The Mid-Century Design Playground: When Icons Made Books for Kids

Henri's Walk to Paris Hardcover by Saul Bass Vintage Kids' Books My Kids Love

I've been completely captivated by a recent article from AIGA's Eye on Design titled, "Why did so many mid-century designers make children's books?". It explores a fascinating and somewhat unexpected corner of design history: the period when some of the most influential graphic designers of the 20th century turned their talents to creating books for children.

We're talking about legends like Paul Rand, Saul Bass, Ivan Chermayeff, and Leo Lionni – names synonymous with corporate identities, film title sequences, and modern art. So, why the pivot to picture books?

The article delves into several compelling reasons. One key factor was the post-war baby boom, which created a massive market for children's literature. Simultaneously, advancements in printing technology made it possible to produce high-quality, colorful books more affordably.

But beyond market forces, there was a genuine artistic impulse at play. For many of these designers, children's books offered a unique creative playground. It was a space where they could experiment with pure form, color, and typography in a way that corporate work didn't always allow. They could strip design down to its essence, communicating complex ideas through simple, bold visuals – a challenge that resonated with the modernist ethos.

Furthermore, many of these designers were parents themselves, inspired by their own children and motivated to create books that were intelligent, visually engaging, and respectful of a child's burgeoning imagination. They eschewed the overly sentimental or didactic styles that had previously dominated the genre, instead offering books that were playful, abstract, and open to interpretation.

Here are a few examples of this wonderful intersection of high design and children's literature.

Illustration by Paul Rand from Sparkle and Spin by Ann Rand. Image via The Marginalian

1. Paul Rand and Ann Rand

Paul Rand, the mastermind behind logos for IBM, ABC, and UPS, collaborated with his wife Ann on several children's books. Their work, such as Sparkle and Spin and Little 1, is characterised by its playful use of language, vibrant colours, and Rand's signature cut-paper illustration style.

2. Saul Bass

Best known for his revolutionary film title sequences for directors like Alfred Hitchcock and Otto Preminger, Saul Bass illustrated only one children's book, Henri's Walk to Paris. The book is a visual feast of bold shapes and colours, perfectly capturing the modernist aesthetic of the 1960s.

3. Ivan Chermayeff

A founding partner of the renowned design firm Chermayeff & Geismar & Haviv, Ivan Chermayeff was a prolific designer and illustrator. His children's books often featured his distinctive collage style, using torn paper and found objects to create witty and engaging imagery.

4. Leo Lionni

Before becoming a beloved children's book author and illustrator, Leo Lionni had a successful career as an art director for advertising agencies and magazines. He didn't create his first picture book, Little Blue and Little Yellow, until he was 50. His books, famous for their collage illustrations and gentle moral tales, have become timeless classics.

This golden age of mid-century children's book design left a lasting legacy, showing that books for kids could be sophisticated, artistic, and deeply respectful of their young audience's intelligence and visual literacy. It's a powerful reminder of the universal appeal of good design.

If you're interested in learning more, I highly recommend reading the full article on Eye on Design. It's a wonderful deep dive into a truly inspiring period in design history.