''~ ... nc"t Quc~cc

l.._\,

-' 1':"'(' nNl'O I-'""C'-\$1(

1c lilA ~.~.. 1n ... ' "' ... '" ",' th~;

r"'h,u

PC ... t..,S\'1\"''""

I"' C:A"-'AO <\ 1:\qll .11 bIll'\ f)t0

A rmstrong

VINYL FLOORS

Armstrong Cork Company William H. Gale and Harry Olsen, art directors Maurice Jacuto, photographer (left) Melvin Sokolsky, photographer (upper) Jack Potter, illustrator (lower) Color; photography and art combined to illustrate how this flooring material blends with textures and moods of "natural" things.

This picture IS he.!re to tell you that a floor of Trsserol Vinyl Corlon soe!i with rd.n:rd. C.lrdrt rrorlr juc.t clS harmoniously .hit gocs \\tth bcauhful furni hm~. But a sample of Tr icra 1 worth J thou ami pu;turt·'· Send for one <free, of c.::ours<"t \\'rite Armstrong. 6JO.l Thoma RoJ.d . Lancasl·r. Penn~ylv.mi.J. In an.1da , C¥pt ;tJ .. U. Box 910, 1ontreal.

Q. Tcsscra Cor1on is one of the fJmous A rmstrong LV IN~ FLOORS

r.

CA, December '61

AD CAMPAIGNS

(Today it costs tess than S2 to catt coast-to-coast!)

Pacific Northwest Bell Telephone Co. Curtis Fields, art director / designer George Albertus and John Larrecq, illustrators Guild, Bascom & Bonfigli, Inc. (SF}, agency Newspaper ads

Catalina, Inc. Bruce Melin, art director/ designer Tommy Mitchell, photographer Grey Advertising, Inc. (LA}, agency

72

Color

(Today it ta~es ju,t pin-money to call across the country)

LobbyiSt Her office is her living room ... o r her kitchen. There's not much of a staff on thes~ premises. And when she uses the phone, she's as apt to swap recipes as confirm a date

with the League of Women Voters. Not the usual kind of lobbyist we read about in newspapers. She's Mrs. Grassroots he~lf-relying on the simple power of ballpoint pens and 4¢ stamps. But ask her about new school construction, or old age assistance, or foreign aid.

She has her own ideas . .. and cares enough about them to take a stand. Why, she wonders, should Americans express themselves on Election Day, then go back into political hibernation ? Democracy is a year.round, year·in, year-out job. The more we participate in it, the better its chances for survival in an uneasy world.

fJ.S. Hrrt'lhm•'HATtof!WtOl fK«1inll4'i141/iiiH'f'«lwJ: Throu,ht'Oft• limtllfi.Jvhotylftfi'/l~l "offltmvpolky#lollhn(lflliq~ I" A~I

~

- ~ ~

~t:§~:i;::.::~~~?~~:~: ~

CA, D ecember '61

73

Nationwide Insurance Company William Pitts and Sydney left, art directors leonard Nones, photographer Ben Sackheim, Inc., agency

Impostor He calls himJelf a manager. And be can back his claim with the title on

Enemy Not Anivar Urbina, small citiun of Honduras. But the enemy is there all

the door and his M.B.A. diploma on the wall. Ask him about mark-ups, inventories or profits, and he'll fire back facts and figura fast. But ask him more. Question him about sit-ins, dis-

around him-malnutrition, disease, the intense despair of poverty. Anivar and millions like

armament, corporations' respoosibilities to aociety, the wide and rapidly-moving world in

him face the Enemy from the day they are born to the quick twilight of their lives. They need help now-above all, help to help themselves. They need food, tools, books, medicines and

which he lives. He11 argue....That's not in my job description." But isn't it, really? Mustn't a busioess manager, worthy of the title, possess more than good business skills? Can he forget the fact that he and his firm are, after all, only in business to satisfy human needs? U 10, isn't a manager who forgets man an impostor?

technical know-how. By any standard they know, we have these things in abundance. Whether it be in Honduras, Africa, India, or even in our own country, this abundance must be shared.

If we Americans help this child and others like him defeat the Enemy, he will never forget us; if we ignore him, or try to bribe him, he will never forgive us. Which will it IH?

I'.S. AtDWIOOIWo-hco~IVIIIAI~IVC•ttJn, N~wiM

U«VViPuwilllltrpntlltdr1"'fU6bw/~•ab1Udu

~

Mil l4h Pf'1 be •mJ~-MntdtJ1tl'" Nmlltlft CM IOCW, politbl

::.:;:-',.:"'..;....~:;,:a:;=.:~~ ~ M«pbu .. lltcnluHrNfnM#ofltwnt:~~t~MIIMJdai'Hiwl.

-

CA, D ecember '61

AD CAMPAIGNS

74

The Mirisch Company/Billy Wilder Saul Bass, art director /designer Art Goodman, illustrator Orange and black

CA, December '61

MACYS SAYS THANK YOU AMERICA. THE TRADmoNAL wAY Fl" l'WO" "S R R APYRarECHNIC EXTRAVAGANZA THAT Will UGIIT UP SKY IWil 1\n FI"EWO"KS TilE

WArn INVIllllOUR ~OS. YOUR COUSinUNClls.AUtm

ITHEMOSTSTUPENOOUSOISPLAYINAMERICA

~

The Britifh Have Taken New York

YOU[lllBESI'IUJOUNOBIOUilm.INSDIRINSOOSPUY;

siNCETHEBROOKLYNBRIOGEOPENEO!!!! !

FROM MACY'S FOR THE WHOLE CITY TO ENJOY. .. FIREWORKS ON THE HUDSON RIVER THIS TUESDAY, JULY 1, AT 9 P.M .

of Sir Winswn Church11l. And if you

Next to the current British Exhibition,

Exhibition,likc:thconc:

think Eng;land is aU s~1dy hall11 and

the place where you can see more of

now at the Coliseum,

statelier traditions, you're in for a sur-

what England makes is Macy's.,,

innead of redcoats in 1776, we mtght

prise when yuu i tt the collection of

be dropping curtsiu and our auches today. For New York loves a good

Brin:.h "tin.l'o," fur chc:) '\'thad a hand

the: British had sent an

~

= £

i

every day of the year. For Macy'•

buys and sells more British goods than any Jtore in the world outside the

ahow ... and the British Exhibition is a

British Commonweahh. Here you'll find everything from English prams to jams, from soc.lu to Sheffield plate,

... and functional art. There arc famous golfer$ hitting balls . .. and an amusing (and enlightening) show of

Many of the things that are at the

what British and Americans laugh at.

Because New York likc.t things made

Exhibition you've heard about all your

And so much more tha_t it's like a tour

the British way, whether it's a table

life ... now you can actually look at

of merrie old and merry new England.

dating back to the. 18th century or

them. Ther6are acrea: and acres of just

stainlas steel knives made only yes-

about everything British, from a typi-

terday. Macy's, who's been at home.

cal pub to stamps that belong to the

abroad since we opened our 6rst

British Post Office, so rare a price c:..n't

foreign office in Bclfut in r885, shops

be put on them; from gold plate, hand-

England for you consistently. That's

made by the Worshipful Company of

why there's always more. than a bit of

Goldsmiths, to a diorama of the life

England in New York ... at Mac:y't.

