Talk about unsung heroes. For those of you interested in graphic design or broadcasting or branding or marketing –or you’re just a media freak like me– you really should read this book, The Visual Craft of William Golden (hit ‘Full Screen’ up above, or download a PDF; it’ll be easy).
William Golden is the father of broadcast design, having been completely responsible, under Frank Stanton and owner William Paley, for the look and feel of the television network of the Columbia Broadcasting Company (CBS to you younger viewers), the first network to take into account every single aspect of it’s image and vocabulary. Most famous for the most famous TV logo of all time, the CBS eye, Golden was a philosopher and an artist in the most philistine moment of the 1950s. He was the man who was able to make one believe Paley’s conceit that his network of “I Love Lucy” and “The Beverly Hillbillies” was actually “the Tiffany Network.”
Golden wasn’t just about the logo, as a quick visual inspection of the book will bear out (but, check out the cool ways it was used, obviously but subtly, like on page 32). But, read it instead, you’ll get some great insights as to how a great creative work is done even at a behemoth like a TV network.
One quick, related, digression. George Lois used to tell me the story of his early job working under Golden’s art director Kurt Weiss, the man who actually designed the CBS logo. His gig was redrawing an original CBS type font, a Didot variation. Lois told me he worked for weeks on the “8″ alone because Golden insisted that the cross lines couldn’t actually meet, and George had to do it over hundreds of times to meet his exacting expectations.
Sadly, Golden is only known among broadcast design freaks like me (I had to become one to figure out how to do my job at MTV). He passed away (young, at 48) and the reins were handed to senior designer Lou Dorfsman who, unfairly, got the lion’s share of the credit for origination as the network matured and publicity accrued in the 60s and 70s.
Like I said, take a little time to read this hard to find book. It was rewarding to me the first time I sat down with a rare copy in the 80s, and it’s wisdom has only become richer over time.