ARTH 176A Lecture Notes - Lecture 11: Walter Paepcke, Rural Utilities Service, Herbert Bayer
30 Apr 2018
School
Department
Course
Professor
Container corporation of america walter paepcke and egbert jacobson
● Social do-gooders
● Walter paepcke - owner
● Jacobson - head of design
● Paepcke, want to frame CCI
● Selling cardboard boxes, for internationally and nationally
● Bridging between art and industry in this company
Egbert Jacobson, container
● Optics
● Clear and readable
Paul Rand:sources and resources of 20th century design 1966 offset lithograph
● View humanistic ideas in business
● Increase awareness of the social impact of business, what it does for humanity
● Promote post war capitalism, as a response to growing communism
The solar system, CCA commissioned Herbert Bayer to create world
● World atlas and given to the communities
● More obligation to better american culture through education
Advertisement for CCA, 1938 A.M. Cassandre
● Duplication of the same face
● Surrealist quality
● Artists sign their work
● Produce cardboard boxes
● Promote humanist values and fight against the communist
● Promote the idea of democracy, promote capitalism
● Interested in vanguard artist, gives money for the new bauhaus in Chicago - Defines new
vision of photographer, moholy nagy
Herbert Matter, advertisement for CCA, 1942
● Cardboard withstand the lighting cause it is heavy duty
●
Compared to: Beall Power on the Farm - Rural Electrification administration 1937 - Beall
convince farmers to buy electricity
- Arrows
- Use photography, interested to moholy nagy
- Trying to be clear as possible
- His target audience may not be able to read
- Wants somebody in town at the post office to understand within a few minutes or
seconds
Herbert Matter, advertisement for CCA,1943,
● in the war, boxes that hold food for the troops
Herbert Bayer, Great Ideas No.54: Alexander Hamilton, 1954, lithograph
● Hamilton wrote the federalist paper
● Looking around our neighbors and cant trust them, feels like spies against us
● Federal government enforce this
● Bayer - flee the nazi
● Red = communist
● Arrows = oppression
● The hands protecting
● Eye, tell people to watch out for who is looking and blocking the communist ideas with
the hands
● You can’t trust your neighbor during the red scare, campaign last for 20 yrs
● All men and white, top graphic designer
● Compared to: A.B. Cassandre Harper’s Bazaar October 1938
John Stuart Mill
IBM
Thomas J. Watson Jr.
● Company about all technology
● Integrating research and industry
● “Good design is good business”
Charles and Ray Eames exhibit Mathematica, 1961
● Made an exhibition for IBM
Paul Rand’s logo for IBM, 8-bar variation, 1972
● City medium, created by george trump
● Playing with readability
● The M looks nothing like the I and B
● M, it cannot be balance
Paul Rand, Drawing
Paul Rand, IBM 1982, offset lithograph
● Rebus
● Eyeball, bee, and M is not the same size
● The IBM M’s is there because he wants this not be like any picture but for the IBM
● Images are not the same size
● Showing creativity of graphic designer by symbolic images
Document Summary
Container corporation of america walter paepcke and egbert jacobson. Selling cardboard boxes, for internationally and nationally. Bridging between art and industry in this company. Paul rand:sources and resources of 20th century design 1966 offset lithograph. Increase awareness of the social impact of business, what it does for humanity. Promote post war capitalism, as a response to growing communism. The solar system, cca commissioned herbert bayer to create world. World atlas and given to the communities. More obligation to better american culture through education. Promote humanist values and fight against the communist. Promote the idea of democracy, promote capitalism. Interested in vanguard artist, gives money for the new bauhaus in chicago - defines new vision of photographer, moholy nagy. Cardboard withstand the lighting cause it is heavy duty. Compared to: beall power on the farm - rural electrification administration 1937 - beall convince farmers to buy electricity. His target audience may not be able to read.