Macy's, New York Walter Einsel, designer; illustrator Morris Rosenblum, creative director Full-page newspaper ads

CA. December '61

~-==~~~~Mruftl

75

cw ........... "-.nu•..._ WiK ....... ,..., .......

~~~Mit...,.tllnl)

A,.. _ _.......,.y....._"" lt .nullt: Whotoo'W.-.wil._"•..-l"'lr..,

~:=:..:_;:.:~_,

rw.uw.... ,~ ,...

s.,_,,..,..,,.,.w

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=~~~~~E-=!2=.0.~~=:~

AD CAMPAIGNS

New York Racing Association Tony Mandarino, art director /designer BBDO (NYC), agency Newspaper ads

SATURDAY, $75,000 GREY LAG AT AQUEDUCT. 9 RACES. 1ST RACE 1:30. GO BY CAR, BUS, INO SUBWAY

76

METROPOLITAN

See the big Memorial Day racethe $100,000 Metrofolitan. See Kelso, 1960's horse o the year. 9 thoroughbred races. 1st race 1:30.

Easy to reach by car, bus,IND subway.

CA, December '61

Durene Association David S. Deutsch, art director / designer Alex Nesbitt, photographer McCann Erickson, Inc. (NYC), agency Series of 1-column life ads

•

LITTLE GIRLS, BIG GIRLS -ALL GIRLS PREFER SOCKS MADE WIT H DURENE lY MERC£111 f' ( t<N THE Y I ll ,U WASH BETTER LOOK BffiER LONG ER. PERfECT fiGIH YEAR ROUN D BEC AUSE OUIIEN£ IS THE YAR N I HAT ABSORBS ANO EVA POR ATE ~ 0! liE FASTER - ~"

STYLE AND COMFORT- AT YOUR FEEL.WITH DURENE ' BECAU>£ Odl 0£ Of

QUAllh DU RE N£ MERCER llED COTTON FHl B£THR, WEAR BETTER lOOII BHT£R lONGER THEY 'RE MORE COMFORTABlE YEAR 'ROUND BECAUSE OUR£ NE ABSOR BS ANO EVAPORATES MOI STURE fASTER . THAT'S WHYMEN WHO

CAREBU~* •

'

l)<t .,

I· ·~• .. ,,., I'

• ..·:· . - . · · · : :

• •·•• "~ "'·•••

l~ "'. ".: ';. ::· ,,. :·~~~

DURENE·- FRONT AND CENTER IN THE FASHION PICTURE . BECAUSE CMII.ORU S KNHWUR MAD£ Of QUAliTY DUflfNE MERCERIZED COTION HHS BEmR, WASHES BETTER LOOK5 BETTER lONGER LOOK rOR A.., •• , _. ~· Tl!llABEl ..(J~

·~~~~~·· ~~~··..1::~~·:·~~;~·~- " .~: .::.~-~~~

Pacific Northwest Bell Teleph.one Co. Curtis Fields, art director / designer Tom Hicks, copywriter Guild, Bascom & Bonfigli, Inc. (SF), agency Small, 1-column shockers which refuse to "get lost"

AYEAR OF MISERY

How can any businessman be happy when he doesn't have a display ad in the Yellow Pages?

Such an event can only bring a year of misery. His competitors, who advertise in the Telephone Book, realize that : (1) 9 ~ out of 10 people consult the Y ellow Pages. (2) 3 out of 5 people who don't k now whom to buy from· look at the display ads. One of our home-loving, well-rounded, low-pressure Yellow Pages salesmen will be on your doorstep soon. We'll all feel miserable if he doesn't get your order.

YOUR DAYS ARE NUMBERED

Businessmen, we don't want to frighten you out of your wits, but something terrible is going to happen if you don't act quickly.

Time is running out for you to order space for your display ad in the Yellow Pages of the Telephone Book And missing the Yellow Pages is murder because : (1) 9~ out of 10 people consult the Yellow Pages. (2) 3 out of 5 people who don't know whom to buy from look at the display ads.

If he hasn't already, one of our sincere, devoted, impeccablytailored Yellow Pages salesmen will be calling on you. He's counting. the days until he has your order.

TERROR STALKS EUGENE Yes, farsighted Eugene businessmen are terror-stricken at the thought of not being represented by a display ad in the Yellow Pages of the Telephone Book Terror-stricken, because deep in their hearts they know that thousands of interviews have p_roved that : (1) 9~ out of 10 people consult the Yellow Pages.

(2) 3 out of 5 people who don't know whom to buy from look at the display ads. Before the moon is full, one of our warm-hearted, friendly, open-minded salesmen will stalk in on you. Don't let him steal away without your order.

CA, December '61

ADREADFUL DEATH

Oh, the horror of it! That your business sales curve should be shot down because you forgot to reserve space for a Yellow Pages display ad in the Telephone Book.

We humbly beseech you: Don't let it happen to you! Because keen research has proved that: (1) 9~ out of 10 people consult the Yellow Pages. (2) 3 out of 5 people who don't know whom to buy from look at the display ads.

One of our eager, happy-go-lucky Yellow Pages salesmen will call on you bye and bye_ It would be dreadful if you let him get away without your order.

77

I rul4'r1H'M · ·rt ml h•r ". '\uo lt•nr l~"\\C"r.tl. uncJ.-r.,·ll ~~···•·I~ mo)· '"IHJn nun pit•tl•-.·1~ nlirwnt .. thal ht·l..-nl·.ath lhrorron't .. urf~tr •• ,j, · v.illt o~lir titJ,--.. t'ti.llth u{ mirlC'ral•, JHI1al ... fu,.tl .. .Jt.•l ,.,,,.,~~

"'' \u\IIJ!t.,. hf dr ... u\rt\ htllh'U!I~II•I"'Il u

II

AD CAMPAIGNS

General Dynamics Corporation Eric Nitsche, designer/ illustrator William Weber, art director D'Arcy Advertising Company (NYC), agency Color

Rainier Brewing Company Leonard Sirowitz, art director / designer Horn-Griner, photographer (pretzel) Harold Krieger, photographer (others) Doyle Dane Bernbach, Inc. (NYC), agency Full-page newspaper ads

ERAL DYNAMIC:&

78 Eawrartlt Earth ••. \ fan""' '' -~11 J,, '" lowaul thr u·ntrr " f th,. rarrh lhr• Uf[h thr \ Tc hmu\ki(· lli•c•mliru t) ,, .hotJinv In tli!O(·I!\er thr otipin .. tof tho v.urld lhr ot'NJV. h(,. itM"Ir, ami rHn the· ultimah t!t-•li n~ of the rncoqrrt w [ arth.

Mt'tllral (;,,..,.,., \1 • ri.l•l " l••ul ... Ill .. '" j .., .... unl.n"" in;tl\ 'nlllr"l ,., rn "''''I' in th.~ l'ru.luo ri,lltof n.-. 1icn l ,_,, .. ,.... Tbt'\ ar,.. tllt' rut·n. "'""'''U IU•Itl•il•ln·n \\lu ... • l ,lo!)

1•u1 t) ,,/ ',,.} fl''"• n 1trou .. • ·" itl• , l ~ r I· ·~If • ~lllnt!.

11 11i d•'lll'lul 1..111 lhc· and: I• • • ~ lUll

ENERAL DYNAMIC:

CA, December '61

Tht"tl ti110 it rlios, """"'ber tm pkmnt ~ : moftheclear, swett,i<r-cold water that's fallinJ op in themotJnl~ns will ""'tully boco110 RmierBea-.

;_~~~~ ~1~~~ ~~~_i ~~:#~~~ ..., __

. ,.. - .-....~-. RU.ierletr

79

O...+,.. il aiOB!tilo:~illhydl:wlfa.ltil ~ ............. "'~-- ~~ ic. '-'-a~IDbo,....._.b)'U.:..W.IIO

....

. . . __

...., ,.,..flb;odfllthedo.c...-

~.._. ~·10---~·dmchlrll

~--!nudl.~·ott.

.......,._liR_....Wfdll-"""""""'~

-~tbitflltun. (OwOIIIWir:tianllthMbllrtiiCII

. . . . . . . ....nd...,.Uidla....-.Uc...) Ne....-

u..a.., ....... ~loklbrr--whohll<ot~

bo. '~'(aCenul!-.dtliMI!WIIIa•.....,.• ~..,.. ...........). A.Iw>,~th~. thenil ........ p~~e-.u..m.atr.-uou.(Y•~-~~w~

k-*tpW.tllcht.delbtt'Ralnia"lltMidNI ...

JG~~drinkil. ) e-thec:olorofltalaiorril~

pr-.lho......,...lhol...-•'-'tMte'-"Tancl

w.IIDrchu&+kla : tliltlt.dellcat&ol'llkl.ll, li&&ofiii,UiuooP.)'Wftnol-ortwo.s-dt.wiUJI.

"-tarthe-.a.....al----blollnoolni

-·lllitw-.Uboot.~ttd.WibmJRilln&.lll

Agood pretzel has alot of salt. Agood beer

just alittle.

When Rainier's old-world brewmaster starts the brewing process, he adds a pinch or salt to the water. A3 any good cook wtll

~Riillllrilttilltodvloii4S...-Iiudabo¥e.

tellyou,sa1t,u9edsparingly,bringsouttheflavorofothe.ringredlentswithoutaddinganyflavorofilSo~.;_~~!

CA, December '61

color· balan<'t': r , , .. , ""''

