Issuu

THIS IS A

COMBINED OCTOBER AND

NOVEMBER ISSUE . ALL SUBSCRIPTIONS WILL BE EXTENDED ONE MONTH .

The Journal of Commercial

r • Volume 2 • Number 10111 • November 1960

Letters to the editor

Personal : for hire, for sale, wanted

Materials, services, and available litarature

Color charts

Editorial

The Journal of Commercial Art is published monthly by Coyne & Blanchard, Inc. at 809 San Antonio Road, Palo Alto, California. Subscription rates: U.S. A., possessions, and Canada, single copy, $1.50 (Annual November issue $4), one year, $12; two years, $22; three years, $30; five years, $45 . All other countries, one year, $14. Copyright 1960 by Coyne & Blanchard, Inc. *Trademark registered. Second -class postage paid 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 mailing envelope for old address. Editorial Correspondence: No responsibility is assumed by the editors or publisher for unsolicited contributions. Manu· scripts or other material should be accompanied by self· addressed , stamped envelope. Advertising Correspondence: Requests for information or other correspondence concerning advertising may be addressed to David Hartman, Advertising Manager, The Journal of Commercial Art, 15 W. 44th Street, New York 36, N.Y., MUrray Hill2-1438, or to Advertising Department, The Journal of Commercial Art, 809 San Antonio Road, Palo Alto, California , DAvenport 6-6040.

ART TRADE SHOP NO .1

The paraUel J·uries

Print tha

Space advertising

Promotional literature and direct-mail

111

Poster, outdOor, display

119

Editorial design

132

fllustration

139

Technical illustration

143

Trademarks and letterheads

156

Packaging

166

On the board : shop talk

169

The time, the place, the people

174

Advertisers' index

tters

TRYTHE~~OR10 DAYS! Special introductory offer enables you to have a brand new FILMOSTAT delivered and installed on your premises ... for a 10-day trial .. . for only $10.00 per day! Included too, are a free supply of paper and chemicals, plus instruction. ACT NOW! Offer for limited time only.

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WITH THE NEW

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See Your Art Supply Dealer OR WRITE TO:

Originally commanded by Queen Victoria for her own use, and since recognized as the world's finest water color brushes. Made by craftsmen for the craftsman: commercial artist-illustratorretoucher-engraver. 902 Broadway, New York 10, N. Y. Canadian Agents: THE HUGHES & OWENS CO., LTD. Head office: MONTREAL California Distributors: THE SCHWABACHER·FREY CO., SAN FRANCISCO

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

See your local dealer!

CA, November '60

EBERHARD

FABER

' In studio or classroom, there are hundreds of exciting uses for MONGOL COLORED PENCILS by EBERHARD FABER . To paint with pencils, simply go over your MONGOL colored sketch with a brush dipped in water. The result: brilliant wash coloring. MONGOL COLORED PENCILS are ideal for all drawing needs. And they're the same perfect quality known the world over in famous MONGOL black lead pencils. Your nearest stationer can supply you with MONGOL COLORED PENCILS ... round or hexagon ... regular, hard, or very hard degrees ... in assortments of 12, 24 and 36 colors. Ask about EBERHARD FABER-your one source of supply for all writing needs. SINCE 18 49

c 1960 Ebe rhard Faber Inc . Tm . Reg . U . S . Pa t. Off and O ther Coun tr•es

Wilkes-Barre, Pennsylwania-New York-Toronto, Canada

LETTERS TO THE EDITOR

THE SIGN OF A GOOD CHOICE ...

No October issue Why in the heck do I receive my copy on the last of the month instead of the 1st? Philip Fitzpatrick N ew York City

We've been trying to solve this for a year with Dexadrine, whips, and fervent prayers. Didn't work so we've taken the easy way out. There will be no October issue_ and all subscriptions will be extended one month. ed.

You always know when you've made a good choice . . . by the effortless drawing you'll do in pen and ink, wash or pastel . •. by the long lasting surfaces of versatile Crescent illustration boards. A Crescent choice from the roughest layout to the finished art-work.

Tool for merchants Gentlemen: The September issue of CA was received today and, as usual, the comments were all good. I was especially interested in the article, "Comparison of Paper Costs to the Overall Job," and see in it a very valuable tool for our merchant houses. Would it be possible for us to get 12 to 15 copies of this article? Ralph E. Ditmyer Advertising and Sales Promotion The Champion Paper and Fibre Co. Hamilton, Ohio

CRESCENT CARDBOARD COMPANY

1240 N. Homan Ave. / Chicago , Ill.

I1······-~ The first is still the best!

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It reproduces clear, sharp d etail with flawless d efinition : L udlow P apers, W are, Massachusetts, D ept. 163. Please send m e test samples of REL Y O N

I ' ~

I # 1•••••••~ I ~~~ ~ I ~--~ CA , November '60

Dear Mr. Blanchard : The two page spread (pages 60 and 61) in the September issue of your magazine is terrific. This morning I phoned our New York staff and instructed them to seek permission from you to reprint this spread ... to be mailed to our members and the paper manufacturers along with our monthly newsletter Current. Again thanks for this clear and understandable expose of the myth that good paper "is out of the reach" of many advertisers. Sincerely, W.F. Obear Vice President, Fine Paper Division The National Paper Trade Association, Inc.

Permission granted! In answer to the many requests we have received for reprints of this article, from one to five copies of the Paper Costs Comparisan chart may be had, without charge, by writing to The National Paper Trade Association, 220 E. 42nd St., New York 17, N.Y. Quantity prices also available. Local paper merchants will have them soon for local distribution. ed.

THE:~E:""S M..A~:N'E:SS INOU~ ME:T~O~ Many an advertising truth is said in jest. And television commercials by Terrytoons are the best way to tickle viewers, tackle sales ! (Or, if you prefer, Terrytoons' creativity will mirror your more serious side.) No matter what your advertising "personality"wild or mild, zany or straightforward-you'll find it reflected to perfection in television commercials produced by ... ~TERRVTOONS

A Division of CBS Films Inc.

CA annual files

~~~~ ~~~~ ~~~~ ~~~~ ~~~~ ~~~~ ~~~~ ~ ~~~~ ~~~~ · 0

~. ~· ~~ .·~~~ ~~ 10

