Tuesday, July 12, 2011

George Giusti: "Art is art."

Take a look at the image below... what do you see? Illustration? Graphic design? Fine art? All three?


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To its creator, George Giusti, it was simply art. Giusti disdained the labeling of work as either commercial or fine art. "Art is art," said George Giusti, whatever its expressed intention.

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George Giusti was born in 1908 in Milan, Italy of a Swiss father and an Italian mother. He studied art at the Brera Academy of Fine Arts with the intention of becoming a painter... but upon graduating he was offered a position at a Milanese ad agency, and found the work to his liking. He stayed for three years doing graphic design and illustration. Giusti then moved to - first one, then another - Swiss advertising and design firms before opening his own studio in Zürich, which he operated for seven years.

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In 1938 Giusti came to America...

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... where he immediately received several excellent commissions, convincing him to stay. The artist's design-inspired brand of realism quickly became popular with advertising, book and editorial clients.

Below: Award of Distinctive Merit, NY Art Directors Club, 1946

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Below: Award of Distinctive Merit, NY Art Directors Club, 1953

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Giusti is perhaps best remembered for his many covers for Fortune...

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... and Holiday magazines.

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He was also a sculptor and an architect. He built his home in Connecticut from Weathering steel and glass, with only man-made materials throughout. Steel and other types of metal fascinated Giusti.

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Many of his drawings and painting were of metal objects...

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... or incorporated photographs of metal sculptures he had built.

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For a time he actually crafted metal caricatures of famous people like Pope Paul VI, Richard Nixon, Mao Tse-tung, Edward Heath, Golda Meir and Mick Jagger.

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There's no denying that George Giusti had a unique way of looking at the world - and that he invited us, as viewers, to share in his distinctive interpretation of reality.

Illustration by George Giusti

That interpretation was aptly described in 40 Illustrators and How They Work as a "more than photographic reality."

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The article continues, "the artist who thinks of reality in terms of photographic naturalism loses the edge that a skillful artist has on the camera."

"The artist who subordinates design to exactitude is no more than a glorified retoucher."

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I've been thinking a lot about illustration, art and design... where its been and where its going...

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... and I'm becoming increasingly convinced that artists like George Giusti had it right. At a time when illustration (especially illustration that was largely within the realm of "photographic naturalism") was about to be displaced by actual photography as the default choice for the majority of commercial art assignments, artists who shared Giusti's philosophy of interpreting reality through design-based picture-making not only survived - but thrived.

Half a century later, this is more true than ever. If you want to be successful as a creative today, you can't narrowcast yourself. What do you think?

* Thanks to Sandi Vincent for allowing me to use her "Modern Packaging" scan in today's post. The two Time magazine covers are from the Time Cover Archive.

* There is an extensive George Giusti biography here. There's a nice collection of Giusti's book cover designs here.

Friday, July 08, 2011

From Ben Shahn to Bob Peak - and Beyond. What's the Connection?

I'll try to explain next week.

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But feel free to comment if you do (or don't) see where I'm going with this.



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Wednesday, July 06, 2011

Ben Shahn 'Gets Real'... Do You?

I want to explore the subject of Ben Shahn's work further, but on Monday I deliberately interjected the story of Norman Rockwell's 'Four Freedoms' because I wanted to draw attention to a couple of interesting points that were related in that anecdote:

One; that the officer in charge of commissioning posters for the Office of War Information rejected Rockwell's proposal because he was "an illustrator" and the department had decided to use only fine artists, "real artists", for their poster assignments during WWII.

Two; that in the opinion of Saturday Evening Post editor Ben Hibbs, Norman Rockwell had created "great art" in the making of 'Freedom of Speech' and 'Freedom of Worship' - although Hibbs felt Rockwell would disagree because "he has always modelled himself an 'illustrator' with no pretensions of fine art."

The "pretensions of fine art"... "real artists"...

How the world perceives fine art vs. illustration and how artists perceive themselves in their capacity as visual communicators continues to frustrate and fascinate me.

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Based on the excellent, thought-provoking discussion that transpired on the last Ben Shahn post (and which I hope will continue on this one) many people, like the officer at the War Information department, have too narrow a definition of fine art and illustration and their relative merits.