so

eo lor latitude:

Ansco Marce Mayhew, art director Irving Penn, photographer Reach McClinton, agency Color ads, designed to appeal to advanced amateurs by showing work with Ansco film by a recognized "pro."

CA, D ecember '61

l. a~l )<'<II' lh·· ;t\'l'l'il'.!\' .\llll 'l il'annst•d" l'i'('lll'ti :?:!II pOll lidS p;qwr p;H·ka~in:.;. I 1111 '

or

or

l't'iiSOII is !Ill' illf'rt'\!Wd I'I'I'Sitlilii.l· Jliip!'l l'tlltdtinl'd 11 ilhlt •\ lil•"'· 1111'1 :~ 1 :-- :tnd pliisli t·s. \lall) stwlt p;wl\itgt· dt •ll'!o pltl l'lll s ill'l' jii'Odtll'ls ol' 1111' I'I 'St'<t l'l'il liihl!l'itiol'it •S of

II UNIONCA~ l P c,. ..,r. ~J''"···' R .. ~

UnionBag; Camp Paper Corp.

Gordon Price, art director; designer Tony Ficalora, photographer Smith, Henderson & Berey, Inc., agency Color, 2-page spreads

P~r-· ·,

Krnll fl\lfl(' l' in tllll' lill'lll ur ;tnolhl'r pluin. 11 hill'. W<l:\1'!1. tTPflt'd. I:Hninall·tl. '·o;tll'd. plaslirizl'd. lilil-b;tel\!'d - is 11s<·d lodiiy hy ,·irl11ally 1'1('1.\' ind11~lry in !lie rlllllilr)· .. \ fliOIIt'l'l' in dt·l·t•lopillg spt•t·iall)· Jii'Oi'I 'SSI'd jiiiJII'I'S i~

• 81

Thv printing itHiusl l')' II~Ps on•r. I bil lion worth or j"lajl('l' )'l'a rly. An illl'l'Pasing· sllill'l' l:Oill('S rrotll Otlt' of ihr l'lll lllit-y':s f'asll'sl g:I'OII'illg 11('\1' sOli I'('(':>.

C UNION-CAMP

CA , D ecember '61

82

Neiman-Marcus Seymour Chwast and Milton Glaser, art directors/ designers Isadore Seltzer, Norma Welliver, and Harlan Krakovitz, illustrators Push Pin Studios, Inc., studio Two 8-page ads in successive issues of The New Yorker

THE IBM IELIECTRIC s ITS BEAUTY IS JUST A BONUS

THE IBM ELECTRIC • ITS BEAUTY I S JUST A BONUS

Today, there are two basic IBM Electric models. The Standard, and the incom· parable "Executive." One is bound to be right for your business needs. Perhaps both. Whichever you choose, you can be sure of one thing. Your IBM Electric was made by people who have an abiding respect for quality workmanship. IBM.

The care taken in developing and building a product is the measure of its quality. We at IBM believe this principle is reflected in every IBM Electric Typewriter. It resu1ts from a dedication to precision and crafts· manship that hasn't wavered since the first IBM Electric was built. 11)1

CA , Decem ber '61

ll unl .l'odht · lw-.1 1/uul:..lh·twt 'f/~tf fJt tw!u.~

Hunt Foods and Industries, Inc. Alex Mendoza, art director Bert Stern and Todd Walker, photographers Young & Rubicam, Inc. (LA), agency Three ads from a series in color

THE IBM ELECTRIC: ITS BEAUTY IS JUST A BONUS

No single product has contnbuted so much to business as the typewriter And the electric typewriter improved substantially on that basic contribution.

At IBM, the only kind of typewriters we make are electric. All the precision and quality of which we are capable is concentrated on them.

18"1

International Business Machines Gene Federico, art director / designer Lester Bookbinder, photographer Benton & Bowles, Inc. (NYC), agency Three of a series; the engravings were made directly from unretouched transparencies.

CA, December '61

83

84

~·... --~·-~··-·-·--

You're looking at the two cleanest things in a kitchen, running water and stainless steel.

Stainless has a smooth, hard surface that dirt and grease can't get a grip on. And it's tough. The wonder ill that anything so practical can be so pretty. Even more remarkable: it stays pretty.

In a remodeling mood? Planning to build or buy? See tbe many new stainless sinks, !irn,

@

United States Steel

~

~ n..,.~&LNAIIK-aio

~ United States Steel ...... _.,......,_ ..... .,...,._£-'f., lf _ _ ..,..

United States Steel

United States Steel

Arnold Varga, art director/ designer

Arnold Varga, art director/ designer

Horn· Griner, photographer

Irving Penn, photographer

BBDO (Pittsburgh), agency

BBDO (Pittsburgh), agency

Color

Color

CA, December '61

85 Now Qantas jets soar to the South Pacific every single day

[

Tea at 4:00, Gordon's Gin at 6:00 . .. which English custom is older1

but Wednesday.

Sll OANTAS 107 JUS A W[(Kt.-Sanfl~oKOIOf•JI.,.,Aullllh•-lftOI'tll\ln.lllot,.,.l•lhroHtomblnecll PlllltoMKt•l'lli111 11'0111NewYOfll! C.U)'OIIIf t t - l at1ftC or

~nNewYorio.,S.,.f~oKO,LII6Anlela,V~.HI:Iftolulu--anclwe'UNI,.JOU.1-L/II'fdly BuiWtd~ (SowtiiBON;...,.,IIatft't.. l"'ll"'ljlllfCIIIft..)

QANTAS AuW1h1'1 ROUO'ICJ.-tlttWorlc~Jet""''"._

Qantas Empire Airways

Gordon's Gin

John Flack and Cal Anderson, art directors

Onofrio Paccione, art director

Dale Smith , photographer

Doug Corey, photographer

Fred Manley, copywriter

Grey Advertising (NYC) , agency

Cunningham & Walsh (SF) , agency

Color

CA, D ecember '61

'

The Ducheoa of Bedford introduced afternoon lea to London in 1842, 73 yean ~ after Ale•ander Gordon introduced hia &in- The Gordon'• you drin.k today harlu . ,. back to his orieinaJ.1769 fonnula. It alwaya will, for Gordon'• aees no reuon ....,1:. to tamper with a good thine· Particularly aince no other ein hu ever duplicated c...

Gordon'• drynea and flavour. Ia Gordon' a Gin the world'a biggest aeUer? It it.

MAGAZINE ADS

the very essence of a fr .. rov~rnmtnt consists ln conslderina offices •• public tru.ts, b11towed for the rood of the cauntJy

86

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Westinghouse

Container Corporation of America

George Petrelis, art director

Ralph Eckerstrom and John Massey, art directors

John Hoernle, artist

John Massey, designer

Ketchum, Macleod & Grove, agency

N. W. Ayer & Son, Inc., agency

C,A, December '61

Hunt Foods & Industries, Inc. Alex Mendoza , art director Max Yavno , designer / photographe r Young & Rubicam , Inc. ( LA), agency Color

Thing\ \\t know about 1om0110"

-87 \

Jtot"tle-.ina IM un'o oaern ,.;u brlq nt'\\

lor. lo barren ....

In h•t rhmatft'. miRMII'I~~o ef h••ry ,..,.. an wltiUa a c~• (not or a d.t-tal taadantef lllltritiea.

If t hf) t'OUkl nu..,. watf'l" jUIIt 15 er 20 flit. 0111 Ill ..trf'llftl" or "..U"- tbtoy fOIIId lrnpt• •iiMoM .6 ..., ...... nulro uf ~Httnllalb feri.W Mil tllat '- .... .._ d..,. AD ,.._..,....,w--...ocltoy llavo!01' tt..u.IMh fll ,... ~ ...........,. lift . . . .. :s... Wftclina..._ U ballr a ..V-coo.taiMd iJ'TlPiion "'""'"' po•fftid b7 tM-.. AA bn'en.l

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Westlnpouse

Westinghouse Electric Tom Ross, art director Ivan Chermayeff, designer/ photographer Chermayeff & Geismar, stud io Ketchum , Macleod & Grove, Inc. , agency Color

Hunt Foods & Industries, Inc. Robert Wheeler, art director Bert Stern , designer / photographer Young & Rubicam, Inc. (LA), agency Color

CA , December '61

I!tm/!. 1/mrmly 1hwlu·s -

MAGAZINE ADS

88

J i\ c; tt-\It

Mercedes · Benz Jaguar Cars, Inc.

Hans F. Sauer, art director/ designer

Stephen Baker, art director/ designer

Wendy Hilty, photographer

Bill Pell, photographer

Julian H. Apley, copywriter

Cunningham & Walsh Inc. (NYC), agency

D'Arcy Advertising Company, Inc. , agency