~~~~ ~~~~ · ~~~~ ~·· ~ ..~~

~~~~ ~~~~ ~~~~ ~~~~ ~~~~ ~~~ ·~

Gentlemen: We have had many requests fror:n our customers for a binder in which to keep the monthly editions of CA. We feel that this item would be a great asset for keeping the volumes together and handy for easy reference. As an Art Material dealer, I wish to add my bravos for the wonderful publication that you have put forth. It has made many new friends and customers for us. Keep up the good work. Best regards to your staff. Very truly yours,

,mm

FRO~

Marty Hoffman M M Marty, Inc. Los Angeles

A 'rrangements have been made with the Jesse Jones Box Corp. to provide goldembossed, sturdy box-files for your copies of CA. They sell for $2.50 each, 3 for $7.00. Send yo_u r check to them at P. 0. Box 5120, Philadelphia 41, Pa.

Posters abroad Dear Mr. Blanchard: You may be familiar with the work of the U.S. Information Agency. We are, in a sense, the public relations a'rm of the government overseas. Through our headquarters in Washington and some 200 offices abroad and 10,000 employees, w:e operate . broadcasting stations, (The Voice of America); produce and distribute TV programs, maintain a world-wide press service, publish pamphlets, books and newspapers, produce and distribute exhibits. The latter function is my responsibility. We have had many requests for exhibits of contemporary U.S. posters from abroad and because of your unique position in the graphic arts world, I wonder whether you could assemble a collection Of the best U.S. posters of the last 5 years. This kind of exhibit is extremely popular abroad and we are sure increases the prestige, not only of American graphic artists, but also that of the U.S. Thank you in advance for your consideration. We have greatly admired your publication since its inception. Sincerely, Robert Sivard Chief, Exhibits Division Information Center Service U.S. Information Agency Washington, D. C.

For further information and specifications, see "Poster" article in On-the-board. ed.

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Write on your letterhead for 200 pare catalorue of art supplies - "an Enc y c I o p e d i a of Artists Materials."

ARTHUR BROWN & B ., Inc. 2 W. 46th St., New York 36, N. Y.

ART DIRECTORS and ARTISTS now with BBDO Young & Rubicam Doyle Dane Bembach Walter Dorwin Teague Mel Richman Coming Glass Bethlehem Steel New York Times AMF Royer & Rogers Campbell Ewald Readers Digest American Heritage Norman Craig & Kummel

were placed by Keep 'em coming Dear Sir: You asked for it! Page 66 of your September issue invites new literature which would be of interest to everyone in the graphic arts field. Under

CA, November '60

JERRY FIELDS ASSOCIATES (Jobs Unlimited) 16 E. 50th Street, New York 22, PLaza 3-4123

ad~ everywhere sew up their paper problems by specifying A latno text and cover for needle-sharp reproduction

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THIS INSERT LITHOGRAPHED ON ALAMO TEXT BASIS 80

Manufactured by

CHILLICOTHE PAPER CO. CHILL/CO THE, OHIO

separate cover, we are mailing to you, with our compliments, copies of "Paper the Fifth Wonder" and "The Encyclopedia of Graphic Arts and Paper Terminology." I sincerely hope that you will find occasion to feature these in a forthcoming issue of CA. Sincerely yours, Blaine S. Williams Williams Advertising Green Bay, Wisconsin

See Print that Matters . ed. Onward and upward Gentlemen: Here is my $45 for five.years and five months of CA, which proves that I am a supreme optimist. However, in case I don't happen to make it through the next five years and five months, I plan to leave CA to my next of kin, hoping they will value it as highly as I. It's regretful that such fine things as this can't be forwarded ahead, but I suppose the postage would be prohibitive. Keep up the good work and there will always be a CA. Yours truly, Dane L. Love P. S. Have you made any arrangemnts for a 35 or 40 year subscription? Indianapolis, Indiana

May your halo be bright! Lifetime subscriptions may be had at $200 per, bulk rates slightly less. ed.

In Vogue

(In answer to John Sherman's request in September's Letters for production information on the Vogue ad reproduced on page 23 of the June issue.) Dear Miss Williams: The travel ad you mentioned was produced in the simplest way possible. A sheet of tracing paper was laid over the magazine cover. Ten ordinary travel tags were placed in the area and traced on to the tracing paper making a few adjustments on the way for good cropping. Having done this, the tracing was then transferred to the cover itself. The tags were then cut from the cover and mounted on the actual tags. Before mounting, the reinforcement rings on the tags were taken off and then replaced once each section of the cover was in position on its respective card. The tags were mounted on small squares of cardboard to give each tag a shadow line when the photographer set up his lights. A paper of mid-tonal strength was used for the background. All that remained was for the photographer to take the shot. I trust that this answers your question satisfactorily. Sincerely yours, Malcolm Mansfield Art Director Vogue Promotion New York City

HAVE YOU RECEIVED fro In • • • a brand-new, hot-off-the-press portfolio of . the latest in exciting art techniques is now available. Send for it now. Corne in and visit us. You're welcome to look over the s h o ulde rs of our illustrators and retouchers, scratchboard artists, c artoonists, designers and letterers, our photographers, photostatters and production people ... among the most creative, highly speciali zed talents in commercial art today. You will see one of New York's most complete and smoothly co-ordinated art services ... a ll c oncentrated on one large floor at 136 East 57th St.

CA, November '60

FOR CURVIER FRENCH CURVE CHECK WITH ARTIST MATERIALS 210 EAST 58th STREET

NEW YORK 22, N.Y.

PL 5-3573

YOUR COPY

Postage wll be paid by ...

136 East 57th Street New York 22, N.Y.

CA, November '60

See Print that Matters. ed. Onward and upward Gentlemen: Here is my $45 for five.years and five months of CA, which proves that I am a supreme optimist. However, in case I don't happen to make it through the next five years and five months, I plan to leave CA to my next of kin, hoping they will value it as highly as I. It's regretful that such fine things as this can't be forwarded ahead, but I suppose the postage would be prohibitive. Keep up the good work and there will always be a CA. Yours truly, Dane L. Love P. S. Have you made any arrangemnts for a 35 or 40 year subscription? Indianapolis, Indiana

May your halo be bright! Lifetime subscriptions may be had at $200 per, bulk rates slightly less. ed.

In Vogue

HAVE YOU RECEIVED ~

0 0

:a Ill

••

::!

z ~

CA . November '60

FOR CUR VIER FRENCH CURVE CHECK WITH ARTIST MATERIALS 210 EAST 58th STREET

NEW YORK 22, N.Y.

PL 5-3573

YOUR COPY t ~~~~,-· I

• • '"

' "

1 ,.. 4t '

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·•

CA, NO'Vember '60

·~c.

Same side Dear Sir: Your article about glossies versus semi-matte and matte finish photos for repro on pages 26 and 27 of the September CA bears out the same arguments I've been using (with anyone who would listen) for a long time. Glad to have CA on my side!

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

James Hoy Specialist, Art & Publications General Electric Company Santa Barbara, California

North Art has staying power ... client-pleasing

Group rate

HOW TO DO

Gentlemen: Please advise the quantity subscription price for one year for CA. We would like to send this magazine on a yearly basis to our 15 salesmen. Thank you.

PASTE-UPS AND MECHANICAL$

Elizabeth Burnett Wm.]. Keller Inc., Lithographers Buffalo, New York

The first and lost words on Preparing Art for Reproduction!

Step-by-step with 322 drawings and Photo-illustrations

By S. R. Maurello. Clear, simple, authoritative instructions on tools and materials, cropping, trimming and scaling, positioning and mount· ing, '·cold-type" and photo-lettering, retouching, pnnciples of reproduction, color separation and mdication.... brought alive with easy,·to-follow, step-by-step illustrations. 8?2 11 x 11 1• $7.95 LETTERING FROM A to Z - By Clarence P. H ornrmg. The origins and development of letter forms, with 116 full-page alphabets of the most commonly used typefaces and hand-drawn letters. $3.95 THE COMPLETE AIRBRUSH BOOK - By S. R. Maure/lo. 425 show-how illustrations, diagrams and photographs accompany complete, step-bystep instructions on equipment, operation of the brush, rendering, retouching and working $7.95 methods. FOLKLORE AND SYMBOLISM OF FLOWERS, PLANTS AND TREES - By Ernst and Johanna

Lehner. A treasure-trove of the legendary, religious and magical significance of botanical symbols in the Scriptures, Mythology and Folklore. 210 illustrations. $4.75 A BOOK OF TYPEFACES - By 0. Hiavsa and F. Sedlacek. Hundreds of roman and italic alphabets for study, .reproduction and reference illustrate this encyclopedic survey of modern typography. 451 pages, printed in two colors. $10.00 ARTISTS' MANUAL FOR SILK SCREEN PRINT MAKING - By Harry Shok/er. Revised edition

of the most complete guide to the art of serigraphy and silk screen painting; illustrated in color, with separations and progressive proofs. $4.95 at your bookseller or from

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At three times the price, you can't buy a better luci! SOLD DIRECT ONLY with a ten day money-back GUARANTEE 18"x24" focal plate, 17"x23" copy board. Four dia. up or down. Hundreds sold to the nation's top firms ... never a return!

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Send for literature today! LUCYGRAF Mfg. Co. 1929 N. Hillhurst Ave. A. 27, NO. 1-0637

c y

R A F

Our group rate: $9. Copies can be sent to you for distribution or we will mail them individually. ed.

power ... selling power! For full color or black and white , wash or line art, layout, design , posters,

First Anniversary Dear CA gang: Congratulations ! Your first year has been terrific. Your book far excells anything I have seen in my 30 years of CA business. Very sincerely, Dale Turnbull Aerojet-General Corp. Azusa, California

decorative illustration ... anything in art ... call MUrray Hill 6-5740

Gentlemen; Congratulations on your "First Anniversary!" Your fine magazine certainly fills a gap in the strictly commercial field with its functional, down to earth articles, ideas, technical information. I free lance out of a fairly large printing plant and see a lot of the production side. If you still have that first one ... I would sure appreciate · it so when in years to comelooking back through them, I'll have the complete set. Thank you. Sincerely, Charles Martin Shumate Inc. Lebanon, Indiana

Drip-dry Dear Bob About that guy from Cincinnati that wrote the nasty letter and didn't sign his name : "Wet on his head" ...You may quote us. Next to God we love CA the most. Bless y'all. Jack Pentes and staff* *Joe, Marty, Sally, Nanette, Maggie Charlotte, North Carolina

CA, November '60

CHARLES W. NORTH STUDIOS, INC. 79 MADISON AVENUE, NEW YORK 16, N.Y.

LUXO LAMPS PROVED ON THE DRAWING BOARDS OF THOUSANDS OF ARTISTS

BRANDN£W ~....-- CURR£NTI~U£

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Luxo Lamps are available in Incandescent, Fluorescent, Combination and Magnifying models with adjustable brackets and bases for mounting anywhere. In modern colors. U.L. and CSA approved. If you have never used a Luxo Lamp, may we suggest you ask your supplier for a demonstration. Ask him to point out the many features that have made Luxo the preferred lamp on the drawing board.

Creates artificial light with almost daylight quality. Excellent for color work. Order from your art supply dealer now or write for literature on all Luxo models.

PORT CHESTER, N.Y.

•

current issue of"Clip Book of Line A;,t" on 30-day approval. HARRY VOLK ..JR. ART STUDIO

LUXO LAMP CORPORATION SAN FRANCISCO, CAL. •

It's great-but don't take our word for it. Try it in your own office for 30 days! Puts professional flavor into your low-budget paste-ups ... saves you time and money. Used by ad agencies, art studios, printers and industry .. . for ads, printed pieces, publications, direct mail, visual aids. Dozens of black-and-white line drawings every monthtop quality realistic, stylized, decorative and humorous. Ready to use-just clip and paste. Get the current month's set of three thrifty "Clip Books of Line Art" plus "Paste Pot and Scissors" on 30-day free trial. No obligation. Just jot a memo on your company letterhead: "Send me the

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MATcHES %" x 4" Tube ... 45¢ each. Designers sets 26-7, 26-13, 26-26 at your Artists' Material Dealer.

AAAA RED

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CA. November '60

Credits Gentlemen: The recognition you have accorded the progress of our corporate design program in your recent article, "An Integrated Image," has not only pleased us, but served us well. Mention of our program in a magazine so knowledgeable about art and design has more than put a stamp of approval on what we are doing. It has heightened the value of our program at home and abroad. Not the least of the values was the conviction it brought home to our own employees to see their company so honored.

CAMERA·ALTERED TYPE AND ART VIA TYPORTIONALIZING Conventional type faces (set by Progressive) and drawings (supplied by you) are given unconventional design effects-increased attention value-with Progressive's Typortionalizing method. Mail copy, layout and instructions to Progressive . . . or write for more information. PROGRESSIVE Composition Co. 9th & Sansom Sts., Phila. 7

-----------

',,,,_,

With that one matter corrected, I think all of us can take pleasure in your article. Sincerely, ]. H. McGarry Vice President International Minerals & Chemical Corp. Skokie, Illinois

WAlnut 2·2711

~:-----------

.....

The PROGRESS • HANSON • PROGRESSIVE Group Philadelphia • New York • Newark • Lancaster Wilmington • Baltimore • Washington • Richmond

The one regrettable fact was that in transmitting information to you we mistakenly credited to another firm a package design appearing on page 35, July issue, which was created by Peter Gadiel, of International Graphics, Inc,, of Chicago.

Merry Christmas Gentlemen: I have a circulation promotional idea for you -one which I plan to utilize myself. I feel your very smart publication is ideally suited as a Christmas gift to AD's of ad agencies for whom we are privileged to do typography. My thought was that you create a promotional brochure, suggesting a year's subscription as a Christmas gift to art directors and/ or production managers ... and attach the brochure to a current copy of CA ... then send it to every typographer in the U.S. I like your magazine . .. and hope it becomes a rousing success. Very truly yours, Irving Eisen Vice Pre_sident Modern Ad Service New York City

MELIOR Eye-opener Dear Mr. Coyne: Thank you for sending me a copy of the September CA with the Ad Utopia story. Besides getting a reproduction of our winner, it was my first chance to really see winners #1 and #3. I appreciate your thoughtfulness ... and best wishes for success to CA. Sincerely, W. H. Hartzell Detroit, Michigan

CA, November '60

The most recent example of Hermann Zapf's outstanding ability to translate the full historical tradition of fine calligraphy into a modern, functional idiom. Clear, durable; preserves its distinctive character in any reproduction process, on any surface. Regular, Italic, Semibold, Bold Condensed. Specimen sheets available. Stocked in the U.S. on American point body by AMSTERDAM CONTINENTAL TYPES AND GRAPHIC EQUIPMENT INC. 276 Park Avenue South, New York 10, N.Y.

the hilltory of 111011 in pictare11! old prints allll plwtograpll8 the bettmann archive 215 e011t 57th 11treet nem york 22, 11. y. plazG B-0362 8eftd lor free approvalll

NO.

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Cartographers' crux Gentlemen: .. . CA is of inestimable value to the neophyte cartographer as well as to the grey-headed ones in the wealth of ideas for presentation in the form of maps and diagrams. Slightly different than graphics for profit, but the idea of "relating" and "rendering" is the crux of our problem too. You can be assured of our support for years to come. Sincerely, Charles W. Booth Ass't. Professor, Dept. of Geography Eastern Washington College of Education Cheney, Washington

: Artists get "INSTANT" shadings~ • and colors with ........ • CONTAK film (z1}\. CORRECTIONS EASY Chart-P ak's Contak shading and TO MAKE with color-tint films go on tight, as fast as you can press them down. No burnishing! They are permanent; GOOF-PROOF made of DuPont Mylar® that won't shrink or change color, with a peelCHART-PAK TAPE proof adhesive that withstands re-

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production-process heat. You can vignette or remove Contak coatings with an eraser; yet they don't come off on your hands. You have a wide choice in Contak. There are 72 different shading films, Ben Day and other screens in black or white; 26 transparent colors. Get faster layouts and finished art with Contak.

~e~ 'older to h \\\e drudgery %y0ll 0llt

... It's the first magazine I've ever seen that helps the "Commercial" artist. We are quite isolated on this Olympic Peninsula and I don't get much chance to see what's going on in "the big city" but CA helps tremendously. Am proud to be a charter subscriber and hope you continue forever. Mickey (Mrs. H. E.) Sanner Angeles Advertising Agency Port Angeles, Washington

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WANTED Copies of studio self-promotional pieces for inspirati onal purposes. Send us yours and we will send you by return mai l a silk screen "Bull" print suitable for framing or· makes a dandy dart board. Jack Pentes Stu dio, 410 N. Laurel Ave., Charlotte 4, North Carolina . HELP WANTED Agency AD: to handle roughs through finish art. Must know type and production. $6000 base plus percentage of finished artwork. Contact Christopher Lindsley, Contemporary Advertising Agency, North 9 Post, Spokane 1, Washington. TEmple 8-4485. Illustrator: Render rough figure illustrations for layout, finish line and wash, both black & white and color. Permanent salary position with top Denver, Colorado art studio . Long experience not important. Must have basic figure training. Good living, fishing, skiing. Box 2 111CA.

fake

F~r complete information on dra Wi'ng ,r th1s new system that makes art

directors' and artists' jobs easier, (more fun , too . . . ) write for free folder: " Visualization Made Easier".

Closing date for "Personal" copy is 20th of the month precedi ng date of issue. $3 per line accompa nied with check.

S I T UAT ION WANTED I want to live in Marin Co., Calif. Not big agency man or whiz kid, just experienced, successful AD (for moderate-size magazine publisher) who dislikes midwest weather. Sharp on type, art, layout for photoengraving and letterpress. Accomplished writer, thinker. Single, 31 , adaptable. Box 2112CA

WRITE WI TH AN ORDINARY - - - - - , PEN OR PENCIL TO ...

Dealers in all principal cities

CA, November '60

The cleanest line between

B&W

two

REPRODUCTION SPECIALISTS for the entire graphic arts

points

ask for Miss Platt or Mr. Aaron

Mask-0-Neg 142 GR EE N E STREET , NEW YORK CITY CANAL 6-8440 VELOXES <ALL SCREENS >, COPY PRINTS. C O NVERSI O N PRINTS . PHOTOGRAPHIC ASSEMBLYS . PHOTO STATING , COLOR FILTERING , PH O T O GRAPHY .

EASIEST HANDLING ••• "V" Casein is the VERSATILE color that adapts to YOUR style of handling, whatever it may be washes, opaques, or piled on heavily. Dries fast, rub proof layouts need no protective overlays. Use with Adhering Medium for acetates, vinyls, other plastics.

is drawn with

HIGGIDS IRK With all the drawing instruments you use you can always rely on HIGGINS to flow on smoothly with dense black lines that dry uniformly. The controlled surface tension of American India Inks encourages perfect performance with every instrument on every drawing surface.

There's no "Belling" or "Filling"!

Flow starts instantly on contact with the surface. Stops instantly when pen is lifted. YOU GET THIS:

NOT THIS:

YOU GET THIS:

NOT THIS:

Because the working qualities of HIGGINS are so exactly defined and preserved - you have greater control over your work at all times! That's why most artists and draftsmen insist on HIGGINS Ink. complete color card :

ENT PIGMENTS, INC. D AVE., CINCINNATI 12, OHIO

The basic art medium since 1880

... rr,.........

WGGIDS JNJ\ CO., JNC.

CA . November '60

Brooklyn 15, New York

MATERIALS

tion write to Sidney Beller, Stik-aletter Co., Rt. 2, Box 286, Escondido, California.

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

quikstiCk Jf~-&lt adhesive

Colored Saral

A clear solvent developed to clean Color-aid paper of pencil or chalk guide lines, fingerprints, smudges, wax, tape gums, oiL Works equally well on plate-finished bristols, scratchboard, photos and tracing cloth. Will not affect India ink, opaque water colors, oil paints, retouch grays, dry printing inks. A 2-ounce bottle for $1.50 at art dealers or Green Valley Industries, Box 84, Wallingford, Pa.

Transfer-tracing sheets in blue, red, yellow, white, and graphite. Makes a clean sharp line that won't smudge, will erase, won't retard ink or water colors. The red Saral can be used on photos, glass, acetate, metal. An introductory package of 8¥2 x 12 sheets sells for $1 or a roll 12 feet long by 12¥2" wide for $3.50 at art dealers. A free folder with samples will be sent on request from Saral Papers, S. B. Albertis, 5 Tudor City Place, New Y.o rk 17. N.Y.

Stik-a-letter

FAST and EASY. Spray it 01i papers, plastics, photos, and they stick to any smooth surface-can be removed and put back many times. 12 oz. can oniJ $1.69 6 oz. can only 98c

MAKER a division of HUDSON PHOTOGRAPHIC INOUSTRIES, INC. Irvington-on-Hudson, N. Y.

Color-aid Liquid Eraser

Die-cut alphabets from plated gummed stock in red, yellow, blue, green, black, gray, white. 1, 1 Vz, 2-inch sizes. 72 different characters in varying quantities for each size, style and color. Individually packed in indexed folders and stored in a box which sells for $6.50. Sizes up to 4" are die-cut from construction paper and come in 10 colors at $1.50 or $2.00 per font. For samples, literature, further informa-

Literature for your files " ... as mentioned in CA" A request on your letterhead will bring you any of the following pieces ... free unless otherwise noted.

'Thought Starters" . .. a kit of printed specimens on white and colored Eagle-A Quality Text and Cover stocks. Write to Advertising Dept. (CA), American Writing Paper Corp., 10 Eagle-A Ave., Holyoke, Mass.

~most brillia.nt of all

* L U l\1 A

Philadelphia Art Supply Co.

artists' colors

Philadelphia's most complete stock of art and drawing materials

Brillion! Concentroted

W AT I • BOURGES SHEETS • CRAFTINT KEMART MATERIALS • ZIPATONE • ALL GRAPHIC ART SUPPLIES

SEND FOR OUR 200-PAGE CATALOG ON YOUR LETTERHEAD

-t

LUMA Brilliant Concentrated Water Colors surpass all others in intensity, ease of handling, brilliance. 36 dauling colors including the blackest of blacks. Insist on genuine LUMA Colors-the original Brilliant Concentrated Water Colors. At better art stores. Write for color chart.

Steig . Products

PROMPT DELIVERY AND MAIL ORDER SERVICE

25 South Eighth St. Philadelphia 6, Pennslyvania Phone MArket 7-6655

LAKEWOOD . NEW JERSEY

CA, November '60

"Gilbert Lithographed Letterheads of the Year'' . .. a spiral- bound brochure with printed specimens of 13 award-winning letterheads. The Awards Panel (Everett McNear, Park Phipps, Burton Cherry), also discusses the merits of each plus the fundamental elements of letterheads. Write to Advt. Dept., Gilbert Paper Co. , Menasha, Wisconsin.

concerning HI-ART Illustration Board

"Bourges Solotone Overlays" . .. an illustrated sheet showing retouching methods. "Transopaque Sheets" ... techniques for line separation in color mechanicals. "Color Chart" .. . shows 5 values of each of the 12 Bourges colors and examples of ways they can be used. "How to Use Bourges Art Materials" . .. a 16-page booklet of instructions. Write to Jean Bourges, Bourges Color Corp., 80 Fifth Ave., N.Y. 11, N.Y.

After 4 years of intensive development, we are proud to introduce the completely improved new line of Hi-Art illustration board. Some of its advantages include: Much heavier facing paper for durability and better erasing qualities ... much whiter for better photographic reproduction ... more uniform for optimum workability. The remarkable new Hi-Art surface is harder for best lifting qualities. AU-in-all, Hi-Art Illustration Boards excel in the field. Drop us a note for samples of deep tooth finish #69, 79 or 7960. Then give it a try.

"Relyon Reproduction Paper" ... a specimen kit with samples of light and heavyweight repro paper. "Old Tavern Swatch Book" ... samples of gold and platinum cover, label, and gummed lahP.l stocks. "M-1 Gummed Papers" .. . samples of white, colored and special gummed stocks, both coated and uncoated. "Eleet Gummed Papers" ... a specimen booklet with samples of their new "dot-gummed" label papers. Write to Mrs. Georgine Mason, Ludlow Papers, Needham Heights 94, Mass.

NATIONAL CARD, MAT and BOARD CO. 4326 Carroll Avenue, Chicogo 24, Illinois 11422 South Broadway, LosAngeles 61, California in Canada: Card & Paper Works, Ltd., Peterborough, Ontario

anca 602 BILTRITE PEDESTAL TABLES TOP-BOARD SIZES: No. 602-1-23"x31" No. 602-2-24"x36" No. 602-3-31 "x42" No. 602-4-38 "x48" No. 602-S-38 "x60 " No. 602-6-38 "x72 " No. 602-7-44"x72"

BOURGE& MAGIC COLOR SHEETS OF 1001 USES

PREFERRED by AGENCIES and STUDIOS

This is the title of a new free booklet on Bourges. May we send you a copy? Call or

New ... steel end channels for more accurate draftsmanship! The first table to feature a full-length guard rail and serrated arcs on size 38" x 48" and larger. Two stabilizing wheels plus easy grip handwheel provide fast and easy tilt and height adjustment. Minimum 32%" to Maximum 42 1/2" high.

write us today.

817 TATNALL ST.

Ask your dealer for prices. Accept no substitutes. 1 1

&f~"N tCioJ!w):l ~o ·'o · SPECIALTIES, IN C.

l!:;:~~li~B~8bth' Street, Glendale 27. New York ;wt-: ~:-< ~+

.,.,

...

CA, N ovember '60

WILMINGTON, DEL.

OLYMPIA 4-4442

Because of the increasing demand of industrial plants for special art materials to meet the needs of their commercial artists, we have added many lines, such as BOURGES SHEETS, to our general stock of the finest in art materials. Let us serve your next order-for all your artists' needs.

Materials (continued) "Bainbridge No. 172 Smooth Finish Illustration Board" . . . a combination pen-andink and water color board available in work-size samples from Charles T. Bainbridge's Sons, 20 Cumberland St., Brooklyn 5, New York.

FER~ANENT

CO~FLETELY

VERSATILE

Color-aid BACKGROUND PAPERS

ORIGINAL COLOR SYSTEM OF 210 COORDINATED COLORS SIZE 18'' X 24"

Dependable Color-aid papers are available in 210 coordinated colors, 24 basic hues, 4 tints and 3 shades of each hue, 8 grays, black and white, and 8 NEW colors.

NEW! Color-aid •ntl

tiqui.d lA46u Formulated exclusively for Color-aid papers to remove dirt, grease, erasure burns and many other uses.

"The Beckett Guide to Color Printing" ... a spiral-bound book showing the effects and modifications of 24 printing inks selected by Faber Birren printed on 14 different colors of Beckett Cover stock. A companion book on Buckeye Cover is also available. "How to Put Color In Your Printing" ... a kit of printed specimens on various Beckett papers. Write to B. J. Tillman, Beckett Paper Co., Hamilton, Ohio. "The Case for Howard Bond" ... a specimen kit of white and colored bonds plus case histories of 5 large corporations' business forms and imaginary future forms designed by Bruce Beck. "Bondtown U.S.A." ... a specimen kit of bonds and envelopes with a corporate image follow-through on the business forms of 7 typical businesses in a typical U.S. town. Write to Norman Koon, Howard Paper Mills, Dayton 7, 0 . "Wausau Text and Cover" ... a specimen book with samples of white and colored wove and laid finishes in paper and cover weights. "Brokaw Opaque Offset'' . . . a specimen book with samples of the various finishes and weights available. Also included are full-color printed specimens on Everest Text Snow Crest finish and white laid Wausau Text. Write to John Larson, Wausau Paper Mills Co., Brokaw, Wise. "Friem's Four Pages" ... a regularly published art newsletter. To be added to their mailing list, write to A. I. Friedman, Inc., Dept. CA, 25 W. 45th St., N.Y. 36, N.Y. "Crescent Illustration Board" . .. a specimen folder with swatches of cold press, hot press, water color, TV, and mounting boards. "DeLuxe Mat Board" ... a specimen folder with swatches of various finishes and colors available. "TV Boards" . .. a specimen folder with swatches of whites, grays, and blacks in various finishes. Write to Crescent Cardboard Company, 1240 N. Homan Ave., Chicago 51, Illinois. "Starboard or Port" ... a printing specimen in full color announcing Curtis FluoroAntique text and cover stock. Write to Advt. Dept., Curtis Paper Co., Newark, Delaware.

AT ALL LEADING DEALERS

delta's "jewel" ... the brush with built-in obedience! A red sable water color brush designed for the graphic arts ... perfect in every detail , from the strong, not-too-long point to the gold tip of its beautifully balanced, hardwood handle. No other brush will do after you have used Delta's "Jewel". Try it! Available in Sizes 000-12, from .90 to 19.00. At your favorite dealer.

·r··111m•-•t•g•.-

Color-aid Co. 329E.29St.N.Y.1 6

brush mfg. corp.,

120 south columbus avenue, mount vernon, n . y .

CA. November '60

It identifies the most popular illustration board in Americafamous since 1868 for its dependability in practically all mediums, particularly water color. At all art suppliers in 22 x 30" 30 X 40" 20 X 30". Single or Double Thick

Charles T. Bainbridge's Sons 12 Cumberland Street Brooklyn 1, N. Y.

m~~.~~a~thescopeofthe

Color Charts, they will occasionally be printed on different stocks. This month, 70# coated Kimberly-Clark Lithofect. 10%

DUOTONES 50%

20%

100

CA. November '60

70%

50%

40%

30%

20%

10%

One-color halftone

Duo tone

Nonnal black and white halftone

',ro'l ,_.....

60%

~OLOR

COLOR

BLACK

70%

90%

SO%

•

PRINTED

CA, Nov ember '60

100%_

BY LITHOGRAPHY USING ISO-LINE LEVY

SCREEN

umvers

un1vers

untvers

un1vers

untvers

un1vers

umvers

un1vers

univers

un1vers

un1vers Univers, a new concept in type design, was created to meet the growing need for consistency, unity and identity in modern design for printing. All of the 21 variants in Univers stem from a single basic design, and the entire series was worked out to the last detail before a single matrix was cut. Through this approach, the well-known Swiss designer Adrian Frutiger has created a unique and total type concept. The first Univers series will be available from ATF Type Dealers within a few months.

univers

American Type Founders 200 Elmora Ave., Elizabeth, New Jersey

editorial

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

The Graphics Jay McKendry, typographer Bert Bryce, associate typographer Clarence Philbrook, lithographer Henri luyckx, litho cameraman

Contributing Editors William Condit, Denver Wendell Davenport, Honolulu Ira Goldblatt, Boston J. Philip Jordan, Richmond Susan Karstrom _Keig, Chicago Tobias Moss, New York James Peck, Seattle Emile Pirro, Canada Ted Poyser, los Angeles Harold Quiram, Dallas Robert S. Robison, St. louis Mickey Mulligan Twohy, consulting editor Irwin Caplan, humor editor Graphis 3, photography editors Almonte Bailey, Jack Fields, and Bill Hewitt

· Advertising

ERE IT IS ... CA'60. f1l With any and all exhibitions, those responsible seem to feel a compulsion to explain, defend, analyze. We'd rather just say ~~here." But it is our first and we've got to say something, briefly at least. f1l Over 5000 pieces were submitted, so ab~mt one ~ut of twenty is reproduced on the following pages. A second r third group might easily warrant reproduction. Some of them will appear, possibly in Exhibit, in special features, in upcoming articles like ~~How Artists Promote Themselves." f1l No one found any trends. Perhaps this is new and significant. We realized that the juries were being asked on occasion to rate apples against oranges and we were highly appreciative of their sincere offorts to do so, conscientiously and objectively. One of the criteria was an evaluation of the ~~purpose" of each piece. f1l Our own purpose for CA'60 is not easily defined. We _enjoyed it, as anyone would, given the opportunity to view so many good pieces. we were anxious to reproduce it. We also were looking for a set of standards that does not, perhaps cannot, exist in our profession. A good exhibition, well reproduced, can provide something towards this end ... if nothing else, induce those who create and those who provide the funds, inspiration to justify using more th~t is good. We hope to inspire, although being realistic, we realize no one can sit on cloud nine 250 days out of the year ... or is it 350? If we can make some contribution to logic, function, thinking in this business ... the effort is worth it. f1l Bill Tara said it well in ~~It Happens Every Year" in Western Advertising, February, 1960: ~~To produce a new product, improve an existing one, to market the product and buy the advertising time and space is expensive. It takes imagination, inventiveness, knowledge, facilities and money, and lots of it .. But the cost of making the advertisement itself is not great. And the cost of making an ad attractive, interesting and persuasive is not great. It's just hard to do."

David Hartman, manager, New York · Jan Williams, Palo Alto

The Office Carolyn Thompson, circulation manager Nancy Gruenwald, circulation Patricia McKendry, circulation Betsy Nordmeyer, circulation Margaret Graford, accounting

The Cover Robert Runyan and Jim Fitzgerald, Art Direction Studio, los Angeles

This editorial is hand-set in 10 pt. Bulmer Roman with Italic, three pt. leaded, cast by American Type Founders. 36 pt. Cloister Initial. CA, November '60

CA-60

was selected by a jury. Jurors were chosen to provide a diversity

of viewpoints, backgrounds and experience; their selections reflect this diversity.

Alberto H. de Grassi is Director of Advertising for Kaiser Aluminum & Chemical Corporation. He directs a staff responsible for widely diverse activities in advertising and sales promotion, from highly technical to consumer products.

John Flack is the Executive Art Director of Cunningham & Walsh, Inc., San Francisco, handling accounts of 28

Crown-Zellerbach, Fiberboard Paper Products,- Qantas Empire Airways, C~ntadina Foods and others. He has been the recipient of many awards including the Art Director's Shows of New York, Los Angeles, Chicago and San Francisco.

Gus Arriola, designer and illustrator, is the creator of the nationally syndic~ted strip Gordo.

Bruce Butte is a designer and illustrator, partner in the firm of Butte, Herrero and Hyde, graphic design group located in San Francisco with clients throughout the U.S., recipient of numerous awards.

Flack, Inman

CA. November '60

- ~--Arriola, Butte

CA, November '60

Arthur N. Inman, former ad man, is the President of Peninsula Lithograph Company, printers of CA.

Bob Blanchard, illustrator, is the publisher of CA. Dick Coyne, art director and designer, is the editor of CA. No medals were awarded, or individual pieces singled out. The purpose of CA-60 was to present a compilation of outstanding work in the field. Certificates are being presented to the artists who created each of the pieces selected and to the clients who had the vision to publish this work. Additional commendations are being awarded for the selections by four parallel juries. Each of these juries was instructed to select a given number of pieces from each of the categories. Members of one of these juries were artists; the second, advertising men; the third, management; the fourth, consumers. The selections of these juries is shown at the beginning of each group of categories. A comparison of the selections by these juries is inevitable. Though it is interesting and thought provoking, we hasten to state that, by no means, should this be construed as research. We seriously doubt that a correlation of the choices by a hundred juries would produce anything that could be called a scientific fact.

CA. November '60

The Parallel Juries Artist Jury: Louis Shawl of Shawl, Nyeland & Seavey, leading San Francisco studio. Nicolas Sidjakov, much-accoladed

designer. John Laurie, Art Director for BBDO, San Francisco.

Advertising Jury: Hugh Morris, Young & Rubicam, Account 32

Coordinator for Kaiser Aluminum account; former Advertising Manager and Director of Public Relations for Sequoia Process Corporation. Jerry Steimle, head of a small agency, Steimle Co.; former account executive with N. W. Ayer on the Dole Pineapple account; former Advertising Manager for Shopsmith. Robert E.

Welsh, manager of the San Francisco office of Kenyon & Eckhardt; formerly manager of K & E's Philadelphia office, account executive in their New York and Detroit offices.

Morris

Steimle

CA. November '60

Welsh

Lane

Management Jury: L. W. Lane, Jr., President of Lane Magazine Company and Publisher of Sunset Magazine; Vice President of Lane Book Company. Frank G.

Chambers, President of Continental Capital Corporation; Vice President and .Director of Maydwell & Hartzell; Director of Gu_a rdian Paper Co., Kimball Manufacturing Company and other corporations. Emmet Cameron, Executive Vice President, Microwave Tube Group, Varian Associates. 33

Cameron

Nessler

Consumer Jury: Joan Nessler, Medical Secretary.

Henry A. Dern, Jr., salesman for Larraburu French Bakery, bowler (186 average), 1member of the Claypipers theatrical group. Helen Pickering, housewife, mother of three, wife of an insurance broker. Dern

CA, November '60

CA-60 is our first, and the first of anything develops more than its share of problems. The response was so much greater than we anticipated that we had to quickly convert many of our plans to the procedures of a large exhibition. Our juries were hard-working and conscientious. We would like to publicly express our deep appreciation for their services. Some of the classifications were stronger, greater in number than others ... particularly promotional literature and space advertising. Unfortunately, a few classifications were not adequately represented in proportion to the rest of the show. 34

These were the photography categories .. Some excellent photographs were entered. Many more are reproduced as elements in advertising or literature. However, we felt there would be little value in picking these up and repeating them under another heading. We decided to hold the photography, put out another call for entries (see On the Board), and exhibit them in our· January issue featuring photography in the world of commercial art. For CA-61 ... we can all start earlier.

CA. Novembel" '60

Give your "graphic grey matter" a spring cleaning! See Morton Goldsholl's new color-sound film, "This is Texoprint"-featuring the very latest in visual design and graphic technique, set to a swinging jazz score. It dramatically illustrates the versatility of Texoprint® plastic printing paper-the paper with the feel of fine leather-the paper you can wash! It's a must see-and it's free! KIMBERLY-CLARK CORPORATION

•

NEENAH, WISCONSIN

I am interested in viewing a print of "This is Texoprint." Please send me details about obtainina one.

NAME --------------------------------------------- FIRM NAME ----------------------------------ADDRESS ------------------------------- CITY--------------------- ZONE- - - - STATE----------------

NEW IDEA STARTERS

PRINT THAT MATTERS

Illustrators '60 The Second Annual of American Illustration Visual Communication Books, published by Hastings House, 151 East 50th St., N.Y. $12.95

...... ..

...

..... . .. ~-··"'"

• ,,.ri ••..:."......

.....

,.,.

·-

The Annual of American Illustration

ILLUSTRATORS '60 360 illustrations, 280 big pages. $12.95 36

The 1960 Annual of the Society of Illustrators second exhibition more than lives up to the promise of last year. Superior reproduction and the excellent spacing of the 11 full color pieces are of particular note in the 354 award winners and selections, chosen by 23 distinguished jurors, some 300 illustrators are represented. Five major categories are included- Editorial, Advertising, Book, Television, Institutional. Four questions pertinent to caliber, trends, faults, deterrents precede each category . Answers given by the jurors are pointed, pull no punches. Designer is Lester Beall, Howard Munce served as editor-in-chief. Fully indexed, cloth bound. 280 pages.

Vitruvius, The Ten Books On Architecture Translated by Morris Hicky Morgan Published by Dover Publications , Inc., 180 Varick St., New York 14, N.Y. Paperbound. $2

The oldest work on the subject in existence, written sometime in the first century B.C., this is probably the most influential treatise on architecture ever written. It is a stimulating glimpse into the past, offering illuminating insights into living conditions of Greece and Rome and the aesthetic beliefs of the times. For hundreds of years Vitruvius' work was the apprentice architect's bible. The scope of his influence is difficult to measure but Michelangelo, Bramante, Palladia all acknowledge their debt to him, earlier architects accepted his authority as final. Today's search for an architecture which unites beauty and utility resembles Vitruvius' emphasis on what is proper and functional in private and public buildings. 68 illustrations. 319 pages.

Annual of International Ad1.Jertising Art

MODERN PUBLICITY 450 illustra.tions, 180 big pages. $9.95 At your booksellers or art dealer, or from:

HASTINGS HOUSE, Publishers 151 East 50th St. • New York 22

A Pictorial History of Music By Paul Henry Lang and Otto Bettman Published by W. W. Norton & Company, Inc., 55 Fifth Ave., New York 3, N.Y. $10

A unique archive depicting the creative world of music. The collaboration of two well-known experts in their fields results in an authoritative text and a panoramic view of 2500 years of music history. Over 600 illustrations gathered from libraries ~nd museums throughout the world in· elude examples of all the forms of visual arts- painting, sculpture, prints, drawings and photographs. 237 pages.

CA, November '60

Letter Design in the Graphic Arts By Mortimer Leach Published by Reinhold Publishing Corp., 430 Park Ave., New York 22, N.Y. $12

A thoughtfully conceived, thoroughly illustrated and exceptionally well - designed definitive reference book with an abundance of practical applications. Underlining the excitement and satisfaction that can be experienced through imaginative letter design, this is the only book covering all three major sources of letter forms -type, hand lettering and photo-process lettering- in terms of their application in graphic arts. One of the country's outstanding lettering specialists, Mortimer Leach has blended his expert knowledge with top men in each field to produce an authoritative work. Separate chapters deal with letter design, space advertising, outdoor displays, package design and hand lettering. Commenting on type production are James Blake, Dr. G. W. Ovnik and Jan van der Ploeg - all internationally known in the field of type design and typography. Analyzing some of their own most successful designs are top packaging designers J. Chris Smith, Walter Landor, Francis E. Blod. Tools and methods used to achieve particular effects are described by Frank P. Conley, Maury Nemoy and William A. Coppock. 192 pages.

Pocket Encyclopedia of Paper & Graphic Arts By Thomas Printing & Publishing Co., Ltd., 724 Desnoye r St., Kaukauna, Wisconsin. $1

A pocket-size, leatherette-covered edition in dictionary form, divided into four sections: paper and paper-mill terms; graphic arts terms; definitions and terms associated with the folding carton, set-up paper box, and box board industry; ink terms. 94 pages.

Paper the Fifth Wonder 2nd edition. By John Ainsworth Published by Thomas Printing & Pub lishing Co ., Ltd., 724 Desnoyer St., Kaukauna, Wisconsin. $5

Written by a 30-year man in the papermaking profession with five generations of publishing as a background. His breezy, personal style plus over 400 sketches simplify and clarify the technical and intricate story of paper. In addition to the history, processes, machines and techniques of preparing the numerous varieties of paper, he includes chapters on paper converting, printing processes, composition, binding, ink, and glossaries of terms. 352 pages.

For proper use of styles throughout design pattern ...

LETTER DESIGN in the

LETTER

graphic

DESIGN

arts

1960, 329 illustrations, 81,4 x 1014, 192 pages, $12.00

by MORTIMER LEACH

Here is a reference book so complete that it makes highly profitable reading for anyone concerned with letter forms and their selection. Art directors, letterers, designers, typographers, teachers and students- all will find here the three major sources of letter forms: type, hand, and photoprocess lettering. Each of these sources is discussed in terms of its aesthetic value and application to space advertising, outdoor displays, packages and products. The book covers the wide range of excellent letter styles now available and contains fine examples of interpretive forms to stimulate the imagination. Examples of the work of top men are shown along with their own analyses of the problems and the solutions. In addition, type designers Blake, Ovink and van der Ploeg comment on type production; top package designers Smith, Landor and Blod discuss their own most successful designs; and among the wellknown lettering artists who describe the tools and methods they used to achieve particular effects are Conley, Nemoy, and Coppock. The book reflects the great strides made in the design field during the past generation, and presents its material from the viewpoint that "no element in display is secondary in terms of design." There are 300 black-and-white and 29 color illustrations throughout. Here is a truly authoritative source of letter designs that can mean the difference between a merely adequate and a truly fine design presentation. CONTENTS: L etter Design; Space Advertising; Outdoor Displays; Package Design; L ettering.

ABOUT THE AUTHOR : Mortimer Leach has been a lettering specialist for many years . He has worked on notional accounts both in New York and Los Angeles, and has maintained his own freelance studio for the great port of this time . He has won many awards for lettering . For the post ten years, Mr. Leach has been Director of the Lettering Deportment at Art Center School, Los Angles. He is also the author of Lettering for Advertising (Reinhold), which hod on enthusiastic reception by schools and the advertising field .

Other Outstanding REINHOLD Books on Commercial Art LETTERING FOR ADVERTISING

by MORTIMER LEACH 240 pages, 9 x 12, 275 illustrations, $10.00

Examine any book fr ee for 10 days MAIL THIS COUPON NOW

r-----------------------------------------------1I REINHOLD PUBLISHING CORPORATION

Dept. M-663, 430 Park Avenue New York 22, N. Y. Send me the books I hove indicated below for 10 Days' Free Examination :

LETTERING ART IN MODERN USE

by RAYMOND A. BALLINGER 246 pages , 9 x 12, 300 illustrations, $15.00

LAYOUT

by RAYMOND A. BALLINGER

O Purchase price enclosed (Reinhold pays shipping costs) D Bi ll me (p lus postage)

224 pages, 9 x 12,335 illustrations, $15.00

RENDERING TECHNIQUES FOR COMMERCIAL ART AND ADVERTISING

by CHARLES R. KINGHAN 200 pages, 9 x 12,180 illustrations, $13.50

ALPHABET THESAURUS

from the STUDIO OF PHOTO-LETTERING, INC. 736 pages, 9 x 12,$10.00

Nom e ___________________________________ _

Address- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - City & Zon e _______________________ $ tote·------SAVE MONE Y: You seve sh i pping charges by enclosi ng payment w ith

o rder . Some re turn pri vi l ege . Incl ud e 3% sole s to x on N.Y.C. o rder s. Do not enclose cosh!

L-----------------------------------------------

I I I

I I

This film may never win an Oscar ... out it may help you

win and hold new bu sin ess

Here is 35 minutes' worth of the basic story of type and good typography. "Type Tells The Story" is an interesting and educational slide film that deals with the contribution of good typographytoeffectiveselling. Throughaseries of arresting illustrations, you are reminded how typographic rightness and attractiveness compel attention right off the bat. Among many other things, you are shown how setting type right puts more selling appeal in creative layout; the why and how of exactly right type face for legibility, emphasis, accent, interest and allover appearance. No matter if you are advertising agent or advertising client, this refresher on the fundamentals of Ad vertising Typography plus its modern creative scope will be an exceedingly well spent five-and-thirty minutes of your time, and the time of your associates. Any AT A member, and there are 70 listed on this page, will gladly make "Type Tells The Story" available to you and other members of your organization, on your schedule of convenience. There is no obligation or charge. B etter Advertising Typography is its own reward-for us, for you, for anyone who reads-to buy. Call your nearest AT A member today. Make a date with a great slide film.

ADVERTISING TYPOGRAPHERS ASSOCIATION OF AMERICA, INC. E xecutive Offices: 461 E i ghth Avenue, N ew York 1, N .Y.

It pays to set type right at: AKRON, OHIO, The Akron Typesetting Co.; ATLANTA, GEORGIA, Higgins-McArthur Company ; BALTIMORE, MARYLAND, The Maran Printing Co.; BOSTON, MASSACHUBETI'S, The Berkeley Press, Machine Composition Co., H. G. McMennamin; CHICAGO, ILLINOIS, J . M. Bundscho, Inc., The Faithorn Corp., Hayes-Lochner, Inc., Runkle-Thompson-Kovats, Inc., Frederic Ryder Company; CINCINNATI, OHIO, The J. W. Ford Company; CLEVELAND,"oHIO, Bohme & Blinkmann, Inc., Schlick-Barner-Hayden, Inc., Skelly Typesetting Co ., Inc., COLUMBUS, OHIO, Yaeger Typesetting Co., Inc.; DALLAS, TEXAS, Jaggars-Chiles-Stovall, Inc.; DAYTON, OHIO, Dayton Typographic Service; DENVER , COLORADO, The A. B. Hirschfeld Press, Hofiund-Schmidt Typographic Service; DETROIT, MICHIGAN, Arnold-Powers, Inc., The Thos. P. Henry Co., George Willens & Company; HOLLYWOOD, CALIFORNIA, Bisch Type, Inc., Nicholas-Preston Company; INDIANAPOLIS, INDIANA, The Typographic Service Co., Inc.; KALAMAZOO, MICHIGAN, Mahoney Typographers, Inc. ; LOB ANGELES, CALIFORNIA, Ad Compositors, Inc., Ad type Service Co., Inc., Advertisers Composition Company ; MILWAUKEE, WISCONSIN, Arrow Press; MINNEAPOLIS, MINNESOTA, Duragraph, Inc.; NEWARK, NEW JERSEY, Barton Press, William Patrick Co., Inc.; NEW YORK, NEW YORK, Ad Service Company, Advertising Agencies' Service Co., Inc., Artintype, Inc., Associated Typographers, Inc., Atlas Typographic Service, Inc., Central Zone Press, Inc., The Composing Room, Inc., Composition Service, Inc. , Diamant Typographic Service, Inc., Graphic Arts Typographers, Inc., Huxley House, King Typographic Service Corp., Linocraft Typographers, Inc., Master Typo Company, Chris Olsen Typography, Inc., Frederic Nelson Phillips, Inc., Philmac Typographers, Inc., Royal Typographers, Inc., Frederick \V. Schmidt, Inc., Harry Silverstein, Inc., Supreme Ad Service, Inc., Tri-Arts Press, Inc., Typographic Craftsmen, Inc., The Typographic Service Co., Kurt H. Yolk, Inc.; PHILADELPHIA, PENNSYLVANIA, Walter T. Armstrong, Inc., Alfred J. Jordan, Inc., Progressive Composition Co., Typographic Service, Inc.; PITTSBURGH, PENNSYLVANIA, Davis & Warde, Inc.; PORTLAND, OREGON, Paul 0 . Giesey, Adcrafters; ROCHESTER, NEW YORK, Rochester Monotype Composition Company; SAN FRANCISCO, CALIFORNIA, Griffin Brothers, Inc.; ST. LOUIS, MISSOURI,Warwick Typographers, Inc.; BEATI'LE, WASIDNGTON, Frank McCaffrey; TORONTO, CANADA, Cooper & Beatty Limited.

$pace Advert isi g \

I I

PACE ADVERTISING was grouped and scr:eened in three categories, consumer, trade and institutional, and small space. These

were combined into two categories, by function, for reproduction in CA and selection by the parallel juries.

The division between consumer and institutional can be very arbitrary in some cases and we have already second-guessed a couple of these decisions. An effort was made ro judge on the basis of the ad as a whole and not just for design or graphics.

One ad that should be in any collection for the year, a classic from the 41

moment it appeared, arrived too late to be included in_the judging. We couldn't resist the temptation to publish it anyway, though we're sure everyone knows it.

The client, VW. The agency, Doyle Dane Bernbach. The art director, Helinut Krone.

Think small. 18NewYorkUn••eflolylhlden~sllovegoUell

on!OoS\In-rooiVW.ot.gl\lr.tTheVc11r.swogen •IMIII•bly"~ed

foro lomofy MoTher. fotl<er

ondthreegrOw•no kuthW·I•Inn::ely l!le("~yn.•"s.r~>eVWo•e•ogelclose•o

ao~

•65. f<~g•ew?od. N Jl U!e reg ..'o• QOI

O~::·e~ ~~O.~\:', ~~:~~ .:~·:On•IM c~:h~,(~: :',;~;~o~; ~:~o:~

:z::

.50 .-oles per CJOIIon Youwon·t do neor thot

c;ro...Oedst•Hts_yQupu•'ill"""f'Pio(el

ohtlroll.prolenoOfiOidro"e"ho•ece~Mytrgde

VW ~re porh ore one·oe~"•• A rew lrOIItf.,gerlotonowl"or·le..iVWdeolerlo$

M<:retl

IWont to t f'Ow iOO!Iel Wrote VW

$11.75 " A cylo!'lder heOO, $1995 " The I'W(IIt r~tr.g 11.

rhey're seldom neecled

AnewVol•fwoget~Midonos $ 1,505 " 0rfltlr rhonorod-oonds.de~'-"''''or,t.,Oiondvdll

•••rv"'•Jl9YOu:reollyneed In 1959obo\11120,000Amerocolls

