BRODOVITCH
Andy Grundberg
Andy Grundberg: BRODOVITCH. New York: Harry N. Abrams, 1989. First edition [Masters of Design series]. Quarto. Black embossed cloth titled in gray. Printed dust jacket. Black endpapers. 162 pp. 340 illustrations, including 70 color plates. Jacket with trace of wear. Interior unmarked and very clean. Out-of-print. A nearly fine copy in a nearly fine dust jacket.
"The picture represents the feelings and point of view of the intelligence behind the camera. This disease of our age is boredom and a good photographer must combat it. The way to do this is by invention -- by surprise. When I say a good picture has surprise value I mean that it stimulates my thinking and intrigues me. The best way to achieve surprise quality is by avoiding cliches. Imitation is the greatest danger of the young photographer."--Alexey Brodovitch
9.25 x 12.25 hardcover book with 162 pages and 340 illustrations, including 70 color plates. Excellent copy of this important monograph on the great art director and stylist. Part of the short-lived (2 volume) Masters of American Design Series.
From the book: "Brodovitch was the model of the modern art director. The essence of contemporary magazine design - the driving pursuit of new ways to present visual material - can be traced to the example he set. While at Harper's Bazaar from 1934 to 1958, he created a design look whose energy, elegance, and simplicity captured the spirit of American fashion. Magnetic and controversial, he inspired the designers and photographers who attended his famous Design Laboratory with his constant admonition, "Astonish me!"
Alexey Brodovitch (1898-1971) is a legend in graphic design: during his 25-year tenure as art director of Harper's Bazaar, he exerted tremendous influence on the direction of design and photography. A passionate teacher of graphic design, advocate of photography and collaborator with many prominent photographers, Brodovitch is often credited with having a major influence on the acceptance of European modernism in America. His use of assymetrical layouts, white space, & dynamic imagery changed the nature of magazine design. He was responsible for exposing everyday Americans to avant-garde artists by commissioning work from cutting-edge artists such as Cassandre, Dali, Cartier-Bresson, Man Ray, etc.
"Astonish me!" was Brodovitch's often quoted exhortation to students attending his "Design Laboratory" classes over the years. Though borrowing "étonnez-moi!" from the Russian ballet master Sergei Diaghilev, with this charge, Brodovitch indeed set in motion the application of the modernist ethos to American graphic design and photography.