Color

Color

CA, D ecember '61

" THE CRITICAL PERIOD

IN MATRIMO Y I BREAKFAST-TIME "

Paul Masson Vineyards Robert Freeman and Marget Larsen, art directors George Dippel, designer / photographer Betty Dippel, egg-cup crafter Weiner & Gossage Inc., agency

_

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SEND FOR YOUR FREE EAGLE SHIRTKERCHIEF (SHIRTKIN?) (NAPCHIEF?) J\S far as we know this is a brand new invention. Perrl. haps you will be able to figure out how to realize its It all started when we tried to devise full potentiaL something to send you-short of an actual shirt-to illustrate a few of the fine points of fine shirt making. A sample to take with you when you go shirt shopping.

So first we hemmed a piece of fine shirting; 20 stitches to the inch, just like in our shirts. At this point you could still call it a handkerchief.

But it did seem a shame not to show one of our threadchecked buttonholes, so we did. It makes a pretty good shirt protector: just whip it out of your breast pocket and button it on the second from the top to avoid gravy spots. Good. And tuck your tie in But then somebody in Pockets said, "Look, if behind it you let us sew a pocket on it, it will show how we make the pattern match right across, no matter what" So if anyone knows what you can use a pocket in a handkerchieftnapkin for we will be glad to hear. We will give a half-dozen shirts for the best answer. Make it a dozen.

Eaale Shinm&km, Quakcn...., PL G<olkmco:

Pk:ueJCDdmowhltew:ritia. (Siped)l_ _ _ _ _ _ _ _ _ _ __

_

.___ _ ____cc;,y'-------'" ...__ _ _ __

Eagle Shirtmakers Robert Freeman and George Dippel, art directors Marget Larsen, designer Dan Romano, illustrator Howard Gossage, writer Georgina Williscroft, shirtkerchief idea Weiner & Gossage Inc., agency

CA. December '61

89

MAGAZINE ADS Qantas Empire Airways John Flack, art director / designer Ewing - Galloway, photographer Fred Manley, copywriter Cunningham & Walsh ( SF), agency

STRAIGHTEN UP Volkswagen of America, Inc. John A. Weber, art director/ designer Wingate Paine, photographer Fuller & Smith & Ross, Inc. (NYC), agency

90

THIS IS THE SHAPE OF TRUCKS TO COME You're !ookmg at what happens when you destgn a truck

weight? Make your engine w;th alumtnum and rnagne·

to do what an economy truck should do.

stum -alloy~

Youwantthedn\'eruplront.ofcourse . Try putting the

A truck must be rugged. You toke C<.lfl~ of that wslh a

engmetnthereaf You'llfindtlgwesyoudrlJCkbatance,

.umtlledweldedbody.ltsaves'lielghtand k~ps the

No radmtor any more, no water. Want to cut out more

Your tfUck now looks deceptiVely small !t ts !'!;bout three feet shorter than tts contcmPOr<H!es. yet c.ames

Already 100,000 owners ol Volkswagen Trucks have

When )'l)'.f\le worked out ;,;H the dtl:~<IJ!S. 11 turn!> out

proved !hat the Volkswagen concept of low cost trarlsportauon works w1th equal succes'S 1n busme:tS-

d~'Sl!JTI m.ake!l SO IOU(;h SCI"!SC lhdl

It Wtl\ nO! surpr!SC

us tfluture llut:k'l m~ke use of these ba~•c prinetples

loadcdorempty.ltalsodoesawayw•ththeheavydriveshatt. H you air cool your engme, you save more we1ght

1,830 pound!> Co:.;ts about half as much to run. you ha...e JUSt de~•gMd ~Volkswagen Pane! I ruck. Your

TheVolkswagenSedonled!helrem1tow;;;rdtheL-<:O

nomtealcartorthefarmly.\1\tUtwstoryrtpeat!lseiP

CA, December '61

VISil)'Ourat.~thonzedVolkswagendealer~

tod.iiJtlyourbusmes5canuseMeconom u.:alnu~;k {Thar'srnuchea!:.JCrandqw~ker

thanUes1grtmgyourown.)

·

rnJ~OO~@U ~&~~ @&\~[p&~~~~

Dick the Tailor Eva Dickstein Roberts, designer/illustrator To sell slowly but with marked individuality was the aim of this limited campaign for a tailor/artist/craftsman. Quick sketches, hand-writing, and diazo process printing add a personal feeling to the mailers.

91

CA, December '61

DIRECT MAIL CAMPAIGNS

when you stop at a gas station,it usually isn 't for gas

Volkswagen of America, Inc. Murry Jacobs, art director/designer 92

Len Siegler, Howard Zieff, Wingate Paine, and Murray Duitz, photographers Doyle Dane Bernbach, Inc. (NYC), agency Arrow Press, printer Direct mail campaign for VW dealers.

5 pieces, 5 sizes, 5 ideas. Color

CA, D ecember '61

May Co . Realty Division/ Mission Valley Center Keith Bright, designer Gene Holtan, illustrator Gollin, Bright & Zolotow, stud io Two of the pieces from a campaign for the opening of a new shopping center.

7JR3!GeX GeX~~S~1 draw &

ooZor ltim!!! name him!!! 11 prizes I I I

Gra.na. I}rize!! So11:winn'J3ioyolo!! to ether ])rizes 11 !....- - .............- ... .................!

1-of•lwo~...... ']Jroa.gon '!;a:rty Ill See the ])ra,gon at Jl!i•ion tJa.ZZey ~entiH', Saturday, I "'Y Jr!a.roh 25th, 10 a.m •... 'IDMn the oontut '!Dinner• 'IDJ"ll be announced!!! i Nl-

: !

I

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J/1ootJ/1ission Va.ZZoy's dra.gon/ Soo9ohnny ])otcns of eha.nnoZ 10 in person/

'Ride the ])tte1gon! Gttelti)Z undett him! We1Zlt in his f}lootpttints!

Jfloot tho Wtnnora of tho ])ra.gon ~ontost! r.flroo ;Dra.gon oolcrtng ooolta for o'Oeryono!

We pttomise you' -oe ne-oett, neooer seen a.nything like it 'before!

MISSION VALLEY CENTER ~the exciting nQ'r.D shopping oity I

CA , December '61

COORDINATED MEDIA . and you can sell

and HlWJIJ

nos

--

"""""'

Parisian Bakeries Robert Freeman and George Dippel, art directors Marget Larsen, designer M. Halberstadt, photographer Howard Gossage, writer Weiner & Gossage, Inc., agency A total new look for San Francisco 's oldest French bakery, involving wrappers , labels, uniforms, trucks, airmail packages, ads . " It was a fight every inch of the way to keep old end labels from being stuck on with new bands, or old display pieces being used with bins of new packages . .. "

and you can get

94

li l>i\IUSB\N !l at the store. Too. On the red white and bleu wrappa1re}

~~

.. and you can get ~~ ~A IllS IAtHI.

CA, December '61

at the store. Too. (In the red wh1te and bleu ~rappa1re)

ONLY YOU CAN INSURE SECURITY

95

(~!)

Aerospace Corporation / Security Department Harry Fockler, art director

\I

Fred Mintz, designer/ illustrator This campaign to make the company security conscious opened with a series of teasers to introduce the new security symbol. The four posters (shown above) were printed on foil, duplicated in miniature on coffee coasters and telephone stickers.

Timed with the appearance of the fourth poster, the symbol appeared on foil mobiles in lobbies, corridors, cafeterias, block houses, painted on security vehicles, and as new shoulder patches for the guards. Following the teaser campaign, a steady program of monthly posters was also duplicated on coffee coasters.

.

CA, December '61

Know his clearance before discussing classified information '

COORDINATED MEDIA ( FINA STAKES OUT ITS CLAIM TO THE ADDITIVE OF THE FUTURE.]