~~~~~~~"~~:~~: 011d bough I VWs

CA, November '60

Space advertising

Consumer

A-17 A-3

____....

,...

._..

Management

A-3

A-2

42 '

Advertising

A-3

A-1

Artist

A-1

A-18

CA, November ' 60

._ .._

A-8

A-11

A-30, A-31

-------· __!!.YJ

I \t.l \H

A-7

A-4

A-23

A -11

A-20

A-16

A-7

A-9

A-32

CA, November '60

L -

Consumer

---

B-7

B-27, B-28, B-29, B-30

Management

B-7

B-1

B-3

B-1

44-

Advertising

Artist

~----

LOCKHEED

CA, November '60

B-27, B-28; B-29, B-30

B-10

B-5

B-19

B-20

B-4

B-19

B-6

B-4

B-15

B-2

B-10

CA, November '60

A-1 ttlntricate patterns that might have been designed in Ravenna" reads the copy in this ad for Armstrong Tessera Corlon floor covering. Artist Phil Hays illustrated the Mediterranean feeling. Tony Mandarino art directed. Agency is BBDO, New York. A-2 The photograph presents the beauty of the IBM Electric while the headline and copy say not to be swayed by the beauty, but consider the precision and quality of the engineering. Jerry McLaughlin art directed. Steve Colhoun photographed the typewriter. Agency is Benton & Bowles, New York.

~IRIIII1n1n ~~~e co~:~e~n~~~~~ '!:~~ ~~~~~s:CnYt ~~=~~~!~:~h:t ~~~f~!::e~::n!u~oi~;~~~~ 3

Ask your decorator, architect, or flooring dealer about Annstrong lessen Corion . There's no floor like it. For free swatch, write Armstrong, 6003 Tyson Ave., Llncaster, Pa . ln Canada , De~ 30-T, Box 919, Montreal, P.Q. TESSERA CORLON IS ONE Of THE

FAMOUS@ms~~n 2,.... _ __:::.?_,~

A-1

A-2

The new IBM Electric: Don't be swayed by Its beauty Frankly, the new IBM FJectric wu styled to catch your~- But there an: ~n JOUndcr reuons to c:.hooee

this superb typewriter. It is one Of the meet perfecdy entll'lttfUI quaJity products in the world. Every part is made alittleatronger, a little mort: prec.itc: than ir hu to be. For example, at IBM, it takes 30 inclividuaJ operations to make a sinale type bar. 11 9 FINAL INSPtcriONS

The IBM ty~writer you order is subjKt to innumerablc:andc:ucttests..onindividualp&rtluwelluafter it is completely UIC.mbled. Final inspection A;Jone involves 119 different chcdu. No typewriter is n:leued unle~~itpuseseveryoneol thae 6nal irupectioni. Many beautifully designed, exclusive type styles are available. Unusualtypc:syoucanorderindudeatype thatalantabackward,atttiptth.a t ~li.kencat

handwnting, a perforatingtypeforcheck-writing. Thanks to the many new features ol the IBM Electric. JtCretaries can look forward to new freedom from typi ng tedium and fatigue . For examp~ a whole new

principle exclusiw: to I BM, the "Buoyant Keyboard," enables the operator to adjust key ra~ . to u.Wfy her individual " touch." The keyboard itlelf is the, eaence olsimplic:ity, and no unncceaary gadgeu intrude on the: typist's6ngerac:tion. ServM:e, too, LsanimportantpartoltheiBMEiec:tric story. Every IBM Customer Engineer Joel through an intenlii~ training c:ourx at our plant, u well as con· tin uow training at his branch office. ' F~tmi l iar w;th evuy (unction .oC the typewriter, he will keep your I BM Electric working at its very best (or yean.

So you xc,J the beauty of the IBM FJectric is but a bonus. And we haven' t told ..U. If you would like to knowrnoreabouttbistuprerior typewriter, your local I BM rcpresentauve would be pleued to show it in

your own office.

THE IBM"ELECTRIC

CA, November '60

A-3 An ad to illustrate the versatility of air cargo. The most difficult problem of photographing an untrained baby elephant under studio conditions was undertaken by Art Director/ Designer Amil J Gargano and Photographer Leonard Balish. Agency is Campbell-Ewald, New York. Client is Pratt & Whitney. A-4 Arnold Varga designed this ad reminding the public of the importance of steel in schools and school equipment. Carl Fischer was the photographer. Agency, BBDO, Pittsburgh.

A-5, A-6 Two in a series of ads promoting circulation for The New York Times, promoting advertising sales as a by-product. Toni Ungerer illustrated. Ed Almgren art directed for BBDO. A-7 Qantas offers the ((red-hot" way to Germany, says this ad, one of series; never show a plane to get their travel message across. John Flack of Cunningham & Walsh, San Francisco, art directed. Photograph by Milton Halberstadt.

;'~~~~~~;,~~.~~~d !~t ~!~ !~;~~; ~~~~,:~~;:::~"~~ ~~:~·~ f:'~~!iu;~~

capital . . . reduces costly inventories .. . eliminates expensive nationwide wa rehousing . . . cuts insurance and packaging costs. They have found , too, that the whole world can become their market-with speedy air freight delivery. Pratt & Whitney Aircraft, whose engines power most of today' s jetliners, is proud of its continuing role in this growing, exciting air freight story.

PRATI & WHITNEY AIRCRAFT EAST HARTfORD. CDitN£CTICUT/ A DIVISIDit Of UHIT£0 AIRCRAFT CORI'OIATIDit

A-8 The versatility of this table with six different modes of decoration is the theme of the ad for Lane. Photograph by Carl Fischer. Design and art direction by Fred Stadelman. Doyle Dane Bernbach is the agency.

A-3 A-4

....

~ ..._.

.....

-- - - -

...

-~ · -·-·- · · -~ ....

~ United Shtu Stttl

~ CA, N ovember '60

People who handle situations with eue usually read The New York Times. No coincidence. The Times is loaded with gear that keeps a mind fresh and forceful. More information, for one thing. More insight, to boot. You learn more, you understand more. You also enjoy more. <Times reporters have a sense of humor as well as a sense of history.) Why don't you try The Times tomorrow?

People in every walk of life pick up The New York Times daily. Wall Street tycoons consult it to remain tycoons. Housewives comb it for smart new ideas on food , fashions and furnishings. Sports fans relish it for the brightest sports section in town. Hundreds of thousands of alert people read it to enjoy more news on everything under the sun. Don't you owe yourself The Times tomorrow?

A-5, A-6

A-7

A-8

This table was styled to suit 6 types ofwomen.Are you one?

Qantas 707 Jets I LA:t'a be frank : hare'a the red-hot way to Gannanyl You'll rallah the route : atraightaway aeroaa the U . S.A. And tha alnllng a~ed : 13 hou,.. In tha air. But moat of all, you'll eat up tha aarvlca .. for Q &ntu really put. on the dog ! Ticket.? A ny travel agent will gladly aarva them up. Or simply

QANTAS •"•"•"···•·""•-tt.•-w•"•'•'"'"""

CA. November '60

A-9 The American Dairy Association sponsored this series of ads dramatizing milk and the theme that ((you never outgrow your need for milk." Saul Mandel is the illustrator, Harry Cordesman the art director, Campbell-Mithun the agency. A-1 0 Ad appearing in the Simplicity Pattern Book describing the inherent qualities of ((Dacron" prints. Lionel Kalish illustrated, Sanford Roth art directed. Agency is BBDO.

One at noon, one at night, One along the way ... You never outgrow your need tor Milk, Drink three glasSeS every day!

A-11, A-12, A-13 Ad series symbolizing fresh-frui t good with color stilllifes of the fruit in scenes suggesting just-picked on the farm. Needham, Louis and Brorby created this series for Kraft Foods. Art direction by John W. Amon. Photography by James Braddy. AMER IC AN DAIRY A SSOCI ATION Ropr..ontina the dairy farm• rtln rour .,...,

A-14 IBM's ((Around the World" ad points out that the same quality and service can be counted on abroad as is enjoyed by domestic IBM users. Robert Weaver illustrated. Bob Brooks art directed. Benton & Bowles is the agency.

A-9

. Prints go deep, dark and cars-£ree inuDACRON'

•

Prints of 1007. ~DacronHpolyestez. fiber bring yo~ ~h; ~:rl;;, {ook 0

for fall: deep lu.ili prints t he.t keep their wonderful colorings.

ThankS to"Dacron: the shapeyou sew stayS in, wrinkles stay out. Look

pON 'f

for these prints in 16 color ~ombinatians and 18 ~U patterns. About $2.50per yard-- 45"widths. ~ . .. 01oe. .. . . ..

01.1 -

··

u • •" u " ,...o, .... ,,. " ' I'Oio.YU Tu , .. , .

Dll " " ' ~tuu llll.ll, " ' ' "'' u .l• te a~ .

8£TTII THIN GS rot BETTER uvJNG . . THICXJGH CHEMJSTtY

A-10

CA, November '60

Stltii.JBM

Allund tltlw.N, lilt ume lbndn " •......,. ,.aiJIIICl fnm IBM In t1t1 llnltM 250 llrlnolt .m-,1• •-'-~~~rtna llllllb, 21,000 In -.t111n 10 ~----·

lltll,..,_

All summer long they drank in the sweetness of sun and earth and rain. Then, with tender care and our special "quick-cooking" method, we captured for you the full fresh flavor of these glorious Concord grapes . We send i t to grocers labeled Kraft Grape Jelly or Preserves. Try both ••• they're fresh-fruit good!

