Over a half-century after his death in 1955 at age 40, the American designer Alvin Lustig of Polish-Austrian Jewish origin is more influential than ever. “Born Modern: The Life and Design of Alvin Lustig,” by Steve Heller and Elaine Lustig Cohen, out from Chronicle Books in October 2010, pays elegant homage to the visual thinker. Cohen, Lustig’s widow, is a noted designer herself, explaining how before Lustig’s life was cut short by complications from diabetes, he managed to conquer the book and interior design professions by being “never short of chutzpah.”
Belonging to a generation of designers which also includes Saul Bass, Louis Danziger, and Paul Rand (born Peretz Rosenbaum), Lustig managed to stand out by virtue of his talent and initiative. After studies in Los Angeles, Lustig landed an early job designing a calling card for the California bookseller Jacob Zeitlin. Zeitlin introduced Lustig to publisher James Laughlin, and a series of book covers for New Directions Publishing resulted, of such authors as Kafka, Gertrude Stein, Italo Svevo, and Nathanael West.
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