American Petrofina Robert Freeman and George Dippel, art directors . Marget Larsen, designer M. Halberstadt, Jack Allen, and Dickey & Harleen, photographers Niels Mortensen, Pink Air idea Howard Gossage, writer Weiner & Gossage, Inc., agency To make a company interesting in a field where sameness is the rule, a campaign spoofing the manufactured differences, the gasoline additives. With a mythical air additive as the subject and a forecasted date in 1966 as "P.A. Day," a running comedy of production, logistics, and company politics over a low-sell but effective sales pitch. Full page newspaper ads and gimmicks to send for: a pink balloon inside a white balloon (over 100,000 inquiries) ; a pink valve cap for that difficult withdrawal period from regular air; 15 yards of pink asphalt for the best reason why someone would want 15 yards of pink asphalt.

PINK AIR! The following news item appeared in the San Francisco Daily Commercial Ntws for March 21st, 1961: Guoline Mrvict .ta.tiorq will be tlllinf your I to win motoriltl' favor in thi• hi&hly com-~ marketer atim1tes, before the reMan::h and tim with tinted or brirhtly eolond air in the petitive fl.eld. They have added extra ingr.. manufacturinr problem• are eolved. E:datint foreeeeable future, ucordlng to R. G. Lund, dient. to everything eonneetfd with lUI auto- fadlttitt will have to be tol!Vtrted to meet the marketinr toru~ultanL mobile tx~pt the air that (Oft In tha tim. public'• demand for more eolorful praentaO.tectlntt.ltronctrendintheindutry, Anadditiveforairwllldeflnitelybethenut tionofprodutLLNButthen,"hecondudl!l, Lund uhf, '"The oil companlu an alrndy major advance." ~.tations will featur11.lr in ~rator ahaclH addinf additivu to additive. In their eft'ortl It will take ten yean, the Portland, Orqon of l""n, blue, purple and even pink."

A

word to the wise ifweeveru.wane. Fina'anotthekind

ot outfttthatha.a to be told twice. Pink sounds like as

rood .acolorasanyandbesideait'aahortandcati:hy,

Andthat'awhywe'reso pleaaedtoha.veabrandnewadditive of our ve:ryown: Pink Air. If you aeeanybodyelseclaiminr it, juat let ua know and we will deal with them for sure. Keep

Thist~toservenoticewehave&ettledon Pink Air.•

Not only that, but as of right now we are starting a c:rash program : the Fina Five Year Plan. Ir it is going to take everybody else~nyearswe'lldoitinhalfofthat.

So look forPinkAira.tthemorethan2,000Fina.atationaon .Mayl2th, l966!Giveortakeafewdays.

The reason we're in such a rush it, as the man &a.YI, if you want to stay on top you've &'Qt to have a little AOmething new from

Meanwhilewe'dliketobeableto&'iveyouabetterideaofwllat the air in your tires will look like on P .A. Day, May 12th, 1966.

And rirht now we're trying to make up a few experimental batches of Pink Air. By the time our next ad comes out we'll be able to mail you a aample if we can just ftgure how to keep it fromleakinroutoftheenvelope.

H ere is yo u r sample of what Pink Ai r; Fina's additive of the fu ture, will look like in your tires five years from now, on P. A. Day, May 12, 1966.

Now, befort: we 1'0 here ia a picture of our Fina emblem: ... ao the next time you oee a Fina station

ButFina'aps,oil,andacce&80riesa.realreadyjustexactlyas

96

iood as the beat. We wouldn't want to add more thinp to them just ao we could aay we did. (Oh, we've cot additives, all right. we just ean't think of &ny r ood new namea for them.)

You will note that there are two balloons, one pink and the ~ other white. The pink one goes in.side the other one. Like this: ~

you'll recognize it. And .ifit'aon your11ide aoyoudon'thavetoma.kea U-turn and therearen'taixcarawa1tingand you need p.aorsomeUlinr,pleue.atopin.

[

]

1. Place the rubber-tipped end of a pencil inside the pink balloon.

Then ..

2. Push it gently inside the hole ot the white one -leiving the pink neck sticking out. Now comes the tricky part ..

3. Blow up the 'outer balloon- the white one - firat. (This sounds tougher than it :really is ; just hold the pink neck to one side, sort of). Then. ,.

4. Blow up the pink balloon and make a knot in the neck of it And push it way up inside of the big balloon .so it is free. Then ..

5. Knot the white (by now transparent) balloon. The result ought to be like the picture. The big balloon will be about 11 inches across; the inside balloon about 8 inches. The Fina emblem is on the balloon so you'll recognize it the next time you &ee it (And if a station's on your side of the road so you don't have to make a U-turn through traffic and you need gu or something, please

( A PEEK AT PREMIUM PINK, THE ADDITIVE OF THE FUTURE j

stop in.)

(WE PAVE THE WAY FOR ANOTHER GIANT STEP IN THE FINA FIVE YEAR PLAN)

YOUR CHANCE TO WIN 15 YARDS OF PINK ASPHALT PINK ASPIIALTT

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CA. December '61

6. When you're through looking at the Pink Air, give the baUoon to the kids. And ..

7. Thank you for writing l

]

United Artists/Otto Preminger Saul Bass, art director/designer Art Goodman and Merle Shore, illustrators Dave Nagata and Don Jim, photographers Promotion campaign that included a symbol , consumer ads, 24-sheet posters, theatre posters and ads, direct mail, trade ads, record album, book jacket, stationery.

_ _ _,.,_,Mill.-·

--10

[VAIOMI[IAINT • -IIICHMDION

1'11111..-·w•- · IM-·--• · K~N~BIIImTH·-­

- · J t U - 1 1 1 - · ~Y . . IIAI.TONTIIU..., • MKOON IIC_IILI.llla_L . . L.IOIIUIIII • IIUIIC . . [IIN[ITIIOI.D•I'HO-DIN

_ICOLOII" .. _LlA¥1TT • IT[II[-IDUIIO

A REPORT BY TOM RYAN

---· --·LII,-·----· -·-_I-£WI-·--·---.nc·TT•II1UI--·.IIL&.-III._. • ~Y . . IIAI.TON_ • _ D N

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_ _ J I I . _ ..

OITO "'I:MtNGlR H4S COMttllTCDTH£ flUtiNG Of '[XOOUS ALL TH£ SHOOTlNG Toott "'-ACE IN ACTUAL LOCALU AT

HAIFA, ACII£, NAlAIII:£TH C.U:SARU. KAI'R KAMA. ATLIT AHO JERUSALEM IN ISRAfl AND FAMAGUSTA_ NtCOSlA AND

CAAAOlOS OH THE ISU Of CY'ftUS NOW OOOUS' onERSTHE: fiNALSTMiCSOF MUSICAL SCORING AHO EDITING, ' EXOOUS' STARS ,.AUL NEWMAN, (VA MARl[ SAINT ftAljtH JUCHAROSON ffi[R LAWFORD. l(( J COBI, SAL MINEO. JOHNOE.It[K., HUGHGIU,HH, GMGOitV RATOf"f f£UXAYLMER DAVID OPATOSHU &. JILL HAWOitlH SCMffrill"lA'f' l'f' OrAl TON TRUMttO fM* THE lEST SCLLIHG NOYEL IV LEON URIS ~0 AHO DlltECUD IY OnO N£MIHG£R I~

N£W "MA\ItSK>N 10 AND 1'£CHNKXM.OR· - A UNITED MTtSTS R(LOS£ O.OOUS' Ynll OPEN AT THE WAitH£1t 111£ATIIt£ IN NEW YORK ON Df.C£MI(II 15. JHO, TH( CIN£ STAGE TH£ATR£ IN CHJCAGOOHDf.COq[" 16 THt: FOX fftlSHIIt£ THU.Titf lH IMRLY HIUS OH O(C£Ma£R 21 AND AT TK£ SH(IUDAH

TH£ATM IN MlAMI lEACH OH DtCEMAU 21

CA, December '61

IS THIS YOUR SHIRT? I

AFFLERBACH COLLECTION! OR

Nobody ever lo t an Eagle Tab nap under the dre er

M

A "-. Y men 11ho llmdd lil..e to \\Car t.d> n>llar ,hlrh do not do 'o be.:au'c the) oh.J<XI tn the I) rann~ of .:ollar bull on,. It i, not JU'I that t·ollar button-. nrc hard 10 lind 11hen ~ou need thern (( <•ntrnr) to popular bchcr .:ollar buttolh do not ah1a~' roll under rurn11urc. The onl) ,u rc \\:I) or fimhng a collar buuon i' 10 11:111.. ar<HI11li barcft'<'l 1n the darl.. untli ~ou ,tep t'n 11 i\o11 then: han e1pcrience.) ·" ' ''·there i, ,omcth1ng cl,c: 'omc men arc "mpl1 not hulit for .:nllar huuon,.