A-14

20 flavors ••• all fresh-fruit good! A-11, A-12, A-13

~~~r ~~tf.~-zt;~ ~!~-:--·or~~~~:~ t:~~t~~r c;~~ n·~-~ .!t

try pn'S"l'"V'I" ,.y·ery s:tri1ren o! th~ir P'01den

,--,(.)..bt>~~ ~"!-:!

,..... ... 'I

. '

·~~!r-'t "":t

I'~~ - '·:__· .k:~:

•.."rL..:; •• . ·'". 'n

i.n Ar' ,.,~ K:-a:'t Pe<1ch Pr.-~~e~. ... _. .. 8pPCLtl "~utek - ::ryoki~r."' l!le'•.h oct !oe~

~:.~~ 1~~ ~~r~. ~~;a;~~~ :~:n ?;~;~;:e~ :~e :r.~_~t,-~

rt>Oi!

'tow ... ~e 1f ~ .. ,...t'e .

CA, November '60

"Good morning ... " "What's good ahoutit?

A-15 To create a strong registration of the product name in an area where product differences are virtually nonexistent, Doyle Dane Bernbach, Los Angeles, took this approach in the ad shown from a series for Holly Sugar Corp. Si Lam art directed. Photograph by Bernard Gardner.

I'm not worth a darn till I've had my

Holly Sugar"

A-16 Ad for L' Aiglon Apparel that departed from the usual to an institutional ((soft sell" for dresses. Peter Hirsch designed and art directed. Photography by Wingate Paine. Douglas D. Simon, New York, is the agency. A-15

A-17 To point out the current popularity of leather boots, this two-page ad (in color) was run in Seventeen for Leather Industries of America. Daniel & Charles, New York, is the agency. Photograph by Paul Weller. Stewart Green art directed.

Lucky man, his wife wears L:A igl on.He defies black cats: walks under ladders t.;.,.

Doe n't matter. He's ju t naturally lucky. His wife wears L:Aiglon. This mean she always looks lovely when he brings the bo home to dinner, when he &uides the children to school, when he takes her out to theatre. Everybody tells him how lucky he is to ha>e such an attractive wife. And he loves it Wears a pocket watch just so he can carry her picture. Hes proud of her because she does it all on so little. When ~ ou conStder how beautiful!) L:Ai&lon are made, how cle>crly they're styled and what fine fabrics they offer, they're really amazingly inexpensive. The one you see here is of 55 f. Zefran Acrylic, 45:f.o Wool, comes in black/ white; brown/ white: oh•e/ white; in sizes 10 to 20. You can buy it in fine torcs all over the country and tn New York at Lord & Taylor at $24.95.

A-18 Esquire magazine wanted to publicize an ((exclusive," Charles de Gaulle's own recipe for leadership. The illustration, symbolic of France, de Gaulle and leadership, is by Isadore Seltzer. Art director, Howard Stabin.Agency, Grey Advertising. A-19 Ad to promote attendance at the East Ohio Gas Company's exhibits at the Cleveland Horne and Flower Show. R. L. Aldcroft designed and art directed, his layout was used as the finish art. Ketchum, MacLeod & Grove Pittsburgh, agency. 7

A-16

CA. November '60

mad crazy

i\ kookie swingin' and

A- 17 A- 18

A-19

"PRESTIGE" BY CHARLES GAULLE DE

* The Credo of Charles de Gaulle, first committed to paper 32 years ago, outlined the young soldier's prescription for greatness. Today, it remains the guidon around VJhich he has rallied a reborn nation. Here is the key to the philosophy of a mysterious, austere and intractable figure-and to the spirit of the ew France. Here is the Secret of Command which has served a great

leader- and his country- so well through some of their darkest hours. Soon to be published as a book in the United States, under the title, "The Edge of The Sword," its most significant chapter makes its first appe~ce in English in May ESQUIRE. )I!( Don't miss "PRESTIGE,· de Gaulle's own recipe for leadership. It is further proof that You Read It First In ESQ U IRE

CA, November '60

in contemporary living at the East Ohio booth located at the foot of the stairs, and the all-gas Space Age House, Home and Flower Show, Cleveland Auditorium, March 5 to March 13.

~ THEEAST OHIOGASCOMPANY

A-20, A-21, A-22 Three ads from Morton Salt campaign on a theme developed from the expression ccworth its salt." Art direction by Thomas R. Gorey. Photography by Ben Somoroff. Agency is Needham, Louis and Brorby. A-23 Theme of individuality of a Jaguar owner is symbolized in the aloneness feeling of this ad, one of a campaign on this theme created by Cunningham & Walsh, New York. The ads were also reproduced as posters, and this illustration is shown in color as a poster on page 115. Stephen Baker art directed. Jerry Schatzberg photographed. A-24 Ad for 5-Day Deordant Pads that caricatures its competitors' coverage. Leonard Sirowitz art directed for Doyle Dane Bernbach, New York. A-25 ccTessera Vinyl Codon is the perfect background for distinguished furnishings of any period, including tomorrow, cc says this ad for Armstrong Vinyl Floors. Harold Olsen and Bill Gale art directed for BBDO. Photograph by Herb Matter.

A-20, A-21, A-22

A-26 Newspaper ad for the Minneapolis Gas Company presenting the story for central gas air-conditioning. Design by Tom Donovan. Photograph by Merle Morris. Agency is Knox-Reeves Advertising.

CA, November '60

:-lo h tuandmtMCS. ~odil».dabl.andaplauen. Today.a5 Da yl>Mdoran1 Padll!theonly~waytoapplyadeodor-

ant. h .!!:!~oniUdeodot-antformula,sedtlllfiOOiandtouch u-,;cv~rypore.Andbecall!le ttoovcrscorn pldely,tt p~oom- ~ ~ plde\y. U voo feeltlliCCUrc about you r ~~ deodorant 1n any way. try a ,.rof 5 Day Doodorant Pad&. Uch clean whttc

J*i 11 mo&Mmedwtth a fut.dry~dcodoran t and the ~tr) bolt antt·penpu-ant ... c.uctly~ for onell!le. You wtpc tl on. and throw 11 away.

themo51odfecttYewayever, toaJ)(llya deodorant.3mes:33e.63c. I L10. ! ~.!..~!.~...T~

A-24 TH£ MA R K IX LS T H E M05T EXPENSIVE O F ALL J AGU ARS, BUT ONLY $6200, Al'l' ROX IMATE l' RICE

JAGUAR

A-26

A-23

55 A-25

With ce ntral g- air-conditioning, you cool the whqle houae, not just a part. , . . . . - - --

Just as a central gaa furnace keeps your entire home warm, ao doeo a central gas air-oonditioner keep your entire home oool in the summer. EConomical gBl! air-()()nditioning can he economically installed with your present heating unit. GBl! air-()()nditioning is silent, dependable, economical and the cooling unit hBl! no moving parts ro W"')r out . . . a silent, tiny 1!ame doeo all the work. Add the oomfort of central gaa air~nditioning w. your present heating system or

plan for it if you•,..; building. For more infonnation, call MinnegBBCO at FE 2-5133. go firllt-o!&llll with ga. ...

f-·•N~T-•C. ..... II,.. II>W

A floor of Tessera Vinyl Corlon is the perfect background for dtst mgutshed furnishings of any pen od . ulcludmg tomorrow. It's a remarkable new vmyl floor. by Armstrong. Ask your decorator or archttect about 1t. or see your dealer . For free sample of Tessera. write Armstrong, 6005 Thomas Road , Lancast er , Pa . In Canada . Dept. 50 -U, Box 9 19, Montreal , P. Q. Tessera Carlon is one of the famous

@mstr~2 ~~~~::.=-,~~::~

CA . November '60

--,

A -27 Ad to introduce new Italian Line ship, the Leonardo da Vinci. Ship painting by Al Muenchen. Art director and designer was Alan Soloway. Agency, Cunningham & Walsh, New York.

A -28 Let's face it, the summer's over, Ohrbach's has school clothes. Wingate Paine is the photographer, Helmut Krone the art director for Doyle Dane Bernbach. A-27 A-28

A - 29 An ad to give class to "83" Rye Whiskey and introduce the new bottle, where the ad could be run. (Liquor advertising is a problem anywhere, but in some parts of Canada it is illegal to show bottles or glasses as well as drinking scenes. This could be a real test of ingenuity. ) Art director is R. W. Murdock. Photographer is S. Litman, API Studio. Agency, Vickers & Benson Ltd., Montreal

'Well/ 'What's C]oing t9njfere.? Forbo)'t lndtlrla. arOt. rb.o;-h't j>ltnl)'' Muubo!amtlhon1honK~

tlltmufor.Nw.on~:utf 111thooi 1 C.:~ona~on~~

and look

Frlend ofoura,atecl th:, rrct:nlly pnnu.tl ~ \ovr•IIOIC l<l hto ~11\

:.::::.:: :::~;"~. .....

•c'vrbou...,..cdt.•uh-

=:l:;~:~)fa:h::7:',•:~

A-30 , A-31 Two of a series of 1-coLx 7-inch newspaper ads for the Longfellow House, a resort motel on the Gulf Coast. Ted Morton art directed, Morton and Leo Wright illustrated. Agency, Robert Luckie Advertising, Birmingham.

:~.'\.~::~~.-..:·~..:~~~~ fr.::'r~llh::n"~~~~'r AndwOftdtrf,.J•rM~uc•

o( r~cl, ..... hh rhr llc-

Manlool. ... on uo;-h.•r'•c

:::.:~ n~~tht Thr•ll>l(hrh.Okl you knowwe '.._

:~;:~, F~.~~~w;~r:r~~~: orau.nanlalurn(f~tl

Comr1 u!lnJ•ktr ••rh

~='~:~~ =~::' .~:::, b u ndly•a)•llfl•""''h

aori.<>Oka.rhryrrll"' Ulftthadju•lpo>JII"'.J ourr>ftn o~tlnn'f(;nl•

A-32 7-coL newspaper ad sponsored by the Citizen's Committee to Keep N_ y_ Clean. Bernard Owett art directed, T omi Ungerer illustrated. Agency is J_ Walter Thompson.

MlHJ-14}

One of ou r &lotH· trorr er.,roundon~:a

IIOflliAuornanhunrrr'o

;;,:..."a~;;"~~,~-h~~ ratnnmnl ll3o ~ hood and is, .., riK> <:1~ ..Willi

:.:~r<~~~~::~:m;,:~ :~:.-::: '~~~~~:"';:·; hadn copWdonthf

=~~omts on Jtorl• NothlntiOdtlldout ln)'tan flthtnrwoolor

A-33 A combined institutional and sales ad for State Farm Insurance in Orange County, California. George W. Schneider art directed, Peter Eaton illustrated. Agency is Needham, Louis & Brorby, Chicago.

(or koch' t m aul1. of•

a ra pr.rtwht·rMII.volll· •atVtnH>u,.rlol.r btltarr•vontaacblurr

::,h~~~:::;~::·: drus tn cnpr-.:~nd-bluf rwud 01 hu purplu

~=c~l!:::~ :~~· ~:~o:~::·= Ill)' f)

Wluu '•.,lthyoun• Utc d I Obt rontrllltolr.ttpoutih.t

IWtlttrd

cold.nowthey"rchoch-

E;~~;.~:~~:t~~ eJ( comn/ete ?..few r7urnishinPsfor TounP ~entlemen r ~ o· 0 'd thowbulky)CXMwnh

t./

':../ ' "

f.~~Z~~~-2 'R§.turning to c:Jchool · f9hrbach's (for Tozmg .(gdres too) :::!:~••-vrmm

CA. N ovember '60

~TER TELLS. T J IE T RUTH ABO UT WHI SKY

W;,,:~~n~'~:·:::.~!:~;·::· ,:;:,,~:·~l:;,,.~, I:,,"::~:.,"·::::·;·,~;,~·::,:; •;,~:·:::::··~· ,\:~:~~":: lllt"1.·nn,; •~ th ..• ... nnul lc-.l \I.C' ur~~.-· t~'r \..·•~rJrn'~ ··

\ \.'lwn ll enc"·t:-. whhl.\ . \'r.tfC'r

f' I t•r h,·n· IS l'lll." \d'lhl\i Jd,hc..·ro~tdv

J1 ttii~,.'J . .&;;cJ .tnJ bl\"nJ~,.>tl to \.ltiJ·~ fill· mh\l dt'-4..tl!lllll:wn~ p.11Jtc "h("n nu~~,.·J \\ uh n<~tlung

nl('n: dun rlnn ur \p.trl..hn; w-lta.

·\\J.h• thh c,,,,, o~ll-n.'\'C.Ifm~ tt'tt \\llh ''1..;"' .t\ld "'l'lf

~NJ .. !c-n't .t::r~...,. th.tt .1 v. h1~kv of lkh hg:ht. dr ..m. t••Uthl,

r~Lt.·-un~lmtt liJ\our mu:.t u:rt ..unlv ~

.m ide,.! Jnnt Y.hl."n cuml'-mcJ ...,Hh o~n~~~.h\. f,~n,untc nuxcr 1

long

for fun

in the sun? All you long for in a fall vacation is yours .. . at Longfellow Hou~e. distinctive resort hotel on the Gulf at Pascagoula, Miss. Here summer lingers longer with warm days and balmy nights. Enjoy ante-bellum charm, fabulous food, modern luxuries, . . swim, golf, cruise, fish, or sail the Gulf ! Special low off-season rates. Call Pascagoula SO 2-t122 NOW for reservations!

LONGFELLOW HOUSE

long for gulf coast food?

All you long for in a fall vacation is yours ... at Longfellow House, distinctive resort hotel on the Gulf at Pascagoula , Miss . Here summer lingers longer with warm days and balmy nights. Enjoy ante-bellum charm, fabulous food , modern luxuries .. . swim , golf, cruise, fish, or sail the Gulf! Special low off-season rates. Call Pascagoula SO 2-1122 NOW for reserv21tionsl

LONGFELLOW HOUSE

and New Orleans (3 hours).

On US 90 between Mobile (45 min.) and New Orleans (3 hours)

PASCAGOUlA. MISS./ ON THE GLORIOUS GULF

PASCAGOUlA, MISS .. ON THE GLORIOUS GUlF

On US 90 between Mobile (45 min.)

A-30, A-31

A-29 A-32

A-33

4 WAYS TO THROW AWAY $25 9 ont of 10 New Yorlr.~m~ would lilr.e to do aomethl.ng about the 1 ont of 10 who are meeaing np the city for the rest of ua. That'a why the ea.nitary laws are being enforced with ftnea of $211 ••• even $1100.

DON'T MISS THE LI'l'TER BASKETS! There are 14,1187 additional onea now. So uae them. Don't be fined.

WATCH ALTERNATE-BIDE PARKING SIGNS! The Sanitation Dep&rtment can't olean under parked oars. ao don't be cleaned out of $211.

DELIVER THE WHOLE LOAD.

That lnoludeo wrapplngL Tho llno for llttorln3 - U . oan unload hi! f!om l!!!!!' wallet.

CA, November '60

The orange brought Industry Industry brought people and cars cars brought State Farm. And State Farm, first insurance giant to plant a regional headquarters in Santa Ana, led a whole new industry to Orange County. Following State Farm's lead, two other major auto insurance companies have established their regional headquarters here. And in so doing, they, plus other insurance companies and the many local agenta, are making an important contribution to the area's growth. Today, more than 350,000 Southern Californians get low cost insurance from this, the "Careful Driver's Company" -the largest automobile insurer in the world. And these same folks are helping to make ..... Fonn ....... ure ...... """""· .... .. a __ re ..... ~ hnw we think of Orange County, we might even forget to mention that it's the citrus ..A.. capital of Southern California and tell you instead that it's quite an important . . insurance center. After all, what can you expect from insurance people? ,., .... ,~

I. . . . l

A-34 One of a series of small-space newspaper ads for Sabella's seafood restaurant on the San Francisco peninsula. John Wanek illustrated and designed. Agency is Harry V. Plate.

A-35 Charles Schulz's popular comic strip, Peanuts, has been used in many mediums for Falcon advertising. Here, in a 2-col. newspaper ad. Van B. Stith art directed. ]. Walter Thompson, New York, is the agency.

A-36, A-37 Small-space newspaper ads prepared by the Lansdale Co. for John Beistal, Los Angeles Flower shop. Phil Lansdale art directed, Norm Gollin designed, Pat Gollin illustrated. Delicious Dinners 7 days a week COCKTAILS • LUNCHEON • BANQUnS Music of Manny Saenz Tuesday thru Saturday

Sabella's on the peninsula El Camtno Real at Cherry Chase •

Sunnyvale • REgent 6 2072

A-34

A-35

B-1 Ad from a campaign for St. Regis Paper Company that combines an institutional approach with hard sell on a specific type of product. Agency, Cunningham & Walsh, New York. Art Director, Stephen Baker. Art by Weber Studio.

B-2 Cummins Engine Company went to a powerful design to symbolize the power of their NH-250 diesel engine. In color, the truck was black on purple, the lettering orange and ochre. Nicolas Sidjakov was the illustrator, Thomas L. Durfee art directed for Needham, Louis and Brorby.

A-36, A-37 "'] rtall:v sbouldu ., tal fbt (lou>tn hut any John Btisftl .tJ•Jt smns a ftm(>hn!J morstl. Ecs tasy sti=ts mt whtn '] rtctillt such rxquisilt l<>lm Btisftl cui jlou>trs. Or John 1l"tisttl confiutttfal friuktts hy Cbrislia u Dior. Or John Rti.~ftl ornamrnfal baudmadt }mils ~< .fh>u>trs. Or a ]oh11 Btisftl lin of dtltctahlt ::For.fnum &

,ltason tidbits from Lo11dou . Do baPt somt ont stnd you so mt. <lllickly .• .JOHN BEISTEL cut jloUJtrs. bandmadt jlotvtn. houtiqut. txofic foods. imports. tH S. Rodto Dr. Rwtrly }/ills. CR n-0111 or RR 2 -1761

That low Falcon price sure is a beauty, Lucy! In fact Falcon is America's lowest-priced 6-paBSenger car ... from $64 to" $154" less than other compacts. Speaking ·of beautiful savings, the Falcon also goes up to 30 miles on a gallon of regular gas ... about a penny a mile! Mowr Trend magazine says, "Falcon delivers the best fuel economy of the three new compact cars." Nothing saves like a Falcon!

-·-· ~

• Bcuecl on a compari.on of mtJAu/octurtn' •ugge.ted retail delivered prica

SEE YOUR FORD DEALER NOW!

"Fnsnart that UJtncb witb wbis!>frtd pbrasts & outragt(lusly rapisbing Btisttl-typt floral off/rings. :Nont but tbt jlawltss blossom is obfainablt btrt. Ob. a11d (>ltast practict

BEST COMPACT GAS MILEAGE LOWEST COMPACT PRICE OF ALL &-PASSENGER CARS

CA, November '60

tbt namt right . Tbt ti is pronounctd as if it wtrt Y . .JOHN BEISTEL

::Fiowtrs. Boutiqut. Exotic 'foods, 'Jmports 14 8 S. Rodto Dr. Btr~trly 'J-lills CR 6 -0111

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Packaged in 12 minutes ... all these clocks! New S t . R eg it Package Save• We• tel ox $52,000 Yearly!Don'tbothertocountthem-there are 516 clock.s! And Westclox pack.s them all in just 12 minutes- using new mechanized operations. That packaging rate, only yesterday. was unbelievable for such precision inmumcnts. But it is now a reality, thanks to a new, ingenious carton developed by St. Regis. Th is carton makes this new mechanized packaging

~~::e:::i~~d~~a~·;ff:;:~· ;:;c:;:::. ::~~!

An average of 2.600 clockJ packed every ·hour. Production increased 25%. Costs reduced $52.000 yearly, thanks to tremendous savings in time, labor and cartons. For new ideas, new methods of packaging in paper, paperboard, plastics, foil and film laminates-call St. Regis. That way. you can be sure you gel the best in packaging for your product and your budget.

St:!!~g~~

B-1

B-2

NEW CUMMINS DIESEL GIVES WESTERN

TRUCKERS 250 H.~ NATURALLY!

There's a new way truckers are us1ng to move morefre•ghtfaster. Atgreatersavmg It's w1th the new Cummins NH·250 D•esel. Th•s2SOhp. dieselenglnedeUversXlmore "hdl·levehng" houepower at less fuel per developed horsepower than Cummtns most populard•esel, the NH·220. The NH ·2SO produces more horse· power than the NH·2'20, yet the two engines arecomparableins•ze. Thecombustiooarea has beenincreased15".from7.t3cu .in. to 855cu .in.; st1U iheengine itselfisstronger . •more durable. Addillonal internal improve· mentshelpmaketh•seng•nemoreeconomical on 1uel 1han any other comparably rated.

1•"

naturallyasp~ratedd•esel .

Since 1932.Cummfnshasled themdustry In the development of lightweight. l'ugh· speed d•esels. It has ~lfin!y been through Cumm•nsresearchthatthecfleseltruckhas become the most economical meht~~ of dis· lribuhoooflheNation'sproducts. Cumm•ns aga•nsetsthepacewiththeNH·2SO. Foryearsthemenwhooperelelhe cou n· try'struckshavebeentheblggestusersol Cummins eng.nes. Cummins. 1n turn, has metlhts responslbihlybyproducingd•esels that are tops 10 Quality-the most depend· able pertormersofthemaii. You'll fi nd the new NH · 250 10 many wel l·k nown trucks . Autocar, Brockway, Dtamond T, Fre•ghtliner. Hendrickson, lnternat•onal Harvester, Ken ·

:::

':',::;~:::~~·:;;;;ju

Cumm'"s the No. ~ truck d•esel I

Curnmlnt EfiQIM Company, Inc , Columb\it, Indiana

CA. November '60

Directed to physicians, this ad is a reminder of summer colds to help antihistimine sales in the «off season." W. Yale Wilson art directed, Ed and Jane Bedno designed. Photograph by Rose and Mayer. Agency: Jordan, Sieber and Corbett, Chicago. Client: Irwin, Neisler and Company.

B- 3

Sum1ner colds

Thn'e's nothing so "miserable" a. a cold

in June (or July or .Augrtlt, for that matter) and srtm11161" fun can get sidelined for

B- 4 «Exodus" is completed and ready for the duration. But Bynatan kupB heads crystal clear for 10·12 hour• with. one oral

distribution. Ad design by Saul Bass for Otto Preminger/ United Artists Corporation. Art direction by Saul Bass & Associates, photography by Gerald Tafficanda and Don Jim.

B-3

Self-promotion ad designed by Tom Woodward and illustrated by Teresa Woodward.

B- 5

Ad in Quartermaster R evue to emphasize the fast-moving characteristics of S & W holiday items. Art Director Stan Jones and Copywriter Larry Orenstein dreamed this up. Photo by Bill Miller. Agency is Doyle Dane Bernbach, Los Angeles.

B-6 B-4

An ad with three objectives: to make the public aware of the threat of submarine launched missiles; to increase the understanding of the Navy's role in meeting the danger; to identify Lockheed with the anti-submarine warfare field. Art director and designer, Nick Silva. Photo, American Stock Photos. Agency, Foote, Cone & Belding, Los Angeles.

B-7

TODAY OTTO PREMINGER COMPLETED THE FI LMING OF 'E XODUS.' All THE SHOOTING TOOK PLACE IN ACTUAL LOCA LES AT

HAIFA, AC RE, NAZARETH , CAESAREA, KAFR KANA, ATUT AND JERUSALEM IN ISRAEL AND FAMAGUSTA, NICOSIA AND CARAOLOS ON THE ISLE OF CYPRUS

NOW ' EXODU S' ENTERS THE FINAL STAGES OF MUSICAL SCORING AND EDITING

' EXODUS' STARS PAU L NEWMAN, EVA MARIE SAINT. RALPH RICHARDSON , PETER LAWFORD, LEE J . COBB, SAL MI NEO, JOHN DE REK, HUGH GRIFFITH, GREGORY RATOFF, FELIX AYL MER, DAVID OPATOSHU &. JILL HAWORTH . SC REENPLAY BY DALTON TRUM BO FROM THE BEST ·SELUNG NOVEL BY lEON URIS. PRODUCED AND DIR ECTED BY OTTO PREMI NG£ R IN NEW PA NAVISION 70 AND TECHNICOLOR • - A UNITED ARTISTS RELEASE. ' EXOOUS" Will OPEN AT THE WARNE R THEATRE IN NEW YO RK ON DECEM BER 15. 1960, THE CIN E-STAGE THEATRE IN CHICAGO ON DECEM BER 16, THE FOX WILSH IRE THEATRE IN BEVERLY HILLS ON DECE MB ER 21. AND AT THE SHE RIDAN THEATRE IN MIAMI BEACH ON DECEM BER 21.

CA. N ovember '60

The q1.11cl~t way to cmpty )OU r ~helvn •~ to fill them up- wtth somcthma you k"ow Will move Am.l ""halts that somcthina" The Sand W Holtday line Sr< food product5that unmistakably say '' H otr~e :~; ~;~c~e:hdays.'' th:ll tn~tantly CJ.II tO mmd th~ sood Chnstmas-dmner..cooktna smells comma from Your ""omen shoppen. in ;tdl.lttion to h.tvmggreat taste buds !among othe r anributes) also know 1 good thm& when they ~e '' !the S .1nd \\ lo•btll Tht~ means the ladtcs wtll keep your shelves empty of S :md W mmccmcat,glace cakc-m t~ . frutt nut bread. maraschtnc cherncs. m11.cd nut5 ~nd that good. nchSunJ\\ coffee Wht'rf'trrthe)comcfrom.thnlnowSanJ\\ .asthequalttybrandtheyprrferred back home In other ""ord,, thts ~tuff IIWirf' One thtng morc Thc purcha~ nottcc .agrcrmrnt for Sand W's Hohday lmr ts No. 49-104-134 Sec ~upp l y hullctm No 10-~I)IJ.I \4, .mJ h.a"c J \Cry merry Chmtrnas

61 B-7

An enemy m ight aee ua •• • nation ot 30 prime ••111••• - the 30 a:reatcities that hold 39% of ou r people, 51% of oor tndustry, most of our leaders. Throua:h his periscope he could see the skyl ines of 15 of these cities- easy marks for shortranae missiles from his submarines. And thoulh the other 15 lie inland, he could reach them all with sub-launched missiles havina: a ranae of onty 1,000 mites. Between his subs and oor citHts stand the Anti-Submarine Warfare forces of the U. S. Nh)'. In their endless search of the seas around us, they tty hundreds of hunter-killer planes built by Lockheed- Amertea 's most experienced ASW contractor. But their job arows harder each year, as submarines run faster and deeper, as sub-launched mlssila fly farther. lienee the quk:kenina: tempo of lockheed 's ASW work . Several divisions are now developinc and producina: destroyers, patrolplal'le$, andad.... nc.telectronk:systemsforunderwaterdetectionand communication.

0CKHEED

DtYII. o -oC.U.trOIINIA •G.I:OitiliA•NISSlLU&SP'AC[•LOCI<.H[[O[ltCTIIONtCSCO.•LOCI<.H[[O"IIIl[IININ"L•LOCIIHUO"'IICIIMTS[IIYIC[ • LOCMH[[04111CitAF'T INTliiN.lllOfoiAL • LOCIIHUO.S.A.. • NO£TSOUNOIII!OG["-H001n'OOCIIC0

_ , . , [LtclltOtoiiCS • ~U.S • AJIICJtl.fT • NUCU:ONICS • S.ll[Wl[S"-HOSHoC£

VlHICUS • ltOCIIfl rU£1.£ "-HO MOfOfiS • "IIICilllln M41Nl[NioNC[ • "'11'<)111' M.lHAG[MENf • IHII'SUtLO!NG • HO.'tY CONITIIUCTIC* • Sl[[L Hilt-cATION AND CIIANU

C A, N ovember '60

B-8 Institutional ad for The International Telephone and Telegraph Corporation, worldwide communications and electronics organization. Sam Seali art directed for Doyle Dane Bernbach. Photographer is Carl Fischer. (Tall tripod)

Holiday readers travel more than other people so they buy more tires. This ad offers facts and dramatic graphics. Tony Mandarino art directed and designed. Lou Long is the photographer. Agency, BBDO, New York. B-9

B-10 Ad to jolt media buyers into discovering

Metro Comics as a potent advertising medium. Paul Kuzma designed and directed. Photographer, Maury Hammond. Agency, W exton, New York. (~ohoruconbebloellydefonedOsrheboJslr'IM$0fgt~ll•ngtnformolio<\ from H..e 10 Thete-ond from There to H ..e e-y ornl)fovemenf '" Com· murucot~onsbnngsHerec!osertolhere

Andthot'srhebu!llneu!TToson-

No,. ol If ot's o CoiMIUfllcaflons JV'Iem orher lhon ~~e J.19nols, rhe llTorgonozohOf!•SM!IOomoentot,developtt,equopotoroverseeolsonsJOIIo ToononywhereonlheworldWhenotcornestoreseorchond~opment

norrowongrhegop~Hereondlh.tre,...m.lherTher."oneorbv

of elec::tron•c comple••••es loke lfons-sotell•'- relev•!llon, worldwode

olyoroneorbvplonet ITTosrhtworldw·Oecommun•cor•onsondelectron.cs'orgon.;tQioOn ITT

wken•tcomestooorondmoronecommunoco!lonseq..,pmet~rondsys,tems

os mvscled by 7.200 ~e~ent~loe ocleo-.xchaf'l9e<l and 130,000 olhet em ployees "' 2~countr.es And lhev'reoll gop-closen, rhe lor ollhefl'l 8e

mol•torv-~electron•CI

co~ofthem,Hereosproctocollvollropolfhere.ondTodovosbfeolh•ng downrheneckol Tomorrow Andovrworld •S!II'I'>OIIel,ond ncher,lor ot

whenotcomestodatoproceu.ngonddolatron~•!4.1onsys'efm01

whenotcomestobnngongH...edosertoThete

:;£=~.~~:~~::~i~.;;py~:F·':,:~. ~

62 B-8

To create an image of Hogan-Kaus Lithograph as a creative, quality printer a series of inserts are run in local trade magazines. This features a Haiku poem and a watercolor interpretation. Artist, John Wanek, San Francisco. B-11

B-9

B-12 Institutional ad in a series run by Fluor in Fortune. AD and designer, Lance Turner. Photographer, Dale Healy. Art, The Bettman Archives. Agency, Foote, Cone & Belding, Los Angeles.

15,971mlleslslheaverage

20,200 miles Is the aver-

31,600mlleslstheaverage

numberofmllesdrtvenper

agenumberofmllesdrtven

numberofmllesdrtveaper

year by car owning Holldoy fomllles. Thofs 67:1!; more

r:~r~~:~. bin~:~~~":~~~~

yeor by three-car Holldoy fomllles. Each yur, 56:1!; of

Amerle~n

mileage than most other families drive.

lles own two or more cars.

Holiday families purchase new replacement tires .

YOU'LL SELL

MORE TIRES

IN HOLIDAY!

ofHolldoyMagozlne'sfaml-

CA, November '60

B-11

•

MARCH Old snow is melting ... all the huts unfreezing too free all the children

And then came Columbus ol.. ~=·.:.::.~~~c-:.:::

,....~,.~aroundtocballenptheclittlf; the

___,.,.; IOmebody to eftect • "bfwllthr~Nch" into • ,.,.. ua.ln ~-~~~the a.~ in the d.ipl ol

_. 0.......-d; tbe......,"andtbe....,.,__..

AreyouawaNaltl-.f~

' "'"' Monll«<l*...d Metto&nda,. Cc.nQth.nanyoO.

printmediWD-0¥er~Nahny-.adionf-'enhipil

,.M"'' o~comiclt...-..irdudemcncolltwi~J*luat. rnc..~mcnldulta,-~monltidlthu

la~tbi.~to~lllldtbeit..--,.

)'OUcan,.minanyott.medium.Andyour..c:h th.mallat

tt.w.ti'D~c...ia~Net.-tia.n-tt.au.Uonal

--fofthepriolol-~ .-.n .IntheinoamebNc:btathltmunt-O¥a'l4.(0):~ 1'7/XXJ;-II~M.t:ro!Nidly~Comiar'r...w.. ....t..ao~~owu. s.._.....

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t.rilic..(A.kblllw.t«udiiL)

'-"'"•DwWictbek17~~-13toS4-....s.r.hipol s-a.y~ptr~ioplt.batoldotber . .tuNIIICtioN..

METROPOLITAN SUNDAY NlWSPAPUS, INC.

B-10

B-12

CA, November '60

B-13 Lester Beall, Inc. designed this ad for Torrington, devoted exclusively to the "design and application of quieter and more efficient airmoving components for industry."

Trade ad for Fortune magazine designed by Julian Archer. Fuller & Smith & Ross, New York, is the agency. Second color actually appeared as blue.

B-14

B-15 One of Container Corporation's series on "The Great Ideas of Western Man." Quotation is from John Viscount Morely, On Compromise. Illustration by Ben Shahn. Art director for the series, Walter Reinsel. Agency, N. W. Ayer & Son.

WHEN THE NO. 1 AIR MOVING PROBLEM IS NOISE

B-16 Trade insert for Oxford Paper Co.

Designer, John Van Zwienen. Art director, Joseph Jowaisis. Photographer, Ramon Rosario. Agency, Chas. W. Hoyt, New York. T H .

TOftftiNO'I"'M ~~~~~~-- OOMPANV

TOA.INOTON . CO I'IM.CTICUT • WU. NUVS. CAL.I~OANIA • 0AkYII... L • . ONTAR I O

B- 17 Trade ad for ABC Television. Art

director/ designer, Sidney Myers. Photo by Wide World Photos. Agency, Doyle Dane Bernbach.

B-13

B-14

Cmu:mtroU )'OMr NlliJ&f wWtiM hriq Y CONcfftlroltd . Tlu Market it big. TMre Grf 4.58R,MJO fi,.,.. of oU t)'Jil!l and .U. in 1M U.S. BvllM marla it manag«<blc if"'* Jitd JK*rroladumGCrOiYIM~btiwcrt.

Nou : Out of mort tAon four oM OM-~ miUioft firwu, onlr S6,650fimu""J)lorlOOO'rmorcptJOpl4. TILGl't!!!!tAon I,_ of fM lotol oM il'alikcl11 tJuU no( all of Lit"" on JWNJMell for rowr prodvd.

d1 ·lolarg• .zt m1po 11'111 lant ""' .,, ·t• rr!f 'lg. /t't ortt of 1M rlf!UOM .,.\r adNrlin•gi• POIIITUN• g<Ur,..IU.

CA, Nov ember '60

GP'eat I deas of Weste r'n Man .. one of • ser'les

~ CONTAINIEflt COJIItPORATIO N Of" AMERICA

B-16

B-1 5

B-17

Unconventional coverage For its unoonventional ooverage of the Republican and Democratic Convention& in 1956, ABC News took thehighlyooveted Peabody Award. For its unconventional coverage of Mr. Khrushchev's visit to the U.S.A. in 1959, ABC News again won the Award. Unconventional coverage is, essentially, 8 newsman's nose for news ... newa in ita literal, exciting sense. Not merely the facts, the place, the time ... but the emotional over-ride, the dramatic extra dimension that makes the story come alive for Joe and Joaephine Viewer. Thus, ABC's coverage of the 1956 Conventions, as reported in The New York Times, " stole the honora." Or, as The San Franciaoo Chronicle had it, "(ABCI managed to bring viewera aome sights the other two didn't get." Thus, ABC's coverage of the Soviet Premier's visit last year scored 8 coup in ita simultaneous, on-the-spot translations by Nicholas Orloff. Here, surely, was creative journalism at its saltiest, most forthright best. It follows, therefore, that ABC's ooverage of the major news events this year will receive the same award-winning caliber of reporting and analysis.

It follows, therefore, that more people will he following theae historical houra on ABC-TV. It further follows that thoee advertisers who address this captivated audience will reap the benefits.

awATCHABf:,;!V~~

CA. November '60

B-1 8

A busy advertising agency at 666 5th

Benton & Bowles wanted to advertise their agency in an unusual manner to the art directing element of advertising. Gene Federico created this ad that ran in the New York Art Directors Club Annual. 8-18

8-19 Young & Rubicam, San Francisco, prepared this ad for Kaiser Steel, a full page for the Wall Street Journal. Purpose, to sell steel against the growth and inroads of aluminum in the metal market, to sell Kaiser in the West. Dick Snider art directed. Snider and Nick Sidjakov designed.

8-20 Trade newspaper ad presenting the virtues of 100% Acrilan, The Chemstrand Corporation's acrylic fiber, for blankets. Vincent Norrito is the art director, Murry Duitz the photographer, Doyle Dane Bernbach the agency.

8-21 Institutional ad, in color, for United States Steel. Arnold Varga designed. BBDO, Pittsburgh, is the agency.

OF-

ALL THE.

METAL

PRODUCED

lito

IS STEEL

AND THE

NUMBER I

STEEL COMPANY

IN THE WEST IS KAISER STEEL

FROM SAFm PINS TO SUSPENSION BRIDGES, TIIERE IS NO SUBSTITUTE FOR STEEL STEEL'S UNBEATABLE COMBINATION OF STRENGTII, ECONOMY AND FABRICATING EASE MAKE IT FAR AND AWAY AMERICA'S NUMBER ONE METAL STEEL FOR INDUSTRY. STEEL FOR BUILDING. STEEL FOR TRAINS AND TRUCKS, PLANES AND PIPES. NEED STEEL? CALL KAISER STEEL. OR ONE ~ OF YOUR STEll SERVICE CENTERS. KAISE~

""'--w••·--·-·-·--~STEEL .... - -... -·- -- ..., ............."_ . -... -" ..... ~ w. --....--. ---. 1- ----

B-1 9

CA. November '60

No fehine-. o fadine:. No mattine:. Conclusion: Acrilan mak~s a blanket ~rfonn. Acrilan makes a blanket )(:11. Acrilan makes a blank~t non-alkr1 IZ~mc, wann without weijzht, resistant to moths and mild~w. • ' '' ' •• And Acrilan makes a blanket /oo! .:reatl Be shrewd. A 6/an'tt ....,. 61 an1 •tlur "a'"' ran·, do as mucll /•r your salt1. Stock blankets of 100 ~ vir2in Acrilan with the Seal of Quality.

S.Je• Rower w~n you're .elline- th~ blank~t that out~rfonns the rest . H en='s your proof of pc:rfonnanc::~: In the labs of the American l nstitut~ of Laund~rin2, two blanktts were machine washed SO tim~s. Tlu tnulit'•"al 61'"''" Willi lou,Jtrul ,, o woslur dUirnul /or spulal ttntlt· 'uu. Outcom~: shrink.a~ was more than 10'\. F~ltine- was evident. Tilt bla"'" •f 100'\ Arrifa,

acrylic J6tr "''" loudfftJ '" a rtrular vunlltr. Outcom~: after th~ 50th mach in~ washin2 and dryine-, this bb.ok~t of Acrib.n came out atill fresh and bloominR:I Shrinkae:~ was no probl~m.

__, ___ o_-_ __· ,-....---·... ,, ... _ _ __ ·......... ___ raCHEM~ -•_ • •...,~~·

"· ·-·- ... ----•c..c-.- ..

_ _ ..._,...,._to . c-.._-· f••-• I ~H • • • ' • " ..... ,., ..,.c-.. , ........ OI;IOL.o.,.. -HIC ~::..~::"";:;"~=~=~:::::.:-,~-;;:.

B-20

B-21

sn:[L IS FOH ~10DDtN IHJILDINI:

STO:L IS Flln IHJILDINI: ~101H:HN ST[[I.IS nm ~10D[ItN BlliUliNI:

STO:L IS nm BlliLDINI: ~101H:HN Look Nhlnd the new k>oll In arehltecture and you'll find steel . You'll elaoflnd It out front In colorful, newfarmend offtcebulldlngsend In contemporery homes. These are the meny cMinglng t.c.. of steel. ButonethlngaboutatHiwlllnev.rchange: ltsatrengthandreUabUity.

l~L..~- . -.. . . . . ..-.. -·-~-·--.. ,.

Ounlted St tl Still

StHt lotholaotlngeotatuftyoucan put • roof over, or make 1 roof of. ~

CA, November '60

The commercial Is the payoff

--(ftl--lffi-1fft-lfft- --fHf- tttHttt---mf-Jttt--Hlt----$----mt---fffi- -HtFf1~ iffh-1/tt-m--J#+--Htt-Htt-iflt -tttriffl- --uH-"iff.l-rtft-Hit- 1ftt-(1tt-fffl.1ii-l- li+l-+tH- 'ffi-1_'ffi.\.-\t\tlt\l-mt-ittt-rffi-ftl-\--tffi-rm...rm--tftt-/tH--H\t ~-+t\-\--"it\i-ttt\-lt\{ itt-\-~ rtt\.'tffi.lffi.-l'ffi--~--ttl-1-~ -tt\\-1\-\\---ttt\-im---mt--1\\-l-fHtflf-\.--tf\\--ffi-t-~lffi--tttt-'ffll.__ -m-Httt mt--tffi-ltt\---\\\\---\-\\\--t\\1--+M-+H\---ttt\--tttt---H\\---thl- -Htt--ittt--tttt---ttt\>H~.-tiH ~ 4+\\---w-t--ttt\--'ttt\--t+M-ti+H~tFittl---tttt- ffli- if1\--tffi..-ffi-\---fttt-#1\--- it\\-it\\-itt\--tttt-tttt--HH-'iH+- (Ill ifttIff+-'illl--+\\+11ft--ftft-#It I+H-itt\.--ttl+~-M---tttt-ltft--Htt-'iift--#lt-~ -fffi-fH-klftt-'ffi\-'illl -mt-iffl--ttf-fttt--tHl--iW--##- !Ill /\II fill 1m---#+t-itff---tH+-ffit-i*itli--HH- lil+--lttt"itH-- ifrt-ittt-itlt-'ittt---tttt--tttt--rtH---tH-1-.-ittt- -HH--Ht+---Hlf-.-ttH- ifH---ttt!-rtlt--tttt--""-fM.-titt-lfH-HttifH--ffl+--rt-H----fflt --tttt--mt--tttt---M----tttt-titf-itit-lffi-1Ht--t+H---H+I----H-If--ll-ft--mt-tHJ-

tttt-tttt- itt+- --ttt-rtf*--ttH-itftift+-/tt·Htf7----1-fft-----tft- -Htt--tffi-tffi-

One of a continuing series of N. W. Ayer house ads explaining Ayer philosophy on the use of television as a selling medium. Roger Cook art directed. Don Shanosky illustrated. B-22

--+H-t-4#+-iti\-+t+t-tttt--tttt-fHt-#--l-ttt-itff----H+f-lffl-ltf+--tttt--mt--

1tH--+ttt- -Htf-l#k-tttf---mt--Htt---tl(t-Htt-lfft---tft-t-tttt-Htt-lffl-/fflfttt"--tHt--+ltHtl+-lft\-~·--rtf+----

Institutional ad for Howard Smith Paper Company designed to run in AD annuals. Jack Birdsall, Rous & Mann Press Limited, Toronto, art directed and designed. B-23

How many yawns in a TV season? We tried to count the ways in which television commercials can be boring. It only added to the tedium. Everybody knows you have to move people before you can move merchandise. It has always been our belief that selling the product or the company is the prime function of any television commercial. N. W. Ayer & Son, Inc.

B-22

David Deutsch, McCann-Erickson, designed this institutional ad for Talon's Big Zip zippers. Photographer, Irwin Horowitz.

B-24

Institutional ad for Tri-Arts Press dramatizing the Tri-Arts trademark. Freeman G. Craw designed and art directed.

B-25

B-23

One of a series of ads presenting an image of product quality, engineering innovation and a modern, growing, customer-minded character for the Worthington Corporation. Each ad tells an individual development story. Illustration, in color, is by Harvey Schmidt. Art direction by Tony D'Arrigo. Agency, Needham, Louis & Brorby, New York. B-26

attracting comments is easy with Howard Smith paper•

CA, Nov ember '60

B-24

~~: :o~·~:·:.:~~ia::~:.gw~~ :"~g":,~!~~bo.::n°:; ~~e~i= ~~1

B-25

No wonder. It's downright soper-size ... with extra large pull-tab, ovenize slider and big, big'-~-=-"' ·' chain. And there'a no miah-muh about mia-meah- aelf....,.ting ....,mbly eliminates that problem, actually makes it fwnl>k· proof. Yet, with all thia it actually weighs in lighter than any other auper...UO clooure. That'• why thia big, bold zipper's so perfectly matched with today'a popular rough<llld·,....dy jacket& for men and boys. Make sure they're in your jacket& .. .you're in for a much bigger bite of aaleo wben you do!

TRI-ARTS PRESS, INC. Advertising typogmphe•·.~ a11d priutr•r.; 831 East 88 Street, New York JG, New York

Mur..-ay Hilt 6-4242

8-26

HOW WOIII:T"INGTON ~fii:O DUCT8 ~0111:

W O I'IIK

YOU Ill: ,.,_O,.IT

LISTEN TO TWO MILLION DOLLARS WORTH OF SILENCE Noist conditioning is s«ond only to air conditioning on the lin of today's most wanted improvements. The two, however , arc sometimes mutually exclusive. The same cquipmcmthu soothes the body can offend the ur. • One major source of trouble is the hcan of most air conditioning-the rcfrigcra· tion compressor. To take noise out you must build quality in. So Worthington went to work . • l u engineers s~cified some of the closest tolerances ever used for industrial equipment. This resulted in a compressor which was amazingly vibruion·£ree. Two million dollars later Worthington had the " V linc·' comprcuor you sec at the left. Soquictlydoes it run that only a sound laboratory can accurately measure iu whis~r-soft OJXration. • Silence reHccu quality. The compressor is rugged enough to o ~rate at 130 degrees below zero. Yet iu silence adds efficiency, luxury and dignity to your envi· ronmcnt . A fair exchange £or $2,000,000? \Ve think so. • Worthington Corporation , Harrison, N. J.

liiiil WORTHINGTON

CA, November '60

UN LIK E T HE SWTH '

LIIE THE HAIRY-NOSED WOMBAT*

•There are Two-Finge red Sloths and T h ree-Fingered Slotlu, but having one more finger doesn't seem to hel p matteno. Both types spend almost a ll their time hanging upside down in trees, even sleepinJ, mati n g and giving birth in that position. Unl ike the Sloth, Economy Lithograph Co. works day and night, using aJI available fingers and hands to give its customers the highest quality work at reasonable coel Once in a while you wi ll see a worker on his back, but he's not sleeping, mati ng ~n giving birth. He's adjusting a tw<HX>lor p ress to make a perfect color-match. Maybe there's a little Sloth in all of us and that's why you haven't taken the time yet to ask Economy to bid on a printing job. De-Sloth your self. Call ECONOMY LITHOGRAP H ·COMPANY, 101 South La Brea Ave., Loo Angeles, Californ ia. WEbster 8-2511.

*This barrowiag aanapi~ reseables a beir ud cu dig lloles over a llaadred feet Joagl (We're igaoriag a sissified venioa Cilled tile HuedNosed Woabil) LiketlleHiiry-Nosecl Woabat. Ecoaoay Litllogrilph digs deep iDto il job to uconr tile best WilY to ilcllien high qulity ill reuoDilble cosl II yoa doa't dig this kiDd of ildtertisiag lillk. liad oat lor yoarseH ~y caJJilg Ecoaoay to bid OD you 1111 job. ECONOMY LITHOGilAPB CO.,lOl Soatll La Bleil Ave., Los Algeles 36, WEhsler 8-2511

B-27, B-28, B-29, B-30 Small-space ads from a series by Economy Litho graph Company, Los Angeles. Run in trade magazines, they were aimed at ad managers, art directors, company advertising department and artist-printing buyers. Keith Bright designed and illustrated the series. Peter James Samerjan did the photography.

UNLIKE THESHORTTAILEOSHREW'

'Smaller than

mouse. this -

themostnervousand irascible of all mam· mals. Some are so high·strungthatasud· den sound will cause them to leap into the air, fall inadeadfaint. orevendropdead!They also shriek when enraeed, which IS very often. UnliketheShort ·Ta il ed Shrew, Economy l ithograph is a monument of calm. If the pressures become unbearable. a few wives may be beaten with anoldmatrice,butthereisnever an intemperate word to a cus· tomer.Some customers claim that by dealing with Economy they save enoueh in Miltowns alone to pay for a small printing job eachyear.lfyouthinkthis is just advertisi ng ch atter, startkeepmgtrackofyour tranquillizer consumption. Then switch to Economy ·and marvel at the diffe rence. EC ONO MY LITHOGRAPH CO., IOISo. laBrea, los Angeles

WE-8-2511 .

• •ThJsatranqe and colorful animal ialoolteddown upon by 1ts relative- the QJralfe. The OltaptltmoroonwJthapurplilh. llnQe-plus-blaclt and wh;te stripes on the hrr.b.and over the rump. Get the ptcture ? Llie the Okapi, Economy l.lthoqraphCo. offers outatandmQ color and superb blaci4 ndwhite. lnaddition, Economyiswillinqtoput the color wherever you w4nl, evel\ four color process on the rump. Now If this kind of erucille advertiah\QI4llt doesn' t qel youoffyourfourc:olo~ ond over to Economy Litho ... then pleue co11 •.. 4nd Economy willc:ome toyoul ECONOWY ll1110GRAPH 10 1 South La Brea, to. Anqeles, Calif., WEbster 8·2511

8-27, 8-28, 8-29, 8-30

CA. N ovember '60

C. · Pro

otional Literature ,

