PORTFOLIO A MAGAZINE FOR THE GRAPHIC ARTS [with:] PORTFOLIO THE ANNUAL OF GRAPHIC ARTS [Whole numbers 1 & 3]
1951·Cincinnati & New York
by Brodovitch, Alexey [art director]
Cincinnati & New York: Zebra Press & Duell, Sloane & Pearce, 1951. Two numbers (of three published). Small folio (33 x 25.5 cm). Typographically decorated wrappers. Heavily illustrated with photographs, tipped-in extras, drawings, etc. Light edgewear and a couple of nicks to wrappers of first issue, some tanning at edges and significant loss to the spine covering of the second number (as often), light dusting to endsheets, but a very good copy of the 1st number, and apart from the almost inevitable chipping to the spine, a very good copy of the third and last number. Edited by George S. Rosenthal and Frank Zachary, with Brodovitch in charge of art direction and design. PORTFOLIO represented a substantial achievement for its time, showcasing the graphic and fine arts, both historical and contemporary, with contributions by, or articles about, many of the current and past innovators (Rand, Shahn, Bodoni, Kauffer, Penn, Avedon, Steinberg, Calder, Cartier-Bresson, et al). Eschewing advertisements in favor of content, PORTFOLIO's high production costs, without the benefit of advertising income, resulted in its early demise. The 3d glasses that accompanied the article on stereoscopy in the 3rd number are still present. "Besides his achievements at [Harper's] Bazaar, Brodovitch's legacy as a publications designer includes the short-lived but influential magazine Portfolio, three issues of which were published in 1949 and 1950. A flashy, innovative quarterly aimed at the design profession, Portfolio contained profusely illustrated feature on Alexander Calder, Charles Eames, Paul Rand, Saul Steinberg and others, as well as articles surveying the graphic variations of cattle brands and shopping bags. As art editor, Brodovitch helped conceive the magazine's contents, as well as creating its distinct design with the help of die-cuts, transparent pages, multi-page fold outs and other elaborate (and expensive) graphic devices" -- A. Grundberg, AIGA web biography.
(Inventory #: WRCLIT76585)
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