Their d:un ·,apples arc 111 the" rong place. Or their hand, arc not the nght ,hape r,>r 11 rc,tling "ith all th<hC cmrt~ collar hutwn hole,. '>o the) end up 11 ilt) and out or \Or b before the~ e1cr 1111 the \lreCI. It i' the haherda,hcr~ ClJtlllalcnt of CUlling ~<Hir,elf 'h:111ng. ".'.'-But that h .1 thing or the pa'>t. An Lagle Tah,nap Shm 1> ,ecurc·d h~ nne ,1mplc. inau<.liblc dick . A, ~ou .:an \CC from the illu,tnllion. 11 he, incOihpicuou'l) llat ;~nd nea t The 'nap end<hurc l'i CO\ered h) th..: 'amc material a' the 'h 1rting ihcll'. I aglc f ab,nap' arc a1adablc in a \\Ide r.1ngc of color, and pallerth. 1111h ,bon ' lcclc' or regular. -:,\~ Yc,. 11 appear' that the .:ollar huuon 11 ill jo1n the buuon tl~ in the 111li'>CUI1l of clothing antll]UiliC,. Sa~. that i' a good idea. II' ~ou can fintl )OUr .:ollar button plea,e 'end 11 to ll' and IIC 11ill 'l:lrt nne (Th.: Alllcrbach Collection) right here in Qua~crt011n. In return 11c \\Ill tell you "here 111 ~our 101111 )OU cun lind Lagle Shirt\.".'. Othemi,e ho\\ would you know?

If so, Miss Afflerbach w'ill end you ] label illS is a two-color triped button-down .,hirt designed and tailored

by Eagle Shirtmakers and sold everywhere by fine men's .,tores.

Many of them admire our hirb o much they sell them under their own name . High praise indeed, and we hould like to reciprocate by adverti ing their (our) shirt . But it's hard to know just where to tart.

Obviou ly we can't ay things like·· one Genuine Without This Label" when they are all quite genuine. you know. And it \~Ould bt:: illy to ay 'Try An Eagle Shirt Today!" when it is like!} you <liread} ha\'e a drawerful: even though you didn't know it until jusr thi minute. So all 1~e can ugge t is th at you end in for your Eagle label. \vrire Eagle Sh.irtmakers, Quakertown. Pennsylvania: Allention i\1 iss AOkrbach.

T

98

ABC Television Network Allan Buitekant, art director David Vine, photographer Doyle Dane Bernbach, Inc. (NYC), agency

There is nothing harder to stop than a trend.

there i:; nothing harder to stop than a tre

CA, December '61

SEND FOR YOUR FREE EAGLE SHIRTKERCHIEF (SH IRTKIN ?) (NA PCH I EF?) /\ 5 far a~ we !..now thi-. i'> a brand new in,ention. Per-

l"\ hap-. you will be able to ligure out hO\\ to rcali7e it'> full potential.

c

It all 'tarted when \ve tried to de\isc

~omcthing to ,end }ou- short of an actual shirt-to illus-

trate a few of the fine poinh of line \hirt mal-..ing. A sample to take'' ith } ou when you go shin shopping. - So first we hemmed a piece of fine \hirting: ]() stitches to the inch. ju.,t lil-..c in our \hirt . At thi'> point } ou could '>till call it a handkcrchier.

But it did \ecm a '>hamc not to -.how one of our threadchccl-..ed buttonhole~. ~o we did. It mal-..e a prett] good ~hirt protector: ju-,t ''hip it out of your breast pocl-..et and button it on the -,ccond from the top to a\oid gra'y spot-.. Good. And tuck }our tic in But then ~omcbod} in Pocl-..ch said, "Look if behind it. you let u~ ~C\\ a pocket on it. it will 'how how we make the pattern match right across, no matter what." ~ So if an} one 1-..nows what you can usc a pocket in a handkerchief;napkin for we will be glad to hear. We will give a half-dozen shirts for the be'>l answer. Make it a dozen.

Eagle Shirtmakers Robert Freeman and George Dippel, art directors Marget Larsen, designer Dan Romano, illustrator M. Halberstadt, photographer Howard Gossage, writer Georgina Williscroft, Shirtkerchief Idea Weiner & Gossage, Inc., agency An old, respected shirtmaker gets re-established in the public eye with light-hearted ads offering offbeat items in sophisticated magazines. Response was so great that the copywriter and the shirtmaker's vice president are writing a book about it all-" Dear Miss Afflerbach."

.\BC Tele' ision :\ ~·t work

CA, December '61

99

a novel about a military comedy of errors

by JOSEPH COOGAN

Robert C. Smith, designer University of Cincinnati, publisher

Robert Flynn, designer Berenice G. Schuller, art director Doubleday and Company, Inc., publisher

6~ x8~

5~ X 8Y2

CA. December '61

$1.45 -~ An Essandess Paperback .,r1

2_ -o Q) '+-

c

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0:::

101

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CHESS

PITFALLS l SWIN S HOW TO SET THEM AND HOW TO AVOID THEM 111

THE STORY OF ANCIENT HISTORY

BY JAMES T. SHOTWELL A COLUMBIA PAPERBACK $1.95

Milton Glaser, designer/ illustrator Frank Metz, art director The Push Pin Studios, studio

Cristos Gianakos, designer/ photographer

Simon & Schuster, publisher

Columbia University Press, publisher

5 x 8, 3-color: magenta, yellow and black

5 x 8; purple, brown and black

CA, December '61

f

•

[ffi ~@(ill [ffi [ill &~ [lli ruJ ~ [ill~~~@~

Bob Guidi and George Kershaw, designers Stan Freberg and Bob Guidi, art directors Peter James Samerjan, photographer Tri-Arts Studio, studio Dancer-Fitzgerald -Sample, Inc. (LA) , agency U.S. Army, client

102

Clarence Sato, designer/ illustrator Tom Mack, art director Dot Records, client Color

CA, December '61

Milton Zolotow, designer Marvin Schwartz, art director Capitol Records Staff, photograph Gollin, Bright & Zolotow, studio Capitol Records, client Color

103

Rod Dyer, designer James R. Silke, art director Capitol Records, client Black and brown on white

CA, December '61

Saul Bass, designer/ art director Art Goodman, illustrator Dave Nagata and Don Jim, photographers RCA Victor, client Color

104

Norman Gollin, designer/ illustrator Merle Shore, art director Gollin, Bright & Zolotow, studio Verve Records, client Color

CA, December '61

Morton Salt Company Thomas R. Gorey, art director/ designer Bill Hyde, illustrator Butte, Herrero & Hyde, studio Needham, Louis and Brorby, Inc. (Chicago), agency Color

Bob Hook Chevrolet Emile Cahen, Jr., art director/ designer General Outdoor Advertising Co., studio Used for 12 months, with different background color on chevron every two months

CA, December '61

105

24-SHEETS

Wyandotte Olives Nelson Pollack, art director Don McKee, designer

106

Don McKee and Joe Brown, illustrators Walter Jung, lettering Max Landphere & Associates, studio Botsford Constantine & Gardner (SF), agency

Sunlite Bakery, Inc.

Color

Ken Curry, art director/ designer Don Crowley and Bill Hyde, illustrators Butte, Herrero & Hyde, studio John Van der Zee, copywriter BBDO (SF), agency Color

···S NLITE BUNS

CA , D ecember '61

People are coming back for seconds

$1675 each 107 Competition Motors Distributors, Inc. Stan Jones, art director/ designer Bernie Gardner, photographer Doyle Dane Bernbach, Inc. (LA), agency United Artists/ Otto Preminger

Color

Saul Bass, art director/ designer Art Goodman, illustrator Dave Nagata and Don Jim, photographers Color

