The American Design Adventure, 1940-1975

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MIT Press, 1988 - Architecture - 446 pages
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The American Design Adventure continues the fascinating and detailed examination of industrial design begun by Arthur Pulos in American Design Ethic. The first volume discussed and illustrated the objects and artifacts, the major designers and schools of design from Colonial times to the 1940s. This second splendidly illustrated volume carries the story into the heroic era of American industrial design, from the 1940s to the 1970s.

These were the decades of American industrial design's dominance, when special exhibitions and world fairs made design a subject of national pride. Big business realized the influence that trademarks, packaging, and corporate identity programs could have on their bottom line, and the world of fashion created a consumer demand for name brands and well designed products. Industrial design flourished under the capable hands of Raymond Loewy and Charles Eames, while corporations like IBM, RCA, Herman Miller, and Knoll were sponsors of the great American design adventure.

The extraordinary collection of illustrations that Pulos has assembled documents all of these important design trends while evoking the nostalgia of the 50s and 60s when Pop and Rock held sway.

Pulos probes all aspects of industrial designers and their work - in education and private corporations, in professional organizations and governmental agencies. He also covers prefabricated housing, graphics, manufactured products from the exotic to the pragmatic, and public systems from the sociopolitical to the economic.
  

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The American design adventure, 1940-1975

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In this engaging study of American industrial design from the 1940s to the 1970s, industrial designer/educator Pulos provides a comprehensive picture of the birth and growth of industrial design as a ... Read full review

Contents

Preparing for War
11
The Housing Front
29
The Search for Modern Living
50
Show and Tell
68
Design and Domestic Elegance
109
Better Design for Better Living
122
Training and Education
163
Finding Common Cause
181
The Design Olympics
248
The Marketplace
265
The Package and the Public
280
The Challenge of Plenty
296
Recreation and Travel
316
Transportation Private and Public
362
Titanium Skies
394
The Form of Tomorrow
416

The Design Profession
196
A Global Network
209
The Open Door
224
Acknowledgments
431
Copyright

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About the author (1988)

Arthur J. Pulos is chairman emeritus of the department of design at Syracuse University, president of Pulos Design Associates, past president, board chairman and fellow of the Industrial Designers' Society of America and past president and now senator of the International Council of Societies of Industrial Design.

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