Front Cover
 Table of Contents
 Convention program sparkles with...
 Law and justice
 Color in your detail
 1964 AIA library building award...
 Biscayne federal's architecture...
 A seminar -- "The press and the...
 The Florida Architect receives...
 News and notes
 Advertisers' index
 Back Cover

Title: Florida architect
Full Citation
Permanent Link: http://ufdc.ufl.edu/UF00073793/00123
 Material Information
Title: Florida architect
Series Title: Florida architect.
Physical Description: v. : ill. ; 30 cm.
Language: English
Creator: American Institute of Architects -- Florida Association
Florida Association of Architects
Publisher: Florida Association of the American Institute of Architects.
Place of Publication: Tallahassee Fla
Publication Date: September 1964
Frequency: quarterly
Subject: Architecture -- Periodicals -- Florida   ( lcsh )
Genre: periodical   ( marcgt )
Dates or Sequential Designation: Vol. 4, no. 3 (July 1954)-
Dates or Sequential Designation: Ceased in 1996.
Issuing Body: Official journal of the Florida Association of the American Institute of Architects.
Issuing Body: Issued by: Florida Association of Architects of the American Institute of Architects, 1954- ; Florida Association of the American Institute of Architects, <1980->.
 Record Information
Bibliographic ID: UF00073793
Volume ID: VID00123
Source Institution: University of Florida
Holding Location: University of Florida
Rights Management: All rights reserved by the source institution and holding location.
Resource Identifier: oclc - 06827129
lccn - sn 80002445
issn - 0015-3907
 Related Items
Preceded by: Bulletin (Florida Association of Architects)
Succeeded by: Florida/Caribbean architect

Table of Contents
    Front Cover
        Front Cover 1
        Front Cover 2
        Page 1
        Page 2
        Page 3
    Table of Contents
        Page 4
        Page 5
        Page 6
    Convention program sparkles with star-name speakers
        Page 7
        Page 8
    Law and justice
        Page 9
        Page 10
    Color in your detail
        Page 11
        Page 12
        Page 13
        Page 14
        Page 15
    1964 AIA library building award -- Merit award to T. Trip Russell and Associates, Architects
        Page 16
        Page 17
        Page 18
    Biscayne federal's architecture advisory board honored
        Page 19
        Page 20
    A seminar -- "The press and the building of cities"
        Page 21
    The Florida Architect receives award
        Page 22
    News and notes
        Page 23
    Advertisers' index
        Page 24
    Back Cover
        Page 25
        Page 26
Full Text

W A A Flo

This- publication- is. copyrighted. by- the- Florida.
Association. of. the. American. Institute. of-
Architects- and- is- an- official- journal- of- the-

Limited permission to. digitize- and make this- electronic-
version available- has- been- granted- by the. Association-
to- the- University- of- Florida- on- behalf- of- the- State-
Uni versity- System* of F lorida.

Use- of- this- version- is- restricted- by. United- States-
Copyright- legislation- and- its- fair use- provisions.- Other-
uses- may- be- a vi olati on -of- copyright- protect ons.

Requests- for- permissions- should- be- directed to- the-
Florida- Association- of. the. American- Institute. of-
Architects.- Contact- information- is- available- at- the-
Association' sweb site.

It is our pleasure

to serve

you ...

And our responsibility

to serve you



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Editor, FA:
The August 1964 issue of The
on the Alaska earthquake ("Wood
Construction's Resistance" by Joseph
L. Leitzingcr, P.E. and Dean E.
Mathews, P.E.), which is dangerously
I take particular issue with the
statement that "the investigation team
of the American Plywood Association,
flown to Alaska only hours after the
quake, attributes the low mortality
rate to the city's modern building
The AIA sent a team of experts to
Alaska to evaluate damage and to re-
port to the Governor on suggestions
for reconstruction. This was mention-
ed in a recent Octagon "Memo"
(July 31).
The main reason for the low loss
of life in the Alaskan earthquake was
not the use of plywood in houses as
the article infers. That was probably
the least significant factor of all. As
a matter of fact, conventional wood
houses of all sorts weathered the seis-
mic shock as well as plywood houses.
The reasons for minimal loss of life
were a combination of fortuitous cir-
cumstances: low tide, the late hour of
the day, the fact that people were at
home and not in places of large pub-
lic assembly, few fires, no panic, and
only a few land movements or slides
(although those few did cause great
damage). These fortunate circum-
stances are not likely to be repeated
in the inevitable next earthquake.
I find no fault in ascribing struc-
tural values to plywood which render
it superior to many materials in its
ability to withstand sustained lateral
forces, but to ascribe broad safety
benefits to plywood under earthquake
conditions is a dangerous and mis-
leading error.
The AIA team that went to Alaska
wrote a report on their findings. The
report is available through the Octa-
gon library. A story of the AIA team's
trip to Alaska is scheduled for publi-
cation in the AIA Journal later this
Very truly yours,
Paul D. Spreiregen
Project Head, Urban Design
American Institute of Architects
(Continued on Page 6)

JOHN F. HALLMAN, JR., Pres. & Treasurer
MARK. P. J. WILLIAMS, Vice-Pres.


G. ED LUNSFORD, JR., Secretary



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Florida Architect

In 74i Ise ---

Letters . . . . . . . . .
Convention Program Sparkles With Star-Name Speakers .
Law and Justice . . . . . . . . .
By Thomas H. Eliot
Color In Your Detail . . . . . . . .
By R. H. Havard
1964 AIA Library Building Award . . . . .
Merit Award to T. Trip Russell and Associates, Architects
Biscayne Federal's Architecture Advisory Board Honored .
A Seminar "The Press and the Building of Cities" .

The FLORIDA ARCHITECT Receives Award . .
News & Notes
Palm Beach Chapter Participates in Festival of Arts
Florida South Chapter Recipient of Award . .
Miami Chapter P/C Elects New Officers . .
Building Products Register . Changes . .
Fellowship Nominations Deadline . . . .
Jury Names Finalists in AIA Hq Competition .
Advertisers' Index . . .

