PM
March 1936
Lucian Bernhard, Robert L. Leslie and Percy Seitlin [Editors]
Robert L. Leslie and Percy Seitlin [Editors]: PM [An Intimate Journal For Art Directors, Production Managers, and their Associates]. New York: The Composing Room/P.M. Publishing Co., Volume 2, No. 7: March 1936. Original edition. Slim 12mo. Thick Lithographed perfect bound and sewn wrappers. 48 pp. Illustrated articles and advertisements. Multiple paper stocks. Covers are Lithographic printed original designs by featured artist and author Lucian Bernhard. Spine junctures worn and fragile. Mild damp staining to lower edge of the first few leaves, so a good copy only.
5.5 x 7.75 perfect-bound Digest with 48 pages of articles divided into two distinct sections: Section One [pages 1-24]: Lucian Bernhard - Matter of Applied Arts by Percy Seitlin; What’s Wrong with the American poster by Lucien Bernhard; Lucian Bernard, Calligrapher and Type Designer; The Making of a 24 Sheet Poster. Text and heads of the Bernhard section are set in Bernhard Booklet and Bernhard Tango.
Section Two [pages 25-48]: Editorial Notes; Bettman’s index - A Pictorial History of Civilization; Printer of ‘76; A Note on Book Collecting; PM Shorts; 50 Books of the Year - AIGA Annual Selection; Book Reviews. PM Shorts mention: Roland T. Wental, Evelyn Madsen and Godfrey Gaumberg. Books Reviewed: Chronology of Books and Printing - by David Greenhood and Helen Gentry.
This issue devotion to Lucian Bernhard [Germany, 1883 – 1972] was the first time an American graphic arts publication had devoted itself to profiling a foreign designer. This insert reproduces Bernhards posters, trademarks and logotypes. Lucian Bernhard's career began after winning the poster competition for Preister Matches in 1905.
His early work, for such clients as Manoli Cigarettes and Stiller Shoes, is noted for their simple images and dramatic use of flat color against pale, monochrome backgrounds. In 1920 he was appointed as the first professor of poster design at The Akedemie der Kunst, Berlin. He was also a co-founder of the magazine Das Plakat a predecessor of Gebrauchsgraphik.
He moved to New York in 1923. His success as a poster designer enabled him to successfully bridge into type design, furniture design as well as fashion and packaging design. His type designs include Bernhard Antiqua, Bernhard Fraktur, Bernhard Roman, Bernhard Cursive and Bernhard Brush Script for the Bauer Type Foundry. Once in the United states he designed Bernhard Fashion, Bernhard Gothic and Bernhard Tango for the American Type Foundry. After 1930 he turned his attention to sculpture and to painting. In 1997 he was awarded the AIGA medal.
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.