George Tscherny, a renowned figure in postwar graphic design, passed away at the age of 99. He was instrumental in shaping the visual language of the postwar American economy through his work with corporate and institutional clients. Tscherny’s unique style blended the clean lines of European modern art with an American commercial pop sensibility, creating a distinct aesthetic that defined an era. As an immigrant and former refugee, he brought a fresh perspective to the advertising world, infusing humor and humanity into his designs. His contributions to the industry, characterized by his “maximum meaning with minimum means” approach, earned him a place in the Art Directors Club Hall of Fame. Tscherny leaves behind a lasting legacy that redefined the boundaries between commerce and art in graphic design.
Early Career and Influences
George Tscherny’s start in graphic design: George Tscherny began his career in graphic design in the early 1950s, during a time of significant growth in American consumerism and corporate expansion. This era called for new forms of advertising, and Tscherny emerged as a prominent figure in shaping the visual language of the postwar American economy.
The impact of European immigrants on postwar American graphic design: Many of the designers who played a crucial role in creating the iconic images of this era were European immigrants, including George Tscherny. As refugees, these designers brought with them a deep understanding of the latest trends in modern art and design. Their work, displayed in advertising campaigns produced on Madison Avenue, introduced American households to products such as cigarettes, toothpaste, and air travel.
Advertising campaigns and their influence on American homes: One of Tscherny’s notable contributions to American graphic design was his work on advertising campaigns for corporate giants such as American Can, Colgate Palmolive, Pan Am, and RCA. These campaigns played a significant role in shaping the visual landscape of American homes, as they brought products and brands directly to consumers. Tscherny’s unique design approach set him apart from other graphic designers of the time and infused humor and humanity into his work.
Establishing His Own Practice
Opening his own design practice in 1955: After five years of apprenticing in Manhattan design studios, George Tscherny decided to open his own design practice in 1955. This move allowed him to have creative control and work on projects that aligned with his unique design philosophy.
Client list including American Can, Colgate Palmolive, Pan Am, and RCA: Tscherny’s design practice quickly attracted major clients in the postwar corporate landscape. American Can, Colgate Palmolive, Pan Am, and RCA were just a few of the prominent companies that sought out Tscherny’s expertise in designing advertising, logos, and annual reports.
Differences in Tscherny’s design approach: While many graphic designers of the time focused on the Swiss style characterized by austere aesthetics and clean lines, Tscherny brought a different approach to his work. He incorporated humor and humanity into his designs, setting them apart from others in the field. This unique perspective allowed Tscherny to create visually striking and memorable designs that resonated with audiences.
Design Philosophy
Tscherny’s approach of ‘maximum meaning with minimum means’: A cornerstone of George Tscherny’s design philosophy was his belief in achieving maximum meaning with minimum means. He believed that effective design could convey powerful messages while utilizing simple and concise elements. This minimalist approach allowed Tscherny’s designs to communicate their intended messages clearly and succinctly.
The human element in Tscherny’s designs: Another key aspect of Tscherny’s design philosophy was his focus on incorporating the human element into his designs. He believed that design should evoke emotion and connect with people on a personal level. By infusing his designs with humor, wit, and relatable imagery, Tscherny created designs that resonated with audiences and stood out in a crowded advertising landscape.
Examples of Tscherny’s iconic poster designs: George Tscherny’s portfolio includes several iconic poster designs that showcase his unique design philosophy. One notable example is his poster for the Herman Miller furniture company, which featured a cowboy hat placed on one of the company’s signature chairs and the text “Herman Miller Comes to Dallas.” This clever and visually striking design exemplifies Tscherny’s ability to combine humor and symbolism to create memorable designs.
Early Life and Education
George Tscherny’s upbringing in Budapest: George Tscherny was born on July 12, 1924, in Budapest. His upbringing was marked by financial hardships, as his family had very little money. This early experience influenced his unique perspective on art and design, as he sought art and culture outside of his home.
Recognizing the overlap of high art and commercial art: From an early age, Tscherny recognized the intersection of high art and commercial art. He understood that these two realms often overlapped and found inspiration in the blending of the two. This perspective would later shape his approach to graphic design.