Roy M. Pooley, Jr., President, 809 Bert Rd., Jacksonville
William T. Arnett, First V.-Pres., University of Florida, Gainesville
Richard B. Rogers, Second V.-President, 511 No. Mills Street, Orlando
Herbert R. Savage, Third V.-President, 2975 Coral Way, Miami
H. Leslie Walker, Secretary, 3420 W. John F. Kennedy Blvd., Tampa
James Deen, Treasurer, 7500 Red Road, South Miami
BROWARD COUNTY: Thor Amlie, Robert G. Jahelka; DAYTONA BEACH:
David A. Leete; FLORIDA CENTRAL: Richard E. Jessen, Frank E. McLane,
William J. Webber; FLORIDA GULF COAST: Frank F. Smith, Jr., Sidney R.
Wilkinson; FLORIDA NORTH: Thomas Larrick, James T. Lendrum; FLORIDA
Hartman, Jr.; FLORIDA SOUTH: John Q. Grimshaw, Herbert R. Savage, Earl
M. Starnes; JACKSONVILLE: A. Robert Broadfoot, C. A. Ellingham, Walter B.
Schultz; MID-FLORIDA: Fred G. Owles, Jr., Joseph N. Williams; PALM
BEACH: C. Ellis Duncan, Kenneth Jacobson, Hilliard T. Smith, Jr.
Director, Florida Region American Institute of Architects
Robert H. Levison, 425 South Garden Avenue, Clearwater, Florida
Executive Director, Florida Association of Architects
Fotis N. Karousatos, 3730 S. W. 8th Street, Coral Gables, Florida

H. Samuel Krus6, FAIA, Chairman; Wm. T. Arnett, Fred W. Bucky, Jr.,
B. W. Hartman Jr., Dana B. Johannes.

. . 2

. . .11

. . 16-17

. 19
. 21
. 22

. 2
. 24
. 24
. 24
. 24
. 24

THE FLORIDA.ARCHITECT, Official Journal of
the Florida Association of Architects of the
American Inisitute of Architects, Inc., is owned
and published by the Association, a Florida
Corporation not for profit. It is published
monthly at the Executive Office of the Asso-
ciation, 3730 S. W. 8th Street, Coral Gables
34, Florida; telephone, 448-7454.
Editorial contributions, including plans and
photographs of architects' work, are welcomed
but publication cannot be guaranteed. Opinions
expressed by contributors are not necessarily
those of the Editor or the Florida Association
of Architects. Editorial material may be freely
reprinted by other official AIA publications,
provided full credit is given to the author
and to The FLORIDA ARCHITECT for prior use.
. . Advertisements of products, materials and
services adaptable for use in Florida are wel-
come, but mention of names or use of illus-
trations, of such materials and products in
either editorial or advertising columns does not
constitute endorsement by the Florida Associ-
ation of Architects. Advertising material must
conform to standards of this publication; and
the right is reserved to reject such material be-
cause of arrangement, copy or illustrations.
Controlled circulation postage paid at
Miami, Florida. Single copies, 50 cents; sub-
scription, $5.00 per year; April Roster Issue,
$2.00.... Printed by McMurray Printers.





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(Continued from Page 2)
Ed. Note: The following letter was
received subsequent to the May issue
which contained the article "The Mile
High Building. Mr. Strakosch's re-
sponse follows the letter of inquiry.

Dear Mr. Strakosch,
I enjoyed reading your article in
much. It was thought provoking and
obviously of an authoritative nature.
The floor space occupancy of cle-
vators is certainly consequential. It
would seem to me that certain advan-
tages could be accrued by a two shaft
system with an indeterminate number
of cabs as long as there were a 'pass
over' at top and bottom (and perhaps
intermediately) so that one shaft were
'up' and the other 'down'. I realize
that certain modifications to elevator

systems as we know them would have
to be made, most of which would be
cured by making each cab self-pro-
pelled, I would think. Storage space
at lower levels could perhaps be pro-
vided for some of the cabs during
periods when demand was light.
I would appreciate your comments
on the above. Thank you.
Yours truly,

Dear Mr. Rudolph:
Your observation and suggestion of
having a number of elevators in a
single shaft is well taken. Actually, in
1932 or there about, an experimental
system of having two elevators in a
single shaft was developed and tested.
The economy (two machines and
elaborate safety devices) caused the
scheme to be abandoned it may

come up again. The double-deck ele-
vator is another approach to the over-
all concept of reducing shaft space.
The idea of self-propelled elevators
is very much alive, however, it will
require the development of an elec-
trical (or atom powered) motor which
can lift its own weight plus the neces-
sary structure and live load. This will
require many horsepower per ounce of
dead weight rather than the ounces
per horsepower necessary with present
technology. Once that can be develop-
ed, the crossover system is relatively
simple and the Mile High Building
can be more of a reality.
Thank you for your interest in my
article. I trust the foregoing is a suf-
ficient answer to your question.
Very truly yours,
G. R. Strakosch
Traffic Engineer

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Convention Program Sparkles

With Star-Name Speakers

With the steady growth of the pop-
ulation of this country and in particu-
lar because of the more rapid than
average growth of the population of
the State of Florida, educational
buildings of all types have become of
greater significance and of more im-
portance to the architect than ever
before. It was in recognition of this
that the planners for the convention
in the first stages of their work chose
"Design for Learning" as the general
theme of the Convention.
The program of the Convention has
been arranged first to provide archi-
tects with the knowledge of the
changing world of education, second
to give them case histories of build-
ings that have been designed for
changes in education, and third to
acquaint them with the new and spe-
cial problems that an architect faces
in designing a complete campus.
Schools being built now are a far
cry from those built only a few years
ago, and the difference is not in the
materials or construction but rather
that they were designed to meet to-
day's special needs. The techniques
of educating our children are not stat-
ic. Foreign language laboratories with
tape recorders and ear phones have
replaced the monotonous drill of ir-
regular verbs. Television and film li-
braries have made far places, expensive
equipment, and complicated processes
available to the smallest school. Team
teaching and special purpose rooms
are common, and unless an architect
is aware of these and many other
changes and advances in our educa-
tional systems, he is unable to aid in
the preparation of a program for a
new school or to translate that pro-
gram into an efficient building that
will hold its value for a period of

years. In order to hold its value it
must be flexible, because the tech-
niques of today will give way to those
of the future just as surely as they
have replaced those of the past.
Featured speaker for the first ses-
sion in the afternoon of Thursday the
12th of November is HAROLD E.
GORES, President of Educational Fa-
cilities Laboratory, which is a non-
profit corporation established by the
Ford Foundation in 1958 to help
American Schools and Colleges with
their physical problems by the en-
couragement of research and experi-
mentation and the dissemination of
knowledge of educational facilities.
Under his direction, searching studies
on schools probed into such things as
the cost of the schoolhouse, designing
schools for television, a school library,
profiles of significant schools, and a
series of case studies on educational
facilities. With Mr. Gores on the
first program will be DR. JOHN GILLI-
LAND, Director of School Planning
Laboratories, College of Education,
University of Tennessee, and DR. B.
FRANK BROWN, Principal of Mel-
bourne High School. Both of these
men have worked with Mr. Gores, as
of the firm of Perkins and Wills of
Chicago, who will also take part in
the program. Others speaking that day
will be DR. A. B. WOLFE, Principal
of Nova High School, and PROFES-
SOR R. L. JOHNS of the University of
Architects and educators have long
believed that the building in which
the school is housed has much to do
with the motivation for learning. As
part of the total discussion on chang-
KIMMEL. of the University of Florida

