George Lois
Encyclopedia
George Lois is a controversial American art director, designer, and author. Lois is best known for over 92 covers he designed for Esquire Magazine. "George Lois' Esquire covers are considered among the most memorable propaganda imagery in any medium, and certainly the most provocative in the history of the magazine industry.", from 1962 to 1972. Lois's Esquire covers offered a controversial statement on life in the 1960s with subjects including Norman Mailer
, Muhammad Ali
, Andy Warhol
, Germaine Greer
, and Richard Nixon
. In 2008, The Museum of Modern Art
exhibited 32 of Lois' Esquire covers. http://www.moma.org/exhibitions/exhibitions.php?id=8158&ref=calendar Lois has since become infamous in the advertising world for taking credit for the work of others.
on June 26, 1931, the son of Greek immigrants. Lois attended the High School of Music and Art, and received a basketball scholarship to Syracuse University
, although he chose to attend Pratt Institute
. Lois attended only one year at Pratt Institute
, then left to work for Reba Sochis until he was drafted by the Army to fight in the Korean War
six months later.
where he designed print and media projects. In 1959 he was hired by the advertising agency Doyle Dane Bernbach (DDB
). After one year at DDB
, Lois was recruited by Fred Papert along with Julian Koenig
to form Papert, Koenig, Lois, in 1960. PKL, as it was known, was also the first advertising agency to ever go public. In 1967 he left to form Lois, Holland, Callaway. His last agency, Lois/USA, which created memorable campaigns for clients such as Minolta, Tourneau and The Four Seasons, ended its run in 1999.
Lois developed what he called "The Big Idea". He has claimed to have created the concept and prototype design for the New York supplement for the Herald Tribune (the forerunner of New York magazine); created the “I Want My MTV” campaign; helped create and introduce VH1; renamed Stouffer's frozen foods products Lean Cuisine; and developed marketing and messaging for Jiffy Lube stations. He created the initial advertising campaign to raise awareness of designer Tommy Hilfiger
. Other clients have purportedly included: Xerox, Aunt Jemima, USA Today, ESPN and four U.S. Senators: Jacob Javits (R-NY); Warren Magnuson (D-WA); Minority Leader Hugh Scott (R-PA); Robert Kennedy (D-NY). His one music video, Jokerman by Bob Dylan, won the MTV Best Music Video of the Year Award in 1983.
George Lois is the only person in the world inducted into The Art Directors Hall of Fame, The One Club Creative Hall of Fame, with Lifetime Achievement Awards from the American Institute of Graphic Arts, the Society of Publication Designers, as well as a subject of the Master Series at the School of Visual Arts. He and other notable advertising alumni of his era are the subject of the movie Art & Copy
.
featured a segment in which several of Lois' former associates claimed he took credit for ad campaigns, ad copy and Esquire covers that were partially or wholly the work of others. The program contained interviews with Carl Fischer (the photographer who shot most of the Esquire covers, including some falsely claimed by Lois (e.g. St. Patrick's Cathedral) ) and two of Lois' former partners, Julian Koenig
and Fred Papert.
On May 18, 2008, the New York Times published a correction of an April 27, 2008 review of a George Lois art exhibit. In the correction, the Times stated that the "Think Small" Volkswagen ad campaign and the "I Want My Maypo" campaign were not created by George Lois. The correction identified Julian Koenig
and Helmut Krone
as the creators of the VW ad campaign, and John and Faith Hubley as the creators of the Maypo campaign, contradicting Lois' published claims of credit for these ad campaigns.
Lois' website also claims he designed the Nickelodeon
orange logo in use from 1984 until 2010. The originators of the logo, Alan Goodman
and Fred Seibert
, dispute that assertion, citing the actual designers Tom Corey and Scott Nash of Corey McPherson Nash
, Boston.
Norman Mailer
Norman Kingsley Mailer was an American novelist, journalist, essayist, poet, playwright, screenwriter, and film director.Along with Truman Capote, Joan Didion, Hunter S...
, Muhammad Ali
Muhammad Ali
Muhammad Ali is an American former professional boxer, philanthropist and social activist...
, Andy Warhol
Andy Warhol
Andrew Warhola , known as Andy Warhol, was an American painter, printmaker, and filmmaker who was a leading figure in the visual art movement known as pop art...
, Germaine Greer
Germaine Greer
Germaine Greer is an Australian writer, academic, journalist and scholar of early modern English literature, widely regarded as one of the most significant feminist voices of the later 20th century....
, and Richard Nixon
Richard Nixon
Richard Milhous Nixon was the 37th President of the United States, serving from 1969 to 1974. The only president to resign the office, Nixon had previously served as a US representative and senator from California and as the 36th Vice President of the United States from 1953 to 1961 under...
