DIRECTION
Volume 3, Number 8: November 1940
Paul Rand [Cover Designer]
Paul Rand [Cover Designer], Martin Kamin and M. Tjader Harris [Editors]: DIRECTION. Darien, CT: Volume 3, Number 8, November 1940. Original Edition. Slim Quarto. Stapled printed wrappers. 24 pp. Illustrated articles and advertisements. Wrappers lightly creased to lower corner and splitting at the heel. Classic photomontage cover design by Paul Rand. Back cover Photogram advertisement by György Kepes for the School of Design—aka the New Bauhaus, and eventually Institute of Design. A nearly fine copy.
8.25 x 10.75 saddle-stitched magazine with 24 pages of fiction, social commentary and art. Direction was the laboratory where Rand tested many of this developing theories of modern design and typography. Because he worked without compensation (except for a few Corbusier lithographs...), he was allowed a tremendous amount of aesthetic leeway in designing the DIRECTION magazine covers. With little money budgeted for typesetting, Rand used his own handwriting for the cover copy, and the rest is history.
Paul Rand's Direction covers have been reprinted in every major graphic design anthology and have achieved iconic stature in their own right. A rare opportunity to acquire an original edition of this publication.
- School of Design: Back cover Photogram advertisement by György Kepes for the School of Design —aka the New Bauhaus, and eventually Institute of Design.
- Catherine Littlefield: Walter Terry
- Mass For The Dead: Walter Schoenstedt
- Three Medals for Dishonor: David Smith, Private Law and Order Leagues, Sinking Hospital for Rufugee Ships and The Free Press. Good early work from David Smith.
- What To Do Till The Doctor Comes: Kenneth Burke
- Power And The Land: Mary Losey
- Music: Elie Siegmiester
- Walt Disney’s Fantasia: Herman Weinberg
- The Inhabitants: Wright Morris
- Radio Paradox: Preston Burgess
- Art: Jerome Klein
- Stage: John W. Gassner
- Books: Edwin Seaver
- News—Your Letters
- Art In Industry: Percey Seitlin, work by Paul Rand, A. M. Cassandre, Gustav Jensen,
György Kepes (Hungary, 1906 – 2001) was educated at the Budapest Royal Academy of Fine Arts. Kepes worked with fellow Hungarian Lazslo Moholy-Nagy first in Berlin and then in London before emigrating to the US in 1937. From 1930 to 1937 he worked off and on with Moholy-Nagy and through him, first in Berlin and then in London, met Walter Gropius and the science writer J. J. Crowther. In 1937, he was invited by Moholy to run the Color and Light Department at the New Bauhaus and later at the Institute of Design in Chicago, where he taught until 1943. In 1944 he wrote his landmark book Language of Vision. This text was influential in articulating the Bauhaus principles as well as the Gestalt theories. He taught at the Massachusetts Institute of Technology from 1946 to 1974 and in 1967 he established the Center for Advanced Studies. During his career he also designed for the Container Corporation of America and Fortune magazine as well as Atlantic Monthly and Little, Brown.
Edited by William Gropper, et al, including contributing editors Richard Wright, Kenneth Burke and Edwin Seaver. A dynamic, frequently visually striking, consistently left of center journal of literature and the arts, drawing on the foundations left by the WPA for much of its brilliance. A substantial roster of contributors appeared through its tenure, including Theodore Dreiser, John Dos Passos, Le Corbusier, Erskine Caldwell, Kenneth Rexroth, Richard Wright, Kees, Larsson, Abel, Kemp, Anderson, Herbst, Scott, Brown, Art Young, Halper, Komroff, Macleod, Margaret Bourke White, Burke, di Donato, Woody Guthrie, Seldes, Lorentz, Hughes, Maltz, Chaplin, Sandburg, R. Lowry, Ellison, Morris, et al. A major 20th century American periodical which is increasingly difficult to acquire in decent condition.