Department of Psychology, a special-
ist in the technology of learning, will
speak on the interrelation between
the learning process, education, and
the building.
The second session of the four-day
meeting is devoted to a case history
of high schools. The first is the Eau
Gallie High School, for which MARK
HAMPTON, A.I.A. of Tampa, was the
Architect. DR. HAROLD B. CRAMER,
The State Department of Education
School Plant Planning Section, will
discuss the preparation of the educa-
tional specifications for the building.
The building itself will be presented
by WAYNE F. BETTS, Architect for
the State Department of Education,
and the operation, with the resulting
success or failure, will be discussed
by GEORGE MAXWELL, Principal of
the high school. The second case
history is that of the Nova High
School in Fort Lauderdale. The Direc-
tor of School Planning for Broward
County, MR. ROBERT PULVER, will
discuss the planning of educational
specifications for the building. Its
design will be presented by JAMES
HARTLEY, Architect for the building,
and its operation by DR. A. B. WOLFE,
Principal of the school. Following
their presentations they will be joined
by Mr. Hampton and DR. J. LEPS,
Profession of Education at the Univer-
sity of Florida, and the entire group
will form an informal round-table dis-
The third session presents the prob-
lem of planning an entire new cam-
pus. There have been several of these
in Florida-one currently in planning
stages is New College of Sarasota; and
it will be discussed by MR. I. M. PEI,
Architect from New York City. A sec-
(Continued on Page 8)

(Continued from Page 7)
ond school, also under the complete
charge of one architect, is Southern
Illinois University at Edwardsville,
Illinois. MR. OBATA, of the firm IIel-
muth, Obata, and Kassabaum, is the
Architect in charge, and it will be
presented by CHARLES PULLEY, Archi-
tect for the University.
The summary of the various sessions
will be presented by JOHN WV. Mc-
LEOD, F.A.I.A., of Washington, D. C.
Other convention plans are in the
final stages of completion and will be
announced shortly.
CHARLES S. STOCK, the Presi-
dent-Elect of the Producers' Council,
will be the honor speaker at the Prod-
uct Exhibit Award Luncheon on No-
vember 12th. Mr. Stock is Vice
President of The American Air Filter
Company, Inc.
The Convention Committee is cur-
rntly negotiating with a top U. S.

government official to speak at the
First Annual Florida Craftsman Award
program. This function will take place
on Thursday evening, November 12th
with a reception and dinner scheduled
at the beautiful Roosevelt Hotel.
A most pleasant social function will
officially commence the 50th Golden
Anniversary Convention. The Gala
President's Reception will take place
WVednesday evening, November 11th.
State officials, legislators and other
dignitaries are expected to be present.
It is hoped every architect will plan
his arrival in Jacksonville to coincide
with this gala affair which will begin
at 6:30 p.m.
The Architectural Exhibit Chair-
man, Bob Boardman reports promis-
ing participation by architects to dis-
play their own designs. This report
is based on the first mailing of some
three weeks ago.
Within the next two or three
weeks, every architect will receive the

first Convention Registration Form
as well as the Hotel Reservation Card.
The Convention Committee requests
your prompt attention to these mat-
ters. This will enable the FAA Staff to
program its workload in order to serve
everyone with the attention we desire
to give you.
The Ladies Committee Chairman,
Mrs. James O. Kemp, advises that her
committee will finalize the ladies
activities within two weeks. The pro-
gram that is planned will be interest-
ing to every lady regardless of age.
The ladies activities will be educa-
tional as well as entertaining. There-
fore, it is a must to be in attendance.
It is not too early to plan now to
attend your 50th Annual Convention
with your wife an interesting pro-
fessional program top speakers -
important business meetings out-
standing social functions with prem-
ium entertainment all adding up
to an event you won't want to miss.


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Law And Justice

By THOMAS H. ELIOT, Chancellor
Washington University
St. Louis, Missouri

Last week at our McDonnell Plane-
tarium, across the street in Forest
Park, I saw a demonstration entitled
"The Stars in the Year 2164." Around
the edge of the celestial dome was
someone's conception of what St.
Louis would look like 200 years from
Well, to my unpracticed eye, the
heavens looked exactly as they do
today, and I thought comfortably of
Meredith's lines,
Around the ancient track
marched, rank on rank,
The army of unalterable law.
But the earth-the city visible-
was something else again. The arch
just now rising on the riverfront had
been, indeed, reduced to a croquet
wicket. All about were strange tower-
ing structures, as if-Cape Kennedy
-grown to montsrous size, had set the
pattern for the gargantuan dwellings
of the future. The only other things
visible were endless speedways and
I don't know who drew these pic-
tures. I don't believe an architect
did, or a city planner, or an urban
designer. But I do think that the
artist could be right-if the archi-
tects and planners and designers let
him be right. The city visible reflects
the values of the people: and if no
one takes the lead in defining the
values that make urban life worth
living, and in translating them into
physical form, then cities will be
shaped by the individual concerns of
the few who hold the reins of power
-who may or may not give even a
passing thought to the comfort of
other people, or have any vision of
their city as a place where noble aspi-
rations can be fulfilled.
So that's the challenge to you who
are assembled here today-and your
sucessors, I suppose for the next 200
years. Think about the values that a
city can express. Do more than think.
Act. If you believe that the old-time

friendly neighborhood is worth pre-
serving, act to preserve it. If, deep in
your bones, you understand that man
is a creature not of concrete but of
the earth, see to it that the dwellers
in the city can feel too, the touch
of the revivifying wilderness. If you
realize that the persistent pursuit of
amusement is the surest road to
deathly boredom, insist that the me-
tropolis be dotted with centers for
participators, not just spectators. If
there is something finer in the inner-
directed man than in the dependent
follower of the crowd, provide for the
individual's solitude in the midst of
millions. Dream of splendor and act
to make that dream come true.
Is this your task? I think it is,
although not yours alone. The aspect
of the city, and hence its atmosphere,
is in good part created by the archi-
tects, by the individual buildings de-
signed or not designed by architects.
(Look at the drab rooftops of new
industrial suburbs, a thousand little
ranch houses all in a row: it takes a
brave man to overcome, there, the
compulsion drearily to conform and
mindlessly to escape to the television
set each night.) Individual buildings
count-and so does the way in which
they are organized and linked. All
of this is, or should be, within the
architects' purview. As Dean Passon-
neau has said: "To think of architec-
ture as the forming of spaces as well
as the forming of solids directs our
attention to the activities that spaces
contain and that, to a large extent,
shape spaces . Architecture does
not stop at the building line . a
building is not isolated from its sur-
roundings . there is an architecture
of interior spaces and an architecture
of exterior spaces, an architecture of
rooms, or groups of rooms, of paths,
of plazas, an architecture of cities .."
The selection of values is an indi-
vidual matter, and mostly I leave it
to you-though my own scheme is

