GREAT IDEAS OF WESTERN MAN
ADVERTISEMENTS FOR 1958 – 59 – 60
Herbert Bayer [Art Director]
Herbert Bayer [Art Director]: GREAT IDEAS OF WESTERN MAN ADVERTISEMENTS FOR 1958 – 59 – 60. Chicago: Container Corporation of America, 1960. Original edition. Printed cardboard portfolio folder containing 26 loose, color plates. Folder is in nearly fine condition with light wear to edges and faint rubbing to folds. All plates are in generally fine condition with a single exception: the Constantino Nivola plate has a tiny nick and chip to upper right corner, not affecting artwork area. Out-of-print. One of the better collections from the Great Ideas series, with classic images by Paul Rand, Bruno Munari and others. One of the cleanest CCA Portfolio sets we have handled.
11.5 x 14.25 cardboard portfolio folder with 26 [11.25 x 14] color plates featuring advertisements created for the Container Corporation of America by many contemporary greats in modern graphic design, art, and photography.
1958 – 59 – 60 Portfolio Contents:
- Constantino Nivola: Seneca
- Herbert Matter: Montesquieu
- Wing Fong: Lao-Tzo
- Otl Aicher: Thomas Mann
- John Massey: Theodore Roosevelt
- Leonard Baskin: Theodore Roosevelt
- Lee Mullican: Walt Whitman
- Paul Rand: Henry Ward Beecher
- Joseph Cornell: Carl Schurz
- Bruno Munari: La Rochefoucauld
- Jacob Lawrence: Marcus Aurelius
- Renee Magritte: John Milton
- Inokuma: Buddha
- Ralph Eckerstrom: John Stuart Mill
- Gyorgy Kepes: Huxley
- William Baziotes: Henry Brooks Adams
- Herbert Bayer: St. Paul
- Louis Danzinger: Coleridge
- Carl Regehr: John Quincy Adams
- Erberto Carboni: Goethe
- Antonio Frasconi: Victor Hugo
- Man Ray: Sherman
- Munakata: Confucius
- Ben Shahn: John, Viscount Morley
- Chen Chi-Kwan: Buddha
From 1950 to the mid-1970s, the CCA ran advertisements in a series called "Great Ideas of Western Man." Art Director Herbert Bayer commissioned major artists and designers to illustrate selected ideas of the greatest philosophers, writers, scientists, and cultural, religious, and political figures of history. An excellent vintage snapshot of corporate America's embrace of the European Avant-Garde, speciifically by Chairman Walter Paepcke of the CCA.
These CCA Portfolios contain absolutely the best reproductions of these pieces, many of which are rightly considered high points of American Graphic Design.