Education in Weimar-era Berlin: To escape antisemitism and find better opportunities, George Tscherny and his family moved to Berlin when he was two years old. This move allowed him to be closer to his mother’s relatives, who provided support for the family. In Berlin during the Weimar era, Tscherny had the opportunity to witness the emergence of modern architecture, which greatly influenced his artistic development.
Escape from Germany
Pressure to flee Germany under Nazi rule: As the Nazis came to power in Germany in the 1930s, George Tscherny and his family faced increasing pressure to leave the country due to their Jewish heritage. The rise of antisemitism and the violent events of Kristallnacht in 1938 served as catalysts for their decision to escape Germany and seek refuge elsewhere.
Emigration to the Netherlands as refugee children: In 1938, a day after the Kristallnacht pogrom, George and his brother, Alex, fled to the Netherlands as refugee children. They lived in a home specifically designed for children in similar circumstances. While their parents had emigrated to New Jersey, the two brothers would only join them three years later.
Reuniting with parents in New Jersey: After spending several years in the Netherlands, George Tscherny and his brother finally reunited with their parents in New Jersey. This reunion marked a new chapter in their lives and provided them with the stability and safety they had sought.
Career Highlights
Professional experiences during and after World War II: George Tscherny’s career was impacted by World War II, during which he served in the U.S. Army as a translator. His experiences in Europe influenced his perspective on design and art, and he drew inspiration from the rich cultural landscape surrounding him. After the war, Tscherny’s career gained momentum, and he worked for renowned industrial designers Donald Deskey and George Nelson.
Working for industrial designers Donald Deskey and George Nelson: George Tscherny had the opportunity to work for influential industrial designers Donald Deskey and George Nelson, two figures who greatly influenced his design career. These experiences allowed him to further refine his design skills and gain valuable insights into the industry.
Creating the graphic design program at the School of Visual Arts: In 1955, George Tscherny answered a job advertisement for a design teacher at what is now known as the School of Visual Arts in Manhattan. He not only taught at the school but also played a pivotal role in creating its graphic design program. This program became one of the leading programs for aspiring art directors in the country.
Legacy at the School of Visual Arts
Creation of the school’s graphic design program: George Tscherny’s impact on the School of Visual Arts extended beyond his teaching role. He played a key role in creating the school’s graphic design program, which grew to become one of the most respected and influential programs in the field. Tscherny’s expertise and unique design philosophy laid the foundation for the program’s success.
Creating the famous series of subway ads for the school: Alongside other artists, George Tscherny created a famous series of subway advertisements to promote the School of Visual Arts. These ads showcased the talent and creativity present at the school and contributed to its growing reputation as a hub for aspiring artists and designers.
Designing the school’s iconic squiggly-flower logo: In 1996, George Tscherny unveiled the School of Visual Arts’ squiggly-flower logo, which is still used by the school today. This logo exemplifies Tscherny’s belief in the importance of incorporating the human element in design and showcases his ability to create visually memorable and impactful designs.
Personal Life and Family
Marriage to Sonia Katz and children: George Tscherny married Sonia Katz in 1950. Their marriage was marked by mutual support and shared artistic pursuits. Together, they had two children, Carla and Nadia, who would play a significant role in George’s life and career.
Loss of family members: Tscherny experienced heartbreaking losses in his personal life, with the deaths of his wife Sonia in 2020, his brother Alex in 2020, and his daughter Nadia in 2019. These losses undoubtedly influenced his artistic expression and impacted his perception of the world.
Continued impact on the graphic design industry: Even in his later years, George Tscherny continued to make an impact on the graphic design industry. His groundbreaking designs, unique design philosophy, and contributions to education left a lasting legacy. Tscherny’s work continues to inspire and influence future generations of graphic designers.
Conclusion
George Tscherny’s contributions to the visual language of postwar American economics cannot be understated. His innovative designs and unique approach to graphic design helped shape the advertising landscape of the era and left an indelible mark on American homes. Tscherny’s legacy lives on in the work of countless graphic designers who draw inspiration from his groundbreaking designs and philosophy. He will be remembered as a pioneer in the field and a true master of visual communication.