OTTO PftEMINGER PRESENTS PAUL NEWMAN, EVA MARIE ~NT, RALPH RICHARDSON, PETER LAWFORD. LEE J . 0088, SAL MINEO. JOHN DEREK. HUGH GRIFFITH , GREGORY RATOFF, JILL HAWORTH IN " UOOUS " SCREENPlAY IY DALTON TIIUMIO BASED ON THE HOVEL 8Y LEON URIS. MUStC BY ERNEST GOLD. PHOTOGRAPHED IN SUPER PANAVISION 70. TECtiNICOLQR1t BY SAM LEAYin TODO NJ STEREOPHONtC SOUND A U A. RHEAS£ . PRODUCED AND DIRECTED l'f' OTTO PREMING(R

CA, December '61

JACJUAR

Jaguar Cars, Inc. Stephen Baker, designer/ art director

A. Harris & Company, Dallas

John Rawlings, photographer

Bob Halladay, designer/ art director

Cunningham & Walsh Inc. (NYC), agency

Bob Halladay Advertising Design, agency

32 x 48, color

17 X 23Y2

CA. December '61

System Development Corporation Remi Kramer, designer R. E. Brickner, art director Charles Dubow, illustrator

11Y2 X 14

Motorola Aviation Electronics James Fitzgerald , designer Robert M. Runyan, art director Art Direction, studio 24 x 36, color

109

General Dynamics/ Astronautics Phii .Kirkland, designer Stan Hodge, art director James A: M. Whistler, illustrator

21 X 27

CA, December '61

POSTERS

convair sao: worfd s fastest jetllhtu·

Koret of California Donald V. Carleson, designer/ art director General Dynamics Corporation

Charles Weckler, photographer

Eric Nitsche, designer

The Wyman Company, Inc., Agency

36 x 50, color

22 x 34, color

CA, December '61

A. Harris & Company, Dallas Bob Halladay, designer/ art director Bob Halladay Advertising Design, studio 17 X 22

General Board of Christian Social Concerns of the Methodist Church Lou Nolan, illustrator Mel Emde, art director Creative Arts Studio, Inc., studio 33 X 17

CA, D ecember '61

111

112

23rd tJirm ua! r.-~l(·iman ~ llarais ,Tashion C~.AjJOSilion

North American Aviation, Inc.

t JrpLcmba 12 -lj.l 96 0

Tony Miller, designerI illustrator

'.la/Las. Cn.-a

Luther Weare, art supervisor 17 x 20, blue -green and black

Neiman- Marcus Art Shipman, designer/ art director Todd Walker, photographer 18 x 27Y2, color

CA , D ecember ' 61

113

San Francisco International Film Festival 1961 Saul Bass, designer/ art director Dave Nagata , illustrator 13!12 x 20, blue, green and black

Pratt Institute James Valkus, designer James Valkus Inc. , studio 30 x 43, red and yellow duotone

CA , D ecember '61

United Artists/ Otto Preminger Saul Bass, designer/ art dir-ector Art Goodman, illustrator Dave Nagata and Don Jim, photographers

22 X 35

International Printing Week Paul Hauge, designer Robert M. Runyan, art director Art Direction ~ studio

18 X 24

ono MEMINGER PfUSENTS PAUL NEWMAN, EVA MAR IE SAINT, RALPH RICHARDSON , P£TU lAWFOI'IO, LEE J. COli, SAL MINEO, JOHN OEREK. HUGH GRiffiTH , GREGOftY RATOff, f£llX AYLMER, DAVID OPATO$HU, JILLHAWoRTH IN " EXODUS.'' SCREENPlAY IV DALTON TRUMB0. 8ASfOONTHENCWEL8YLEOHUfiJS, MUSICBYERNESTGOLD. I"HOTOGRAPHEOIN$0PE.RPANAVI110N70, T£CHNICOlOR• IY SAM LEAVITI. TOOO -'0 STEREOPHONIC, SOUND. A UNITED ARTISTS RELEASE. PRODUCED AND DIRECT£0 BY OTIO ~OliNGER .

114

PRINTING TELLS IT BEST INTERNATIONAL PRINTING WEEK/ jANUARY 15-21

CA, D ecember '61

New York Racing Association Tony Mandarino, designer/ art director Bob Peak, illustrator B BD0 ( NYC), agency

General Dynamics Corporation Eric Nitsche_, designer

Society of Typographic Designers of Canada Jack Birdsall, designer/ art director Rous & Mann Press Limited, studio

19 X 37Y2

GENER~L

DVN~IVIIC:S

CA. D ecember '61

POSTERS

GUARD AGAINST FOOT INJURY

116

General Dynamics/ Astronautics/ Safety Section Phil Kirkland, designer

Studio Artists, Inc. Jack Ellenberger, designerI illustrator

Stan Hodge, art director

20 x 26, silk-screened in olive-green, purple, pink and black

AID Studio, studio 21 x 27, black, orange and violet

CA, D ecember '61

38M Behind the acenea at IIBC •.. a tour through the television studios of National BroadcastIng Company for IRE members, their wives and their friends•. Wednesday, February 22, 1961.

Social Hour: 7 pm,Carrlage House Restaurant 3000 W. Olive, Burbank, directly across from NBC. NBC tour: 8 pm. There Is no charge. For reservations, contact John Brown, EM 3-0892, Fred Phillips, Dl 3-2127. San Fernando Valley IRE.

Institute of Radio Engineers Jack Sheridan, designer / art director Sherman Rifkin Advertising, agency 11 x 14, black and red

117

Texas Instruments Incorporated A. Harris & Company, Dallas

George Curt Davison, designer/ art director

Bob Halladay, designer/ art director

Gary and Clark, photographer

Bob Halladay Advertising Design, agency

Don L. Baxter Inc., agency

llY2 x 22, black and red

llY2 x 22, black and green

CA, D ecember '61

POSTERS

Holiday Magazine 118

Tony Mandarino, designer/ art director Jerry Martin, illustrator BBDO (NYC), agency

The New York Times Charles Saxon, illustrator Ed Almgren, art director Rubinstein Chanter Studios, studio BBDO (NYC), agency

General Dynamics/ Astronautics Don Woods, designer Jack Stevens, photographer Tom Suzuki, art director General Dynamics, studio 20 X 20

Great Employee Suggestions of Western Man I The Clothespin I One of A Senes

CA , D ecember '61

Ideas :Pay

General Dynamics/ Astronautics Don Woods, designer Jack Stevens, photographer Tom Suzuki, art director General Dynamics, studio 20 x 20, ochre, green and black

Los Angeles County Museum Vance Jonson, designer 27 x 21 , olive -green and orange on white

119

CA. D ecember '61

.

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€ o&Savt .,.,.{',..,not'11vlrtnn1 of Mrth &It'1t cdC6iutfon r£,k.,..1'.-. ,...... can we 6e cn1llin ~i..~A dOuBt'tflat'+H'...,wit[nmr 6c ......r..vd ~ndditt amrtw M'Mf"aru(1lliWP · -· r~·~-aurasJR/11~~~ fuG lf~rti~~~ourvascnt~Oodl~~Sftnc~~ ,ascfi'angt. 1fUwcS\Wm~}"U;.aful~.J:~Otftflc,~ 1110~~,J1otllrigfft{f~~~~~~dic~atbt;~~qlcingtbatttt • .

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Byron J. Macdonald, designer/artist Jack Galliano, art director Kaiser Industries, client Commissioned by Kaiser Industries to render this manuscript of the Inaugural Address, calligrapher Macdonald was also flown to Washington for the presentation to President Kennedy. Initial letter is red, paragraph markers grayed blue and the presidential seal is engraved in gold. l1Y2 x 23 on T. H. Saunders paper.

Harold Adler, designer/ client Artisan Press, printer Black with chinese red monogram, 7V.. x lOY2

Die Kunst Gallerie John Vise, designer / artist

121

Maso.n-Vise Design, studio Black on white,. 12Y2 x 8 V2

CA , D ecember '61

Boeing Wichita / Office of Research IBM 7090/Boeing Plotter, illustrator W. A. Fetter, art director Jack Gahman, designer Graphics Unit, Digital Computing, studio/ agency

122

A true perspective drawing (probably the first) made by a computer/ plotter system in a research program titled "Computer Graphics." From a basic set of information, 3 views, axonometrics or perspectives can be produced , unrestricted as to location of the "observer," even from within the object.

Pacific Semiconductors, Inc. George Akimoto, designer/ illustrator Chuck Williams, art director Fred Kopp, Inc., studio Hixson & Jorgensen, agency Illustration for one in a series of color inserts.

