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Click Here to View other titles by  illustration | illustrated illustration | illustrated

Books and periodicals that include the work of notable illustrators, with a focus on those working in the early 20th Century.

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Bayer, Herbert (designer); Leo Lionni (art director), Electronics-A New Science for a New World, General Electric (Electronic Division), 1942, oblong 4to (11 x 8"), saddle-stapled booklet, in illustrative color wraps (illustration by Herbert Bayer - his printed signature appears on the upper left rear cover), Very Good/ none. Edge-wear and mild chipping to spine and corners. Creasing along the spine edge; covers lightly soiled and rubbed. Spine creasing translates to interior of the booklet.

31 pp. Fully illustrated throughout in color and b/w with photography, photomontage, illustration, engravings, and diagrams.

General Electric published this brochure as a promotion for their developing FM radio ("only the war defers a wholly new conception of radio performance in your home") and the newly emerging technology of television. The enthusiastic copy expounds on the possibilities inherent in the "miracle of the electron", promoting the numerous electric or electrically associated devices already in use, as well as the future role of electronics in the fields of law enforcement, fire safety, aeronautics, farming and agricultural development, and medicine. Bayer's modernist hand is apparent in each spread of this small but powerful piece designed with Leo Lionni at the advertising agency of N.W. Ayers (for which they both received an award as noted in the The Art Directors Club, 22nd Annual of Advertising Art, 1943). Bayer integrates each of the broad range of his many disciplines – painting, illustration, photography, typography, and layout, into a single piece. The result is a pure example of Maud Lavin's phrase "design in the service of commerce", and a concise demonstration of Bayer's constant aim to unite the arts and the technological life.

Herbert Bayer (1900-1985), was an Austrian-born artist who received his early design training at the Bauhaus from 1921-1923 where Wassily Kandinsky, László Moholy-Nagy, and El Lissitzky served as some of his strong influences. Then, appointed by Bauhaus director, Walter Gropius, he became a teacher there himself, conducting the Druck und Reklame ("Printing and Advertising") workshop from 1925 through 1928. Bayer emigrated to America in 1938 and the same year, having reconnected with his Bauhaus colleague, Walter Gropius, together they organized the landmark Museum of Modern Art exhibition 'Bauhaus 1919-1928'. Settling at first in NYC, he worked primarily in graphic design and advertising, for the MoMA, N. W. Ayer & Sons, J. Walter Thompson, G.E., and most significantly for the Container Corporation of America, as a design consultant in 1946 and later as CCA's Chairman of Design from 1956-1965. From his years at Dessau, during his subsequent time in Berlin working in advertising, and after his emigration to America, Bayer continuously honed his particular artistic vision in painting, drawing, architecture, graphic design, advertising, and exhibition design. His profound influence on design, though rooted in the Bauhaus lexicon, eventually asserted itself to such a degree on the "look" of American advertising, that today we perceive it as one that is quintessentially American.

In 1971 he was an AIGA medalist for his lifetime of exceptional work and remarkable contributions to the field of design.

An extremely rare example of Bayer's work, that surely presages his larger, more complex project for CCA undertaken in 1949 - please use our advanced search to see our available copies of the seminal World Geographic Atlas: A Composite if Man's Environment.

Our above image is particularly large. Please open and click a second time to allow scrolling for the most detailed view.    [Book ID # 2122]


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