not wholly invisible. I am going to
stress two basic values, however, be-
cause I've been told to: law and
justice. And particularly, though I am
certainly no modern Socrates, I would

discuss with you justice in the twent-
ieth-century city. Legal justice, politi-
cal justice, economic justice, social
You know, if there is one concept
that is common to practically all of
us, it is the concept of fairness. Some-
how we know without being told that
it's unfair to change the rules in the
middle of the game. Almost instinc-
tively we resent one man being pun-
ished for a crime while his fellow
criminal goes free. Individually we
our-selves stray at times from this
narrow path, but we solace ourselves
with the notion that justice will be
done-if not by ourselves, at least by
our public instruments of justice,
the police and the courts of law. This
notion is not always valid. Yet we
must make it valid, if only because our
personal security depends on its
We cannot live confidently in cities
where the police and the judges are
corrupt. Too often, too many of us
live in just such cities. The New
York County sheriff's "little tin box,"
with $400,000 stashed away in it,
came to light thirty-odd years ago, it
is true: but are we sure that there are
no other little tin boxes, now in other
cities? Judges, in most of the country,
are elected-elected by people who
have no practical way of finding out
whether they are fair and just or not.
For most of us the judicial process
is an esoteric mystery. It is not suited
to the ordinary electoral process.
For some of its courts, Missouri
led the way some years ago, by de-
vising a system of, in effect, life ten-
ure subject to recurrent opportunities
for the voters to express their disap-
proval. This takes the judiciary-or
(Continued on Page 20)

Washington Hilton, Washington, D.C. / Hilton-Uris, Inc., Owner / William B. Tabler, F.A.I A., New York, N.Y., Architect / Wayman C. Wing, New York, N.Y, Structural Engineer
Uris Buildings Corp., New York, N. Y., Builder / Kirk Lindsey, Inc., Arlington, Va., Concrete Construction / Maloney Concrete Co., Washington, D.C., Ready-Mix Suppliers


On Washington's Most Glamorous "Y"!

Its flaring, "Y" shape and resort atmosphere lend
the new Washington Hilton Hotel a distinctive out-
ward appearance. Construction techniques and mate-
rials used were no less modern and imaginative.
Of reinforced concrete frame construction, the
Washington Hilton incorporates ultimate strength
design with the use of Solite lightweight structural
concrete to achieve striking results at substantial
Construction techniques included flat plate and
pan joist as well as one way slab systems. 25,000

cubic yards of Solite were used; 12,000 tons of
dead load were shaved from the building's frame.
The uniformity of Solite concrete, rigidly maintained
through quality control production, assures outstand-
ing ease of handling and placement.

Lightweight Masonry Units and Structural Concrete
Atlantic Coast Line Building, Jacksonville, Fla

"6eol In wo ,r Vetai"

Director of Design
Formica Corporation

In architecture, as in all other
fields of commercial endeavor, color
is becoming more and more a funda-
mental, to be considered with as
much care as are other fundamentals
such as drains and roof flashing. In-
deed, in some respects it may be even
more necessary than some other more
functional, but less apparent ingredi-
ents of the over-all architectural con-
cept, for this is the Age of Packaging
and, like so many other businesses,
the product of the architect or design-
er must be packaged to sell.
First impressions are important,
and people do fall in love at first
sight. With these two thoughts in
mind, therefore, it is important to
make due provision for the many ad-
vantages in 'selling' which color gives
.from the very first presentation
right through to the color styling of
the accessories which go into your
project when ready for occupancy.
While the architect and his design-
er may not be salesmen in the gen-
erally accepted view of the word,
nevertheless any one of us who has
been asked to submit a presentation
on a project knows very well that we
are required to do a first-class 'selling'
job if our own submission is to win-
out over our competition, and it is with
this consideration in mind that the
notes which follow are submitted to
you for your own reference . they
are some of the conclusions drawn
from several years hard experience on
both sides of the Atlantic.
Since it is important that color be
part of the entire project perhaps it
would be best to consider the major
steps in which it can contribute to
the success of one's presentation.
First, of course, is the original draw-
ing, the rendering which gives the
very first public view of the archi-
tect's creative image. Renderings of
perspectives may be in black and
white or color, but observation shows
that where there are two drawings,
equally well done, one in color and
the second in black and white, at-
tention is drawn immediately to the
one in color. In view of this demon-
strable fact, it would be an unneces-

sary risk to refuse to carry out the
rendering in color.
With regard to this first presenta-
tion one should not confine oneself
to a colored rendering of an exterior
elevation, but should also prepare two
or three examples of suggested color
schemes of major interior elements
Foyer, Lounge, Conference
Room, and so on. Not only will these
give a plus quality to the submis-
sion, but will also demonstrate an
awareness of the final visual charac-
teristics which the project, when com-
pleted, will present . for this is
what your client is depending upon to
sell his own investment at a profit.
Getting to grips with the color
problem early in the project's history
will also enable the final work to
avoid a number of the pitfalls which
so often mar a work of otherwise ex-
emplary planning. We all know that
certain colors excite while others sub-
due. The architects and artists who
conceived the beautiful cathedrals in
Europe recognized this, hence they
used in the wonderful stained glass
of the early renaissance those deep
blues, greens and purples which con-
tribute to a meditative state of mind.
While the client would not wish to
secure too much of a sedative or med-
itative influence in the work areas
of the new offices and plant you are
designing for him, nevertheless he
will not thank you for inflicting a
traumatic catastrophe in brilliant
yellows and reds.
At the risk of repeating the obvi-
ous the following 'do's' and don'tt'
are offered as a rough guide for color
in work areas:
Don't use bright, strong colors, es-
pecially those in the red/yellow areas,
for desk tops.
Don't use strongly printed patterns
for desk tops.
Don't use reds and bright yellows
for typewriter and other working
equipment housings.
Don't mix too many bright colors
in a single room.
Do use cool colors . Greys,
Greens, cool Blues for table tops.

