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Airline Visual Identity 1945-1975, by M.C. Huhne
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A super stylish journey: The ultimate sourcebook for the best airline graphic design
This edition rounds up the most imaginative, influential and surprising designs of the airlines' commercial art from the “golden age of flying.” Arguably no other book has been produced with such technical sophistication in recent years. It provides an unprecedented outline of the development of the visual identities of thirteen pioneering airlines, combining innovative research and stunning, museum-like presentations of hundreds of spectacular aviation posters, other illustrations and photos.
Conceived by some of the world's top creative minds, such as Ivan Chermayeff, Otl Aicher, Massimo Vignelli, Academy Award winner Saul Bass, or advertising titan Mary Wells Lawrence, the designs found in the book's case studies also illustrate the shift from traditional methods of corporate design and advertising to comprehensive modern identity branding programs which took place in the same period.
To reproduce all of the images as precisely as possible, a total of seventeen different colors, five different varnishes, and two different methods of foil printing and embossing were used. The result is a book of exceptional vivacity that pushes the limits of modern art printing technology. The Premium Edition has received glowing reviews in leading media around the world, including The New York Times, Newsweek, CNN, New Republic, Slate, Adweek, and dozens of others in the United States, France, Britain, Germany, China, Japan, Switzerland, Austria, Australia, Spain, Italy, Norway, etc.
- Sales Rank: #461993 in Books
- Brand: Huhne, M. C.
- Published on: 2015-05-07
- Format: Deluxe Edition
- Original language: English
- Number of items: 1
- Dimensions: 16.10" h x 2.37" w x 12.20" l, .0 pounds
- Binding: Hardcover
- 436 pages
Review
Perhaps the most handsome book published in the Western world in the past two years. (Newsweek, November 8, 2015)
A meticulous overview of the vivid posters and design elements of the leading airlines. (New York Times, August 27, 2015)
A tactile blend of matte stock, gloss, foil and neon-accented finery, Matthias C. Huhne's book is a meticulously amassed gem that's sure to be adored by spotters and designers alike. (Monocle, March 17, 2015)
About the Author
Matthias C. Hühne: the author is a property developer and owner of Callisto Publishers. His primary occupation since graduating from Harvard College in 1989 has been the development of high quality commercial and residential real estate projects. Hühne left his position as project manager with U.S. real estate pioneer Gerald D. Hines to found his own award-winning development company in 1996, and an architectural services firm a few years later. He collects and supports modern art as well as North American native art, and takes a special interest in commercial design and the history of architecture. So far, Huhne's books have received numerous glowing reviews in leading media around the world.
Most helpful customer reviews
12 of 12 people found the following review helpful.
How the jet age of the airlines and brand identity need one another
By Joseph May
This book is an insight and education beyond measure. Matthias C. Hühne can only be an inspiring author since he is an art connoisseur as well as professional developer—both characteristics requiring deep knowledge combined with expansive as well as interpretive thinking. Airline Visual Identity: 1945-1975 shows his talent and dedication to an unsung but fundamental force in the airline industry—branding identity. After an insightful and delightfully concise (the words which are needed and no more) preface explaining how today's brand identity strategies differ from yesterday's singularly dimensional advertising campaigns Hühne gets right to it.
His thorough research yields an impressive book not only in size (~12” x ~18”) and heft (~14 pounds) but in detail and unbiased coverage. There is no reaching only for the low fruit here. Airline Visual Identity: 1945-1975 may first appear as if it is firmly in the coffee table section of the local bookstore, and it would enhance anyone's coffee table considering its production values, but it also fits equally well in the same caliber as the Oxford English Dictionary with its unbiased presentation as well as interpretation of this important era of airline development as well as advertising paradigm shift.
Prior to World War II the airline industry flew propeller driven aircraft laden with affluent customers. Hühne wonderfully describes how Juan Trippe (the driving force behind Pan Am) set the mold for the airline industry which still predominates today with uniforms, jet airliners, wide-bodied airliners and opening the customer base to all economic niches. He also interestingly, and kindly, notes how Howard Hughes nearly ruined TWA by moving too slowly to jet airliners. There is so much more and Hühne's encompassing path takes us through these chapters:
Pan Am
TWA
United Airlines
Continental Airlines
American Airlines
Braniff International
Canadian Pacific Airlines
Japan Airlines
Aeroflot
Swissair
Air France
Lufthansa
British Airways
Maps and Statistics
Each chapter is filled with information about branding identity decisions (e.g., adding a new airliner type to the fleet), artists, visual technology and changing economic perspectives. There are more airlines to be sure but Hühne has selected these representative thirteen of the industry of the times. The last chapter has eye-opening as well as enlightening drawings of the airline routes through the decades not to mention the passenger statistics by airline through time. Airline Visual Identity: 1945-1975 has a fantastic number of artful posters as well as some excellent photos as well as a thorough index.
Callisto Publishers (based in Berlin Germany) is a well known and leading publishing house for the arts and has matched Hühne's passion and dedication with production values far beyond the norm of book publishing. Colors are spot-on accurate (some images require more than one printing), several varnishes and not one but two foil printing techniques. The price of the book is in keeping with these production values, as well as the work of Hühne. Airline Visual Identity: 1945-1975 is a powerful and standard setting book which belongs in commercial art, commercial photography, marketing curricula as well as college libraries — as well as an historian's personal library since the advertising paradigm shift so closely parallels the evolution of the jet age in the airline industry and as Hühne eloquently shows their paths are as closely intertwined as the twigs of a bird nest.
Callisto Publishers loaned a digital file of this book as an opportunity for an objective review.
6 of 6 people found the following review helpful.
A visually superb history of some of the great airlines through their respective posters and advertising
By Rointon G Nugara
A visually superb history of some of the great airlines through their respective posters and advertising. It also harkens back to an era when air travel was stylish and aspirational, and far less of a commoditised service as it is today. Hopefully there'll be a second book covering other great airlines such as Qantas, KLM, Singapore Airlines, SAS, etc.
2 of 2 people found the following review helpful.
Gorgeous and Informative
By Jam-i
Stunning graphic history of airline advertising art, livery and identity. Spectacular images and fascinating narrative of the history/development of major US and foreign airlines during the heyday of art/illustration. Big book well worth the price and deserving of the praise heaped on it by others.
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