Graphic Designers in the USA 1: Louis Danziger, Herb Lubalin, Peter Max, Henry Wolf

(Preface) 'The problems facing the graphic designer are quite different from those facing the artist, who deals essentially in the private image. The designer's work is public and must appeal to the public; his commissions are largely specific: his function is to provide information, entertainment, and aesthetic pleasure.

This is the belief of Louis Danziger, who was born in New York in 1924 and whose work has been shown in every major advertising design exhibition in the United States. Danziger is one of the four internationally known designers whose work forms the subject of this book. Each has his own viewpoint and each view point bears the unmistakable imprint of the designer of genius.

For Herb Lubalin, design is only one part of communication, and the designer must understand his role in the total communication effort alongside copywriters, art directors, packaging, point-of-sale and promotional experts. Born in New York in 1918, Lubalin has a wide range of international connections in the design field, including his London studio, Lubalin Maxwell.

Peter Max sees himself as a man with a mission: to take art away the galleries, to show that art is everywhere, and every virgin surface a potential work of art. Religion, mythology and oriental symbolism pervade his designs, which find their inspiration in nature and its structures. Max spent his childhood in Shanghai and, after a sparkling career in advertising in the United States, became president of the Peter Max Company in 1970.

Henry Wolf believes that there is now much greater scope for the designer of originality: the public can be given what it ought to have, not what it thinks it wants. "Phoniness," he says "no longer gets you anywhere." Wolf, born in Vienna in 1925, came to the United States in 1941, and numbers among his many achievements the design of the original format of Show and the redesign of Esquire.

Each designer has supplied a short statement of his aims and biography. Further comment is left to the work itself, set out in a long series of plates, many in colour.

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