(Sutnar, Ladislav).
  • (New York, NY): Business Week, (1961).
  • 4to
  • since broadside, folded once
  • 4-panel fold-out

Price: $10.00  other currencies

Order Nr. 138684

This reprint of the article which was featured in Business Week, August 12, 1961. A fine copy. The article announces the exhibition of Ladislav Sutnar's work at the Pepsi-Cola Building in New York hosted by the American Institute of Graphic Arts. Black and white illustrations of the exhibition.

Ladislav Sutnar (1897 - 1976) has won acclaim both in Europe and the United States. After leaving Nazi-occupied Czechoslovakia, he was the Chief designer for Czechoslovakia at the 1939 World's Fair. After one desperate year of looking for a job in New York, in 1941 Ladislav Sutnar met Knud Lönberg-Holm,the Danish-born architect who was director of Research at Sweet's Catalog Service. Holm hired Sutnar as art director. Sweet's Catalog Service was the producer of trade, construction,and hardware catalogs that were distributed to businesses and architects throughout the United States. Sutnar and Holm radically transformed the organization and presentation of technical and commercial information. Although he is uncredited, his contributions to business organization benefited society, which included creating a user-friendly telephone directory by implementing parenthetical area codes.

Mildred Constantine wrote about Sutnar in 1961: " There is a force and meaningful consistency in Sutnar's entire body of work, which permits him to express himself with a rich diversity in exhibition design and the broad variations of graphic design. Sutnar has the assured stature of th integrated designer."

Sutnar said "If a graphic design is to elicit greater intensity of perception and comprehension of contents,the designer should be aware of the following principles: 1) optical interest,which arouses attention and forces the eye to action; 2) visual simplicity of image and structure allowing quick reading and comprehension of the contents; and 3) visual continuity, which allows the clear understanding of the sequence of elements."