Gene Federico papers, 1918-2003 and undated bulk 1951-1991

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Summary

Creator:
Federico, Gene
Extent:
20.5 Linear Feet
3800 Items
Language:
English.
Collection ID:
RL.00383

Background

Scope and content:

The Gene Federico Papers span the years 1918-2003, with the bulk of the collection dating 1951-1991. The collection documents Federico's sixty years as a pioneering leader in advertising and graphic design, and contains materials from a variety of formats, including correspondence, writings, advertisements proofs and clippings, graphic design and printed materials, posters, sketches/sketchbooks, photographs, negatives, and videotapes. In addition to limited personal and biographical material, the collection primarily documents Federico's creative output as a graphic designer, art director, and advertising executive at agencies including Grey Advertising, Doyle Dane Bernbach, Douglas D. Simon, Benton & Bowles, Warwick & Legler, and as a principal at Lord Geller Federico Einstein; the collection has limited material relating to the specific agencies for which he worked. The collection also documents Federico's extensive freelance and exhibition work throughout his career (most notably the "Love of Apples" and "24-Page Book" designs), in addition to his later consulting work for Brouillard Communications. Client advertisements and graphic design materials compose the majority of the collection. Significant clients represented include: Christian Dior; Elektra Records; Elizabeth Arden; Goldman Sachs; IBM; L'Aiglon Apparel; Lady Pepperell; Napier; The New Yorker; and Woman's Day. Though an art director throughout most of his career, Federico contributed significantly to the graphic design and typographical components of advertising. Through clear and innovative integration of design and typographical components, Federico pioneered the use of visual puns in advertisements, and emphasized clarity of message over design complexity. The collection will be of particular value to researchers interested in developments in print advertising and typographical design since World War II. The collection is organized into six series which focus on Federico's contributions to advertising and graphic design: Professional Files, Personal Files, Graphic Design, Advertising Campaigns, Photographs and Negatives, and Videocassettes.

The Professional Files Series includes business correspondence, professional writings, award/exhibit materials, press clippings and industry publications, in addition to limited files on the Art Directors Club of New York City and Lord Geller Federico Einstein. The Personal Files Series includes biographical and family materials; memorabilia documenting Federico's years as a student at Abraham Lincoln High School and Pratt Institute; World War II materials, including U.S. Army publications/posters produced by Federico and four sketchbooks; and original artwork (drawings, sketches, prints) not related to Federico's professional design and advertising work. The Graphic Design Series documents Federico's extensive graphic design work, including announcements and cards, book and record cover designs, calendars, design concepts, illustrations, letterhead, posters, transparencies, and typographic materials, as well as materials by other artists and designers. The Advertising Campaigns Series includes advertisement clippings and proofs, concepts and sketches, and client reports, representing over one hundred clients in a variety of industries. (Series contains a renowned example of Federico's use of visual puns: a 1953 Woman's Day advertisement - "She's got to Go Out to get Woman's Day" - which features a woman on a bicycle, the wheels of which form the "O"s in "Go Out.") The Photographs and Negatives Series includes both black & white and color images of Federico's advertising and graphic design work, Federico and his associates in a business setting, and a limited selection of personal and family photographs. The Videocassettes Series includes seven videotapes of commercials, short films, and memorial tributes documenting Federico's career in graphic design and advertising. Large-format materials (clippings, proofs, sketches, posters) have been removed from their original series location and relocated to Oversize Materials.

Other materials related to this collection may be found in the J. Walter Thompson Company Archives: Competitive Advertisements Collection and Corporation Vertical Files. For materials relating specifically to the advertising agency Benton & Bowles, consult the D'Arcy Masius Benton & Bowles Advertisements and Archives. Materials relevant to Lord Geller Federico Einstein and advertising strategy may be found in the Arthur Einstein Papers. For materials relating to Brouillard Communications and Doyle Dane Bernbach Advertising, see the Thomas F. Garbett Papers. Materials relevant to IBM advertising may be found in the Edgar Hatcher Papers.

Biographical / historical:
Chronology
Date Event
1918 Feb. 6
Born in New York, NY
1936
Graduated Abraham Lincoln High School; "Art Squad" member; studied with Leon Friend, along with fellow students Alex Steinweiss, Seymour Chwast, and William Taubin
1939
Graduated from the Pratt Institute in Brooklyn, NY; studied with Tom Benrimo
1939
Member of the Art Students League; studied with Howard Trafton and Herbert Bayer
1939-1940
Joined the Abbott Kimball Company, Art Department
1941
Joined the Art Department staff of the L. Bamberger Department Store
1941-1945
Served four years in the United States Army, stationed in the U.S., Europe, and North Africa; member of the 84th Engineer Camouflage Batallion, supervised graphics for Plans and Operations
1945-1946
Returned to the Abbott Kimball Company as Art Director
1946
Participated in the "Four Veterans" Exhibit at the A-D Gallery, along with fellow artists/designers Herbert Bender, Charles Egri, and Seymour Robins
1946-1947
Joined Fortune Magazine as Associate Art Director
1948-1951
Joined Grey Advertising as Art Director
1949
Became Instructor in Design at The Workshop School
1951-1954
Became Art Director at Doyle, Dane, Bernbach Advertising
1954-1959
Served as Art Director and Vice-President at Douglas D. Simon Advertising
1959-1966
Joined Benton & Bowles as Vice-President and Group Head
1966-1967
Joined Warwick & Legler Advertising
1967-1989
Founding partner of Lord, Geller, Federico, Einstein
1980
Inducted into Art Director's Club Hall of Fame
1987
Received American Institute of Graphic Arts medal
1988
Became Creative Director at Lord, Geller, Federico, Einstein; promoted to Vice-Chairman in April
1989-1991
Served as consultant with Brouillard Communications
1990 May 12
Received Honorary Doctorate of Fine Arts from The Parsons School of Design
1991
Retired as design consultant
1991-1999
Continued to work as freelance graphic designer; capstone to sixty-year career in advertising and graphic design
1999 Sept. 8
Died in Pound Ridge, NY
Acquisition information:
The Gene Federico Papers were received by the David M. Rubenstein Rare Book Manuscript Library as a gift in 2003 and 2004.
Processing information:

Processed by Ryan Denniston and Casey A. Jarrin.

Completed April 6, 2005.

Processing of this collection was funded in part by Helen Federico and an anonymous donor.

Accessions 2003-0008, 2003-0245, and 2004-0321 were merged into one collection, described in this finding aid.

Selected materials were returned, by request, to collection donor. Photocopies of these materials remain within the collection, contained in the Personal Files Series and the Graphic Design Series.

Physical location:
For current information on the location of these materials, please consult the Library's online catalog.
Rules or conventions:
Describing Archives: A Content Standard

Contents

Using These Materials

Using These Materials Links:

Using These Materials

Restrictions:

Collection is open for research.

Researchers must register and agree to copyright and privacy laws before using this collection.

Original audiovisual materials are closed to patron use. Use copies are available in the collection.

All or portions of this collection may be housed off-site in Duke University's Library Service Center. There may be a 48-hour delay in obtaining these materials.

Please contact Research Services staff before visiting the David M. Rubenstein Rare Book & Manuscript Library to use this collection.

Terms of access:

The copyright interests in this collection have not been transferred to Duke University. For more information, consult the copyright section of the Regulations and Procedures of the David M. Rubenstein Rare Book & Manuscript Library.

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Preferred citation:

[Identification of item], Gene Federico Papers, David M. Rubenstein Rare Book & Manuscript Library, Duke University