~~~:;..:;---··i··f-~,~~~:!1"~~~~

and direct-mail

D. Poster

pROMOTIONAL Literature was the strongest category in numher and the most visually exciting. Here, the artist has the freedom to fl:x his creative muscles as in no other printed medium. Most boundaries, qualifications, and inhibitions of other media are not as prevalent.

He has the freedom of more space, folds, special colors, custom treatments. In addition he has the element of paper to work with ... its surfaces, textures, contrasts, colors. Paper was an important, sometimes dominant factor in much of the work. This could be singled out as a trend. We would hesitate to, for ((trend" seems to imply sameness, on the way up today and

on the way down tomorrow. This use of paper by the designer was a major contribution to difference, and it is here to stay. 73

It is a difficult and frustrating thing to portray a brochure or any piece of literature in a limited space. We've tried to capture the feeling of each piece. But too often is it not the cover, or a page, or a spread-it is the overall feeling of 24 integrated pages, the sensation as each page is turned or a fold is opened.

We would like to show more. It is important. With the limited distribution of promotional literature, this is work we rarely have the opportunity to see. Beginning next month, CA will innaugurate a new feature, ((Literature of the Month." We will select an outstanding piece, show more of the overall visual concept, present the reasoning, planning, execution and production of the piece-a case history of sound thinking.

CA. November '60

Promotional literature and direct-mail

Consumer ·

C-3

C-1

Management

C-3

C-1

Advertising

C-3 C-18

Artist

C-5

C-1

CA, November '60

C-7

C-13

C-25

C-16

C-9 C-29

C·25

C-6

C-25

CA. N01Jember '60

C-13

Promotional literature and direct-mail

Consumer

. __ _ C-2

C-10

C-28

C-4

Management

Advertising

C-4

C-20

I L

L L !_

Artist

L l l.

' . C-37 C-20

CA, November '60

Poster, outdoor, display Stn<~rl \\'Olllt'll

cool· ,,·ith III<>< Iern

G\S D-20

D-13

D-1

D-13

D-1

Snt<lrl \ \·o Ill Cll

cook \dth llHHlcrn

G\S D-20

OI ~JHJit

CC)CI(TAilS

•

......1

ou... u COCitTAilJ

Sabella's mountain view turnoff ~ D-10, D-11

D-18,

D-4, D-5

D-3

D-18,

D-15

CA, N01Jember '60

4-color brochure promoting travel on Japan Air Lines. All patterns in the interiors of the JAL jets have their reference point in objects that are almost Japanese national traditions. This brochure relates the plane interiors to this origin. Staggered page lengths inside open to form new concepts but always within a pleasing overall spread layout. Art director was Jerry Huff of Bottsford, Constantine and Gardner, San Francisco. Designer was Don McKee of Landphere Associates. Illustrator, Earl Thollander. C-1

C-1

CA, November '60

C-2 Institutional direct mail piece to steel

service centers. On back of piece is a gauze bandage. Under the bandage, copy. Designer, Arnold Vaara. Agency, BBDO, Pittsburgh. Client, United States Steel.

Kaiser Aluminum brochure promoting aluminum as a material for pleasure boats. Cover opens from the center to spread shown. Foil owing pages are bound at the top, open up. On the nine following spreads are color renderings of experimental boat designs by Kaiser's industrial design department and a description of suggested structural methods and finishes using aluminum. In the back are several pages on the subject of new methods of marine construction. Dick Snider art directed, Reg Jones designed. Photography by Bill Evans. Agency is Young & Rubicam, San Francisco. C-3

C-2 C-3

CA. Nov ember '60

CA, November '60

Maabuatw.ysM..ttoct.pW.tooa.-. awdiqtobi._..andc&pat.b~Ev..

u..

ltiDthaad-ue-ct.lcNd to..,.aAeado...qbt,liM, andahaPideplodlftiOIIthllhape olmaa'thand, W~olbilana . But

b~UDAAfKt.onl~--·lanc -J.mc.m&~~entdeliped lliataua.

C- 4 Three spreads from a promotional brochure explaining Minneapolis Honeywell's role and capabilities in the field of Human Factors Engineering. Printed in the four process colors, all of the color is from artist separations, and screen tint combinations. Matthew Ruddy art directed and designed. Kerker-Peterson, Minneapolis, is the agency. Art is by the agency art department. Kolorpress printed on Teton Tiara.

Today. ~ ol tM - · uWA ol

t.ooillud~Midd-..._tikrnet.bodim\lltM

app~WtoLIMir...._Moct.n~

puten.aad,...,_reqllinlahicW....,_ol accuraq- a-oomp&a~lrDmlhe

opentor. ADdthqarerncn-.iti"to•ariation. iahieperf-.s--olt.hllia. ~--tiritJ, lhedelipol..ehiMibJ "ifftu.~til»" il M '-ftr acLiqu&e. It 111..r. be

..,a.n.tedbJ-m. ~III"!DDdiUider-· troiW-.ditioM.AAdt.MploiiUdlclelip

"::::

~=-

~=.w\UII Nlal'-blp t.

TMprobtwn.oloptimumlftM·machiMNla tionetllpi.udolbumaalimlt.at.lan.andcaPII biHU.."--onrtotM.._ellrlwuat.nor. HOIIIJWIII ' tu:periear.e ia lluMIII fitton ,.,.JW.lheir...,.n-.illaut.omatic•...._. -u-aift:nll~aad -uo~a. ~

J\lidanct, ta•lroameatalmtuuretnllltalld rtJulation , and.upportequ lptntat. Hoa•J· wtii'ICOitl,.._illtlMfteldkubetftdtmon· .uatedbJKh...-,emt~~talnrirtualiJ.....,CUI'

Nltpro)ect.cM.ped.toJI'IlmMill..,.ct.

C- 5 Invitation to the Art Directors and Artists Club of San Francisco meeting titled ccAspen Night" and promoting attendance for this year's conference. Alice Harth art directed. Bill Hyde designed. Silk-screen by Pischoff Co., green on blue stock. Size: 15 x 12.

~_, u

ColalllJIOI'.t WcicutolpY

The----"' Ole_.---...

__ _ u

cWMd

~ .. ~

COIItrU~IIMithePW-crpt.WandWttorlaform&&ioi......,..-

JWdia-p&ew'-ripdoaoltheat-cioll.,.._bet_-..... aad mechiM fclr t.IMdw:ra&iotl el tlw ...... Tw. . . .,.._.. .. .