Do use cool colors for equipment
Do use bright color on desk sides
and fronts and for chair backs and
Another factor which enters into
the determination of color is, of
course, that of geographical location.
The range of colors suitable for in-
stallations north of the Arctic Circle
should be quite different from those
to be used in the area south of the
Tropic of Cancer. Likewise, there
should be a difference in color styl-
ings for use in regions as different as
the north-west Pacific Coast and the
south-east Atlantic coast. Obviously
the climatic conditions in these men-
tioned areas are so much at variance
that the psychology of color changes
acutely one from another. For ex-
ample, a brilliant orange-red hue may
offer a comfortable stimulus in the
cool dampness of the coastal north-
west, while in the Gulf and South-
Atlantic coast areas of much higher
temperatures and intense sun-light
such a color could raise psychological
temperatures to explosive pitch.
The mis-use or mis-application of
color can certainly exercise a substan-
tial influence in the diminution of
value which the client received from
his investment. A telling illustration
of this fact was offered recently by
Richard N. Jones, marketing Vice-
President of The American Builder,
magazine, at a meeting of the Color
Marketing Group in New York. Mr.
Jones showed an example of a subur-
ban development in which little buy-
er enthusiasm was experienced where
all houses were painted white, but
sales were rapidly made after the
same units had been re-painted in a
progression of harmonious colors.
Another experiment, undertaken
by Dr. R. M. Hanes of John Hopkins
University, had to do with the use of
new color schemes in class-rooms. It
had been observed that school-chil-
dren responded with increased alert-
ness in their newly colored environ-
ment, but it was also observed that
favorable pupil reaction diminished
(Continued on Page 14)


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some people think he has

nothing on his mind but women


He knows that modern women not only like living
electrically they want more of it! Women want it
by the house-full.
And by the same token, the woman-pleasing answer
to a.new home or apartment is one that merits the
Buyers and renters have been pre-sold that the
MEDALLION offers the most in Better Living Elec-
trically. They look for it.
Successful builders know from experience that all-
electric homes sell faster . all-electric apartments
rent easier.
Realtors recognize that the MEDALLION is a power-
ful selling aid . today's "best seller" in the new
home market.
Architects are fully aware that MEDALLION HOMES
permit the utmost flexibility in design. In kitchen
and laundry, flameless electric appliances are tops
in space-saving.

Electrical Contractors know that MEDALLION
HOMES with major electric appliance installations ...
and modern lighting. . and Full Housepower wiring
.. just naturally add up to more business.
Every segment of the building industry benefits by
the trend to all-electric living . and by the tremen-
dous, multi-million dollar, national advertising program
for MEDALLION HOMES, backed up locally by
Florida's electric companies.
The "switch" is on to MEDALLION HOMES
and apartments throughout Florida. It's a fact:
MEDALLION certifications in 1963 were 37% higher
than in 1962 in the area served by Florida's four
investor-owned electric companies.
You can profit by participating in the MEDALLION
HOME program. For full details, call your electric
utility company . always at your service!

More and More it is Recognized that
Basic requirements for homes or apartments certified for the

ing electric range, electric water
heater, and other major electric
amp. service entrance and enough

switches and outlets for modern
lighting provision for comfort,
safety and beauty.

Florida's Electric Companies js T,' i i n Investor-Owned


Color . .
(Continued from Page 11)
with passage of time. The conclusion
reached was inconclusive, according to
Dr. IIanes. Howcvcr, it is the writer's
opinion that the experiment, while
judged to be inconclusive by Dr.
IIanes and his team, perhaps because
they were looking for certain antici-
pated results, cannot be written-off as
inconclusive when it does, in fact,
demonstrate that freshness of sur-
roundings, involving color, does have
a positive influence upon the subject
. . in this particular case the subject
being the classroom students. More
surely than anything else, the experi-
ment proved the point that a higher
level of alertness may expected of
workers in surroundings of color
freshness, and, further, that the level
of alertness may be expected to con-
tinue higher over a longer period of
time where color has been carefully
selected with discretion for its stim-
ulatory capacity.
This leads us to the next reminder
of a fact that we have long known
but may not always remember, and
it is that our work is intended to en-
able our client or customer to sell his
investment as profitably as possible.
To this end, therefore, since it is rec-
ognized that certain colors have great-
er immediate or spontaneous accept-
ance than others, we should make the
greatest effective use of such colors
in the final assembly of our client's
saleable package . whether it be a
house, apartment block, office com-
plex or factory.
In the first article in this series
("The Color Blind") the writer
touched briefly upon vibrancy, wave-
length of light which determines the
hue which becomes visible to our eye,
and attempts to identify such hues
have occupied philosophers and physi-
cists for a long time. In Figure 1 we
see an elementary Color Wheel de-
veloped by Goethe, the 18th Century
German philosopher. This he based,
obviously, on the most apparent spec-
trum splitting as seen by means of a
prism. Today, we are in need of a
somewhat more refined identification
of hue, and an advance on the color-
wheel of Goethe is the 12-step one
shown in Figure 2. Here is a tool
which can be of value in determining
harmonics and complementary colors.
The simple one shown shows the
three primary colors . Red, Yellow
(Continued on Page 22)

Fig. I Simple Color Wheel by Goethe.


Fig. 2 -Simple 12-hue Color Wheel.


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i^t*Ss^- A ^ -.^_ '. al-^'J- S ^ -
_4r:hYz" 21A,*~
VL3~ _

y1 i1

Architect: Carl H. Blohm, Miami
Engineers: Jorgensen and Schreffler, Miami.
General Contractors: M. R. Harrison Construction Corp., Miami.
Precast Concrete Units: Stresscon International, Inc., Miami.



Decorative concrete grillwork, custom-cast from
given Miami's famed football stadium an appear-
ance as festive as its purpose. Screening out the
under-structure of the stadium at the West End
Zone, the new facade was produced to architect's
specifications, and, though massive-largest units
were 19x14 feet-the effect is light and graceful.
This is another outstanding instance of the limit-
less possibilities of concrete, the most enduring,
versatile and economical of building materials.