It strikes me that most people don't 'get' what "real art" is or who "real artists" are. It strikes me that many people seem to have some pretty unrealistic expectations of both art and artists and the relative merit and quality of their work.

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I remain unsure if Ben Shahn considered himself a fine artist or an illustrator - despite all I've read by and about him - or, quite frankly, if it would even have mattered to Shahn.

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I do know that he considered himself a realist (no doubt Norman Rockwell considered himself one as well) and that realism was a 'trending topic' in both fine art and illustration during the mid-20th century.

The January 1953 issue of Art Director & Studio News offered both an observation and a prediction about trends in commercial art at that time...

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... a trend toward realism.

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Further on in that same issue, a survey of industry professionals in major art markets across America confirmed the editors' opinions...

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Illustration was becoming increasingly realistic.

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Later that same year Ben Shahn wrote an article in Look magazine wherein he challenged the accepted definition of what qualifies as "realism."

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As requested by one reader, here is that article in its entirety. I think it conclusively describes Shahn's position on the subject of realism.

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To summarize I'll quote Bill Koeb from the previous Ben Shahn post's comment section: "Before there were lenses, and long before there were cameras, what was considered "real" was very different. Realism is what you draw, not how you draw."

The following year, in Life magazine, Shahn's work was the subject of a major multi-page, full-colour article. If there was any doubt that Ben Shahn was a driving force in American art at that time, the glowing description of Shahn stature in both the Look and Life magazine articles should put them to rest.

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I find it particularly amusing that Shahn's work is described as "too photographically realistic"!

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Readers who participated in last week's discussion on Ben Shahn shared so many interesting perspectives. Here are a few more that came to me via personal emails -- and then a few thoughts of my own...

Anita Virgil, whom I quoted in last week's Ben Shahn post sent this note:

"What a fantastic writeup on Ben Shahn you give your readers! But I must address those Doubting Thomases out there who would denigrate or question Shahn’s different approach to expressing emotion via design and utter simplicity, I refer them to his own words from his classic, The Shape of Content, (Vintage Book, 1957) -- a must for every artistic individual to absorb."

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"They appear in his section “On Nonconformity” p. 88:"

“But it seems to be less obvious somehow that to create anything at all in any field, and especially anything of outstanding worth, requires nonconformity, or a want of satisfaction with things as they are. The creative person -- the nonconformist — may be in profound disagreement with the present way of things, or he may simply wish to add his views, to render a personal account of matters.”

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Contrasting that viewpoint, Tom Watson sent the following:

"Your Ben Shahn post fired up an interesting and varied viewpoint on his influence and the '50s, '60s illustration scene. It was quite controversial even when I was in art school. Ben Shahn was either loved and embraced or hated and scorned. I think his simplicity of composition and unusual point of view in these examples are worthy of the influence they generated, but some of his stuff was too crude and primitive looking for my personal taste in illustration technique. IMO there needed to be and was a separation between fine arts and illustration, even though they began spilling over into each other's territory. Illustration required some restriction and control in order to communicate to all targeted viewers."

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At least one commenter from last week would counter Tom's assertions by saying that Shahn was many things - but he was not an illustrator - therefore he was not bound by the implied standards of professional conduct expected of the commercial artist. Personally, I reject the notion that Shahn was not an illustrator (and if he was, so what?).

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As a visual communicator, the illustrator's job is to use his creativity to solve a client's communications challenges. That process often means undertaking work where one's own creativity takes a back seat to the client's needs and wishes. Although I'm sure Ben Shahn was selective about many of the assignments he chose to work on, he was not above doing work that asked little more of him creatively than his distinctive style.

This ad for Fortune magazine's subscription page, for instance...

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... or this article about business trends in paperback publishing...

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... or this DPS ad for the State of Israel, all of which really asked nothing more of Shahn than to decorate the page with appropriate illustrations in his distinctive style.

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Shahn's work appeared regularly in trade publication ads for the '50s graphic arts service, Jobs Unlimited, suggesting his relationship with the graphic arts community - the commercial art community - was a sincere one.*

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Just a few examples of how Ben Shahn was perfectly willing to provide professional service for payment as a journeyman illustrator and, in so doing, he demonstrated a realistic attitude about his role as a visual communicator (as well as his own brand of stylistic 'realism').

