Linda Blake


The Retrospective Exhibit, a thesis project, documented the professional graphic design work of two pioneers in the industry. Will Burtin and William Golden. William Golden was Art Director of CBS (Columbia Broadcasting System) Television and creator of the CBS 'eye'. Will Burtin was an exhibition designer, a graphic designer and a lecturer. The thesis project was an educational display that reflected the historical graphic design accomplishments of both men. Numerous trade ads from Golden's work at CBS highlighted his expansive corporate identification program. Golden created a multimedia promotion unlike any prior to its development. Television was a new medium that gave Golden the opportunity to reach an audience like no designer before him. He combined image and message to achieve a simple layout. Golden was one of the first designers to create a corporate identification promotion utilizing print, radio and television. Golden used artists with little commercial or design experience. His advertisements broadcast on television and radio carried the CBS brand recognition worldwide. Will Burtin brought to life an invisible world of cells, atoms and science. His work for Upjohn Pharmaceutical Company was a highlight at the retrospective exhibit. On display w ere a combination of his printed promotional design works and photographs of his exhibit models from 'the Brain' and 'the Cell'. The thesis project illustrated his ability to translate complex information into understandable and innovative visual images. His exhibits traveled the world and showcased images never seen before.

Library of Congress Subject Headings

Golden, William,--1911-1959; Burtin, Will,--1908-; Commercial artists--Exhibitions; Graphic arts--Exhibitions; Art--Exhibition techniques

Publication Date


Document Type


Department, Program, or Center

School of Design (CIAS)


Remington, R. Roger

Advisor/Committee Member

Klinkon, Heinz

Advisor/Committee Member

Begland, Mary Ann


Note: imported from RIT’s Digital Media Library running on DSpace to RIT Scholar Works. Physical copy available through RIT's The Wallace Library at: NC999.4.G64 B42 1997


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