Marguerite Tjader (1901 – 1986) was born in New York City, the daughter of Richard Tjader, a big game hunter, explorer, and evangelist, and Margaret (Thorne) Tjader, daughter of the financier Samuel Thorne. She attended Bryn Mawr College and Columbia University, where she received the A.B. degree in 1925. Her marriage to Overton Harris ended in divorce in 1933. Their son, Hilary (1929-1999), became a documentary filmmaker, receiving an Oscar in 1962 for his direction of 'Seaward the great ships'. From 1937 until 1945 Mrs. Harris edited 'Direction', the left-wing journal of the arts she founded with the support of Theodore Dreiser. She had met Dreiser at a dinner party in 1928 and their intimate relationship continued off and on until 1944 when he finally married Helen Patges Richardson, his companion of almost 30 years. In 1944 Mrs. Harris and her son moved to Los Angeles where she became one in a long succession of Dreiser editorial assistants. In addition to typing and editing drafts of his work she acted as a sort of 'spiritual advisor' to Dreiser while he completed his penultimate novel 'The bulwark', published posthumously in 1946. Marguerite Tjader Harris is probably the model for the title character of 'Lucia', one of the fictional sketches in Dreiser's 'A gallery of women', published in 1929. During the 1930's, presumably after the dissolution of her marriage, Mrs. Harris, who had been raised a Baptist, converted to Roman Catholicism. In the 1950's she helped Mother Elisabeth Hesselblad establish the U.S. foundation of of the Order of the Most Holy Saviour of Saint Bridget (Bridgettines) by donating Vikingsborg, her family's summer home in Darien, Conn., to the order. She died on April 7, 1986 in East Windsor, Conn.
If the word legend has any meaning in the graphic arts and if the term legendary can be applied with accuracy to the career of any designer, it can certainly be applied to Paul Rand (1914-1996). By 1947, the legend was already firmly in place. By then Paul had completed his first career as a designer of media promotion at Esquire-Coronet --and as an outstanding cover designer for Apparel Arts and Directions. He was well along on a second career as an advertising designer at the William Weintraub agency which he had joined as art director at its founding. THOUGHTS ON DESIGN (with reproductions of almost one hundred of his designs and some of the best words yet written on graphic design) had just published -- an event that cemented his international reputation and identified him as a designer of influence from Zurich to Tokyo.
A chronology of Rand's design experience has paralleled the development of the modern design movement. Paul Rand’s first career in media promotion and cover design ran from 1937 to 1941, his second career in advertising design ran from 1941 to 1954, and his third career in corporate identification began in 1954. Paralleling these three careers there has been a consuming interest in design education and Paul Rand's fourth career as an educator started at Cooper Union in 1942. He taught at Pratt Institute in 1946 and in 1956 he accepted a post at Yale University's graduate school of design where he held the title of Professor of Graphic Design.
In 1937 Rand launched his first career at Esquire. Although he was only occasionally involved in the editorial layout of that magazine, he designed material on its behalf and turned out a spectacular series of covers for Apparel Arts, a quarterly published in conjunction with Esquire. In spite of a schedule that paid no heed to regular working hours or minimum wage scales, he managed in these crucial years to find time to design an impressive array of covers for other magazines, particularly Directions. From 1938 on his work was a regular feature of the exhibitions of the Art Directors Club.
Most contemporary designers are aware of Paul Rand's successful and compelling contributions to advertising design. What is not well known is the significant role he played in setting the pattern for future approaches to the advertising concept. Rand was probably the first of a long and distinguished line of art directors to work with and appreciate the unique talent of William Bernbach. Rand described his first meeting with Bernbach as "akin to Columbus discovering America," and went on to say, "This was my first encounter with a copywriter who understood visual ideas and who didn't come in with a yellow copy pad and a preconceived notion of what the layout should look like."
Rand spent fourteen years in advertising where he demonstrated the importance of the art director in advertising and helped break the isolation that once surrounded the art department. The final thought from THOUGHTS ON DESIGN is worth repeating: "Even if it is true that commonplace advertising and exhibitions of bad taste are indicative of the mental capacity of the man in the street, the opposing argument is equally valid. Bromidic advertising catering to that bad taste merely perpetuates that mediocrity and denies him one of the most easily accessible means of aesthetic development."
In 1954 when Paul Rand decided Madison Avenue was no longer a two-way street and he resigned from the Weintraub agency, he was cited as one of the ten best art directors by the Museum of Modern Art. The rest is design history.
László Moholy-Nagy, a pioneer typographer, photographer, and designer of the modern movement and a master at the Bauhaus in Weimar, may have come closest to defining the Rand style when he said Paul was "an idealist and a realist using the language of the poet and the businessman. He thinks in terms of need and function. He is able to analyze his problems, but his fantasy is boundless."