1/31/2024 0 Comments Steinweiss scrawlIn the second period, from 1945 to approximately 1950, Steinweiss was no longer the exclusive designer for Columbia, and he started to work with other companies. The first period, from 1938 to around 1945, Steinweiss designed all the covers for Columbia, where he developed the complete visual "language" for album design. Throughout his career, he designed around 2500 covers, his career can be divided into five different periods: Īlex Steinweiss was involved in creating album cover designs from 1938 until his semi-retirement in 1973, where he shifted his focus towards painting. The first illustrated album cover for 78 rpm records was created by Alex Steinweiss in 1938, while he also developed the paperboard container for 33 1/3 LPs in 1953, which went on to become the industry norm for packaging for more than three decades. Steinweiss later went on to develop what is now known as a record jacket. The Kraft paper left marks on the vinyls microgroove of the 33 1/3 rpm LPs when they were stacked. Unfortunately, the Kraft paper that was folded to protect the 78 rpm records proved to be too heavy. During a lunch meeting with Columbia, the president of the company, Ted Wallerstein, presented Steinweiss with a new innovation that was being prepared to be unveiled by the company: the long-playing record. Steinweiss continued to do freelance work for Columbia after the war. There, he was responsible for creating teaching materials and cautionary posters. "They were so drab, so unattractive," said Steinweiss, "I convinced the executives to let me design a few." ĭuring World War II, Alex Steinweiss served as Columbia Records' advertising manager before leaving to take up a role at the Navy's Training and Development Center in New York City. In 1938, Alex Steinweiss was the first art director for Columbia Records, where he introduced a wider application of album covers and cover art. This was separately printed and pasted onto album covers and occasionally inside the albums: for example, HMV's issue of Liza Lehmann's "In a Persian Garden" and operettas by Edward German and Gilbert & Sullivan were all available by 1918 in such decorated albums. However, colored artwork had been used on special albums, from World War I. In the 1930s recorded music was sold in plain packaging, or record shop advertising 'bags' sets of discs were also usually issued in plain albums. Steinweiss worked for three years for the Austrian poster designer Joseph Binder, whose flat color and simplified human figures were popular at the time and influenced his own work. Career Īfter graduation Steinweiss impressed Lucian Bernhard, the renowned German poster designer, with his portfolio, Bernhard got him a job in his friend Joseph Binder's studio. Steinweiss earned a scholarship to the Parsons School of Design, and graduated in 1937. "So I said to myself, 'If some day I could become a good sign painter, that would be terrific!"' He studied under Leon Friend at Abraham Lincoln High School, and his classmates marveled that he "could take a brush, dip it in some paint and make letters," he recalled. Steinweiss said he was destined to be a commercial artist. His parents had first moved to the Lower East Side of Manhattan and later on, settled in the Brighton Beach area of Brooklyn. Early life īorn on Main Brooklyn, Alex Steinweiss was the son of a women's shoe designer from Warsaw and a seamstress from Riga, Latvia. Alexander Steinweiss (Ma– July 17, 2011) was an American graphic design artist known for inventing album cover art.
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