 |
| princeton.edu |
Thomas Maitland Cleland (1880-1964) was one of the first art directors and a designer skilled in virtually every aspect of publishing — fine art, graphic art, typography, writing, editing and printing. He was exacting and a perfectionist, and expected others to meet his own standards. And while he could frustrate others because of his demanding standards, he was also known for a good sense of humor.
 |
| American Type Founders Co. |
T. M. Cleland entered The Artist-Artisan Institute of New York at age 15 and rose quickly in the printing world because of his fine sense of ornamentation.
 |
| Are you reading this, Gina? | American Type Founders Co. |
|
 |
| aaknopf.tumbler.com |
Alfred A. Knopf was a great admirer of Cleland's work.
 |
| American Type Founders Co. |
Do you remember the toy chests that my father decorated in my November posting of family photographs,
here? He was inspired by the design above, by Cleland.
Cleland designed several typefaces. He's probably best known for Della Robbia, designed in 1903 and still in popular use today. Around the same time (1907-1908), he became the art director of
McClure's Magazine and completely redesigned it.
 |
| Westvaco Paper Corporation |
A hallmark of Cleland's advertising work is incredible attention to detail (which you'll also see in the paintings I share). Below is a detail from this Westvaco printing magazine ad.
 |
| click to enlarge |
I find it interesting that Cleland imbued such tiny characters with personality, from the little boy on the left turning to talk to his mother, to the man on the right who appears to be hiding behind a tree!
 |
| saturdayeveningpost.com |
Cleland created ads for many prestigious companies, including Cadillac. Here he appears to have painted Monte Carlo in the background.
 |
| www.flckr.com/people/americanvintagehome/ |
This 1928 Cadillac ad is a masterpiece of composition, with the stairs and shadows all pointing to the car. Look at all the flat neutral planes, and then the reflectiveness of the car.
 |
| Westvaco Paper Corporation |
I like this Cadillac ad by Cleland for the wonderful Art Deco treatment of the trees. There's an expression in advertising that sometimes you sell the steak and sometimes you sell the sizzle. Here, the emphasis is not so much on the car as it is on an easy lifestyle.
 |
| click to enlarge | frankzumbach.wordpress.com |
This image shows what a master of watercolor Cleland was — I believe it's entitled
Romance.
 |
| click to enlarge | veatchs.com |
 |
| click to enlarge | Westvaco Paper Corporation |
Cleland seems to have excelled in painting panoramic views; above is a detail of a larger painting.
 |
| peterharrington.co.uk/blog/fortune/ |
As its first art director, Cleland designed
Fortune magazine, and illustrated its first cover. (Note that at the height of the Depression,
Fortune cost one dollar!) Cleland also did a typographic redesign for
Newsweek.
 |
| click to enlarge | princeton.edu |
This delightful map shows Cleland's sense of humor, and I especially enjoy the wording of the map's cartouche.
 |
| georgemacyimagery.files.wordpress.com |
This 1961 title page indicates that Cleland was in demand into his 80s, and I find it interesting that it harkens all the way back to his early printing ornament designs.
Thomas Maitland Cleland died in 1964, and in 1978 was elected to the Art Directors Club Hall of Fame.
 |
| linotype.com |
.
Cleland designed several typefaces. He's probably best known for Della Robbia, designed in 1903 and still in popular use today. Around the same time (1907-1908), he became the art director of McClure's Magazine and completely redesigned it.
No comments:
Post a Comment