The Collection of Mort and Millie Goldsholl - Treadway Gallery

1950s/ModernSession Threeimmediately following session twoThe Collection of Mort and Millie GoldshollOne of America's most successful design teams, Morton and Millie Goldsholl founded Morton Goldsholl & Associates – oneof the leading graphic design studios in the 1950s. Both studied at the Chicago School of Design (now IIT) with Moholy-Nagy,and credit him for their inspiration and graphic design education. In a 1992 interview, Mort Goldsholl said “He changed mylife.”Their Northfield, IL firm was recognized for developing corporate branding through packaging, print, and TV commercials,as well as for industrial and experimental films. Perhaps best known for developing trademarks and symbols, theGoldsholls designed the Motorola trademark, as well as logos for 7-UP, Peace Corps, Schlitz, Helene Curtis, StoneContainer, Vienna Beef Frankfurters, Kimberly-Clark and many others. Mort Goldsholl designed the logo used by the GoodDesign Award, which was created by Charles and Ray Eames, Eero Saarinen and former MoMA curator Edgar Kaufman, Jr.,and is awarded yearly for products that exhibit extraordinary design excellence.Mort Goldsholl (1911-1985) described his purpose as a designer to "eliminate ugliness and uselessness, and to make thingsmore useful and purposeful." The recipient of more than 400 awards, he said:Faced with the chaos, the polyglot of thing and words, it takes a super effort to weed out the meaningful things from thetrash. The problem is to get the final design to match the fleeting idea. The big dream about the great work of art can tooeasily be dissipated in the practicalities of solutions, clients, markets, statistics, sales, function and committee decision.Determination to remain free requires a discipline; but it does not inhibit freedom, it enlarges it.Millie Goldsholl (1920-2012) studied architecture at the Chicago School of Design, and went on to design a modern homeand studio in Highland Park, IL. The family furnished their home with modern design, and used Eames ESUs in almost everyroom. Millie later shifted her focus on making films. She and Mort created commercials for 7-UP, Alberto V0-5, The NationalEndowment for the Arts, Kellogg and many others. Three of their short films are available for viewing at Chicagofilmarchives.com. “Up is Down”, an animated film, introduces an unconventional young boy who is temporarily persuaded to acceptothers’ viewpoints as his own. The film is dedicated to Martin Luther King. Millie said:It is better to be Utopic than myopic – even if you're not a designer – and especially if you are. It's not so much a matter ofthinking big as thinking deep.We’d rather make films that have guts than gimmicks – and we don’t equate gimmicks with honest experimentation andunorthodox techniques. Serendipity is something we are committed to.The Collection of Mort and Millie Goldsholl745. Charles and Ray Eames ESU 420-C, second series, by Herman Miller, birch, zincframe and struts, red, yellow and blue panels, two sets of dimpled wood doors, onebank of three drawers, no panels to back behind drawers, original finish, originalknobs, all feet intact, 47”w x 17”d x 58”h, very good original condition 18,000-22,000154 www.treadwaygallery.com