Keep Florida prosperous! Buil Flnrida manufatuired t prodrlrtOr Use Florida Cemninft,


1964 AIA Library Building Award ..

7t/tert Awear dC. Coconut Grove Branch Library


Coconut Grove in Mliami is an
old community having great charm
and has kept the early Florida archi-
tecture. It was greatly attached to its
weather-beaten old library that existed
when books had to be brought in on
the heads of servants who waded from
ship to shore across the flats of Bis-
caync Bay. To destroy the old build-
ing was unthinkable, but it was a fire
hazard and termite infested.
In the design of the new building,
the original portico was dismantled,
treated and reused. The new Brows-
ing Room is the same size and shape
as the old library with an exposed
wooden beam ceiling supported by
scissor trusses recalling the atmos-
phere of the old library.
A sloping site commands a splen-
did view of the bay and yacht basin.
The magnificent poinciana tree is a
land mark and the grave of one of
the pioneer founders of the library is
on the site undisturbed.
The new structure is reminiscent of

early raised structures in this area,
dating from a day when snakes and
alligators were frequently met; from a
base of native oolitic limestone rises
the laminated pine structural timber
arches supporting the high gabled,
deep overhung planked roof shading
a wide verandah extending around
three sides of the building and over-
looking the bay. Protection of the
open verandah is provided by a weath-
ered redwood balcony rail into which
is built a continuous seat. The build-
ing is completely air conditioned and
heated, but the feeling of openness,
characteristic of the Grove, is main-
Because of the smallness of the his-
toric site, the design of the new
building necessitated split levels, and
the sloping terrain provided an eco-
nomical way of achieving this.
The split levels had an additional
important advantage. One of the in-
herent characteristics of Coconut
Grove, which is seldom found in

neighborhood libraries, is the fact that
the library is patronized by a highly
literate adult group and, because of
the close proximity of an elementary
school, also by young children. A
separation of these relatively incom-
patible patrons is highly desirable. It
is also important in this library that
use by the handicapped be facilitat-
ed in every possible way. While this
is a desirable adjunct in any library,
the large number of elderly citizens
in Coconut Grove make it especially
necessary here.
Another unusual factor that con-
tributed to the design of this library
is its close proximity to one of the
oldest and most active marinas in
South Florida. The old library, as a
result of the generous donation of
books by seafaring patrons, had a
unique collection of books on marine
history. These are happily housed in
the portion of the building that re-
calls the old library for the use of all
those interested in marine life in this


:-::- ~
~:'~ :

Above: Panorama View of Main Reading Room.

Below: Outside view of library. The left section of building consists of browsing room, the work space and other facilities are located
in the center section with the main reading room on the right surrounded by the verandah. Note platform for accessibility by handi-
capped people.

.... ........ .. ..........


What is the one design material that can be
a wall, a door, a partition, a fence, a roof, a
window, a mirror or a piece of furniture ...
of almost any shape, color, texture, size or
design? Transparent, translucent, reflective
or opaque? Impervious to sun, wind, rain
and corrosion? Never becomes obsolete ...
and needs no maintenance but washing?

O Steel O Wood 1 Concrete l Glass ] Masonry

Are you taking full advantage of all the design properties of glass? We suggest you look
through Sweet's Architectural File. Then direct your questions to your local PPG Archi-
tectural Representative. Contact the PPG office nearest you. Pittsburgh Plate Glass
Company, Pittsburgh, Pa. 15222. PPG makes the glass that makes the difference


'icaynee Federac l drcitecturat l4Adiwory 'oard o waed

Apartment buildings that are squeez-
ed into a lot with a shoehorn, and
awkward homes that add no quality
to a community are quietly being ne-
gotiated "out of site" by an interesting
innovation by Biscayne Federal Sav-
ings and Loan Association whose suc-
cess is hailed not only by architects,
but by commercial investors all over
the country.
The story opened three years ago at
Biscayne Federal when E. Albert Pal-
lot, Biscayne's president, pioneered an
architectural advisory board consisting
of five top area architects whose func-
tion was to give professional verdicts
on the merits of building designs sub-
mitted for loan applications to Bis-
cayne Federal's Mortgage Loan De-
The architects actually sit in review
with the loan committee to evaluate
every new structure. They are paid a
monthly retainer by Biscayne Federal;
their professional services come free
of cost to the builder and homeowner
applicants. The architects make chang-
es, revisions, recommendations. Their
work is to criticize and improve. The
result has become so unique a mar-
riage of the practical and the creative
that national magazines have picked
up the idea as a new direction for
civic and property enhancement, and
easily adopted by the more than 5,000
savings and loan associations in the
United States.
Not the least important is the en-
thusiasm of the architects themselves
who have welcomed "the opportunity
to express with commercial people,"
as one architect put it. All five were
interviewed this week to give a pro-
fessional verdict on their own merits
in elevating, changing or removing
some designs and standards they al-
ways deplored.
The hand-picked five on Biscayne's
Architectural Advisory Board, all Fel-
lows of American Institute of Archi-
tects, are Herbert H. Johnson who
succeeded the late Robert Law Weed,
Robert M. Little, Russell Pancoast,
Igor Polevitzky and Robert Fitch
Smith (now deceased).
From their point of view, what has
their combined Advisory Board accom-




I ..

:; 1

Honored for creative services for better home design were these five architects, who
were presented with a Certificate of Commendation by Biscayne Federal Savings &
Loan Association. The architects serve on Biscayne's Architectural Advisory Boad.
Making the presentation at a testimonial luncheon May 21 at the Columbus Hotel,
was (left) E. Albert Pallot, Biscayne's President. Receiving the awards were (left to
right) Verner Johnson for Igor Polevitzky, Robert M. Little, Herbert H. Johnson, Roy
Spence for Robert Fitch Smith (now deceased) and Russell T. Pancoast. Also offici-
ating was Chelsie J. Senerchia (right) Biscayne's Vice President.

polished over the past three years?
Here are some of their own state-
In most cases we improved basic
design without increasing build-
ing costs.
This applied to private homes, multi-
unit apartment structures, duplexes,
one planned community development,
project houses and commercial build-
In our few cases of increased cost,
the improvements were so super-
ior that both the builder and the
lending institution gladly accept-
ed the responsibility of more
money for a much better invest-
Frequently ignored, in the origi-
nal plans showed to us are the
elements of more comfortable
living. We helped realize fullest
living potentials by merely rear-
ranging space and windows to
give better closets, better kitchens
and better placement of furni-
ture, especially in bedrooms.
We redesigned buildings to retain
all the rental units yet make

more open land available for land-
scaping beauty and recreation.
We are professionally quick to
spot general planning mistakes
such as the clumsy location of
doors, closets, fixtures and traffic
One architect brings with him to each
Biscayne loan conference a set of

three crayons in red, blue and green.
With them he traces the daily foot-
steps of the woman of the house (she
is the red crayon), the husband
(blue) and the children (green). His
aim: to relieve the living room from
being merely a corridor between the
bedrooms and kitchen.
We pay great attention not only
to the building, but to the envir-
onment. We judge both, to
achieve harmony. The proof
comes to the builder when he
discovers that his building has a
professional 'something extra'
that upholds its value in the face
of a competitive market in rentals
or sales. In short, we get some
design quality into the thing.
(Continued on Page 20)