Its a complex subject - and as with so many other aspects of art and picture-making, one that's hard to quantify or to draw definitive conclusions about.

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Personally, I believe Ben Shahn 'got' real... the question remains, do you?

* Thanks to Heritage Auctions for the use of the first two scans in today's post.

* Ben Shahn was posthumously inducted into the Society of Illustrators Hall of Fame in 1994.

Monday, July 04, 2011

Norman Rockwell's Four Freedoms: "Maybe this country needs a bit of Fourth of July the year round."

During WWII Norman Rockwell, being too old to enlist, decided that the best way he could contribute was to do posters for the government. To that end he devised the concepts for "The Four Freedoms," based on the Atlantic Charter proclamation issued by Roosevelt and Churchill.

But despite his best efforts, no government official in any department was interested. After many rejections Rockwell found himself making once last appeal; to the Office of War Information "or, to speak plainly," wrote Rockwell in his autobiography, "the propaganda department."

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"I showed the Four Freedoms to the man in charge of posters but he wasn't even interested. "The last war you illustrators did the posters," he said. "This war we're going to use fine arts men, real artists."

Finally, almost coincidentally, Rockwell showed the Four Freedoms to Saturday Evening Post editor Ben Hibbs, who immediately, enthusiastically commissioned their completion. "Drop everything else," said Hibbs, "just do the Four Freedoms. Don't bother with Post covers or illustrations."

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Rockwell spent six months on the four paintings. 'Freedom from Want' and 'Freedom from Fear' (both above) came quite easily... but he struggled tremendously with 'Freedom of Speech' and 'Freedom of Worship' (below), wanting to make his feelings on these subjects abundantly clearly to all those who would eventually see them. Rockwell painted and repainted these two pieces until he was satisfied he had "boiled it down into a clear, precise statement."

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When the Four Freedoms were done, "The results astonished us all." Wrote Saturday Evening Post editor Ben Hibbs. "Requests to reprint came in from other publications. Various Government agencies and private organizations made millions of reprints and distributed them all over the world."

"The Treasury Department took the originals on a tour of the nation... to sell war bonds. They were viewed by 1,222,000 people in 16 leading cities and were instrumental in selling $132,992,539 worth of bonds."

"'Freedom of Worship' and 'Freedom of Speech' hang in my own office, and I love them. They are a source of daily inspiration to me - in the same way that the clock tower of Old Independence hall, which I can see from my office window, inspires me. If this is Fourth of July talk, so be it. Maybe this country needs a bit of Fourth of July the year round."

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Hibbs continued, "Visitors... always exclaim over these paintings. They marvel at the depth of feeling which Norman was able to build into those pictures. Many people have asked me whether I regard the 'Freedom of Worship' and the 'Freedom of Speech' as great art. I do. Norman himself probably would disagree.

"He has always modelled himself an 'illustrator' with no pretensions of fine art."


* The Four Freedoms, as reproduced in today's post, appear courtesy of the Norman Rockwell Museum

Freedom from Want, Norman Rockwell. 1943. Oil on canvas, 45 ¾ x 35 ½" Story illustration for The Saturday Evening Post, March 6, 1943 ©1943 SEPS: Licensed by Curtis Publishing, Indianapolis, IN From the permanent collection of Norman Rockwell Museum

Freedom from Fear, Norman Rockwell. 1943. Oil on canvas Story illustration for The Saturday Evening Post, March 13, 1943 From the permanent collection of Norman Rockwell Museum ©1943 SEPS: Licensed by Curtis Publishing, Indianapolis, IN (S569)

Freedom of Speech, Norman Rockwell. 1943. Oil on canvas, 45 ¾” x 35 ½” From the permanent collection of Norman Rockwell Museum ©1943 SEPS: Licensed by Curtis Publishing, Indianapolis, IN Story illustration for The Saturday Evening Post, February 20, 1943

Freedom of Worship, Norman Rockwell. 1943. Oil on canvas, 46” x 35 ½” Story illustration for The Saturday Evening Post, February 27, 1943 ©1943 SEPS: Licensed by Curtis Publishing, Indianapolis, IN From the permanent collection of Norman Rockwell Museum