George Lois exhibit at MOMA

Graphic design genius, George Lois, has spent the last fifty years or so influencing the Ethos of American culture. He has superimposed his way into every household, created cultural phenomenon, and reconfigured the way Americans think about the most mundane of household products. Lois is by far one of the most iconic graphic designer/marketers in American history—responsible for the “I want my MTV” campaign, Aunt Jemima logo, Dove logo, Tommy Hilfiger ad, and Lean Cuisine. George Lois has received a series of accolades, ranging from induction into The Art Directors Hall of Fame and The Copywriters Hall of Fame to lifetime achievement awards from the American Institute of Graphic Arts, the Society of Publication Designers, and the subject of a Master Series at the School of Visual Arts. Lois’ work is the stuff of legends, and it is particularly and ingeniously expressed in the Museum of Modern Art’s exhibition of Esquire covers.

Throughout the ’60s, Lois spent his time designing the covers of men’s magazine Esquire. His edgy exposé covers featured controversial designs, juxtaposing recognizable faces (Marilyn Monroe, Muhammad Ali, LBJ, Nixon, Kennedy, Martin Luther King Jr., Andy Warhol) and disconcerting or abrasive images—take lieutenant William Calley surrounded by young Vietnamese children. Lois’ covers are stark images representative of the '60s in both style and political/social awareness. He comments on the women’s liberation movement with a cover of Marilyn Monroe shaving her face; he depicts Andy Warhol drowning in a can of Campbell’s tomato soup; he draws a mustache on Svetlana Stalin; Ed Sullivan wears a Beatles wig on the July '65 issue; Sonny Liston is the first black Santa on the December '63 issue. In summation, the exhibition is an intriguing look into the advertising mindset of the '60s, which revolutionized graphic design and pushed the boundaries of mainstream propriety. Tucked away in a corner on the 3rd floor of the MOMA, this exhibition is a MUST see.mainstream propriety.

-Meghan Riordan