Editor: Paul Rand Publisher: Wittenborn and Company Publication: 1947, First Edition Binding: Hardcover, section sewn Pages: 160 Size: 218 x 270 Text: English Design: Paul Rand Feature(s): Personal (signed) copy of Walter Baum
This copy is signed by Walter Baum in the first end page. Walter Baum was a German type designer, graphic artist and teacher. Baum trained as a typesetter from 1935 to 1939. He resumed his studies after World War II before becoming head of the graphics studio at the Bauer Type Foundry in 1948.
(Preface) 'This book attempts to arrange in some logical order certain principles governing contemporary advertising design. The pictorial examples used to illustrate these principles are taken from work in which I was directly engaged. This choice was made deliberately, and with no intention to imply that it represents the best translation of those principles into visual terms. There are artists and designers of great talent whose work would be perhaps more suit- able. But I do not feel justified in speaking for them, nor secure in attempting to ex- plain their work without any possibility of misrepresentation. This is not to say that this book is purely the result of my efforts alone. I am indebted to many people-painters, architects, designers of past and present-for many theories and concepts. Many philosophers and writers, particularly John Dewey and Roger Fry, have helped to crystallize my thinking on the subject, and to accelerate such progress as I have made. I have tried to pay my debt by quoting some of them.'
Condition: Very Good. All titles are used and show shelf ware consistent with age. Light rubbing and soiling to cloth boards, slight fading to spine. Small tear to head and foot of spine. Light tanning to outer edges of interior pages, otherwise clean. Please contact me for further information on condition.
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