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Monographs or surveys on architectural movements and architects from the post WW I era (1918) to the present.

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Eskell, Olle (author); John Lewis (editor), Corporate Design Programs, London /New York, Studio Vista / Reinhold, 1967, first British edition, 6.75" x 8", 8vo, softcover, black decorative wraps with white titles; white spine with black titles. 96 pp., illustrated throughout in b/w, Very Good +/ no jacket. Minor edgewear along spine edges, slight creasing on front cover; 1/2" triang scar to image of author on rear cover and another 1/8" at top left corner. Interior clean and unmarked with barest hint of yellowing to page borders.

"Good design is not just aesthetic - it is also good economy. Good design is not just fun - it is bloody serious." - Olle Eksell

Olle Eskell (1918-2007) was an internationally recognized graphic designer, illustrator, textile designer, art director and author. He is best remembered for the now classic two eyes logo created for Swedish cocoa manufacturer Mazetti Ögon Cacao. His corporate identity program for the firm became so popular that it is said to have increased sales for them. Eskell's innovative work occasions references to him as "the Swedish Paul Rand". He and Rand met after WWII in the U.S. and in fact the two colleagues became life-long friends, often visiting each other to share ideas, projects and exchange thoughts on the design process. Certainly they both infused many of their innovative design works with an impish sense of whimsy and to great visual effect.

Though physically small, this title is a comprehensive powerhouse of invaluable information for the designer, succinctly laid out with numerous clear diagrammatic examples accompanying the author's text. From the inside cover: "The basic principles outlined can be applied to any design program, whether industrial, architectural, transport or graphic."

Contents: Foreword, The smallest design programme in the world, Point, Line, Layout, Character, Basic shapes, Picture - our most common means of communication, Design at its most general, A company's most graphic programme - content, The creation of a design programme, The corporate image communications, The programme: space - point - line, The basis of the programme, Logotype, Typography, Designing the basic elements - trademark and typography, Examples of a programme's content, Crescendo Design Guide -content, Logotype, Trademark, The relationship between logotype and symbol, Crescendo base colours, Supplementary colours, Crescendo typeface, Typography, Letterheads and envelopes, Folders, The Selling Statement, Basic packaging or standard carton imprinting, Wrapping paper and tape, Product packaging, Identification labels, Shipping banners, Vehicle identification, Outdoor signs, Major site signs, Sign sizes, Lettering on signs, Nameplates, Visiting cards, Postmark advertising, Match books, Window decals, Standard sizes, Paper printing, Advertising, The advertisement, Printed matter, Posters, Television, Exhibitions, Conclusion.

An uncommon copy of this design library essential. (Our image is very large. Please click once and then again to allow scrolling.)    [Book ID # 2134]


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