Before it was called branding and contracted out to design firms that specialize in imagemaking on a global scale, there was the very cool job of corporate art director. Lou Dorfsman designed every aspect of CBS's image, from the sign system for the Eero Saarinen "Black Rock" headquarters to the ashtrays that sat on his set for Walter Cronkite. Having access to the deep pockets of CBS chairman William Paley and a partner in corporate style with Frank Stanton, president of CBS, Dorfsman created an elegant visual image for the network that was recognized for 40 years both in the home and in the boardroom. Â Â …
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