Michael Kamens
5/12/09
Louis Dorfsman Life as a Graphic Designer
Louis “Lou” Dorfsman was a renowned graphic designer. His legacy includes overseeing every aspect of the advertising and corporate identity for the Columbia broadcasting system (CBS). He passed away on October 22, 2008 and his work speaks for itself. His work, personal life and creative background will be discussed and inform just how essential Lou Dorfsman was to the field of graphic design.
He was born in 1918 on the Lower East Side of Manhattan. Even though he was an American his parents were immigrants from Poland. Dorfsman originally wanted to attend New York University and study science. Unfortunately his parents were unable to afford the tuition. He went to Cooper Union because the tuition was free and there were plenty of art and design courses; he graduated in 1939. This was the best thing that could of happened because had he attended NYU he could possibly not have discovered graphic design.
Upon graduation some of his design jobs included making displays for the 1939 New York Worlds Fair. He served in the United States Army during WWII where he used his design skills. The crux of his service to graphic design was his work at CBS.
He joined CBS as an art director for its radio networks. Based on CBS’s hiring decisions it was clear that Frank Stanton, the CBS President at the time, understood that sophisticated designs could lead to better business for the company. He also hired William Golden as the overall art director in 1951. He was the one who designed the now famous CBS eye. This is now one of the most recognizable logos in graphic design and the world. According to the New York Times, “Mr. Dorfsman not only extended Golden’s aesthetic by combining conceptual clarity and provocative visual presentation, but developed his own signature style of graphic design. Unlike so many product advertisements created by Madison Avenue, which in the 1940s and ‘50’ were visually mundane and text heavy, Mr. Dorfsman’s designs featured clear typography, simple slogans and smart illustration.” Even with someone ahead of him professionally, Dorfsman was still recognized as someone special within the industry.
Dorfsman describes the working environment at CBS as, “…a designers hot-house, conducive to personal growth.” Lou Dorfsman professional position quickly arose. He became more powerful in graphic design and became a creative staple for CBS. When William Golden died in 1959, Lou Dorfsman was named creative director of CBS television. In 1964 he became the director of design for the entire Columbia Broadcasting system. Later on his title was senior vice president and creative director for marketing communications and design. The New York Times makes it clear that he maintained tight creative control. This ensured design continuity for the CBS logo. George Lois was someone who worked at CBS and considered Lou Dorfsman to be his mentor. Lois says, “He was the kingpin of the New York School of Design, a pluperfect, fearless, uncompromising perfectionist, and a father of corporate image in the world…”
Lou Dorfsman is responsible for many memorable additions to the design industry. One of his first advertisements was the full-page newspaper ad for “Of Black America”. This was the first network series on black history and showed a black man in black and white. Half of his face was painted with the stars and stripes of the United States flag with his eyes focused intently on the viewer. Not only was Dorfsman a talented designer but he was also a pioneer for race relations in the design community. When President Kennedy was shot the headline of the Newspaper ad read, “This is the bullet that hit both President Kennedy and Governor Connally. Or did it?” The picture that was ultimately used in the full-page ad was an extreme close up of a hand holding a bullet. This idea was further proof of how talented Dorfsman was. He also was considered the standard in broadcast advertising. When the first moon landing occurred, a special book was proposed. Dorfsman came up with a design for the cover that was supposed to look and feel like the moon’s surface. He designed sets for Walter Cronkite’s evening show and the “CBS Morning News”. He also created the ad that presumably saved the television show, “The Waltons”, from cancellation. The headline said, “This program is so beautiful it has to die.” This was such a popular ad that it ran in three newspapers. After this the show stayed on the air and towards the end of the season, it was the highest rated show on the CBS Network.
One of the most famous buildings in broadcasting was designed by the architect Euro Saarinen, but Dorfsman oversaw every detail of the graphics. The building’s cafeteria was a 35 feet wide by 8 ½ feet tall, of hand mille wood type that wed antique letterforms to modern aesthetics.
Like all great things, they must unfortunately come to and end. He stayed with CBS until Laurence Tisch assumed control of the company in the mid 1980’s and instituted cost cutting programs. However when Dorfsman left the company in 1991, William S Paley who was the former chairman of CBS, offered the job of creative director for the Museum of Broadcasting, which is now the world known, “Paley Center for Media”. It is interesting that someone whose niche was graphic design worked heavily in television. A book entitled Dorfsman and CBS was released documenting his life and a review of it from the New York Times said, “Leafing through this abundantly illustrated book, one is struck by the fact that television nurtured one of print’s most innovative graphic designers”.
Lou Dorfsman received many accolades over his life. He was inducted into the Art Directors Hall of Fame. He received the prestigious American Institute of Graphic Arts Medal for Lifetime Achievement. He was someone who had a large family. He had a wife, three children and one grandchild.
Every industry has their leaders. Film has Steven Spielberg and Martin Scorcese. Literature has Shakespeare and J.D. Sallinger. It is clear that after examining the life of Lou Dorfsman, he is a leader of the graphic design industry. He was a mentor, a pioneer and a true talent. His legacy can be seen in many logos and designs and his talent will never be forgotten.
Sources
Bierut, Michael. “The Four Lessons of Lou Dorfsman.” Design Observer 27 October 2008. http://www.designobserver.com/archives/entry.html?id=38840
Heller, Steven. “Lou Dorfsman, Design Chief at CBS, Dies at 90.” The New York Times 25 October 2008, N.Y. / Region
http://www.adcglobal.org/archive/hof/1978/?id=272
