A–D
April – May 1942
George Krikorian, Clarence P. Hornung, Robert L. Leslie and Percy Seitlin [Editors]
Robert L. Leslie and Percy Seitlin [Editors]: A-D [An Intimate Journal For Art Directors, Production Managers, and their Associates]. New York: The Composing Room/P.M. Publishing Co., Volume 8, No. 4: April-May 1942. Original edition. Slim 12mo. Silkscreened printed perfect bound and sewn wrappers. 104 pp. Illustrated articles and advertisements. Multiple paper stocks. Original 5-color silkscreen cover design by Martin J. Weber. Lightly worn wrappers and mild spotting early and late. A very good copy.
This was the final issue of PM/A-D, the little magazine that changed the American Graphic Design Industry forever by paving the way for the rise of the Art Director.
5.5 x 7.75 perfect-bound digest with 104 pages of articles and trade advertisements. Issue highlights are the Silkscreen Cover, a 16-page insert by modern master George Krikorian, and an illustrated essay on Effective Government Propoganda by Clarence P. Hornung, and The Ethics and Aesthetics of Type and typography by Frederic Goudy. And a bound-in copy of Marquardt’s DESIGN AND PAPER to boot.
This edition of A-D is an amazing original example of American Graphic Design.
- A-D Suspends Publication
- Our Collaborators 1934 - 1942
- Editorial Notes
- Composing Room Notes
- George Krikorian: 16-page 2-color insert of Krikorian’s modern design work for the New York Times.
- The Ethics and Aesthetics of Type and typography by Frederic Goudy
- Art Directors Club 21st Annual Exhibition
- Books and pictures : Books Reviewed Soldiers of the American Army by Frederick Todd, drawings by Fritz Kredel; The Recent Comic Book Show - AIGA exhibit.
- A-D Shorts: Pat Dolan, Art Director's Club of Boston, Sanford Gerard, M. Stanley Brown , Frederick Goudy, Ben Rose, Grabhorn Press and the AIGA.
- How to make government propoganda more effective by Clarence P. Hornung
- Photography in the Field of Art
- Includes a bound-in copy of [Robert L. Leonard]: DESIGN AND PAPER NUMBER NINE. NYC: Marquardt & Company Fine Papers, n.d. (circa 1942). A staple-bound booklet in Buckeye wine cover stock. 4.75 x 7.75 softcover booklet with 16 pages of design and text by Robert L. Leonard: "Coming to the United States in 1923, he was one of the founders of AUDAC (American Union of Decorative Artists and Craftsmen). He was the editor of the first "Annual of American Design" and is an instructor in style figure for advertising at Pratt Institute." From "The House Organ: Design and Paper" by P. K. Thomajan from Print Vol. 5, No. 3, 1947: The idea for this typographic gem started with Edward Alonzo Miller, then associated with The Marchbanks Press. He suggested to Oswald F. Marquardt exactly 10 years ago, the project of issuing an attractive quarterly presenting fine artwork on fine papers, thereby inspiring the increased usage of the latter. Mr. Marquardt promptly O.K.'d the idea and ever since has been O.K.'ing more and more ambitious issues. The early issues were devoted to impressive assemblages of trademarks, title pages, woodcuts, specimens of hand lettering and distinctive typefaces by prominent designers. These were printed on varying shades of antique papers, wire-stitched and thread-tied for that extra touch. Distribution is directed principally to printers , art directors, trade press, and important executives. In addition, many copies go to non-customers, such as instructors of journalism and the graphic arts, who use copies as noteworthy specimens for classroom discussion.
- Listing of Advertisements: Ampco Printing Co., Strathmore Paper Co., Supreme Displays Inc., Wilbar Photoengraving, J. E. Linde Paper Co., Royal Jones Photo Engraving, Ludlow Typograph, Caxton Press, Flower Electrotypes, Whitney Press, Pioneer Moss Photo Engraviner, Russell Rutter Co., Marquardt and Co. Inc. Fine Papers.
George Krikorian (1914 - 1977) graduated from Pratt Institute in 1935. His first job was with the William H. Rankin Agency and then with Fletcher and Ellis Advertising. He then became art director of the American Chain Company. In 1939 he became the first layout designer of The Times in New York. He was instrumental in acquiring modern art and poster for the permanent collection at The Times and later became promotion art director. He took a leave of absence during WWII and worked with the Office of War Information overseas. After the war he returned to The Times until 1963 when he became art director of Look magazine. He became creative director of Look in 1967. He formed George Krikorian Associates when Look folded. His clients included Time magazine, The Daily News and was the designer of “21.” He authored Designing with Type in 1951 and served on the advisory board of Pratt Institute and The Art Director’s Club.
Clarence P. Hornung studied at City College and at Columbia University. He was a designer for American Type Foundry and a member of the Society of Designers for Industry in New York City. In addition to designing several hundred trademarks, package designs and industrial designs, he designed book bindings for such clients as Harper’s, Metropolitan Museum of Art, H. Wolff, Limited Editions Club, Encyclopedia Britannica, Heritage Press and DuPont.
PM magazine was the leading voice of the U. S. Graphic Arts Industry from its inception in 1934 to its end in 1942 (then called AD). As a publication produced by and for professionals, it spotlighted cutting-edge production technology and the highest possible quality reproduction techniques (from engraving to plates). PM and A-D also championed the Modern movement by showcasing work from the vanguard of the European Avant-Garde well before this type of work was known to a wide audience.