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ABC of Modern Furniture Red – The catalog was distributed with a Herman Miller calling card greeting giving details of where the reader can make their orders
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Calling Card

 

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ABC of Modern Furniture Red – The bright red cover of this 1952 Herman Miller printed brochure has ABC title in stacked vertical blocks & logo at the bottom

Cover Page
ABC of Modern Furniture Red – The catalog was distributed with a Herman Miller calling card greeting giving details of where the reader can make their orders

Calling Card
ABC of Modern Furniture – The first inside pages display the brochure’s title with ABC in red, the rest written in script, & the company logo to the bottom

Inside Pages
ABC of Modern Furniture – Pages 4 & 5 introduce the Charles Eames plastic chair with an image to the left and wonderful written introduction on the right

Pages 4 & 5
ABC of Modern Furniture – Pages 10 & 11 have a full-size image of the DCM Chair whilst the written summary of Charles Eames designs continues to the right

Pages 10 & 11
ABC of Modern Furniture – Pages 12 & 13 showcase the 2nd generation Eames ESU storage units with an image on the left & the content continues on the right

Pages 12 & 13
ABC of Modern Furniture – Pages 20 & 21 make reference to materials and feature the Eames plastic DAX, wire DKR chairs and Folding Screen in Wood (FSW)

Pages 20 & 21
ABC of Modern Furniture – Pages 26 & 27 display a theme of informal furniture setups with lifestyle photographs including the Eames DCM chairs & DTM Table

Pages 26 & 27
ABC of Modern Furniture – Pages 30 & 31 feature the theme ‘in houses’ with photographs of designs in situ including the Eames PKW, CTW, DCM and LCW

Pages 30 & 31
ABC of Modern Furniture – Pages 33 & 34 introduce the more comprehensive hardback Herman Miller catalog and the fabric and wallpaper designs of Girard

Pages 33 & 34
ABC of Modern Furniture – The rear cover, still in bright red, gives credits to the designs Nelson, Eames & Girard, showroom locations and order sources

Rear Closed Cover