Architects Honored...
(Continued from Page 19)
One spectacular example of many
is a rental duplex whose roof was
changed. The money saved went into
a little Japanese garden. It is so de-
lightful a money-maker for the invest-
or that a series of such duplexes is to
be built, strongly endorsing the ar-
chitects' pooled purpose to "help the
environment" with color, light, space,
place and beauty at no added cost.
Came this summary from them:
Like a stone in a ring, a building
needs the proper setting. All of us
look to the future. When there's
a good market, a builder can put
any idea together and sell it. But
the loan goes on for 20 years.
Therefore the building must be
desirable for years to come, and
able to withstand the vicissitudes
of change. An experienced archi-
tect shares the point of view of
the buyer, the developer and the
lending institution. We merge
all three to produce the best for
each, as well as for the neighbor-
hood and the community at large.
No one has yet perfected a perfect
building, as all declare, but this Mi-
ami-made fusion of "instant archi-
tecture" on buildings is being acclaim-
ed nationally as the most effective
education so far devised to get better
design and better quality on the
streets of a city.
It was in honor of their civic use-
fulness that E. Albert Pallot, Presi-
dent of Biscaync Federal, presented
each of its five architects with an
official Citation of Appreciation for
their elevating work over the past
three years, and Biscaync's unanimous
decision to continue it. Pallot him-
self is a fitting leader in the move
toward better buildings and more at-
tractive communities. He was first
Chairman of the City of Miami Beau-
tification Committee and from 1959
until this year he spearheaded its pro-
jects. Major on the list are the annual
"Make Miami Beautiful" contest, Na-
tional Clean-Up, Paint-Up, Fix-Up
Week which earned Miami third place
in the United States through two suc-
cessive years, beautification of the
causeways, the fight against billboard
defacement, Arbor Day, the annual
Royal Poinciana Fiesta, and the first
concerted attack to clean up the Mi-
ami River.

Law and Justice...
(Continued from Page 9)
at least a part of it-out of the realm
of partisan politics and election con-
tests. The system should be extended
here and copied elsewhere.
But as long as it's not extended
and copied, courts, like law enforce-
ment, are in politics. This brings me
to the "political justice," by which
in this context I mean two things:
the fairness of city government, and
the equal right of all citizens to par-
ticipate in it.
The two may be linked more closely
than we realize. I well remember a
discussion a few years ago with a
young Harvard law student from
Georgia. He told me he had been
shocked and stunned when Governor
Arnell, by executive order, abolished
the poll tax in Georgia. At the next
election, he said, "I worked at the
polls. Down from the hills came the
sharecroppers. They were uneducated,
sick scarecrows. They'd never seen ten
dollars. They didn't know anything.
At first I was horrified at the idea of
their voting. And then I suddenly
realized-maybe it's just because
they've never been allowed to vote
that they are today so ignorant and
so miserable."
Fortunately the Constitution now
outlaws the unfair poll tax. Fortu-
nately, the Supreme Court has held
that it also forbids unfair discrimina-
tion against voters in the cities, in the
allotment of legislative seats. Yet still
today, wherever for no proper reason
the vote guaranteed by law is denied
in fact, political injustice prevails.
And where there is no political justice,
economic justice is missing too.
It takes more than votes or laws,
of course, to make a city a center of
economic justice. They help. But
equal employment opportunity must
depend more on the patient persis-
tence of those who love justice and
who hold with Jefferson-that all men
are created equal. You architects, in
your professional life, are well aware
of this. Are the contractors, with
whom you must deal so intimately,
firmly dedicated to this proposition?
I know some who are.Are the build-
ing trades unions? Some, yes: some,
it would seem, are not. Yet we cannot
have safe and prosperous and healthy
cities if we do not have equal job
opportunities for all, regardless of

The color line in employment, or
rather its elimination, is certainly not
the sole responsibility of employers
or unions. There are thousands--
millions perhaps -of urban dwellers
unqualified for the jobs that are
open: unqualified by lack of educa-
tion, lack of technical training, even
by lack of purpose and desire. This
is the fruit of more than two centuries
of social injustice. We can blame our
ancestors for it if we like, but blaming
them won't make our cities healthy
and prosperous and safe today and
tomorrow. Where young, strong, very
poor, ill-educated men roam the
streets, denied a chance or scorn-
fully yet understandably denying
themselves a chance, the peace, pro-
perty, and lives of the people are in
danger. Surely in our cities, social
justice is the price of safety.
More important still, it is a
measure of our own pride in our
Architects, almost by definition I
should think, must have pride in the
buildings they design. Life wouldn't
be any fun, otherwise. And in an
urban age few buildings can stand
alone. Have you seen the beautiful
Le Corbusier structure in Cambridge?
You hardly can see it, until you're
inside it, for there is no space around
it. Inevitably the setting, the city
blocks, the community, must come
within the compass of your profes-
sional pride.
What, then is your community
role? Is it not to define your values-
beauty perhaps, and fulfillment and
justice- and to work to make them
real? If so, how do you go about
making them real?
You don't make the decisions. No
President was an architect except
Jefferson, and he had no license to
practice. As far as I know there are
no architects in Congress; after seeing
the new House Office Building that
is named for Sam Rayburn, some
carping critics have wondered whether
there are any architects in Washing-
ton. No mayor of a great city is an
architect. The nearest approach to
it, I guess, is the former professor
of engineering at Washington Uni-
versity who has been the excellent
Mayor of St. Louis for the last eleven
years. And I'm not urging you, par-
ticularly, to run for the City Council.
You can influence decisions. Sel-
dom if ever can you do this alone.
(Continued on Page 22)

74e Pwesa 1 Iwated ?o Atteen Semwna. ...

