Theory at Work | 93herBert Bayer Advertisement
for Noreen hair color, c. 1950–1955.
After immigrating to the United
States in 1938, Bayer took on
numerous independent commis-
sions including ads for Noreen.
Bayer, like Rand, understood that
the key to inventive work lay in
finding sophisticated corporate
sponsors with whom to partner.
herBert Bayer “Great Ideas
of Western Man” advertisement
commissioned by Walter Paepcke
for Container Corporation of
America, 1954.
This brilliant campaign is an early
example of branding. The product
itself, cardboard boxes, has little
to do with the ad concept. Each ad
in the series employed a different
famous quote and, led by Bayer,
often utilized the talents of famous
designers of the day, including
Paul Rand, Alvin Lustig, and György
Kepes. Bayer’s long relationship
with CCA exemplifies the close ties
between business and design in the
United States during this period.