:=:..-::m.IGM.::.-:~;z-.~~ ·~a: terJM olhiltotal -":-apMkJ . H_,_.IMIII.t,ifi&LM.and ...._,

~~~~~t.tr~~o.:.= u ol the , r, I'

- ...

~~:1;f1 '

C- 6 Direct mail piece promoting innerspring mattresses, U.S. Steel's steel spring wire. Suren Ermoyan art directed and designed. Agency, BBDO, Pittsburgh. Size: 9 % x 9.

!_q. --

••

I ~

...

~ I :

I I

C-4

s-tallb-IUChllpat'-1a~.ckc:illioa

makiac.and....nwionol~\llti~ .... -t..-an farbet.t«performedlrJ"mMtbaab,tnacW..aOt.hertaab-.duh!p~~

t;iqaetionl,.-.,ic!aritbmetic,_,oraitJc.l dJUmicl)'tt.MI~- u.farbett.lwl

diMbJlhei!UduMtlwlbJ--.. H_....., tMnilaYML.uddil.....-doltMk ,...r-whidlllla,J'be ....... to•lhlror IMdliae. Tlua ,._ta..,.... ..,...._.lor ~. O.tlwoeehaad , .-,.._tol

taabtolftlfliltilllitedbJhRph)'tioqjcalllld PIJtholotle.alc.apacltin - tltkiiiiJIIII'Itllh ~ o.-limita frequa.tiJ ._wt 1ft malp.-

1..,..._.--powf-. O..U..otherhalld, i-..tcWiptioeoltNbtotM~ ...

.ritabl,~ta-~NfilbilitJandiB· Cf'llllldeo~taadmmpluitJ.

ll onilrto ..... lalbdcilatl~ ... .,.__ thtin.llll"'nndoaadllnpdbet.... t~.q~ and the man muet be quul.ltle6. TM inputl to andoutJI'Ita fn.thtl)'tt.Mican thtnbe.Wteci t.olnU'tc.pabUill. .. ~bJiabontory u~tatioelandpnctica\u~.

CA, November '60

C-5

C-6

mattresses -for bed or for worse

CA. November '60

C- 7 Dinner Menu for a sophisticated club with a gay nineties atmosphere. Menu includes buffalo steak for two with Tiger Sauce Bengal, $20; a Diamond Ji m Brady & M istress Dinner, $100. Cover is a red brocaded wallpaper (used on the walls of the club) with a protective outer cover of Mylar with the club insignia silk-screened in white. Inside pages utilize Strathmore Beau Brilliant and Sorg Parchtex. Designer, Dick Danne. Agency, Clarke-Dunagan & Huffhines, Dallas. Printer, American Printing and Lithography.

Fund-raising brochure for Aspen Institute for Humanistic Studies. Designed, art directed and illustrated by John Massey. Photographer, Franz Berko. Agency, Chas. Feldstein, Inc. C-8

C-9 Invitation to a breakfast given by DuPont for members of the American Institute of Decorators attending their annual convention in Los Angeles. The cannon theme was carried through all material connected with the breakfast. Art directors, Marvin and Eve Stone of Stone Design Associates, Wilmington. Illustration, Eve Stone.

C-7

Direct-mail piece to physicians for Abbott Laboratories' tranquilizer, Harmonyl. Center spread of four-page piece is shown. Art directol, Robert D. Tucker. Designer and photographer, Harold Walter. C-1 0

C-8

C-9 Aspen Institute for Humanistic Studies

CA. November '60

C-10

Jf,md<t!f· .lfwy JRtil. 1960 >;;J,; A.l1.

'l'h1 lntenwNonal Ha/lruom of 111~ /INerly llillrm

!lot,· I l.o& .luyrlt·~ ('ali.,Pmlla

CA., November '60

Going to the 29th Annual National Conference of the A.I.D.? Ifso, the Du Pont Company invites you to a SPJ<)('f.\L BltEAKFMiT-"A Salute to the A.I.D."-Monday, May 16th, 8:15AM, the International Ballroom of the Beverly Hilton Hotel. Our musical presentation will be honored by the presence of Dorothy Liebes and Michael Ta.ylor. 'Vbile in Los Angeles, be sure to visit our exhibit in Space 29 in the Hollywood Palladium. You'll find the newest in Du Pont modernliving fibers in a setting of Old World elegance especially created for the DuPont Company by Michael Taylor.

C-1 1 Announcement for an exhibition of

the work of Morton Goldschall at Cooper & Beatty, Limited, Toronto. Allan R. Fleming designed. Size: 9x14.

Facilities brochure for Trendex relating its experience and progress in the field of research by telephone. Cover is Strathmore Rhododendron black, die-cut for the dial pattern and embossed with the Trendex signature. Inside is in three colors on Beckett opaque. Jon Aron art directed and designed. Aron and Ted Trinkaus illustrated. Agency, Trinkaus Aron & Wayman, So. Norwalk. Size: 7x7.

C-12

9 TO 6 PM

C- 13 Annual report of the Institute for Defense

Analysis. The graphic theme is events in history that occurred on March 18, release date of the report. The cover is the year 1006 BC. David yielded to pressure from Bathsheba to appoint Solomon his successor instead of Adonijah, his eldest and natural heir. Art direction is by Robert L. Steinle and Advertising Designers, Inc., Los Angeles. Design and illustration by Joe Weston. Jefferies Banknote printed on Strathmore Pastel. C-11

C-12

Thfo a...,.. •nd ltraloftrn.lly d•tnbuWd

11111~1

fW.Id .UII'

rNift

t.uwod hv Tl'f"ffiM• M.l ~ rftiPONi~ fof Uw C'OI'TI~)'·f I~

hon roupDflrQmphon•nd ~ rweri)'P¥'ft'Yothrr lund of~ lhllt nwy bP rnoiV!'d thi"'UUh com~trnt w~ ..-n.+.

CA, November '60

FOURTH ANNUAL REPORT: INSTITUTE FOR DEFENSE ANALYSES

......._ ~ddo!~ IDA ~ ~ ~ ~

C-13

Admmismtion of the Jason Division is accomplished by the Executive Officer directly, that of the other Divisions by administrative sections assigned to the Division, working under general supervision of the Executive Officer. Special ProjectS is an organizational device, not manned on a full-time basis. Irs purpose is to accommodate ad hoc or task force undertakings or any venture of IDA that does not properly fall in a divisional box. Numbers now stand at 160 for the professional staff and 140 in support. The twenty members of Jason Division are not included in the count as their work is part-time and largely done in Academe. This is the core of our working force. It continues to be our practice, a fundamental part of our approach to problems, to augment the professional staff as required by the series of problems presented, with consultantS and specialists representing the most advanced and imaginative talentS in the pertinent fields.

It was also necessary, during the year, to acquire more space for the expanded activities of the Institute and for their management. In March 1, 1960 the Institute moved into its new business offices at 171 o H Street, N. w. The ARP oivision supplemented irs Pentagon quarters with w,ooo square feet in the Universal Building, at Connecticut and Florida Avenues. The new building in Princeton, previously mentioned, contains 18,800 square feet of usable space, including the computer area, and is considered to be ample to the needs of the CR oivision as presently constituted. The Institute continues to maintain small offices in London and Paris for representation with operations research activities in NATO nations.

IDA

*~~* PERSONNEL CHANGES

In the formative days of the Institute it was necessary, while building up a technical competence, also to insure sound business and financial management from the onset. Accordingly, each of the founding Members supplied two Trustees to the Board, one technical and one from management. As IDA's own management has matured the founding Members have been released from that part of their initial commitment. Mr. T:10mas \V. Ford of Stanford, Mr. George W. Green of Cal Tech, and Mr. Thomas P. Murtagh o£ Case, able stewards of our business structure and valued associates during the formative years, accordingly resigned as Trustees. Professor Philip M. Morse of M.I.T. also resigned as a Trustee, for reasons of pressure of Nher duties. Our appreciation of his

CA, November '60

Moving announcement for Butte Herrero & Hyde, design group. Illustration is of a building, the birthplace of Freemasonry in California, recently restored to its original appearance by San Francisco attorney, Marvin Belli. Design, Bruce Butte. Lettering, Bill Hyde. Two-color, purple and black, 11 x 14. C-14

Convention hand-out to retailers for Richmond-Chase brand of dietetic foods, Diet Delight. Three spreads are shown. Pink, green, brown and white on gray stock. Folded size is 3lf.l x 12. Designer and illustrator, Armin E. Miller. Art director, Calvin Anderson. Agency, Cunningham & Walsh, San Francisco. C-15

C-14

C-16 Warehousing brochure published by North American Aviation presents warehousing principles in an interesting way, avoids the suggestion of a «manual." Luther Weare art directed, Fred Hutton designed. Hutton and Tony Miller illustrated. Bill James was the photographer. 9 x 12, two-color, center spread shown at bottom right has 16 half pages with graphic similes, wrong and right, of warehousing practices. Stock is 70-lb. Beckett Brilliant. Cover (not shown) is 65-lb. Lusterkote, embossed.

C-15

Others m :t

follow.

s is true of beauty que~ns.

And jelly beans.

CA, November '60

is seldom computed. The an average risk item the an inventory equals 24%

insurance, taxes, obsolescence,

....t......,..........--=:...;___.,..--.-.'-:'!o..._...;...JL-,-,_-J space, and materials handling

L.::.J~:.a-........:.....o...______.__ _ _

C· 6

also contribute to the cost of maintaining inventory. • Little can be done to change the interest rates on borrowed money, the cost of insurance or the expense of taxes. Efficient warehousing, however, can cut costs quickly. It reduces expenses for storage space and materials handling. It can also aid in the reduction/of deterioration and damage costs. All of these are important, since cost is the acid test of efficiency in industry. • Although the scope of this brochure is limited to getting and using warehousing space, it should be noted that effective utilization of warehousing must be tied to other functions. It is directly related to the proficiency with which the whole supply and distribution operations are conducted. These functions include fiscal policy, requirements determination, procurement, transportation, materials handling and distribution, the relation of storage to points of usage, and the maintenance of adequate inventories.

CA, November '60

C-17 ~~If you think a dandelion isn't soft, try carrying it

across town to a studio and photographing it." says Rod Lambeth, designer of this direct mail piece for Futursonic Productions. The other problem of a dandelion bloom in March was solved by the early arrival of Spring in Dallas. Photographer, John Rogers. Piece size: 10x25. Paper: 80 lb. Beckett Brilliant Opaque Cover.

!F1lJIIlJJJPi§(Q)!MllC f!Pi(Q)DUClrll (Q)!M§~ llJMCo [pljpiiE§JEJMJr§

Purpose, to announce the moving of Container Corporation's Philadelphia Folding Carton sales force to their new facilities at Oaks, Pennsylvania. Designers John Massey and George Suyeoka incorporated visual elements symbolic of folded paperboard and related to fine printing. Illustrations are woodcuts by Suyeoka. John Massey art directed. Flat size: lOxlO. C-18

Production is oriented by so many working days irregardless of which month they may overlap. A version of a calendar tailored to this problem of ad managers, AD's, production managers. Designer, Hu Lindsay for Sales Graphics, New York. 10x35. C-19

C-20 Direct mail piece, poster-size. 20x26. Artist, Saul Mandel, "designer and illustrator of friendly things." Silk screened by M. H. Lavore Co., white, orange and pink on black stock. 90

C·18

C·17

CA, N ovember '60

C-19

e= ·

...

....... .

= ··

l:ii::i .........

C-20

CA, November '60

C-21 The Art Directors Club of Cincinnati Ninth annual exhibition. Design of the printed literature was a team effort, credits go to M. R. Rhoades, art director, and to Rhoades Studio.

C-22 To present the basic concept of General Artist

Corporation's new show, ttTate," this 7 x 11 brochure. Cover and first two spreads are shown. Arthur Berube, Jr. art directed, Herbert Salkin illustrated.

C-22 New Year's greeting card for the designer, Joseph Low, Newtown, Connecticut. Low printed his card letterpress, black from a lino cut ... colors, (blue, orange and yellow) from rubber cuts. Paper is Unbleached Arnold (mould made).

MemoforJudglnt EntrietforlheNinthAnnu•lbhlbltlonoftheArt D i rector~ Club of Clndnn.tl musl M rec:eiMd In Room • of the Hot• Slnton, Mond1y, September tt 1nd Tu..dey, S.ptember 20, MtwHn tAM 1ndiPM.

C-24 ttPackrattus Documents" means there is a

record storage problem and this procedures brochure by North American Aviation suggests a control solution. Tony Miller designed and illustrated, Luther Weare art directed.

MM10 fOfH1nglng O.liwer Mlec:t.d .ntrM1 fOf the Ninth Annual Elhlbltlon of the Art Director~ Club ofCinclnneU to Th• Clnclnnetl Art Mu1eum meln .ntrenc1,

:;;::;y; ~oe':: 4~ -;'~, 0

frtdey, October 7,

The Art Olrl<tors Club of Clnclnnetl cOfdlelty lnwltes you to ettend the Ninth Annual Awerds Dinner, Progrem end Elhlbltlon, Wedne1dey •w•nlng thl twetfth of October, II The Clncinn1t1 Art MuMum. Elhlblt opening (cod.t.lll) 1.«1 PM ; dinner 7:30PM ; 1w1rd1 program 1:30PM. uM the 1ttlched re1.,....tlon c1rd end mel! In the .ndoNd eddr..sed.nwelope.

P*••

Oon'tforvet~rdl nnerteMf"t'IUons.

AWARD OF DISTl NCTlON

C-21

CA , November '60

because he decided he didn't belong

C-22

C-23

.B4CKRJ\TTUS DOCUMENTUS C-24

Que le bon Dieu garde la lune des loups. O LD

PROVERB

CA. November '60

Report on a major national design research study including recommendations as a guide to the planning and design of space in the U .S. school system. The format and sketch style of illustration are designed to avoid a ((formal look" and thus encourage reading and use. The research, writing, layout and illustration were all by the staff of Dave Chapmen, Inc., industrial design firm. Individual credits include: Dave Chapman and Kim Yamasaki, art direction; Hal Hester, layout and cover; Sei Asato, illustration and design; Matsuo Okabayashi, illustration. Client: Educational Facilities Laboratories, Inc., founded by the Ford Foundation.

C-25

lma1e diltortion and legibility muat both be considered to det.Annine ...

tk~~~ The high brighu- characteriot.ic of the ~·

vision image, the theoretical 525 line reeolution llnd thecharacterilticcurvatureoft.he picture

tube all effect the degree of legibility and/ or diatortion of the television image.

The further the viewer ia aeated from the center line axis perpendicular to the picture tube, the greater the ima1e diatortion with reeult.ant 10M of legibility.A lm~o{ t11•10n not morr tAan 45 from tMa.xuu~mo.xlmumoft6{~reromnund«JforvlftL•·

ITJ6 moM maur&aJ wd.houl ob}«t,onabh dU1ort1on . Where creat emph.uia ia placed on televi&ed images of a highly critical linear nature (where

even minimal d.i.atortion would be contidered objectionable), thia line of viaion ahould be reduced to 4Q- or even 300 with a resultant red uction in the potential audience group size.

ETV

C-25

CA, N ovember '60

THE \'E:-.;Jo:TI \N BLI~D !:"STITt TE

(OHiliALL\ 1:-.!VIl'ES 'Ol" TO ATTE:"D \ l-'I'ECI \L SfiO\\ (:-.;(; 01' Till~

1>.\"I'E:

PL\.Cl•.

H.H.\..P.

C-26

Invitation to the Press to attend an exhibit of unique room settings utilizing venetian blinds. Designer was Ralph Casado of Ruder & Finn Graphics, New York. Printing by Nat Shankoff, blue and olive green on chartreuse Curtis Tweedweave. Size: 5Yzx13Yz, accordian folded to 4%. C-26

Direct mail piece for steel balls. Designer and art director, Gil Goodwin. Illustrator, Frank Webb. Photographer, Bror Hansen. Agency, BBDO, Pittsburgh. Client, U.S. Steel. Size: 7x10. Cover, green and black, die-cut. Inside, a solid magenta panel behind the ball manufacturing photo.

C-27

maxrmum hardness deeper hardness pene rahon unrform roundness.

CA, November '60

95 I

FOl HTII \;\;"\;\ \L \I :--.:ETI \"\; lll.l"ll 1''\."0H \'1 \

·rrn \IOIIILI: LH.II r Pll"Tl rtr·.1 :--.; I I\ E H00:\1 SETTI :--.;(.S

C-28 Direct mail brochure to promote Flour Corporation by presenting a case history of how they built the San Bernadino Steam Plant for Calectric. Presentation is such that it would be interesting to engineers but still communicate information to the layman. The spread shown in color, a map of Calectric's transmission line system. Also shown are page spreads made from a series of short pages, developing the technical story of the plant. From a complete illustration of the plant, sections of the illustration are raised revealing diagrams of the operational functions of that section. Jerome Gould art directed and designed. Illustrator, Maxine Loftus. Photographer, Ernest Walker. Agency, Hixson & Jorgenson, Los Angeles. 12 x 9, stock is Warren Coated. Litho by Rapid Lithography.

C-29 Sales promotion booklet for NBC TV sales planning on a new series of NBC Special Projects television events. Spiral bound, the cover is made by a series of five pages of increasing lengths. Stan Stubenberg designed and illustrated, Bob Greenwell art directed. Lithographed by Irene Hermann.

C-28 IOid: , tt>fne>ii"'NII•~"Sftl~'lOCMI

Bo.t!<>DCt..- to Cioll• Berr,.rd,..._ 240!1'1114fiOV\tMutfllhri""U

I I'M

••er b.. It

an~,.,.,,

IJI,, •I

. . . bi'IU•antt• ·"bh n •• .,,.,.lll 1 """'"'''' .. .,......,.~ •• lrltto. ai~•IOp41n!fl•oiiiQWIUIIf~Aikln

lhe.. t.. tuo.....,•.Thf.,•U•twon

CA, November '60

... the living

drama of' /

]Jfoples in fYrisiS

C-29

CA, November '60

C- 30 Invitation to visit the Wescon convention hospitality suite of Penwarden/ Dailey Associates, manufacturers reps for electronic components. Lloyd Chase designed. Agency is West Associates, Los Angeles. Colors are blue and red-brown on buff Antique Text. Jewel Lithograph printed. Size 3x20. C-31 Strathmore Paper Company promotion for their letterhead papers including Thislemark Bond used as a motif by the designer, Freeman Craw. The folder is gray Beau Brilliant litho'd in pink and black and silk-screened in white. Inside are ten suggested letterhead designed by Ray Komai, Rene Bittel, Bert Clarke, and Daniel Shapiro. Printer, Tri-Arts Press, New York.

To AMnti~~g of &onlrorte al!d Reft1!8ments

Christmas greeting of Butte-Herrero & Hyde, San Francisco design group. Stylized illustration depicts Cathedral defined with Christmas lights. Silk-screened pink, blue and orange on deep blue Strathmore Beau Brilliant. Bruce Butte designed, Butte and Bill Hyde illustrated. 12 x 20. C- 32

Direct mail piece for Sports Cars Illustrated. One of a series with intriguing illustrations and heads leading into a story that leads into the facts that SCI's audience has more money and is car-oriented. Saul Weiner and Virginia Gianakos art directed, Virginia Gianakos designed. Litho and silkscreen on ochre Schlosser-multicolor. 7 x 13 %, opens to 7 x 25. C-3 3

C- 34 Folder to present a visual and verbal description of Container

Corporation's Color Harmony Manual. In color, accordian folded, six pages, cover and spread of first three pages are shown. John Massey art directed and designed. Folded size is 4 % x 11 %. Printed by the Veritone Co. on 65 lb. Carrara Cover. 98

C-31

C-30

CA, Nov ember '60

C-32

C-33

C-34

CA , November '60

Promotional brochure to provide information on a new grinding mill and its technique of ultra-fine grinding. The Vibro-Energy Mill is manufactured and distributed by Southwestern Engineering, Los Angeles, and operates on a principle of ultra-frequency vibration, the theme of the brochure cover design. Edd Smith, Advertising Designers, art directed. Joe Weston designed and illustrated. Photography by Ovid Neal. Agency, Charles Bowes. 8 % x 11, three colors, printed by General Printing & Litho on Hamilton Starwhite.

C-35

Cover for an operating manuel for Boeing's Model 835 Missileer. Produced by Boeing's Advanced Design Graphics section at their Witchita division, art director was W. A. Fetter. Designer, John Antonio. Illustrators, Paul Benson and Ken Frank. 8 % x 11, silk-screened on Tenselex Cover.

C-36

C-37 Calender and datebook for Interstate Printing Co., Houston. Designed and illustrated by Bill Shields. Book is spiral-bound, contains 66 illustrations drawn in Mexico and along the Gulf Coast in a variety of techniques. Agency, Rives, Dyke and Co.

C-35

100

C-36

CA, November '60

Greeting for and by Rosemary and Wally Littman, Brooklyn. Contents are five recipes (receipts) of early England: To Know Your Lover; For to Increase Love; To Make Love Powders; Love Between Them; A Never Failing Receipt to Cure Love. Rosemary Littman designed, Wally illustrated. 6 x 9, magenta and black on pink Strathmore Chroma.

C-38

101

C-38

TO MAKE LOVE POWDERS

PINCH OF

TAKE OF THE FEMALE FERN ROOT A QUARTER

SPICE

OF AN OUNCE ~ DRY IT WELL~ POWDER IT WITH 'DiE SEED OF LUPINS AND BURNT PEACH STONE ~ MAKE 'DiEM INTO A FINE POWDER~ GIVE IT IN A GLASS OF WATER OR O'DfER LIQUOR ~ AND IF YOU BE ANYTHING TAKING OR PLEASING IN PERSON OR BEHAVIOUR DOUBT NOT BUT TifE PARTY TO WHOM YOU GNE IT \XIlLL SOON BE LOVING AND KIND ~THOUGH DEFORE NEVER SO COY O.R AVERSE TO LOVE

CA. November '60

•

George

C-39 Birth announcement for the fifth child of Helen and Anthony Stathis. Designer, Stephen Ancona, Associated Design, New York. Colors are blue and magenta, size is 2¥2 x 2 ¥2. Stock, 80 lb. Mountie Offset, antique finish.

C-40 Container with 3 cans of 35mm film and three manuals for home ec. teachers. Offered by Donahue Sales Talon Ed. Service, the package is meant for the teacher's permanent reference library, has space provided for three additional manuals and three more film strips. The interior of the package, and the design of the film-strip can, create a sewing box feeling. The white corrugated mailing container is also shown. Agency, Reiter-Ross, New York.

One of a series of playful reminders to milk companies to use International Paper's Pure-Paks containers. Ochre, black and green on Springhill Vellum Bristol. Irving Miller art directed. Miller and Tomi Ungerer designed, Ungerer illustrated. Printed litho by Crafton Graphic. Size: 4 x 13 ¥2 .

C-41

C-42 A customer relations map produced by North American Aviation for distribution as a souvenir for Air Force pilots operating out of Clark AFB in the Philippines. Luther Weare art directed, Tony Miller designed and illustrated. 15 x 21 , four special-colors on Sunray Vellum Tan.

Bor•lo H•~" <! At&lkOt&f SlatAu a bo1 MU;ka•l Dan al/0:50 a . ... Jv•el,/960 ;,. Orang• Mef1Wrial

HOJipilal. 6 lb•. 19 ou. 20 i•ches

C-39

CA, N ovember '60

C-41

103

C-42

CA, November '60

C-43 Christmas greeting from Art Direction, Los

Angeles design studio. Man, this is the most. Two and one-half feet high, pink and orange flourescent paper, those crazy ornaments and a full pink beard. Design and production by Bob Runyan and staff.

MERRY CHRISTMAS·

C-44 Spread from a brochure describing System Development Corporation's Computing Facility. Design by Jim Cross. 8 x 7 Vz , printed by Rapid Blue Print Co. on Kromekote, Kilmory Text and a drafting vellum. C-45 Call for en tries to the Chicago Artist's Guild annual commercial show. Illustration is a photograph of a sand-casting. Later, the sandcastings were mounted on walnut plaques and presented as awards. Design by Dick Loew, Photograph by Standard Studios. 13 x 20. Typography by Monsen, printing by Wabash Litho.

104

C-43 C-44

SOC's digital computers Is a large variety of peripheral equipment such as card·to-magnetlc tape converters, tape-to-card

converters, tape-to-print and tape-to-cathode ray tube converters , and magnetic-tape units . This equipment Is used, In

general, to change data generated outside the computer to a form more suitable for use In the computer, or to convert data

generated by the computer to a form mort suitable for use by the operator. NOTE : If you are taken on a tour of SDC'a

computer faclliliet, pltAie stay close to your escort. High voltagea are preaent at many points: It It Important,

therefore, not to touch any of the equipment. For your own protection and safety, please follow your escort't

Instructions. Do not heaitate to alk question• pertaining to the facility at any time during your visit.

CA. November '60

C-45

COMMITTEE Dick loew /Chairman Phoebe Moore

HankFrelday IN•noTitel CREDITS Pnnting-Wabash Litho- · Typographv-Monsen

CA, November '60

105

C-46 Andrew Tomcik, Cleveland, designed and printed his own Christmas card, gave it a feeling that suggests the true spirit of Christmas. Paper is Japanese Mulberry paper tacked on Mi-tines. Printing is from woodblock and linoleum blocks. Folded size: 6 x 4.

C- 47 Direct mail package to show the possibilities

of the Fox Press' newly-acquired three-color printing process. A 9 x 11 Vz black set-up box containing a 11 x 8 Vz sales brochure. Mounted on the brochure is a pillbox titled ((Remedy for Dullness." Opened, the pillbox has a die-cut and accordian-folded visual and copy message. Designer, Joseph L. Baum. Agency, The Charles Brunelle Co., Hartford.

C-46

106

C-48 Special insert for a memorial book compiled by a group of prominent designers in honor of the 75th birthday of Dr. Robert Leslie. Susan Karstrom Keig designed, using Japanese and Flint papers.

Spread from a promotion brochure of North Shore Congregation Israel to help visualize the proposed synagogue and excite enthusiasm to donate funds. Morton Goldsholl designed. Agency is_Harshe Rotman, Chicago. Size: 11 x 13 %.

C-49

C-47

)

CA, N o·vember '60

----....................... -----....... .................... _.,_ _..... ----C-48

107

C-49

"V~doehcbt•theconceptandrmbochmentolart

inardu\ed.Ure ... ancl•nartfto. . theneh.-ol upenence 1n hfe." 1'ht.r an the words ol • man who bubroqbt.-.ua.IMhchttomilhoulhrou.t:'-.ltt.hor p,be, and •no•atworic tobnn.rlh•.ame ~ttoanrwJyrlQOIUeforNOI'UISbcn ~~1.-..el .

'Theartiatwbowillattempttocaptun<M.Irfa•lh • . .,.otlifeandMntqelnabl~pnntJa M iiiOI'\IYamaalr:i : phibopherol~toneandhcht •.. andoneoltheworld '•f~tardlit.!da.

Horn•nS..~andeducst.edatlhe U n!Ven~tyol

Wuhlnrtoa, Yama.u.kt today at 46 holda many ol the

~=~~~tu~~::~=orhJa buikhnp at Wayne Uruven:~ty ; 1'be Top Deal.gn Awardolt.heArcb.it«tW'alluuwteoiJapanforthe

Coonwlat.e GeMnl 't olfioN 1n Kobe ; and t.he MuteUm oiModcnAI'tii Award forh11St.. l..ou•AV"portuthe "BuildinaforGovtrnmentand Industry." Bul, 111 tnnh. Yamaaki'• buikhnp are for people; andlhebHtoiYamualucanbe~eet~notlnhiS

' - - s but in haldeu. Thef~ol theBe is that t..icbwnanaeedt• n ahdt.G""UW~dfarbeyvnd

''proceetionap~natt.lwelenwau ;" abl.uld•n.rlhould

al.oolferprotecUOn&plnstthehumanelementaol an.r.ietyandbewlldtnnentlnaturbu1entworid. '' Medwu.tationl"f::lment.l-," htbeheva, " andour J"&t~only bnnplfftttl' ~temauon

... J~o/&pU"'tualpnee. Ttua•t.heapol modulaTbl.nlchnplte")'«itoVIO&entacu••tyratber tbaa..-enlty . Theonlywaytoadueveth•~ruty

•throuPou:rardut«ture."Here, htthlnb.•an ~-opportunlty. JntJusopportunlty , htAya.

1-thernpcllllibihtyfOf"wddtnaour.,..eat ~eft'orta,t.ntotbelundolpb)'JIC!al

enYVOnmentthatouriOciety detpente:lyneeda ... an m~ · ~tnd!WlthVIPal~~uwrll

uullhty. TotDJKtth•.-..ualex~lntolussi.Nt:tW'8,

Yamualuret-upontwofundamenlalpnnc•pla t.hathavelonabeconwluslrademarkofdesl.lf'l :

!tPt ... andturpn~~e. " It ia am-t im.-lble to name an an:h•t«t~ wbiCb~cnoretthellln ," htpotntlout.."~~pt ~theEtk•mo!floo , andthatdoettOonly

bec:a-oltheat.enceolsun. " Yettuddeoly, wearecn.allnJmllesclfacadewherr IWlaodsbadowartrM&nlqlea ilth•t.hesppalhn1 rMUitciiCIIUKieeonomiCS . . . .. thelackclrffort andlmqlii&UOftT' ' Ht&Mwtnh•ownq~tan ." We

muetbnnct.ckthench,_clsunhJ'htandahadow, andclsbadowWlthtntbadow, toourbulldtnp." Heconsidenofalmo.tequallmport.aneet.heelmlent clsurprwe: "TbeuJ)ft'lHWltciii'IOVlnJfroma buntr.tUeet ... t.brouaftananvwopemnatn s biJh ..JI •.• tof!.ndaq~o~ltlc:ourt.Wlthtlovdy prdenan tt.illwater •.. Of"totlptoethrouchthrmysteryand dlm-clst.rmp&eandcornr~o~ponacounol

rakedwbtte.,..vtlduz.hna•n sunh&ht - th• •t.he pyol~ r·

Aad lhll• Manoru Yamud.i.

CA, November '60

C-50 Opera libretto of Mozart's Don Giovanni

accompanying a recording by RCA. Richard M. Powers designed and illustrated with ink and wash. Robert Jones art directed. Two colors, 12 x 12. Paperboard calendar in the shape of four telescoping prisms with triangular bases, result of experimental designs seeking new forms in folding carton techniques. It has become a tradition for the Design Laboratory of Container Corporation, to send a differently shaped three-dimensional calendar with each year's Christmas greetings. Design by Gabryel de Million-Czarnecki. Art director, Albert Kner.

C-51

One of a series of direct mail pieces for the Coffee Brewing Institute promoting 5-minute non-commercial films to TV station home shows. Art director and designer is Jack Gregory, Philadelphia. Copy by Seymour Weissman of Vision Associates, Inc., New York, distributor of the films. 17 x 22. C-52

C-53 A promotion piece and fine arts catalog for Giuseppi Napoli, painter and sculpter. Designer Arthur Berube Jr. told the story in terms of the product. Napoli's strong line, vivid color and heavy texture called for a dynamic, visually overpowering format. Art director, Herbert Salkin. Folded size, 8 x 15. Three colors, ochre, red and black on Andorra Cover.

