AMERICAN-STANDARD PLUMBING FIXTURES
Ladislav Sutnar and and K. Lönberg-Holm
[Ladislav Sutnar and and K. Lönberg-Holm]: AMERICAN-STANDARD PLUMBING FIXTURES. New York: Sweet’s Catalog Service, [F. W. Dodge Corporation] for the American Radiator & Standard Sanitary Corporation, Pittsburgh 1950. Original edition [Catalogue P50]. Quarto. Pink paper covered boards printed in two colors. Screen printed white plasticoil binding. Unpaginated [134 pp.] Eight title pages printed in color on heavier stock. Elaborately designed black and white halftones/illustrations and text printed in two colors throughout. Uncredited book design by Ladislav Sutnar. The Sutnar-designed mailing label to the former owner has been attached to front pastedown [pretty cool indeed]. Tiny charity address label alos to front pastedown. Upper board worn along top edge. Both boards mildly scuffed and scratched. One small piece of uppermost plasticoil chipped away. The first and last board perforations chewed. Final [supplemental] leaf lightly spotted. A very good copy of this landmark catalogue.
"The function of an industrial catalog is to facilitate product selection by providing its users with an information tool adapted to his pattern of inquiry. The function of catalog design is to simplify an increasingly complex flow of product information through emphasis of visual means and through organization of a logical information sequence." -- Sutnar and Lönberg-Holm: CATALOG DESIGN PROGRESS: ADVANCING STANDARDS IN VISUAL COMMUNICATION. New York: Sweet’s Catalog Service, 1950.
9 x 11.25 hardcover book elaborately designed black and white halftones/illustrations and text printed in two colors throughout. Sections on Color Groupings; Baths; Lavatories; Water Closets; Urinals; Kitchen And Laundry Sinks; Drinking Fountains; Fittings; and Organization. Two supplemetal leaves to rear.
From the Book: "This catalogue is designed to simplify selection for specifying and ordering from a complete line of plumbing fixtures. Products are organized in functional sequence, with detailed information condensed and clarified through charting to make it easy to find. Graphic presentation of the complete American Standard line promotes quick product comparison." Indeed.
". . . this catalogue may give the appearance of having been an easy job of designing. On the contrary, it took months of design work to make this catalogue not only an important time saver for each of its thousands of intended users, but to give those users an understanding of the quality of the product." [Letter to Sweet's District Managers, May 7, 1950] -- Iva Janáková [Editor]: LADISLAV SUTNAR - PRAGUE - NEW YORK - DESIGN IN ACTION. Prague: Museum of Decorative Arts, 2003 [pgs 172-175].
Sutnar and Lönberg-Holm utilized their functional organization and prioritization information design theories codified in CATALOG DESIGN [1944], DESIGNING INFORMATION [1947] and CATALOG DESIGN PROGRESS [1950] when they produced this magnificent catalog for Pittsburgh's American Radiator & Standard Sanitary Corporation.
Sutnar and Lönberg-Holm’s format contributions were “just as dramatic a change from previous product information presentation as was the introduction of the International Style in architecture.” — Joseph V. Bower, Sweet’s National Marketing Manager, 1984
Ladislav Sutnar (1897 – 1976) arrived in the United States on April 14th, 1939 as the exhibition designer in charge of the Czechoslovakian pavilion at the New York World’s Fair. Sutnar was the Director of the State School of Graphic Arts in Prague and enjoyed a reputation as one of the leading Czech proponents of Functionalist graphic and industrial design.
Unfortunately for Sutnar’s American assignment, Czechoslovakia had ceased to exist the previous month. Germany invaded Czechoslovakia on March 15, 1939, and divided the country into the Protectorate of Bohemia and Moravia and the puppet Slovak State. The dissolution of Czechoslovakia and the outbreak of World War II stranded Sutnar in New York City where he remained and worked for the rest of his life.
By 1939 many former Bauhaus faculty members—Marcel Breuer, Walter Gropius, Mies van der Rohe, László Moholy-Nagy, Joseph Albers, and others—had won teaching positions at various American Universities. These educators were instrumental in bringing European modernism to American architecture and design. America offered the Europeans not only a safe haven, but also great opportunities to make their modernist visions reality. The dynamically developing US building industry and the open mass-production market permitted the exiled Avant-Garde to continue pursuing their ideas in a democratically minded society.
It was in this exile community that Paul Rand introduced Sutnar to Knud Lönberg-Holm, the director of Information Research for Sweet’s Catalog Service, the mediator for trade, construction and hardware catalogs that were collected in huge binders and distributed to businesses and architects throughout the United States.
In 1941 Lönberg-Holm appointed Sutnar as chief designer of the Information Research Division. Together the two men used modern functional principles to solve the contemporary problem of information organization and —most importantly—retrieval. During the next 20 years at Sweet’s Sutnar and Lönberg-Holm defined and pioneered the field now called information design.
Sweet’s Catalog Service (established in 1906) was an information clearing house, evaluating hundreds of catalogs of individual manufacturers with the aim of making the resulting information searachable in an optimal way. Information organization was the central issue, and optimizing it through visual means was an important element in the enterprise, hence the need for a competent art director.
U. S. industrial catalog production in the early 1940s was not in tune with the faster rhythms of the modern tempo. According to an undated internal Sweet’s memorandum “ . . . an industrial catalog is far from an inspiring project, we picture it as cumbersome, colorless, indifferently-printed item of necessity nothing [other] than dreary inventory . . .”
Major flaws included a proliferation of long descriptive texts and mediocre layout, as the manufacturers usually commissioned their catalog production to local printers who simply followed their every whim. The need for informative, relevant and quick-to-read advertising, common in Europe for more than a decade, appeared in the U. S. only with the heightened tempo of production due to the war effort.
During their tenure at Sweet’s from 1944 and 1950 Sutnar and Lönberg-Holm wrote and designed three publications on information design, delivering the most definitive explanation of their mission and in turn they succeeded in revolutionizing the field of information design.
Catalog Design [1944] introduced the basic concepts in catalog design. Designing Information [1947] applied the basic concepts of information design to a broader range, and Catalog Design Progress [1950] further developed ideas in visual communication. All three books demonstrate the very thesis they had worked to develop at Sweet’s — information that is easier to read is easier to comprehend.
A true high point of American Graphic Design.