Unimark International: The Design of Business and the Business of Design [Illustrated] [Paperback]

In the interests of what some call "full disclosure," I must say up front that I was the copy editor of this book; that I have known its author, Jan Conradi, since 2006; and that I watched her ride an up-and-down Ferris wheel throughout the 15-month final construction of this book. I edited two drafts and read them three times. I did so out of friendship, with respect and regard for Jan's writing ability, and at her request.

Design historians, few as they are, have not explored mid to late twentieth century design with the discipline of in-depth scholarship. This book does. Liberally illustrated, superbly produced, relaxed but thorough in its storytelling, Conradi's tale engages the reader and is worthy of audiences comprised of more than just designers or other design historians. Attention CEOs!

Professor Conradi, in the years before her completion of this book, was consumed by Unimark: Unimark and its organization; Unimark as an international phenomenon; Unimark and its dynamic personalities; Unimark and its self-proclaimed mission; Unimark and its legacy. In her research, analyses and careful assembly, Conradi has put together a first-rate account of an epochal powerhouse in the field of western design. Alternately derided by some and hailed by others for championing modernism, this book rises above such narrowness. By presenting the beliefs, work ethic, design practices, business climate and societal norms that contributed to Unimark's founding and then to its international practice, Conradi allows the reader to appreciate the firm's raison d'être, to see its work in broad, social and economic contexts, to learn what lay behind its many successes, and to understand how it failed as a viable operation but not as an idea.

There is wisdom to be gained from this book: specifically, how to proceed from a vision and, just as much, how not to formulate and run a business. Those lessons are as relevant to today's entrepreneur as they are when examining the successes of Unimark and seeing the ills that foreshadowed its demise. This book and its solid history can double as a working plan for anyone embarking today to form design-related or other businesses. And the vision thing? This book unquestionably shows the value of having one as well as the folly of being inflexibly tied to it.

Unimark International `the book'

Unimark International `the book' is a very important document for understanding lineage from Bauhaus and Swiss Typography leading to our current day environment and corporate communications.

Unimark was a corporate design leader in mid 60s to mid 70s, servicing some of America's Major corporations with offices in New York, Chicago, and Detroit. This is a comprehensive story about Unimark's founding, development, aspirations, downfall, and eventual collapse. Unimark focused on Graphic Design as an answer to print media, signage, corporate logos, annual reports, product design, and advertising.

Print media is currently on its decline with Personal Computers, IPhone, Tablets replacing communication between individuals and corporations. Design is in greater need today than in 1960s as we have a proliferation of communications.

There is a lineage from Bauhaus and Swiss typography leading to Unimark. Unimark has its roots in both Bauhaus integration of Typography, Art, and Architecture, and Swiss Typography. Prior to being a Unimark founder Ralph Eckerstrom was employed by Walter Paepcke.

Paepcke built Container Corporation of America. CCA into one of America's most admired corporations. CCA under Paepcke supported art and humanities. Paepcke taught Eckerstrom the logic of integrating art and design into industry which resulted in proclaimed CCA advertising series `Great Ideas of Western Man'. Paepcke's employees were encouraged to study humanities, to gain understanding in how their work within CCA corporation related to a larger human community.

Container's design consultant, Herbert Bayer, who held the title Chairman of Container's Design Department from 1956 until 1965. Herbert Bayer was one of original Bauhaus instructors in Swiss Typography. Before founding Unimark, from 1958 until 1964, Ralph Eckerstrom served as director of Department of Advertising and Public Relations.

I was hired at Unimark in Chicago as an Architect in 1970, with a focus of new business in Urban Design Architecture and environment. This was a Unimark departure from Typography and Corporate Design. Unfortunately our business climate in 1970s was not conducive to any focus on our Environment of Urban Design. Since then our Environment and Urban cities have deteriorated to a question of `Climate Change' and congestion with nothing solved any different than existed in 1970.

Unimark departed because it was no longer relevant as an answer to our human condition.

Richard Loarie, Architect, AIA
Redmond, Washington

In 1965, Unimark International was a cheeky start-up design firm, headquartered in Chicago. The founders blew away well-respected competition to land Ford Motor Company as their first real client. By 1972 they were the largest design firm in the world; by the end of the 70s they'd closed all world offices but for Milan.

Are you a fan of Mad Men?

Watching Mad Men is like watching Unimark, complete with conflicts between creative and sales, and so many other aspects of the business and of the time. Read "Unimark International: The Design of Business and the Business of Design" for a sense of how real Mad Men can be. This book has won a rightful permanent place on my bookshelf. Having read it 3 times already, I find myself taking it out often for reference and visual inspiration. A page turner backed with excellent research, writing and photography. I highly recommend this book!