Title, Year

Maxitorq Floating Disc Clutch, c.1943

Designer

Ladislav Sutnar (1897-1976)

Client

The Carlyle Johnson Machine Company, Manchester, Connecticut, USA

Size (h x w), Pages, Language

11 x 8.5", folded once, double-sided, English

Cover design uses the product name with an illustration of a floating disc clutch as “identifiers” to introduce the catalog’s content. The inside spread or “visual unit” of two facing pages is designed to provide an unobstructed view of information. As art director for Sweet’s Catalog Service (1941-60) and a freelance consultant, Sutnar and his team designed numerous industrial catalogs and pioneered the way for clear and practical information design.