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Frank Lloyd Wright: Self-Branding in the 1940s and 1950s
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Brochure: Frank Lloyd Wright, Organic Architecture
(Taliesin, May 20, 1953), 1953
Letterpress, 8 1/2 x 7 1/2” (21.5 x 19 cm)
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From the start of his career, Frank Lloyd Wright (American, 1867–1959) had a sophisticated understanding of the power of branding to promote himself, his projects, his theories, and (later) his school. With the exception of a matchbox for the Imperial Hotel Tokyo—below—which may date earlier, the majority of brochures, pamphlets, and flyers shown here date from the last two decades of the architect’s life, when he was in his seventies and eighties. By this time his reputation extended beyond architectural circles to a broad-based public in the United States and abroad, due, in no small part, to his media savvy and the arresting graphics he used to promote his manifold enterprises.
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The New Theatre for Greater Hartford, CT, 1949
Left: Project description (January 19, 1949)
Letterpress, 11 1/4 x 8 5/8” (28.5 x 22 cm)
Right: Exhibition brochure, Wadsworth Atheneum (February 27, 1949)
Lithograph, 9 1/8 x 6” (23 x 15 cm)
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Project description: Oasis, Plan for Arizona State Capital
(February 17, 1957), 1957
Lithograph, 12 1/4 x 37 1/4” (31 x 95 cm), open
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Matchbox: Imperial Hotel Tokyo, n.d. (Wright building inaugurated in 1923)
Lithograph on board, 2 1/4 x 1 3/8 x 3/8” (5.7 x 3.4 x 0.9 cm)
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Paper bag: V.C. Morris Gift Shop, San Francisco, n.d.
(Wright building inaugurated in 1948)
Lithograph, 10 3/4 x 7” (27.3 x 17.7 cm)
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Cancelled check: The Frank Lloyd Wright Foundation, Taliesin West, Phoenix, Arizona; made out to fellow Donald Brown (March 1, 1954), early 1950s
Letterpress and typewriter, 3 3/8 x 8 1/4” (8.5 x 21 cm)
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Application form: Fellowship at Taliesin (East), Spring Green, Wisconsin, n.d. (Fellowship inaugurated in 1932)
Lithograph, 8 1/2 x 11” (21.5 x 28 cm)
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Program: The Taliesin (East) Festival of Music and Dance, Iovanna Lloyd Wright, Director, Wisconsin Union Theater, University of Wisconsin (July 19, 1959), 1959
Letterpress, 8 7/8 x 6” (22.5 x 15 cm)
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Announcement (front and back) for the periodical Taliesin, Frank Lloyd Wright, ed., Taliesin Fellowship Publication, to appear nine times a year, 1940
Letterpress, 8 3/4 x 10 1/2” (22 x 26.5 cm)
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Periodical: Taliesin, vol. 1, no. 1 (October 1940):
The New Frontier Broadacre City
Lithograph, 8 5/8 x 8 1/2” (22 x 22 cm)
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Booklet: Frank Lloyd Wright, “The Sovereignty of the Individual in the Cause of Architecture,” reprint of the 1910 Wasmuth portfolio preface on the occasion of the exhibition Monstra di Frank Lloyd Wright, Palazzo Strozzi, Florence
(July 24–September 1951), 1951
Lithograph, 11 3/4 x 9 1/2” (30 x 24 cm)
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Brochure: The Usonian House, The Work of Frank Lloyd Wright, published on the occasion of the exhibition 60 Years of Living Architecture,
Solomon R. Guggenheim Museum, New York (November 1953), 1953
Lithograph, 7 1/2 x 10” (19 x 25.5 cm)
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Flyer: The Only West Coast Exhibit of Frank Lloyd Wright’s “Sixty Years of Living Architecture,” Los Angeles Municipal Art Center (June 2–July 11, 1954), 1954
Lithograph, 12 x 9” (30.5 x 23 cm)
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