Client Files Series, 1948-1988 and undated, bulk 1968-1988

Scope and content:

Contains design concepts, sketches, presentation materials/display boards, and final designs for a variety of visual communications projects, with a focus on corporate identity programs and package design. Bulk of series represents package design sketches, mock-ups, and finished products produced for clients including American Loose Leaf, CCMI/McGraw-Hill, Equitable Life Assurance, Exxon, Gilbarco (subsidiary of Exxon/Esso), IBM, Memorial Sloan-Kettering Cancer Center, North American Reinsurance, Philip Morris, Richardson-Vicks, Russ Berrie, and Tishman Realty and Construction. Materials also touch on Rosen's work on projects for government and public institutions, including a President Kennedy memorial document, a commemorative book for the United Nations 20th anniversary, and Rosen's submission to the World Trade Center Memorial design competition.

Processing information:

Corporate visual identity encompasses a wide range of media and materials, from logos and letterhead designs to employee manuals, product packaging, architectural signage and company vehicle markings, and thus pose particular challenges for archival housing and description. The series is thus organized into three format-based categories: Corporate Identity Programs and Paper Records; Package Designs and Layout Models; and Presentations, Sketches and Architectural Models. Housing needs have caused materials for individual clients to be dispersed across the categories; likewise, within each category, housing issues have required further arrangements into small- and large-format items. Where large format materials have been removed from their original locations in the collection, a dummy folder, indicated by a title in brackets, has been inserted to indicate removal of the item. Thereunder, items are arranged alphabetically.

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