ABSTRACT
Beyond the presence of a logo, a marketer’s design graphics and its advertising rarely coincide. A singular exception involved the work of Louis Dorfsman for CBS, which in the 1960s achieved a unity of design that embraced everything from cardboard coffee cups to architecture to advertising. Dorfsman’s work for CBS made a vital contribution to the advertising movement of the 1960s known as the “creative revolution.” As the man principally responsible for the design, comprehensiveness, and impact of CBS graphics, Dorfsman brought an imaginative use of typography and illustration to the business. His approach significantly influenced the work of Doyle Dane Bernbach, Ogilvy & Mather, Carl Ally, Inc., and other leading ad agencies that developed strong reputations in print and design layout.