So many people asked for copies to frame that the company obligingly om itted name and logo from the front, confined their advertising to inside pages.

CA, D ecember ' 61

Varian Associates Marty Gallott, designer/i llustrator Angus MacDonald & Associates, studio Illustrations for a magnet catalog; interesting departure from all-too-common exploded view techniques.

Smith Kline & French Laboratories Robert Pearlman, designer/ illustrator A multi-layer transparency (7Yl x 6) produced by the diazo process from black and white separations to sensitized "foils." Rice paper was added to soften the appearance of the clear acetate. Used as a visual training aid for detail men, drug sales.

Litton Systems, Inc. / Guidance and Control Systems Division Herbert H. Bergman, art director/airbrush illustrator Ralph McQuarrie, perspective illustrator Color cutaway of a computer for Astro-lnertiai-Doppler system (navigational computations by star tracking )

CA, December '61

TECH NICAL ART

Volkswagen of America, Inc. John A. Weber, art director/designer Stephens Biondi DeCicco, Inc., illustrator Guy Morrison, photographer Chartmakers, Inc., studio Fuller & Smith & Ross, Inc. (NYC), agency GO-page sales manual for VW trucks contains data on each of the models of trucks and station wagons, technical information and operational costs. Cover is photo of front of truck. Cutaways are photos of cutaway trucks supplied by the client. 13 x 10, color

Volkswagen produces economy cars and trucks. The VW Truck IS designed to be

The VW Idea

economical to own and operate. Yet it must ca rry a b1g load 1n all weather, under all road conditions. The distmcllve VW Truck IS a paradox - econ!lmy truck, b1g ca pacity.

The followmg pages tell how this 1s done

124

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CA, December '61

John Urie and Associates John Urie, art director Joanne Norman, designer Kent Wakeford, photographer A Christmas gift for friends, clients and potential clients. Color

125

CA , D ecember '61

INSTITUTIONAL FILMS

Kimberly-Clark Corporation Morton Goldsholl , director/ producer Millie Goldsholl, concept and script Morton Goldsholl Design Assoc., producer History of graphic identification from Middle Age to present, demonstrating the necessity of well-designed corporate look to attract public favor. Color

126

CA, D ecember '61

United Church of Christ Paul J. Haldeman, art director Eric Von Schmidt, illustrator John Sharnik, script writer Edna Pullinger, audio-visual editor A sound filmstrip, "Herod, King of Judea, " prepared as curricu lum for junior high level. Color

127

CA, December '61

a

b

SLIDES

a KNXT, Los Angeles 128

Jerry Braude, designer George Sugasawara, photographer Slide designed around a line resolve photo.

b

Modern Bride Magazine/Ziff.Davis

Herb Stern, designerI art director Jackson Paine, illustrator Herb Stern Associates, studio Mort Grossman, copywriter Presentation for use by space salesmen. Color

c National Distillers Mel Richman Film Group, designer/ illustrator Jack Keane and Bill Jenkins, art directors Fletcher Richards Calkin and Holden, agency Forced impact on viewers created with interacting design and startling soundtrack. Color

d

Presbyterian Church in the United States

Norman Kohn, designer/ illustrator Carl Degen, producer Paul Darcy Bowles, script writer Protestant Radio and Television Center, agency A clean break from typical "Sunday School Art," attempting to communicate to a broad cross·section of people in a meaningful way, both esthetically and spiritually. Color

CA, December '61

c

d

129

CA, December '61

130

Chun King Corporation Stan Freberg and Bob Dahlquist, art directors Bryden Baker, photographer Stan Freberg and Howard Gossage, writers Jacmar, studio BBDO (LA) , agency

CA , D ecember '61

BANKAMERI[ARD

v 1 ce~ve[\i gnt

s[l\Jpptng

YeS 1ndeedl

BANKAMERICARD BANKAMERICARD J OHN DOE

~~ -----' Friskies Division/ The Carnation Co.

Bank of America

Bernard Gruver, designer/ art director

Richard Van Benthem, art director

Bill Melendez, animation director

Alan Alch, designer

Frank Smith, animator

Ken Champin, director

Playhouse Pictures, studio

FilmFair, studio

Erwin Wasey, Ruthrauff and Ryan (LA), agency

Johnson & Lewis, agency

CA, December '61

131

TV COMMERCIALS

Budweiser Beer/ Anheuser Busch Brewing Co. Charles McElmurry, designer Arnold Gillespie, animation director

132

Michael R. Lah, animator (above) George Kreisl, animator (below) Quartet Films, Inc., studio D'Arcy Advertising (St. Louis), agency

CA, December '61

133

Falcon Division / Ford Motor Co. Ralston Purina

Paul de Monterice, art director

Alex Anderson, art director

Charles Schultz, designer

Richard Van Benthem, designer

Bill Melendez, animation director

Gus Jekel, director

Bill Littlejohn, animator

FilmFair, studio

Playhouse Pictures, studio

Guild, Bascom & Bonfigli, agency

J. Walter Thompson Co . (NYC) , agency

CA, December '61

TV COMMERCIALS

Genesee Brewing Co. Inc. Arthur Hawkins Ill. art director Dana Blackmar, copywriter Paul Blustain, producer Wylde Studio, film producer

134

Mattei Toymakers

McCann·Marschalk Co. Inc. (NYC), agency

Dick Perkins, art director Cy Schneider, designer Filmways, studio Carson j Roberts/ 1nc., agency

CA, December '61

I

I

I

I

135

110115/:J:JOIIIf/ill

Chevrolet

Pacific Gas & Electric Co.

Eyvind Earle, art director/ illustrator

John Norall, art director

Charles Arnold, photographer

MTO, producer

Eyvind Earle Productions Inc., studio

Dave Commons, director

Campbeii-Ewald (Hollywood), agency

BBDO (SF), agency

CA, D ecember '61

136

_____~

.__

Facts of Life / United Artists Saul Bass, art directorjdesigner Paula Powers and Art Goodman, illustrators

CA, December '61

137

by LARRY ADLER

•• and edited by HARVEY CORT

The Great Chase/Harvey Cort Ted Trinkaus, designer/ illustrator/ animator Trinkaus, Aron & Wayman, studio

CA, December '61

FILM TITLES

TONY

138

JACK

OAKIE

Lover Come Bac k/ Universal International d ·gner/ illustrator Robert Reagan , esl I L wrence , animators Norman Mccabe and Haw ey a Ruben Lopez, lettering

h

Frank Tomp k.In s' animation photograp er Fitzgerald, art director Wayne . ducer Pacific Title & Art Studio, pro

CA, D ecember '61

139

Ocean's 11 / Warner Bros.

Saul Bass, art director/ designer Art Goodman, illustrator National Screen Service, producer

CA, December '61

FILM TITLES

140

Spa rtacus/ Universal International Saul Bass, art director/designer Gerald Trafficanda, photographer National Screen Service, producer

CA, December '61

MO 141

Ferro, Mogubgub & Schwartz, Inc. Frederick Mogubgub, art director/ illustrator Jon Aron, designer/ illustrator Ferro, Mogubgub & Schwartz, Inc., studio

CA, December '61

FILM TITLES

._.

142

Psycho/ Alfred Hitchcock/ Paramount Pictures Saul Bass, designer Art Goodman, production supervisor National Screen Service, producer

CA, December '61

.•....