Mr. Dorfsman’s work became a model for corporate communications, in the marketing discipline now called branding. In 1946, when he joined CBS as art director for its successful radio networks, the company was already a leader in both advertising and the relatively new field of corporate identity. Frank Stanton, then CBS’s president, understood the business value of sophisticated design and had earlier hired William Golden as the overall art director; in 1951 Golden designed the emblematic CBS eye, among the most identifiable logos in the world.
New York Times
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