108

C-50

CA, N ovember ' 60

Now J"" can learn the '<<rei of good coffu artd '""' 11 .houid he made m the nc~ 5 '"'""" film,

THE SEC RET Of GOOD (OFFEE prcsc"ralasafrcc~bl.ILscnlcr

try Tht Coffu Brc"-'mg h.t1CU!t .

Ta.l:r a up from "~"'and mal:r a pcrfc<t cup of <•off« C\t') tunc The secrtr u )'Ours for rhc watchmg' THE SECRET OF GOOD COFFEE u a umdy and mj()(mall\c non.-commt:n.tal film '(l<Cijo:aliy dc«gncd far J""' Tdcvmon Ho""' Show or cooktng program I! " offrrcd a.• a fn:c {'UNu: scr\uc

C-52

109

C-53

CA, November '60

C-54 Cover for a souvenir program, Marcel Marceau. The tradional make-up of the mime, the ((white face," is the focus of the design. Background is fuchsia. George Tscherny art directed and illustrated for Dunetz & Lovett, Publishers. Printing by Kenko Press on Kromekote. 8 Vz x 11.

Folder for travel agents to promote the comfortable accommodations, excellent service and fun aboard the S. S. Leilani, luxury liner of Hawaiian Textron, Inc. Front cover, inside spread and back cover is shown, color is brown, yellow and black. Inside are twelve pages of color photographs and hand-written notes by a hypothetical female passenger on a Hawaiian holiday. Art director is Jerry Huff, Botsford Constantine & Gardner, San Francisco. Designer is Reg Jones. Photographer, Walt Hageman. C-55

110

C-54

C-55

CA , N ovember '60

JUST SPREAD

POSTERS TOAST

D-1 Point of purchase poster to be used with dump bin or cart in the store. The purpose, to get Lawry's Garlic Spread placed near the bread and establish an association so the consumer buying bread would also buy the spread. First function of the card was to sell market managers. AD/ designer, Ed Jung of Doyle Dane Bernbach, Los Angeles. Larry Harmon, photographer.

FEAST!

D-1

D-2 Transit advertising card plugging Disc Jockey Ira Cook and Station KMPC, Los Angeles. Design, James Fitzgerald. Art Director, Robert Runyan.

D-3 A 24-sheet to keep the used cars moving

off Chevrolet dealer lots. Lowell Herrero designed and illustrated. Gene Duffy of Campbell-Ewald art directed.

D-2 D-3

CA, November '60

Two VW outdoor posters for Competition Motors, Inc., Los Angeles. Si Lam of Doyle Dane Bernbach designed and directed.

D-4, D-5

D-6 Steve Orfanos created this security poster for The Marquardt Corporation, Los Angeles. Roy Rogers art directed. Production was 3-color (white, orange, ochre) silk-screened on Crescent black showcard by Fred Metz.

D-7 One of a series of posters prepared by Monsanto Chemical Company to educate students on the basic elements common to all chemistry. This 34x45 poster was lithographed in five colors: orange, pink, ochre, salmon and blue. These plus the red, browns and purples formed by overlaying colors provided a unique and exciting color scheme. Artist, Dan Duntze.

Small wonder

112

D-8 Poster designed for the Lutheran Brotherhood to remind college students around the nation of the upcoming competition. George Rumsey of Rumsey, Lundquist & Associates in Minneapolis created it, Brings Press lithographed it in five colors on 10 pt. Kromekote. Size is 18x24.

D-4, D-5 D-6

D-9 This showroom display was produced for Peugeot dealers, stands free or mounts on wall with adhesive-backed-cloth hooks. Copy is favorable comments quoted from the automotive press. Panels are silk-screened on 17x20 14-ply poster board, hinged with cloth tape. Colors are black on gray, black on white, pink, ochre, dull orange, light green, aqua and yellow-ochre. Budget was carefully watched, 600 displays were produced for $3 each. Designer, Bruce Barnes. Agency, Needham, Louis & Brorby, New York. Silk-screen by Process Direct Mail.

CA, November '60

D-8

D-9

what

the experts

are saying...

CA, Novem ber '60

D-10, D-11 Two painted boards for a restaurant in Mountain View, Calif. These boards function dually to create an image and to give driving directions, are rotated at one location. Designer, John Wanek, Stevenson Graphics. Agency, Harry V. Plate. Paints by National Advertising.

DINNER COCKTAILS

El Camino Real south to Sunnyvale

Sabella's

mountain view turnoff

D-12 24-sheet for Morton Salt, accenting the

slogan, showing the package in a minimum size. Design and lettering, Bill Hyde. Art Direction, Tom Gorey. Agency, Needham, Louis & Brorby, Chicago.

DINNER COCKTAILS

El Cam i no Real south to Sunnyvale

One of a series of 32 x 48 posters duplicating the photographs and formats of the national advertising campaign. Designer and art director, Stephen Baker. Photographer, Jerry Schatzberg. Agency, Cunningham & Walsh, New York. Reproduction was by photogelatine process, Frederick Photogelatine Press.

D-13

sabel a's

mountain view turnoff

~ D-10, D-11

D-14 Poster announcing a Monet exhibition. This design by Norm GoUin was also adapted to a transit card and a 24-sheet.

when it

D-1 5 MG showroom poster, 35 x 48.

Photographer, Winter Prather. Art Director, Willi Baum. Agency, Arnold & Company, Denver. Client, British Motors Corp.

D-16, D-17 Two of a series of 24-sheets advertising Crown Zellerbach's Zee Toilet Tissue with montages of toy animals. Illustrator, Lowell Herrero. Art Din;ctor, John Flack of Cunningham & Walsh, San Francisco. D-12

CA, November '60

CLAUDE MONET SEASONS & MOMENTS LOS ANGELES COUNTY MUSEUM JUNE 14 THROUGH AUGUST 7· ADMISSION SOc -25c

115

D-14

D-13 D-15

D-16, D-17

CA. November '60

D-18, D-19 Security posters for Ramo-Wooldridge. Bill Curry was the art director, Don Mannix the photographer for both. The bottom poster was designed by Jim Camperos. It was lithographed in black and white ink on Florentine, a stock with a red background and a pattern of gold £leursde-lis. Lithographer was Anderson Litho.

D-20 24-sheet poster that was part of major

campaign for Southern California Gas Co. on the theme of <<Smart Women Cook with Modern Gas." Peter James Samerjan was the photographer. Mort Leach did the lettering. John Feeley art directed. Agency is McCann-Erickson. D-18,

D-21 A traveling trade show exhibit of Thompson-Ramo-Wooldridge. The structure, designed to give the feeling of the products and services of T-R-W, is easily transported, quickly assembled or taken down. Joe Police designed, Bill Curry directed, Don Mannix photographed.

D-22 Pieces from a point of sale program promoting Florida citrus fruit. Program also included banners, posters and coloring books all with the circus theme. Shown are 3-dimensional animals, made with one flat die-cut design and easily assembled with folds and tucks to a free-standing animal capable of holding one or two pieces of fruit for an extended period. Designers were Leonard Sansome and Robert F. Whitman of Florida Advertising Art, Coral Gables. Silk-screening by Rose Poster Printing. D-19

CA. November '60

Smart

women cook with modern

GAS

D-20

D-22

D-21

CA , N ovember '60

D-23

2-sheet poster attracting the sporting bloods to the racing at Saratoga. Tony Mandarino of BBDO designed and art directed. Art is from The Bettman Archives. D-23

Subway poster for the Mars Candy Co. Bill Hyde did the lettering, Lowell Herrero the angel illustration, John Howard the still life. Frank Johnson art directed for the agency, Needham, Louis & Brorby. D-24

118

D- 25 Silk-screened window banner to intrigue customers to a new product being tested. A short production run, a low budget but an imaginative solution by Mark Adams. Client, W. P. Fuller & Co. Agency, Promotion Programs, Inc.

NO Ol"'t-IER OAND~ BaR. ON 6AriiH G'IVeS YOIJ SUCH AtlE Wl-40~ all'llONDS, PURE MtLIGJ CtiOCOlNE,aND CRBAhlY EGG \Ntti'Rl f,l~ D-24

D-25

Ask us about painting your lawn!

A~-~

WI~WffiHfrr~ifi~VIrtVf~/fn CA. N ovember '60

Etlitorial IDesign lL

F. lllust~atic[$ ~ -tand technical illustration

ACATEGORY for technical illustration is included, prefix FT.

121

CA, N ovember '60

Editorial design

Consumer

Management

122 I

Advertising

E-9

Artist

E-2

CA, November '60

Illustration

E-10

E-3

F-13

E-3

F-7

Oil

oil ~p • I

:::i

Ill ·

~ Q

E-10

:><.

~~-~

·~·~

E-7

E-11

F-13

,-·,, ~' >

it~ E-7

E-11

C A, November '60

F-13

Illustration

Consumer

F-1, F-2

F-6

Management

F-8

F-10

124

Advertising

F-8

F-12

Wt!l.rz .et. J;l;. ..

·;;!

ii·•

Artist

F-12

F-11

CA, November '60

Technical illustration

FT-20 FT-23

F-5

FT-20 FT-23

FT-20 F-15

FT-23

FT-20 F-15

FT-24

CA, November '60

E-1 Cover for M edical &onomics designed by Frank Mayo, illustrated by Jerry Martin. Mayo and Bill Serio of Monogram Art Studio, New York, art directed. Size is 514 x 7%.

E-2 Spread in McCall 's depicting the Buddhist religion. Otto Storch and William Cadge art directed. Photograph by Art Kane.

E-1

127 E-2

A 10""1 womm~ , havin& lost her (tnt-bom, ltldl so ~Hut wrtla (ric/ tluttiA~ rvn:ndned throu1.h the Jtreet• . plendinf. for

'IPINI; tiOPit' could ~nd words to con.JOie her. Hut nll •i.~ mnn,

,., residnlll the top of the tnormtnin. Go tn him, nntf 1u~.· The youn~ riiOMII'n 11~1 up the mmmtnin nnd stood he fore the PnJ«t One .Mbe.scec~ , "'0 Htuldh.a , ~ir•life bnrlc

to'""' c:hiltl.*

And Budtlhn NJitl, "Co tltmm into th• city, from llousc to ltou.u, and brin1. to m4!' n tn ll.1ltrrd seN

/Tom 1111ao'UU in wltich no one Ms noer diM.'" Tlte youn1. ruom1m 's Mtrrl tiHU hif.h IU she hnJtened rlnwn the mounfnin mvt into the riry. At the f'rst hmue. U..MJid, " The Brultflur l,itl.r •n•fdch a mtuttrrd seed from a hou.~ which luu net~ ltnown dent h ." "'J,.thi.Jiwt..ummryhmwtlietl ," thry lnltl her.

So sM wnat to the neld house, •rut tulted tlf.rrin. "' It il impouible to cou nt th• numbn u..fto lt.aw d ied lwr•,"

SM ICIIn'U to • ihird h.ouM fmd a fourth fmd a fifth,

on .nd on thr'ulh the rit7, mtd cotd4 not find • sin1Z. Muse wltich tl.eflth laod rwN tJl JOrM lirM Witecl .

So tlw 10""' woman rdum«i to th• loft of 1M mounttrin. "H,...cyou brottlht the mtu l trnl~e«<1" th• HuddlwJ osJrnl. "'No,• w,.t«, "nor tlo J ,.d it ltnJmor•. MJ("'i•fltndmtttle Jflf' blind. 1 thou1lat tluat only l lwtd suDped at th•lumds of deoth ." " Titc1t wltJiwnc you retu,.,...ar the Prr/«.1 0M,4nqt4 iretl..

•ro osJr. you to Ieoda,.. tlv truth ," W Mrid.

.A...t lnisiswMI IMlluddM ioiJMT,"I• •UIM ..,..IJ -

f .A...t .UIM ..,..IJofp/.lf TA is .Mnw u T MI.Aw'f

Uthin.cs •• i'"~ ··

ustard seed •.•".'"

CA, November '60

Ill

E-3 Cover for the Overseas Press Club annual awards publication, Dateline. Ed W ergeles, Senior Editor-Covers and Photography for Newsweek, utilized his own photograph of the biggest story of '59, Mr. K's visit to the U.S. He had Clyde Magill draw the OPC symbol, the two globes, on the dye transfer print. Cover was in color.

. ..I Ill

=c Q

E-4 Company publication of Abbott Laboratories. Cover painting by Octave Landuyt. Art Director, Charles A. W alz, Jr.

E-3

128

E-4

E-5, E-6 Covers for the official publication of the Italian-American Chamber of Commerce of the Pacific Coast. Budget is limited, covers are black and white. Louis C. Isonio of Johnson & Lewis designed and art directed. Photographer, Bob Shaffer. E-7 Black-and-white spread in Nugget Magaz ine for an article on jazz-musician Cannonball Adderly. Design and art direction by Bill Page. Photography by Lawrence Shustak.

Lmwrma, .... No .• ,

What's New eJ CA , November '60

rassegna commerciale

E-5, E-6

E-7

an •rlicle by ChDr/ts EdwtJrd Smith

THOUGH PEP'S IN PHILADELPHIA

may properly claim that Cannonball made his fint stop

there with his new quintet last year, it was not until he got to California that he was unmistakably in . Could the atmosphere o£ The Jau Workshop (San Francisco) have had anything to do with it? Certainly this was the new , the contemporary jazz crowd, togged out in anything from Bermuda shorts to swirling skiru and mink jackets, re laxed over long drinks and comfortable with The Cannonball Addcrly Quintet. There was even a i}(:ard or two in the houK.

The

crowds ouuide the club, esp«ially on weekends, remind~ one or

another epochal opening. that of the Benny Goodman Orchestra when it blew the lid off at the Palomar (Los Angeles) in 1955. With Benny, the " Let's Dance" radio program helped Kt things up. \Vith Julian, ap~arancn

at jau festivals and ri~ to star status with Miles Davis

prec«<«< the break-through ac the \Vo rkshop. In both instances, records were a factor. A Riversidt artist , Cannonball has had something impor· tam to say with each album produc«<. as well a.s on seu for other labels on \Vorld Pacific with Gil Evans, on Columbia. with Miles Davis and on his own date at Blue Note. also with Miles.

A word has to be said for

tht city i~Rif. S3n franciJCO has taken to iu heart many men and bands and hd~ lO put them on the jan map- Dave Brubeck, Turk Murphy , even the late '' Bunk" Johnson - but none with greater warmth than that accordM Cannonball and his quintet. Even Dmitri Shostaltovitdl, the distinguishM Russian composer who visit«! the club with friends, smiled and applauded. Ralph J. Gleason, in notes for "The Cannonball Adderly Quintet in San Francisc..:o " (Riverside JlLP 12-311) , put his tytxwriler- pic~in ' fingers on the x-factor in this equation. "There is in the current Cannonball Adderly group," he wrote, " a. great, sweeping feeling of warmth that is characteristic of jau which, all attempu to intellectualize it to the contrary notwithuanding, marks it u a reflection of the best in American culture."

Mentally and physically Cannonball

is a. robust, forceful personality, a.s contemporary a.s the latest space probe from Cape Canaveral but with the ancient memories of the blues in his heart. He 's not afraid to bring the word gutty back into the jazz language and he has, in his completely modem style, the gusto o£ the old-time greats. Like them, ht has a singing strength that is unmatched -and unmatchable, since it i.J a personal thing. 1 Leaming from others, though his only real jau lessons were from his father, he is nonetheless largely ~If- taught.

A few years ago, at various times, julian used to try out various musical

devices (chips from the bandstand woodshed) that mulled in wobbly performances. He learned the hard way to put the melodic line first, last and always. Thw, as he mastered it, technique gave muscle to his moods. Though thought iJ behind the construction o£ a

CA, November '60

129

Fluor- -scope pring 1960

Ed Kysar designed this cover for the Fluor Corporation's company publication. The cover ties with the lead article on plywood. Stylized trees were cut out (each from a different wood veneer). Todd Walker photographed. Conrad Capune art directed. E-8

E-9 Opening spread in M cCall's for Anthony Eden's memoirs. Otto Storch and William Cadge art directed. Photograph by Elbert Budin.

An article in Ingenue Magazine's backto-school issue. Walter Bernard designed, Arleen Hunt art directed, George Janoff photographed. E- 10

E- 11 Spread in Escapade Magazine on ways to prepare a steak. John Berg art directed, Seymour Chwast designed and illustrated.

130

E-8

E-9

Only infrequently is there such an event as the appearance of Sir Anthony Eden's Memoirs, which permits us, though private citizens, to live for a time On the heights of international diplomacy. It is as if a building we had never been allowed to enter had thrown open its doors for u~. We invite you in. McCall'sis proud to publish, in advance, selections from one of the most important.books of our century. ' Among other things, these eagerly awaited Memoirs cover the history of the postwar years in fascin~ting detail. in this excerpt, the first of two installments, Sir Anthony discusses the bitter Suez Canal crisis, which began in the summer of 1956, dw-ing his term in office as Prime Minister. No two men have evff chanred suard more tmoothly. In these word., Sir Winston Churchill aftttW'Ird de.

ICribcd his raignation frocn the office of Pr ime M in in~ and my summ001 from Her Majesty to sua:ced him . Hert wu a movement which on pcnonal aa l\"t:ll u political grounda.. catlcd for dclM:acy in uec\uton. 1l was not made easier by Sir WinllOO'Iac.aturc, nor by the fact that I had been 10 long his KCOnd in oommand. ChurchiU ... resignation from the active poliuc:al tcenc wu, by any mtuurc.mcnt , a world cvmt. My own reRectioru Wnt' mixtd. In my early yean in Padiamcnt , my main imerut had lain in ovcnea. aflain. foreign and impt'rial. My ambition never rotc beyond ~ervice in the Foreign Office or the Colonial Office. which then dealt with all matten conccming the Commonwcalth and Empire. Though t knew. that I tud figured high in opinion polls for Prime Min iller. before and afttr my resignation id 19! 8, I had nc,er seriously given that office a thought. The fint time J had cauJC to do so was in December, '94"· when the death of Lord Lothian . our Amb.uudor in Washington . lccl to chan~ in the Government . Mr. Churchill then told me finnly ttUit . m his

the

Suez

crisis

CA, November '60

judgment, 1 muse. sucettd him if he wen llll.."'pkiW~ from any cause durins the war and on that account J must become a member of the War CabtMt In June, 1941, M;, Churchill ~''f: more authority to hil drtision about mc m • formal submiuion to the K.ins. at His MaJGlf ' m1uac... The &on& en as crown princ:c "·as ar.abhshed , a potition not n«aarily en-viable in politics. Earlu: rconwnations tKtwttn Mr. Churchill and myJell tw.l fixed the approximate due or tM hand-over u the spri1•s of •9)5· Though I had sat for many ynn in Cabincts an<l presided o\·er them on a numbn of occa.tions. I knew ho\\ different the SUJCC would look. to me when 1 had the principal responsibility. All through the summcr. Middle Eastern probkms had continued to piJ«Uc us. In .-mcular the conduct of Egypt over the project for bulldm1 the An"'n Dam made thinRJ incrcasingh difficult. In •g~.:;. the f.«ypc.ian Covtmmcnt came ffln'i ard with an ambitious Khc.1ne to improve the irnptKm of the l'\ilc Valley and dn-clop hydroe.lrttricity. To do this, they plannect to build a new high da!U , thttt miles long, acrou the nvcr 'I few miles touth of the continued on 'he follo•••nl p.~e

If you think

N you walk to JC.hool on Monday moruing, what is the color tcheme o( your &p<cial uy-y or pxxny1 Can you fau d ..... 0< does the

apple-polishing is a chore, then th is article

very idea give yoU a ctU4 de ftlr"tlet? Fail to hit it off with just one of

your t<achen, aDd you gloom up the whole day.

On this beautiful morning, you're wearing a blue dress beaux you're walkift8 to tchool with Joel. Joel is special, and matching his

long stride now, you know it was worth the time and trouble to press

by a team of

that clre.lut night. Didn't his Wter say, "Joel thinks any Jirl wearing blue is pretty."

high-school teachers is specially for you !

"Well," a.ays Joel. "I've got that book report for Miu Parker. 1 had Sls do~ apple-polishin& for me; she typed my hic:roslyphics up neat-

ly. You know how Parker is about neatness and punctuality-" He laughs with a light &nd unWOflllicd heart. But for you, the sun disappean! You haven't got that book report!

Here are tried·

And to Mill Parker, you know this will be the last straw. Ever Iince the fint day you walJc.ed into her clus five minutes late, you've rubbed each

and -tested ways for winning teachers and

other the wrong way. She's 10 niggling about punctuality, while you think big and are apt to forget little details like time. GettinK a.long with Miss Parker is a m)'ltery you'll ~r solve! ''That woman hates me," you wail to Joel. "Can't ahe undentand not everyone can be perfectly neat. perfectly punctual? ]( only ahe

influencing marks ...

we~ like Mr. Barton!

He just wants ua to be interated in poetry ; be

couldn't care las about the date we bring itl our tenn ~ports."

for making school a ball not a bore ... and for developing

One teeret of gettin11: along with Mia Parker or any other teacher i1 to realize, at the beginning, that she will not and cannot become likt Mr. Barton , while you con. teach youne.U to get along with both teachen. Each teacher has a set teaching penonality. She has developed her methoda, dbc:iplines and akills baled upon her experience in getting ~ ·

that sensit ive

aults. Since thete method• have worked again and again in claa, ahe c.an't nor docs ahe wish to auit each individual atudent.

skill with people which will help

Here'• another aecret : Miu Parker doean't hate you ; ahe h.un't time! A disciplined, deadline-oonscious penon, ahe reels raponsible ror the entire group. When you walk in five minutes late and rail to get work

you in all

done according to her schedule, ahe thinb you are taking time and at-

situations-in

"~ rub each other the wrong way," work on the a.uumption thst Miu

school or out!

u a~ penon, is to cho"l~ coJUto"tly.

tention that rightfully belongs to the class as a whole. Instead o( saying Parker u a teacher con.not cho"f6, whereas your job as a student , in ract

Do you really love that draa you atayed up to pras 10. that Joel could ~«

you looking p~tty? Are you quite sure Joel's that apecial? Not

neceu.arily. But you Jo feel it's worth taking the time and trouble to

BY ESTHER AND LEO SORETSKY

experiment and find out how to p&eue a boy. ( co"ti:"u~o'

Oft,_,,

97 )

E-10 E-11

CA, November '60

131

ILLUSTRATION

F-1, F-2 Two of the illustrations from a warehousing brochure published by North American Aviation. Tony Miller is the artist. Luther Weare art directed.

F-3 Betty Brader Ashley created this illustration for a Joseph Magnin ad, a Fall tie-in promotion with Glamour Magazine. George Coutts art directed.

F-4 Austin Briggs' illustration for an ad promoting the editorial content of TV Guide Magazine. Elmer Pizza of Gray & Rogers, Philadelphia, art directed.

132

F-1, F-2

CA, November '60

F-3

F-4

CA. November '60

F-5 Cover of a dealer sales aid for Minnesota Mining and Manufacturing Company. The art was used for a second illustration showing 3-M's Scotchlite markings on the almost invisible truck. Roger Lundquist is the artist. Vern Robertson of Erwin W asey, Ruthrauff & Ryan, art directed.

F-6 Bob Peak illustrated Puritan Sportswear shirts in a series of scenes with masculine appeal. Shown here, a salty theme. Peak also art directed the ads. Agency is Wesley Associates.

F-7 To picture a General Motors automobile in ((family fun" situations was the theme of this ad series promoting the whole GM line of cars. Stan Galli created this illustration. Jim Trumbo and Dick Clark art directed. Agency is Campbell-Ewald.

F-8 Another in the GM ((family fun" series. Illustration is by Jim Hansen. Al Scott and Ed Thomas art directed.

134 F-5

F-6

135

F-8

CA. November '60

F-9 Series of title illustrations for a Spanishlanguage ETV film for the Denver Public School System. Bob Maurer illustrated, Don Allen art directed.

Illustration for an article in Texaco Star Magazine on Texaco research in improved agricultural methods for impoverished countries. Illustrator, Ray Prohaska, New York. Leslie A. Segal art directed.

F-1 0

F-11, F-12 Illustrations for Monthly Graphic~ house organ of The Push Pin Studios, New York. Illustrations by Milton Glaser for an article, ~~The Adult, the Artist and the Circus," by E. E. Cummings. F-13 Illustration for a feature, !!Six New Poems

and a Parable by Carl Sandburg." Art directed by Arthur Paul, illustrated by Misch Kohn with dripping printer's ink. The feature ran on a special insert of Original Topsham Text.

F-9

136

F-10

CA, November '60

F- 14 Two-color woodcut by Walter Ferro, one of a series of illustrations for an article in Gourmet Magaz ine. Betty Pepper art directed.

F-15 Illustration by Austin Briggs for a story, ((A Song for Angela Greensleeves," in McCall's Magaz ine. Otto Storch and William Cadge art directed. F-16 Illustration for ((Senior Citizens at the Crossroads," an article appearing in Abbott Laboratories' What 's N ew. Illustration by Franklin McMahon. Charles Walz art directed.

F-17 Wood cut by Len Berzofsky for Pratt Institute publication Adlib-60. Fritz Eichenberg art directed.

F-15

138

CA, N ovember '60

139 F-17

CA, November '60

Technical Illustration FT-18 Color illustration for a botanical reference book published by Phillips Petroleum Co. Bill Nye illustrated. Ted Hawkins art directed. Agency, McCormick Armstrong, Wichita. FT-19 Color cutaway illustration of a rocket fuel valve. One of a slide series produced by Rocketdyne, a division of North American Aviation, for training Air Force personnel. Illustrator, Sol Dember. Art director, L. A. Wendell. FT-18

Cutaway view of Pratt & Whitney Aircraft turbo jet engine. Illustration by Emil ]. Willet is used for instruction manuals and military training purposes. FT -20

FT-21 Line drawing, exploded view of a frame assembly for an Ampex tape recorder. Illustrator, Gjalt Vanderwyk.

FT -22 Cutaway illustration, reduction gear box for an oil-well pump, by Rocco Marino, Jr., Tech Repro., Inc., Pasadena.

FT-23 Cutaway view of a hydro-electric generator designed and manufactured by Canadian General Electric Company Limited. Illustration (in color) by N. R. White, Cushing & Nevell Ltd., Toronto. FT-19

CA. November '60

FT-21

FT-23

141

CA , November '60

FT-24 nChristmas tree" illustration for Oil Center Tool Company by A. F. Fukal. Agency, Rives, Dyke and Company, Houston.

Working drawing for one of a series of 100 line drawings for Petersen Publishing Co., publishers of automobile magazines. After completion of the series by Rex Burnett, Saratoga, California, the publisher liked the esthetics of the working drawings, had them reproduced as a series of 25 prints and bound in a private edition for gifts to prominent sports car enthusiasts. FT -25

142 FT·25

CA, November '60

143

H. \

I /

145

Trademarks and letterheads

II-

......

Consumer G-1 /

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Management G-1

G-14

146

Advertising G-1

G-14

Artist

G-3

G-8

CA, November '60

r:E' .................................... _..............

c hairrnas ters G-11

G-2

G-18

(

G-9

G-2

G-15

CIRCUS LAND Sanford, Florida. I) ~-~

FEATURING THE WORLD f'AMOUS

CRISTJANI CIRCUS

G-16

G-4

G-17

CIRCUS LAND

G-6 G-13 G-16

CA, November 'BO

Packaging

Consumer

H-13

H-8

H-13

H-8

H-13

H-8

H-13

H-4

Management

148

Advertising

·Artist

CA, November '60

H-5

H-6

H-2

H-12

H-5

H-12

H-3

H-10

H-9

H-1

H-7

'i'

G-1

150

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G-3

w -

G-2

G-4

G-1 Ozark Air Lines by Alan E. Sherman & Associates, St. Louis. G-2 The Mountain Shop by Remo Lavigno, Aspen, Colorado.

G-3 State Testing Laboratories by Ted Trinkaus, So_ Norwalk, Conn.

G-4 Westinghouse Electric by Paul Rand, Weston, Conn. G-5 Vision Associates by Jack Gregory,

Philadelphia. G-6 Okeefe's Fisheries by Ernst Roch, Montreal. G-6

G-7 Titeflex, Inc. by Lester Beall, Brookfield

Center, Conn.

CA, November '60

151

G-8

Exodus by Saul Bass, Los Angeles.

G-9 Japan Air Lines by Jerry Huff, Mia, and Hisashi Tani, San Francisco.

G-10 Richmar Printing, Inc. by Richard B. Luden, New York.

152

G-9

Chairmasters by George Tscherny, New York.

G-11

G-12 Bird Pen Inc. by Ernst Roch, Montreal. G-13 Amigen, a product composed of three important ingredients, produced by Baxter Laboratories. Design by Ed and Jane Bedno.

Personal letterhead designed by Joseph L. Baum, Hartford. 8¥2 x 11 on Hamilton Starwhite.

G-14

G-15 Letterhead for Steinmetz Photography by Robert Wesley, Sarasota, Florida. 8%x11, Plover Bond. G-10

c hairmaGS ters

Joseph L. Baum

17 Haynes Street

Hartford 3 , Connecticut

CHapel 7-5074

Graphic Art • Design

G-15

153 P trO TOG RAP H Y

G-14

• • I I I C&IO IOCU,. Q o "" 0 011001 OMO IOO I •O•IOI

•• , .... , , .... . ......... ... .. . . . . . . c • • u ...

..... ...................... ..... OIO I II•••OTOO t •••ttt•fiOCt• II OIO

to& fi0N••• I I l l . .10100 1&0 "1 1 1•ti0(1&11QOO

.............. . .. . . . . ... .. ... . ....... c .

SOUTHERN

HEADQUARTERS

FOI

COLOR

•

1614

LAUU:L •

'·

IOl

1359 •

SARASOTA,

flORIDA • RINGliNG

7 - 1124

G-16

G-16 Circusland by James P. Shattuck,

Orlando, Florida. G-17 Aspen Bookshop by Remo Lavigno, Aspen, Colo. llx8 %, Sorg Parchtex.

Personal letterhead by Terry Fleischman, Denver. 7%x7, Fox River Light Gray.

G-18

spen bookshop aspen, colorado

154

hy the boo k. t he mca -.u rc . th 1.· wc i ~ ht

G-17

G-18

CA. N ovember '60

TIOOY ,LIIIOMIIU • 110 PUUYLVUIA IT. DUVIO I , OOLOOADO • TAtOO 1·4107

PACKAGING H-1 Carton for Old Meadow Creamery Co. Colors, green and blue. Design by Neil A. Lewis. Printing by Dairypak Butler, Inc., Cleveland.

