GREAT IDEAS OF WESTERN MAN
ADVERTISEMENTS FOR 1950 – 51 – 52
Herbert Bayer [Art Director]
Herbert Bayer [Design Director]: GREAT IDEAS OF WESTERN MAN ADVERTISEMENTS FOR 1950 – 51 – 52 . Chicago: Container Corporation of America, 1952. 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. Out-of-print. The first collection from the Great Ideas series, with classic images by Paul Rand, Herbert Bayer, Herbert Matter 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.
Portfolio Contents:
- Arthur Williams: Alexander Hamilton
- Tana Hoban: Jean Jacques Rousseau
- Elain Urbain: Michel de Montaigne
- Edgar Miller: Aristotle
- Ben Shahn: John Locke
- Leo Lionni: Joseph Addison
- Hans Erni: Marcus Aurelius Antoninus
- Paul Rand: Herodotus
- Robert Schneeberg: George Washington
- Leon Karp: Hobbes on War and Peace
- Herbert Bayer: Thomas Jefferson
- Herbert Matter: Abraham Lincoln
- Franklin Watkins: Henry George
- Richard Lindner: Immanuel Kant
- Dimitri Petrov: Blaise Pascal
- Hans Moller: Thomas Jefferson
- Honore Sharrer: Horace Mann
- Leon Kelly: Goethe on Truth and Error
- Edith Louise Jaffy: Montesquieu
- Egbert Jacobson: John Dewey
- Gyorgy Kepes: Socrates
- Herbert Bayer: Emerson
- Felix Topolski: Alexis De Tocqueville
- Robert Brady: Goethe on Man’s Happiness
- Laszlo Meitner: Spinoza
- Max Bill: Immanual Kant on Citizenship
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.