CCA (Container Corporation of America)

(page 342-Chapter 17)
  • Walter P. Paepcke—the president and founder of Container Corporation of America, was an early patron of Modernist design. He was close friends with Moholy-Nagy and financially supported the Bauhaus.

  • Paepcke pioneered the manufacture of paperboard and corrugated fiber containers (cardboard boxes).

  • Egbert Jacobson was the director of CCA's department of design.

  • A consistent format used sans serif type and a standard color combination of black and shipping cartoon tan.

 

  • Jacobsen commissioned designs from leading Modernists, including Herbert Matter, Herbert Bayer, and Jean Carlu, for the company's advertising campaigns focusing on its war efforts and product.
  • After the war, CCA wanted another advertising campaign using fine art so CCA decided to honor the states by commissioning paintings by a native artist from each of the then forty-eight states. A simple copy line appeared under each full-color painting, followed by the CCA logo.

  • In a juried process, artists were selected to bring graphic actualization to abstract concepts such as liberty, justice, human rights. The campaign ran over three decades, with 157 artists creating artwork for almost 200 advertisements.


Container Corporation of America

Logo for CAA , (1936)
Egbert Jacobson


Advertisment for CAA, (1938)
A. M. Cassandre

  This advertisment has a strong statement, "Research experience, and talant focused on advanced paperboard packaging." (Illustrated with near hypnotic imapact.


Advertisment for CAA, (1942)
Herbert Matter

The concept is that the paperboard packaging
will protect the goods from weather and
spoilage. The thunderstorm amplifies the
concept.


Advertisment for CAA , (1943)
Herbert Matter

Unified complex of images suggest global scope, paperboard boxes, and food for troops in harsh environmental conditions.

 

CCA "Great Ideas" Advertisment, (1954)
Herbert Bayer

 

 

 

 

Protection from injustice and oppression is asserted by hands warding off arrows peretrating into the page.