155

One of a line of packages for Paul Masson Vineyards. Two colors, light green and deep olive-green. Colors change with each package to conform to the characteristics of the wine. Pattern is the Paul Masson trademark. Design by Jerome Gould, Los Angeles. Printing by Fiberboard Paper Box Co.

H-2

CA, N ovember '60

H- 3 Package from a coordinated program of advertising, displays, cartons, bottlecaps to introduce Canadian lager beer, a new addition to the line of Molson Brewery, Ltd., Canada. Canadian national colors of red, white and blue were used. Art director, Dave Chapman. Designers, Richard A. Neubert and Hal Hester of Dave Chapman, Inc., Chicago. Agency. McLaren Advertising Co., Ltd.

H-4 Cigar box label to promote Dutch Masters for presentations by proud fathers. Design by Irv Koons, New York.

H- 5 Selections from a line of Reynolds' aluminum foil gift wrap papers designed for year-'round use as well as Christmas. Design by Saul Bass and Phyllis Tanner, Saul Bass & Associates, Los Angeles. The design program included packages and in-store selling displays for the paper.

156

H-4

CA, November '60

H-6 Christmas gift box for Seagrams Seven Crown Whiskey utilizing foil-laminated box board; colors: gold, green, blue, magenta and black. Design by Irv Koons, New York. Art direction by Sy W assing.

Four-color set-up box for Art Crayon Co. Design by Ben Rosen, New York.

H-7

H-8 Family of boxes designed by the]. C. Penney Company Packaging Division for Mary Esther candies, distributed through ]. C. Penney stores.

H-9 Cigarette package design for Benson & Hedges. Transparent film overwrap is printed with strong brand identification, removed in opening, leaves box with look of quiet elegance. Design by Walter Landor and Associates, San Francisco. H-6

158

H-7

ROBIN HOOD

GIANT NON-TOXIC DRAWING CRAYONS

CA , N ovember '60

SHa.LSfi'IO .LfiN ,aweJe::> paposse

assorted caramel

NUT CLUSTERS

159

H-9

CA, Novemb er '60

H-10 White corrugated light bulb carton for Westinghouse Electric. Design by Paul Rand.

H-11 Ream package for International Paper's Springhill Bond. Design by Lester Beall, Inc.

Bookjacket for ((Afficianado" published by Hastings House. Color is magenta, red and black. Design by Allan Buitekant.

H-12

H-13 Bookjacket for Chilton Company. Four color. Design by Samuel Maitin. Art direction by Maitin and Mel Kelley. Photograph by Seymour Mednick. H-10

160

H-11

CA, N ovember ·60

H- 12

H-13

mental drugs: l l

Chilton

CA, Novernber '60

chemistry S challenge to psychotherapy

161

H-14, H-15 Boxes containing physician's samples for ear and eye infections. Design by Ed and Jane Bedno. Art director W. Yale Wilson. Client, Pitman-Moore Company. Agency, Jordan, Seiber & Corbett.

H-16 One of a series of stock designs by Diamond National Corporation Molded-Packaging Division, suitable for imprinting by small users of egg cartons. Package shown is imprinted. Design by Robert Graff. Art director, Alan Spier. Photographer, Stephen Heiser. 162

H-14

H-15

H-16

CA, November '60

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FOR COLOR SEPARATION OVERLAYS Whether your art calls for delicate airbrush blending, a rough exciting texture, or a simple, flat line technique, you can do this-and much more-with Bourges Sheets. These are the Sheets with the unique, workable color coating! In solids and tints of colors matched to standard printing inks, with controlled photographic quality for accurate economical reproduction. Try Bourges on your next separation job. See how much more you can do, how much better your art looks, how much better it reproduces. Bourges "Colotone" Sheets are available at leading art material dealers all over the world.

New free booklet describing Bourges, "The Magic Color Sheets of 1001 Uses" now at your dealer's- or write to Eo urges Color Corp., 80 Fifth A venue, New York 11, N. Y. 163

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typography 1s a craft* *an art, trade, or occupation requiring special skill, especially manual ski II -The American College Dictionary

I I0 I I I I I CH I CAGO : 22 EAST I LL I NOIS STREET

.N s E N

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ON THE BOARD New Contributing Editor ]. Phillip (Phil) Jordan has joined CA's staff of contributing editors. Phil is art director in the Richmond, Virginia, office of Robert Kline and Company, will cover the art world for CA in that area. His background includes working for the Richmond Times-Dispatch and The Baughman Co., large offset printer. Phil is active in the Richmond Art Directors Club, considers himself primarily a designer, but he also does illustrating.

Photographers, art directors CA-60 does not include categories of photography. This will be covered in the January issue which will have features dealing with photography's important place in the field of advertising and promotion. We are reopening the entries for this until December 10. Send to Photography, CA-60, 809 San Antonio Road, Palo Alto, Calif. Include an explanation of the purpose of the photos, a sample or tear sheet of the photo in use, an original print if possible. Material will be returned if postage is included.

VAC

166

Ou r best wishes to the newly formed VAGChicago's Visual Art Center. Sponsored by the major art groups, their Grand Opening will be on December 1st in their new building at 27 East Ohio. Their ambitious program will include such benefits as meeting rooms,

Gifts, subscriptions, back copies, special rates

Gifts ... Copies of CA'60 are available as gifts at $4 each or $3 eac h in quantities of 5 or more. We will be glad to include a CA gift card or your own personal note.

an exhibitiun hall, employment services, an insurance program, legal advice, talent files , educational program, library, social activities. In their "looking for angels" appeal, they are inviting firms to become Sustaining Members. Dues are $100 per year. Other contributions, labor-wise or money-wise are badly needed and gladly accepted.

CA-61 It's a little early to call for entries, but there will be a CA-61 as an annual feature and a bonus to our subscribers. Entries will close July 15th, 1961. Details and entry forms will appear in the magazine prior to that date.

Posters In answer to many requests from abroad, the U . S. Information Agency is preparing anumber of traveling exhibits of contemporary U.S. posters produced in the past 5 years. They have asked CA to assist in assembling them and have supplied the following specifications: if printed on boards, maximum size 30x40. If on sheets, they will be mounted on cloth up to 3-sheet size. There will be no facilities for transparancies. Color prints of larger posters will be included. Since ten exhibits will be put on the road, they will need ten copies of each poster selected. Please indicate if this many would be availab le. Since these posters will also be considered for CA's Exhibit section and future articles, we would appreciate your including the following in-

Gift Subsc1·iptions ... CA'60 will be sent free with eve ry gift subsc ripti on when accompanied with your remittance. Or, if you prefer to be billed, CA'60 will be the first issue of any gift subscription .

Back copies .. . If you wish to add missing copies of CA to your library or wish to send

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Annual reports-selections from the best, how some typical problems were solved. Photography-its place in today's art, advertising and promotion with reproductions of some of the best. How Artists Promote Themselves- a showing of promotion ideas, brochures, direct mail by artists selling themselves. This will be a recurring feature, let us have a look at yours. Paper- how it's made, useful reference information for artists, making the best use of it. The Press Sheet-its layout; gripper, grain, guide, how they affect your layout; alternating colors, split-fountains, other ways to take advantage of available facilities. Th e 40th Annual Exhibition of Advertising and Editorial Art and Design of the Art Directors Club of New York. A New Feature-Literature of the month, in which CA selects an outstanding piece of promotional literature or direct mail, tells how it was planned, executed, produced. Plus- Other major articles and ou r regular features of Color, Morgue, Materials, etc.

a particular issue as a gift, they are available at 1.50 each while they last. If requested, new subscriptions for 2 years or more can start with the first issue (August, 1959).

Special rates ... for information concerning club rates, art students or teachers, groups, or foreign subscriptions, write to Carolyn Thompson, Circulation Manager. How to order . .. Fill out the coupon at the

Gentlemen: 0 Please send a copy of CA '60 to the person indicated below. Enter a O NEW O RENEWAL subscription to CAfor _ _ issues starting with _ _ MoNTH _ _ . 0 Additional names and addresses are attached. Enclosed is my check for $ - - - . 0 Please bill me. Enclose a CA gift card with the following message: { _ _ _ _ _ _ _ _ _ __ Mail to:

Coming in CA ... Here are a few of the highlights of our next four issue's:

PLEASE TYPE OR PR I NT

formation : credits; design, production, and background information with problem-andsolution sidelights; availability of reproduction material. Mail to: CA Posters, 809 San Antonio Road, Palo Alto, California.

business; ___________________ -------------------siGNATURE---------------

CA, No vember · 60

left. If your dealer handles CA, he will be glad to assist you in placing your order. Otherwise, mail it to CA, 809 San Antonio Road, Palo Alto, California.

Subscription rates ... when accompanied with remittance: 13 issues $12, 26 issues 22, 39 issues $30, 65 issues $45. If you prefer to be billed: 12 issues $12, 24 issues $22, 36 issues $30, 60 issues $45. Lifetime subscriptions $200.

Renewals ... If you are renewing your subscription, please indicate it on the coupon and, if possible, include the code number that appears on your stencil.

Talking Storyboard

We produce "talking storyboards" with limited or full animated sequences from cartoon, photographs, or from existing storyboards, utilizing the full range of camera movement and photographic techniques for which EDSTAN is famous. These may be used as a "comprehensive" on film, for client presentation, or as a preliminary to an expensive commitment. They are also useful as an inexpensive TV commercial for limited market product testing. Available in color or black and white, 16mm or 35mm. Production time is measured in hours instead of days.

~ ISHUNNEDI BY MANY ADVERTISING AGENCIES, IS A MERCHANDISING MUST! HOW CAN YOU GET THE JOB DONE WELL? IT MIGHT BE A MERCHANDISING KIT. Or a counter display. Or a mailing piece. Even a corporate presentation. It's importantand you want it done well. You want it to seil- and need a good chunk of creative imagination to go into it. You say so when you turn it over to your advertising agency. What happens next? THE JOB MAY BE DONE BEAUTIFULLY. Then again, it may not. Most agencies just aren't staffed to do sales promotion profitably. All too often, it shows. That's why both agencies and companies send sales promotion jobs to us.

WHAT AGENCIES SHUN, WE PRIZE. We're a fully-equipped studio specializing in creative sales promotion. More than 17 years of experience have taught us how to produce dramatically successful solutions to a wide range of promotion problems. ( We have a number of exceptional case histories to prove it.) Aside from advertising agencies, our client roster includes some of the world's best-known companies.

WHAT CAN WE DO FOR YOU? Most of our clients like to have us contribute from the idea stage on. In some cases, they call us in at the last minute. Either way, our service is comprehensive. We can handle a job from beginning to end: design, copy, illustration, photography, finished art, mechanicals, and printing. If this suits your requirements, fine. That's how we do our best work. But if a particular job calls for only a portion of our service, we're ready to supply it. Specifically, what kind of sales promotion can we produce for you? Sales kits; direct mail campaigns; P.O.P. materials; corporate presentations; packaging; merchandising kits; annual reports; brochures, booklets and manuals. THE NAME IS KLEB STUDIO. We're located at 3 West 46 Street, New York City. Phone number: CI-6-2847. If you have a sales promotion problem, let's talk it over.

THE TIME THE PLACE THE PEOPLE

GO AHEAD ... BE CAREJJ·~ . then go back ove the finished job a KLEER-OFF m1rai~~ eraser to remove marks, smudges and just plain dirt! Your KLEER- OFF eraser pampers the paper, too ... doesn't mar or harm clay-coated stocks, photographs, color -ai papers, acetate, etc. 20¢ each at leadin ~»~ Art Mater:~ Stores .ggr ~

Ann Arbor-Smithsonian Institution's Traveling Exhibition, "Lithographs of FantinLatour," at Alumni Memorial Hall, University of Miehigan. November 15-December 18. Baltimore-Young America -1960. Paintings by 30 artists all 35 or younger. Baltimore Museum of Art. November 16January 1. Boston-Formation of a new design of· fice- Van Christo Associates-offering creative services including advertising design and corporate identification. Brockton, Mass.- Call for entries to Brockton Art Assn's 4th Annual Winter Show. Open to all artists. Write: Robert Collins, Box 97, Bryantville, Mass. Chicago -ADC's 28th Annual Exhibition at Prudential Bldg. lobby. November 22December 6. At Art Institute of Chicago. Largest exhibition (over 200 works) of Corot's paintings, prints and drawings ever held in the U.S. Through November 13.

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Carl Regehr announces incorporation of design offices, now called Carl Regehr Design, Inc. Services include corporate identity programs, special advertising and marketing projects ... The Buchen Company names two newVP's-Donald A. Clineff, exec AD and Stanley C. Paul, senior AD ... William Gunn joins Needham, Louis & Brorby as a new AD ... Leo Burnett adds Mrs. Jari Gaille to AD staff ... John Pomazel joins Fuller & Smith & Ross as AD ... N. W. Ayer AD Dick Naugler transfers from Philadelphia office ... Walter Solarz appointed VP and AD to MacFarland Aveyard ... Art Center graduate Gene Gill joins N. W. Ayer ... BundyFreiday moves to 24 W. Ohio ... Sally Malkasian joins Lettering, Inc .... BigginsHegner Studio adds design artist Frank Catania . . . Marty Lindquist and Ray Mueller join Cal Dunn's staff ... Arnold Rosenthal and Joel Baird Katz offer complete design . and agency services with their new firm Arnold-Baird Inc. Dallas- Bob Halladay leaves NeimanMarcus' ad staff to open his own free-lance studio . .. a brochure for Crozier Technical High School wins grand award in Advertising Artists Assn's 8th Annual Exhibition. Detroit- Chief Designer Felix Waser has been elected an associate of W. B. Ford Design Associates ... Federal Stores appoints Tom Walsh AD to succeed Ernie Bryant who recently passed away ... free lance Consultant AD Z. D. Karchevski opens new studio ... Jerry Sklar, president of Michigan Advertising Distributing Co., named "Michigan Adman of the Year" by Detroit Academy of Advertising Arts. CA. November '60

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The year's best in advertising and editorial art and design

THE 39TH ART DIRECTORS ANNUAL Art Directors Club of New York

The ART DIRECTORS ANNUAL has come to be recognized an an indispensable reference and idea file for advertisers, editors and designers. For here are professional listings, the award winners from the 1960 Art Directors show (many reproduced in color), 80 pages of ads, a section on TV commercials. Almost 500 illustrations in all. 400 pages. Expertly printed in offset lithography and letterpress, it comes in a deluxe binding with handsome slipcase. Size 8" x 111,4". Price $15. Order your copy now. Mail the coupon below to FARRAR, STRAUS & CUDAHY, Dept. A10, 19 Union Square West, New York 3, N .Y.

Farrar, Straus & Cudahy, Dept. AlO, 19 Union Square West, New York 3, N.Y. Please send me copy(ies) of the 39th ART DIRECTqRS ANNUAL, at S15.00 plus 35c postage. (New York City residents kindly add 3% sales tax.) I enclose---- check _ ___ money order for _ _ __ Name .. .. ......... . .. ... ..... .... . . Address ............ . .... ..... .... . . City . .. . ........ . . Zone .. State . .. . .

169

170

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see your doctor regularly

GENERAL ELECTRIC AGENCY - J . H . MAISH CO .

ROSS LABORATORIES

BALDWIN PIANO

1-H

Through these doors pass creative art assignments from leading advertisers in mid-America. We're interested in yours, too!

Write for booklet "Pattern for Growth."

H H ART STUDIOS, Inc., 134 Zeigler St., Dayton 2, Ohio, BA 4-0338

CA, November '60

El Paso- Warren T. Mithoff, chairman of Mithoff Advertising, died Sept. 10. Received Ad Club's 1st annual "Advertising Man of the Year" award in '58. Ft. Worth- Worrell-Ericson moves to new building at 1617 W. Vickery. Hialeah, Fla.-Statmaster Corp. has moved its head offices from New York and consolidated with its production facilities in Greater Miami's new photo and optical industrial center. Sales and service will continue in New Y ark and new branches will open soon in the Midwest, Southwest and West Coast. Los Angeles - Illustration West. 1st annual exhibition of western U . S. and Canadian illustrators. Sponsored by the Society of Illustrators of Los Angeles. Includes 117 original illustrations, 20 paintings for the Air Force. At the L.A. County Art Institute Nov. 10 through Dec. 4. Photography in the Fine Arts II. Art Center School. Nov. 19-Dec. 3.

Bob Klein and Alan Barzman, formerly Gen. Mgr. and Chief Writer for Freberg, Ltd., have opened the creative, production and consulting firm of Klein/Barzman, specializing in free lance humorous commercial campaigns, radio and TV live-action and animation ... The Williamhouse Sales Corp. has formed The Williamhouse of California to meet demand for fine-paper converting in the West ... Mason- Vise Design, a new group formed by Les Mason from West Coast D esigners and John Vise from Art Direction and A rt Dimension studios . .. AD Dick Hoffey moves from Pacific Press and W estways to Buss, Bear & Associates ... Young and Rubicam have moved into their new offices at 615 S. Flower St., L.A. 17 .. . Gene Wild has moved from Floats to Jones Bause ... Marks-Rifkin is the new partnership resulting from the merger of Sherman Rifkin and Sheldon Marks ... Studio G adds AD Louis Song to its staff ... Gloria Pereira is now free lancing. Jim Berry opens his own design studio . .. Genie Riley appointed AD for advertising and display depts of GallenKamp.

M il w aukee - ADC's new officers are Gardner Meyst, president of his own studio, president; Ralph Caven of Klau-Van Pietersom-Dunlap, VP; Glenn Sontag of Milprint, Inc., treasurer; Allen P. Zoellick of Hoffman, Y ark, Paulson & Gerlach, Inc., secretary.

New ark- Henry Kopel leaves the Lasky Company after 15 years as AD to open own design service. New York City-Museum of Modern Art. Visionary Architecture, an exhibition of 20th Century projects considered too revolutionary to build. Includes Buckminster Fuller's dome to shelter Manhattan Island, Paul Nelson's "suspended house" designed in 1939, a building shaped like a fligh t of steps. Through Dec. 4. Museum of Modern Art. 100 Modern Drawings from their own collection ranging from Seurat and van Gogh through recent European and American artists. Through Jan. 2.

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YdURWAY! INDmNAPOUS Headliners' studios are now taking the country by storm! Unique individual units are ready to service you locally with New York's finest photo-process lettering styles. (Is your city on this list? Ad typographers , art stud ios , letterers : inquire about an exclusive franchise for your area!)

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CA, November '60

171

Also on exhibit, 250 of the Museum's own publications, including some examples of fine book design. Through Nov. 27.

Bauer Alphabets move one block east to 305 E. 45 ... Kaiser Sedlow and Temple move to 654 Madison and expand art dept to handle complete copy, layout and production ... S H & L, design organization of Sudler & Hennessey, appoints Harry W. Prichett as VP of Audio-Visual Div ... Edward B. Graham, VP of J. Walter Thompson, is appointed Creative Director of Outdoor Adv., and will have responsibility supervising and expanding OAI's creative services ... Jerry Fields Associates, formerly Jobs Unlimited for 14 years, move to new quarters at 16 E 52. Philadelphia-ADC's 25th exhibition at The Philadelphia Art Alliance, 251 So. 18th St., Nov. 11-24... W . B. Doner & Co. appoints Andrew Planding as AD- formerly AD for H. W. Warden Assoc ... Kathryn Fligg is appqinted head of the illustration dept. and asst. prof. at Moore Institute of Art. Providence-Noyes & Company appoints Donald Brebner asst. AD. Richmond, Va.-ADC's 6th annuai exhibition at Valentine Museum Nov. 2-27. St. Louis-ADC's 3rd exhibition at the Steinberg Galleries, Washington University, through Nov. 14. Photography in the Fine Arts II at City Art Museum through Nov. 13. San Francisco-ADC's 11th exhibition at de Young Museum through Nov. 20.

172

Toronto-Call for entries for all Canada to 13th Annual ADC show. Closes early in January. Write to Miss Jean McCallister, P. 0. Box 303, Toronto 7, Ontario. AD C Pres. Clifford Wilton moves to San Francisco and will be temporarily replaced by 1st vp John Richmond.

Art for advertising and sales promotion design, illustration lettering, retouching mechanical paste-up T.V. spots, photography Represented by Irvin and Jerry Cummins 342 Madison Avenue Phone YUkon 6-6050

CA, November '60

It was bound to happen. In an era of automation and electronic brains someone had to take the guesswork out of color specification. • And who better qualified than Collier Photo Engraving, producer of The Duo Color Guide? It took eleven years to complete. But they finally got under one cover in a well organized manner every two-, three-, and four-color combination you can squeeze out of the four process colors ... from yellow to magenta to cyan to black, from pinpoint to solid. • The result, The Four-Color Process Guide, consists of 5,632 different color patches, each almost two inches square, shown in print on 224 11 x 14 pages and arranged in logical sequence. • Dream up a process combination that isn't covered and we will gladly refund your introductory price of $110. If you wait too long and have to pay $150,we will gladly refund that, too.

To: Graphic Publishing Co., Inc., 240 West 40th St., New York 18, N.Y. DOn approval basis, enclosed is $110.00. Graphic Publishing Co., Inc. will refund this remittance if THE FOUR-COLOR PROCESS GUIDE is returned within 14 days. If within N . Y.C. please add 3% Sales Tax. 0 Enclosed is our purchase order. 0 Send further information.

Firm Name Address City

Zone

State

~----------------------------------------

Index to advertisers Easter n edition

In the beginning "Commercial Artist" was a term of reproach These were believed to be men who had failed, men with neither artistic ability nor imagination. Today, artists have learned that they can illustrate an advertisement without sacrifice of ideals or artistic integrity, and can paint a picture to advertise a motor car or food product in the same spirit as that in which Michelangelo carried out the assignment to do the ceiling of the Sistine Chapel. The difference ethically is not in the nature of the job but in the greatness of the artist. In the Middle Ages the Church was the great patron of art; today it is business. The man who has brought this about is the art director. He is the connecting link between artist and client. Like Janus he looks both ways. He may be, and often is, a creative artist in his own right; but his great work is to beat a path between the man at the easel and the man behind the desk. He is able to pick out from thousands of artists and thousands of genres the right man for any job. The byproducts of art in advertising have been noteworthy and far-reaching. Good taste and good design have spread from the advertising to the package, and from the package to the product. There is no question that the vol\).me of art set in motion by advertising has improved the des1gn' of many items of manufacture. And the panorama of really good design on advertising pages, aided by great advances in reproduction and printing, has had its influence on public taste. Where do we go from here? The only possible reply is: On. Great progress has been made. But by no means is the whole body of advertising art as good as it should . . . and could ... be. The full power of art directed toward a definite end has not yet been achieved and the new mediums of communication offer new opportunities. The shrewd reply of a six-year-old to a patronizing visitor is pat: ((My little man, have you lived here all your life?" ((Not yet." Forty years is a substantial age for any institution, but is short compared with the many years ahead of us.

Earnest Elmo Calkins

Advertis i ng Typographers Assn . of Ameri ca, Inc ......... .. ..... 38 Ameri can Type Founders . . ... . .... 26 Amsterdam Conti nental Types & Graphi c Equ ipment , Inc .. .. . . . 16 Anco Wood Specialties ..... .. .. . . 21 Art Department, Inc . . .. ......... 172 Art-0-Graph , Inc . ...... . ........ . 6 Audio Visual Arts .. . .. . .......... 21 Cha s. T. Ba i nbridge 's Sons ..... . . . 23 The Bettman Archive , In c . .. . .... . 17 Bourges Color Corporation .. . .... 163 Arthur Bro wn & Bro ., In c ......... 10 Chart-Pak, Inc . . .. .. .... .... ... .. 18 Chil li cothe Paper Co . ..... . ....... 11 Color-Aid Corporation ...... . ...... 22 Crescent Cardboard Corp .. ....... . 8 Delta Brush Corp ....... ..... .... 22 DiFranza-W i ll iamson, Inc .. . . . ... .. 16 Ed stan Studio .... .. . . ...... . . 5, 167 Eberhard Faber Pen & Pencil Co ., Inc. 7 Farrar Straus & Cudahy . ... .... .. 169 Jerry Fields Assoc iates . .. ... .. ... 10 Flash Manufactur ing Co . .. ... . ... 169 A. I. Friedman , Inc . ........... . . . 14 Graphic Publ ishing Co ., Inc ... . . .. 173 M. Grumba cher Artists ' Material ... 15 Hastings House Publi shers , Inc . .. . 36 Headliners , Inc ...... . ... . . . ... . 171 John Henschel & Co ., Inc .. .... . .. 6 HH Art Studio . ... .. . . ........ .. 170 Higg i ns Ink Company .. .. . . . .... .. 19 Hudson Photographic Industries .. . . 20 C. Howard Hunt Pen. Co .... .... .. 163 Kimberly-Clark Corporation .. . .. ... 35 Kleb Stud io ..... . .......... . . . . 168 Norman Kurshan Color Service, Inc . 170 A. Langn ickel , Inc . .. . ... . . .. .... 169 Lucygraf Manu f acturing Co . ...... . 14 Ludlow Corporation . . ... . .. . ... . . 8 Luxo Lamp Corporation . . .. ...... . 15 Mask-0-Neg ...... .. ... . . ..... ... 19 McCall Photoengraving , Div. of McCall Corp ..... ... .. ... .... .. 3C Ardean Miller .. .. . . ........ . .. . 164 Monogram Art StudTo, Inc ...... . . 10 Monsen Typography ........... .. 165 National Card , Mat & Board Co . ... 21 Chas . W. North Studios ......... .. 14 C. A. Parsha l l, Inc . ..... . . 2C , 12, 13 Permanent Pigments ....... . ... .. 19 Philadelph ia Art Supply Co . ... ... . 20 Photo-Letter i ng , Inc . ... . .. .. ..... 5 Plaza Art ist Materials , In c ........ 13 Progress ive Composition Co ...... . 16 Reinhold Publ ishing Corp ........ . 37 Shiva Art ists ' Colors .. ... . . .. . . . . 22 Statmaster Co rporation . . . . . . . . . . . 4 Steig Produ cts . ... ...... . .... ... 20 Tal ens and Son . . ...... . ..... . ... 12 Terrytoons , Div. of CBS Films , Inc . . 9 Tudor Pub I ish i ng Co ... . ....... .. . 14 Harry Volk Jr. Art Studio .. . .. . .. . 15 Martin J. Web er Stud io .... ...... . 4C Winsor & Newton , Inc ... . ........ 6

Address advertising correspondence ~o New York Office:

David Hartman, A dvertising Manager The J ournal of Commercial Art 15 West 44th S treet N ew Y ork 36, N ew Y ork (MUrray Hill 2-1438) Palo Alto Office:

Foreward from the 39th Annual of Advertising and Editorial Art and Design published by Ferrar, Straus & Cudahy for the Art Directors Club of New York.

Jan Wi lliams, Adver tising Department The Journal of Commercial A rt 809 San A ntonio R oad Palo Alto, California (DAvenport 6-6040)

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