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Landmark Designer

November 26, 2000

For Suzanne Muchnic to refer to Michael Frimkess' father, Lou Frimkess, as "an artist who made a living in graphic design" ("Their Lives Poured Into Clay," Nov. 19) indicates lack of awareness of his contributions to mid-century graphic design in Los Angeles.

In the early 1950s, Lou and partner Edd Smith founded Advertising Designers, a gathering of designers, illustrators and typographers who collectively raised the bar for creative design, innovative illustration and impeccable typography. Ad Designers spearheaded the revolution in annual-report design, changing the traditional accountant/auditor-designed and letterpress-printer-produced report to that resulting from the close collaboration of designer, writer, accountant and printer.

PATRICK FITZGERALD

Manhattan Beach

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