. In 2008, The Museum of Modern Art
Museum of Modern Art
The Museum of Modern Art is an art museum in Midtown Manhattan in New York City, on 53rd Street, between Fifth and Sixth Avenues. It has been important in developing and collecting modernist art, and is often identified as the most influential museum of modern art in the world...
exhibited 32 of Lois' Esquire covers. http://www.moma.org/exhibitions/exhibitions.php?id=8158&ref=calendar Lois has since become infamous in the advertising world for taking credit for the work of others.
Background
He was born in New York CityNew York City
New York is the most populous city in the United States and the center of the New York Metropolitan Area, one of the most populous metropolitan areas in the world. New York exerts a significant impact upon global commerce, finance, media, art, fashion, research, technology, education, and...
on June 26, 1931, the son of Greek immigrants. Lois attended the High School of Music and Art, and received a basketball scholarship to Syracuse University
Syracuse University
Syracuse University is a private research university located in Syracuse, New York, United States. Its roots can be traced back to Genesee Wesleyan Seminary, founded by the Methodist Episcopal Church in 1832, which also later founded Genesee College...
, although he chose to attend Pratt Institute
Pratt Institute
Pratt Institute is a private art college in New York City located in Brooklyn, New York, with satellite campuses in Manhattan and Utica. Pratt is one of the leading undergraduate art schools in the United States and offers programs in Architecture, Graphic Design, History of Art and Design,...
. Lois attended only one year at Pratt Institute
Pratt Institute
Pratt Institute is a private art college in New York City located in Brooklyn, New York, with satellite campuses in Manhattan and Utica. Pratt is one of the leading undergraduate art schools in the United States and offers programs in Architecture, Graphic Design, History of Art and Design,...
, then left to work for Reba Sochis until he was drafted by the Army to fight in the Korean War
Korean War
The Korean War was a conventional war between South Korea, supported by the United Nations, and North Korea, supported by the People's Republic of China , with military material aid from the Soviet Union...
six months later.
Career
After the war, Lois went to work for the advertising and promotions department at CBSCBS
CBS Broadcasting Inc. is a major US commercial broadcasting television network, which started as a radio network. The name is derived from the initials of the network's former name, Columbia Broadcasting System. The network is sometimes referred to as the "Eye Network" in reference to the shape of...
where he designed print and media projects. In 1959 he was hired by the advertising agency Doyle Dane Bernbach (DDB
DDB Worldwide
DDB Worldwide Communications Group Inc., known internationally as DDB, is a worldwide marketing communications network. It is owned by Omnicom Group Inc, one of the world's largest advertising holding companies...
). After one year at DDB
DDB Worldwide
DDB Worldwide Communications Group Inc., known internationally as DDB, is a worldwide marketing communications network. It is owned by Omnicom Group Inc, one of the world's largest advertising holding companies...
, Lois was recruited by Fred Papert along with Julian Koenig
Julian Koenig
Julian Koenig is an award winning copywriter and widely considered one of the greatest in the history of advertising. He was inducted into The One Club in 1966.-Background and family:...
to form Papert, Koenig, Lois, in 1960. PKL, as it was known, was also the first advertising agency to ever go public. In 1967 he left to form Lois, Holland, Callaway. His last agency, Lois/USA, which created memorable campaigns for clients such as Minolta, Tourneau and The Four Seasons, ended its run in 1999.
Lois developed what he called "The Big Idea". He has claimed to have created the concept and prototype design for the New York supplement for the Herald Tribune (the forerunner of New York magazine); created the “I Want My MTV” campaign; helped create and introduce VH1; renamed Stouffer's frozen foods products Lean Cuisine; and developed marketing and messaging for Jiffy Lube stations. He created the initial advertising campaign to raise awareness of designer Tommy Hilfiger
Tommy Hilfiger
Thomas Jacob "Tommy" Hilfiger is an American fashion designer and founder of the premium lifestyle brand Tommy Hilfiger.-Early life:...
. Other clients have purportedly included: Xerox, Aunt Jemima, USA Today, ESPN and four U.S. Senators: Jacob Javits (R-NY); Warren Magnuson (D-WA); Minority Leader Hugh Scott (R-PA); Robert Kennedy (D-NY). His one music video, Jokerman by Bob Dylan, won the MTV Best Music Video of the Year Award in 1983.
George Lois is the only person in the world inducted into The Art Directors Hall of Fame, The One Club Creative Hall of Fame, with Lifetime Achievement Awards from the American Institute of Graphic Arts, the Society of Publication Designers, as well as a subject of the Master Series at the School of Visual Arts. He and other notable advertising alumni of his era are the subject of the movie Art & Copy
Art & Copy
Art & Copy is a 2009 documentary film directed by Doug Pray about the advertising industry in the U.S. The film follows the careers of people from "advertising's creative revolution of the 1960s", including Hal Riney, George Lois, Mary Wells Lawrence, Dan Wieden, and Lee Clow...
.
