Never Leave Well Enough Alone.
First edition, first printing of the legendary designer’s autobiography. An extremely attractive association copy, inscribed by the author on the front free endpaper: “To Harrison Jones, with high esteem and warm regards. Raymond Loewy. Feb. 20. ’51.” At the time, Jones was the chairman of Coca-Cola, with whom Loewy and his design team had been working closely throughout the late 1940s, streamlining equipment to develop Coca-Cola’s brand identity through the design of coolers – he added the bottle opener with cap-catcher to the front of the machines – soda fountains – the “outboard motor” Dole Deluxe Dispenser – and delivery trucks, with the classic Hobbs truck body. Loewy is often credited with designing the contoured “hobble skirt” Coca-Cola bottle – a design which in fact dates back to 1915, and was (supposedly) mistakenly based on a cocoa pod – what Loewy actually did in 1954 was to “slenderize” the bottle’s rather bulbous original silhouette, removing the embossed lettering and adding the vivd white applied colour lettering, creating the immediately recognisable modern Coke bottle. In Loewy’s opinion the sinuous bottle shape was “the most perfectly designed package in the world”.
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Octavo. Original black and white laminated boards, spine and front board lettered in white and gilt, red endpapers. With the dust jacket. Bookplate to front pastedown. Tips a little worn, minor stains to boards, laminate lifting slightly. A very good copy in the jacket with toned spine, chips to extremities and 16 cm closed tear to front panel with tape repairs.