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Streamliner - Raymond Loewy and Image-making in the Age of American Industrial Design (Hardcover)
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Streamliner - Raymond Loewy and Image-making in the Age of American Industrial Design (Hardcover)
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The true story of Raymond Loewy, whose designs are still celebrated
for their unerring ability to advance American consumer taste. Born
in Paris in 1893 and trained as an engineer, Raymond Loewy
revolutionized twentieth-century American industrial design.
Combining salesmanship and media savvy, he created bright, smooth,
and colorful logos for major corporations that included Greyhound,
Exxon, and Nabisco. His designs for Studebaker automobiles, Sears
Coldspot refrigerators, Lucky Strike cigarette packs, and
Pennsylvania Railroad locomotives are iconic. Beyond his timeless
designs, Loewy carefully built an international reputation through
the assiduous courting of journalists and tastemakers to become the
face of both a new profession and a consumer-driven vision of the
American dream. In Streamliner, John Wall traces the evolution of
an industry through the lens of Loewy's eclectic life, distinctive
work, and invented persona. How, he asks, did Loewy build a
business while transforming himself into a national brand a half
century before "branding" became relevant? Placing Loewy in context
with the emerging consumer culture of the latter half of the
twentieth century, Wall explores how his approach to business
complemented-or differed from-that of his well-known
contemporaries, including industrial designers Henry Dreyfuss,
Walter Teague, and Norman Bel Geddes. Wall also reveals how Loewy
tailored his lifestyle to cement the image of "designer" in the
public imagination and why the self-promotion that drove Loewy to
the top of his profession began to work against him at the end of
his career. Streamliner is an important and engaging work on one of
the longest-lived careers in industrial design.
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