From the Gospel of Efficiency to Modernism: A History of Sweet's Catalogue, 19061947

@article{Shanken2005FromTG,
  title={From the Gospel of Efficiency to Modernism: A History of Sweet's Catalogue, 19061947},
  author={Andrew Michael Shanken},
  journal={Design Issues},
  year={2005},
  volume={21},
  pages={28-47}
}
  • A. Shanken
  • Published 1 March 2005
  • History, Art
  • Design Issues
Sweet's Catalogue (figure 1), that almost mythic fixture of promotion in the building industry, arose in 1906 in response to what architects called the "catalogue problem." Besieged by thousands of catalogues of irregular size and format, the architect or builder could scarcely keep up with the proliferation of building materials in the emerging national economy, let alone organize and read the trade catalogues generated by a building industry stoked by the emerging field of advertising. Sweet… 
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The Romance of Commerce and Culture: Capitalism, Modernism, and the Chicago-Aspen Crusade for Cultural Reform
Part I: Modernist Culture and its Critics in Chicago Part II: Healing the Wounds of War Part III: Aspen and America in the Fifties -- and After Index.
Figure 15 Nupercainal Catalogue Designing Information
  • Figure 15 Nupercainal Catalogue Designing Information
  • 1947
An Experiment in Sweet's Advertising " 76 Product Design. 77 This advertisement appeared in Industrial Marketing
  • inserted between pages 40 and 41. 78 L. V. Brooks, " An Experiment in Sweet's Advertising " 79 This advertisement appeared in Industrial Marketing
  • 1942
The Architectural Record Company
  • Construction
  • 1906