Typographie

1958 · 4465 — New York: Lester Rossin Associates 1958. Very good. 4to 295 x 230 mm. Original 4-flap portfolio of brown pictorial paper containing three folders of bifolium sample illustrations designs and photographs loose as issued collated complete. Portfolio margins and folds with a little wear and creasing contents in excellent state. "MAD MEN" ERA GRAPHIC DESIGN BEING A PROMOTIONAL PORTFOLIO FOR A NOTED NYC ADVERTISING AND MARKETING AGENCY. THE PORTFOLIO IS ITSELF INGENIOUSLY DESIGNED AND THE CONTENTS PRESENT A "STABLE" OF INTERNATIONALLY RECOGNIZED ILLUSTRATORS DESIGNERS AND PHOTOGRAPHERS INCLUDING RAY PROHASKA AND D. STONE MARTIN. <br /> <br /> Lester Rossin is recognized as being one of the original "Mad Men" an elevated advertising art and marketing firm that thrived in the 1950s and 1960s. Offered here is an original portfolio of design work that was no doubt distributed to potential clients. The portfolio was designed by Clifford Condak and contains three color-coded folders with samples from the firm's three divisions. The folders are: Illustrators blue folder with a circle: 13 samples; Photographers green / square: 4 samples; and Designers red / triangle: 6 samples. Each folder bears the names of the individuals whose work was contained therein. <br /> <br /> On the front of the portfolio is an extraordinary "raison d'etre" by the firm which bears reprinting:<br /> <br /> "Design is the basis of a creative illustration.<br /> Whatever the medium<br /> message or technique only a<br /> heightened sense<br /> of design will raise the work from craftsmanship to<br /> the level of art. This is our belief.<br /> It is the basis of our<br /> achievement the discipline of<br /> our daily work<br /> and the guarantee of our future."<br /> <br /> On the back of the portfolio is a long list of the company's "Distinctions" including "Bests" at the 1957 International Poster Annual and the American Institute of Graphic Arts. Here the potential client is informed that "In the past 12 months we have designed and produced art for 2198 advertisers 1561 mailing pieces and 932 point-of-sale units." <br /> <br /> On the upper cover is the statement that this "First in a series"; no other subsequent portfolio has been located by us and not even this one is listed in WorldCat. Lester Rossin Associates unknown