George Lois
George Lois created quite the legacy for himself. He was one of the most successful creative advertisers in the 20th century. He was known for his 92 covers of Esquire magazine. In 1959 he worked at Doyle Dane Bernbach which was an advertising agency that gave birth to big idea thinking and the revolution of the industry. He believed that advertising was an art, not a science and that mediocre ideas need testing.
He created eccentric eye-catching designs, things that really made you stop and stare at the designs. From the grotesque designs of Mohammad Ali to Nixon getting a make-over, he was witty with his designs creating very effective magazine covers and artworks.
I really enjoy the way that Lois creates these magazine covers and makes them obscured and yet very refreshing. It’s clever and creative. his ads were culture-shaking campaigns and he made some of the best ad campaigns of the modern era because it was art. It wasn’t like today where it’s more of a science to see who will buy, obviously, that was the point back then too, but there was still style and there was more of an artistic approach to it. Lots of artists including Lois thought outside the box which made them some of the most extraordinary designers to this day.
reference:
https://search-credoreference-com.ezproxy.capilanou.ca/content/entry/thgraph/lois_george_b_1931/0
https://search-credoreference-com.ezproxy.capilanou.ca/content/entry/lkingitcgd/acknowledgments/0
Photo reference: http://www.designishistory.com/1960/george-lois/