Controversy
Lois has been widely accused of stealing credit for others' ideas and for exaggerating his participation. The June 19, 2009 episode of the radio program This American LifeThis American Life
This American Life is a weekly hour-long radio program produced by WBEZ and hosted by Ira Glass. It is distributed by Public Radio International on PRI affiliate stations and is also available as a free weekly podcast. Primarily a journalistic non-fiction program, it has also featured essays,...
featured a segment in which several of Lois' former associates claimed he took credit for ad campaigns, ad copy and Esquire covers that were partially or wholly the work of others. The program contained interviews with Carl Fischer (the photographer who shot most of the Esquire covers, including some falsely claimed by Lois (e.g. St. Patrick's Cathedral) ) and two of Lois' former partners, Julian Koenig
Julian Koenig
Julian Koenig is an award winning copywriter and widely considered one of the greatest in the history of advertising. He was inducted into The One Club in 1966.-Background and family:...
and Fred Papert.
On May 18, 2008, the New York Times published a correction of an April 27, 2008 review of a George Lois art exhibit. In the correction, the Times stated that the "Think Small" Volkswagen ad campaign and the "I Want My Maypo" campaign were not created by George Lois. The correction identified Julian Koenig
Julian Koenig
Julian Koenig is an award winning copywriter and widely considered one of the greatest in the history of advertising. He was inducted into The One Club in 1966.-Background and family:...
and Helmut Krone
Helmut Krone
Helmut Krone was an art director and is considered to be a pioneer of modern advertising. Krone spent over 30 years at the advertising agency Doyle Dane Bernbach...
as the creators of the VW ad campaign, and John and Faith Hubley as the creators of the Maypo campaign, contradicting Lois' published claims of credit for these ad campaigns.
Lois' website also claims he designed the Nickelodeon
Nickelodeon (TV channel)
Nickelodeon, often simply called Nick and originally named Pinwheel, is an American children's channel owned by MTV Networks, a subsidiary of Viacom International. The channel is primarily aimed at children ages 7–17, with the exception of their weekday morning program block aimed at preschoolers...
orange logo in use from 1984 until 2010. The originators of the logo, Alan Goodman
Alan Goodman
Alan Goodman has played a key role in creating and launching many media brands since 1981, first in cable television and now for the internet and other platforms....
and Fred Seibert
Fred Seibert
Frederick "Fred" Seibert is a television and film producer and entertainment entrepreneur who owns Frederator Studios, and who has held leading positions with MTV Networks, Hanna-Barbera, and Next New Networks; he owns Frederator Studios...
, dispute that assertion, citing the actual designers Tom Corey and Scott Nash of Corey McPherson Nash
Corey McPherson Nash
Corey McPherson Nash is a branding and design firm based in Watertown, Massachusetts.-Overview:Corey McPherson Nash , a national branding and design firm, sells its services across a wide variety of print, interactive communications and social media outlets...
, Boston.
Awards
- Art Directors Hall of Fame: 1978
- Advertising Hall of Fame
- Advertising AgeAdvertising AgeAdvertising Age is a magazine, delivering news, analysis and data on marketing and media. The magazine was started as a broadsheet newspaper in Chicago in 1930...
magazine "100 Most Influential Advertising Practitioners of the Twentieth Century". - Copywriters Hall of Fame
- AIGA (American Institute of Graphic ArtsAmerican Institute of Graphic ArtsAIGA is an American professional organization for design. Organized in 1914, AIGA currently has more than 22,000 members throughout 66 chapters and more than 200 student groups nationwide...
) Gold Medal: 1996 - Society of Publication Designers Herb Lubalin Award Winner: 2004
External links
- Official site
- Official biography
- Art Directors Hall of Fame
- University of Texas School of Advertising site, "The Always Colorful George Lois
- American Institute of Graphic Arts Gold Medalist Biography
- CNN: "Legendary Magazine Covers Get Their Own Spread"
- New York Magazine interview, March 2003
- New York Times: The King of Visceral Design, April 2008
- Video: Adweek interview -- "Advertising is Poison Gas"
- Interview: Herb Lubalin Award Winner
- Yahoo Video: Giants of Advertising July, 2006
- George Lois talks about ”Covers for Esquire”, 1970?
- NoD: Notes on Design Interview, "George Lois: A Punch in the Mouth"
Video
- Matthew Schwartz interviews George Lois for From Print to Digital: On Location, 2008 by ScribeMedia.Org
- Dominik Imseng interviews George Lois on the Creative Revolution
- George Lois looks back on his work, the art of communication, risk-taking, and celebrities. Guest Lecture at School of Visual Arts, MFA Design program Part 1
- George Lois looks back on his work, the art of communication, risk-taking, and celebrities. Guest Lecture at School of Visual Arts, MFA Design program Part 2
- George Lois looks back on his work, the art of communication, risk-taking, and celebrities. Guest Lecture at School of Visual Arts, MFA Design program Part 3