"The Press And The

Building of Cities"

In the fall of 1962, the School of
Architecture and the Graduate School
of Journalism of Columbia University,
working under a grant from the Amer-
ican Institute of Architects, jointly
conducted a working conference for 30
reporters from metropolitan newspa-
pers throughout the country. Title of
the conference was The Press and the
Building of Cities. Its purpose was to
stimulate the American press into be-
coming more aware of and increasing
the quality of its reporting of the
physical development of their com-
munities. George McCue of the St.
Louis Post Dispatch has described
this subject as "one of the biggest
home-front stories in American his-
tory, breaking right at the doorstep
of almost every newspaper."
Reporters who attended the Co-
lumbia conference felt the meeting was
so valuable that they themselves pass-
ed a resolution urging the Institute to
sponsor similar conferences on a reg-
ional level. To date, six of these reg-
ional conferences have been held.
Henry Lyman Wright, then-presi-
dent of the Institute, said in welcom-
ing reporters to the 1962 Columbia
conference: "Our cities, if they are to
survive, are committed to the massive
process of reshaping themselves in the
coming years. The question no longer
is Will they rebuild?, but How well
will they do it? To a large extent, the
answer to this question depends upon
the knowledge and understanding held
by the people who live, work and
play in our cities. In our democratic
society, these people are the real build-
ing clients. The quality of their needs
and demands will profoundly affect
the quality of our cities. And to an
equally large degree, public knowledge
and understanding is dependent upon
the quality of information they receive

from the press. We conceive of this
conference as an incubator for a high-
er standard of excellence in reporting
and evaluating the many forces that
physically shape our cities." These
words describe the objectives of the
Columbia conference, and they apply
equally to regional conferences.
Today, most U. S. newspapers
simply are not covering this story
adequately. As Dean Edward W. Bar-
rett of Columbia's Graduate School
of Journalism put it: "One man covers
a bond issue at City Hall, another
reports a new business location on
the business page, a third talks about
real estate values in the real estate
section, a fourth reports new highway
planning, a fifth discusses civic beauty
on the Sunday art page, etc. The time
has come . when many of these
issues have to be viewed as segments
in one larger issue. The newspaper,
to maintain its place as a leader in
creating and guiding an informed pub-
lic opinion, needs a broader under-
standing of these complex forces and
what they can create . This, we
think, is probably going to be just
about as important an issue as there
is in local news in the next decade or
two. Newspapers should be equipped
to be at the center of the struggle."
Thus the major objectives of these
regional conferences are, first of all,
to make the press aware that The
Building of Cities is indeed "one of
the biggest home-front stories in Amer-
ican history," and secondly, to give
reporters background information on
the forces that are shaping our cities
so that.they can begin their skills in
writing about them.
The Seminar will be held on Octo-
ber 22 23 and is being sponsored
jointly by the Department of Journal-
ism and Department of Architecture

of the University of Florida which will
also be the location of this important
Every daily newspaper within the
region will be invited to send their
representative. Additional invitees will
be representatives of other news me-
dia, such as television, radio, weekly
newspapers, regional magazines, etc.
Additional information on the Sem-
inar, The Press and The Building of
Cities will be published in the Octo-
ber issue of THE FLORIDA ARCHI-


Are You



Participate in

the Architectural

Exhibit this


Law and Justice...
(Continued from Page 20)
In this urban age you need with you
the social worker, the sociologist, the
political scientist, the engineer, the
economist. It has been said that the
planner is the synthesizer of the idea
of all these specialists. I doubt this.
The planner is not super man. He is
a specialist too. The synthesis must
be achieved by the laymen, the men
with political power, the decision-
makers with governmental authority.
Who those laymen are depends in
part on you.
I mentioned the suggestion that
was made to me, that I should talk
about the desirability of having the
"city fathers" cooperate with the
architectural profession. Well, coop-
eration is a two-way street. I'm not
talking to aldermen, but to architects
and I'm suggesting that your profes-
sion can make a greater place for
itself, in the predominantly urban
America of the present and future,
if you who practice it are ready and
able to work with the "city fathers."
Modern government is itself a
highly technical process. The ruling
of large cities is not for amateurs. It
needs the specialist. At the top it
needs the combined professional tal-
ents of administration and politics.
But for successful government, the
administrator-politician must call con-
stantly upon the talents of other tech-
nicians, professionals, and specialists.
Will you be among them? That
will depend on your readiness for in-
volvement your capacity to work
fruitfully with other social scientists
and to understand the rules of city
government. These include federal
statutes, state laws, and local ordi-
nances. They include, too ,the norms
of political behavior. Your effective-
ness, finally, will depend on the depth
of your concern for what your city
looks like and for whether it shall
be the home of a just society.
Make no little plans-but make
them practical. Stay within the bounds
of economic reality and political pos-
sibility. The latter are broader than
you may think. How broad they are-
how splendid a dream can become
reality-can be for you to determine:
-by the depth of your sense of civic
duty, by your skill and devotion to the
great tasks of ennobling the physical
form and political life of the city,
by your dedication to the invisible
ideal of justice.

74h Florida Atchitect

Reee s Ed itocriatt Aegargd

was the recipient of an award made
at the Annual Meeting of the Florida
Magazine Association.
Presentation of the Award Sec-
ond Place, in the Best Editorial cate-
gory for Division One was made at

the Robert Meyer Hotel in Jackson-
ville on August 1st. The editorial for
which this award was presented was
the one written by FAA President Roy
M. Pooley, Jr. entitled "Shall We
Continue to Sleep . appearing in
the March 1964 issue.


I hmhl aon w

the floRI&a architect

In di ElgoM AHiiNd Crnai-wN


(Continued from Page 14)
and Blue . four steps apart. Re-
membering that each of the primary
colors is complementary to the other
two, it follows that each of the sec-
ondary hues will also be complemen-
tary to hues four steps to either side
of itself. If one chooses, one can
make up color wheels of even greater
refinement . showing 18, 24 or
more hues, and there are many good
instructional books on the market
which will enable the interested party
to construct a wheel to his own spe-
cial requirements.
In North America the Munsel Sys-
tem (Munsel Book of Colors) has
been adopted by the American Stand-
ards Association as the means for
identification of color. However, the
Ostwald System (made available
through the research facilities of the
Continental Container Corporation,
Packaging Division, may be more ser-
viceable from a designer's point of


view. While not as exhaustive as the
Munsel System as a total reference,
it does include all those hues which
are valid for most commercial pur-
One last note of caution in this use
of color to sell the package . your
own to your client, and his to his
prospective market. The best color
schemes are those which make use
of few colors, depending on careful
selection, blending and application
for maximum effect. Though not al-
ways appreciated, the prime differ-
ence between good and bad art is the
degree by which the artist recognizes
this fact . it separates fine from
calendar art. The master uses, often,
a very restricted palette while the
amateur loses himself in a morass of
too wide a range of colors.
Color sells! It can sell your work,
it can sell for your client, but, while
color sells . colors can wreck the
best design, too many colors, that is.

News & Notes

Palm Beach Chapter Participates in the Festival of Arts . .
On Sunday afternoon, April 5th,
1964, the Episcopal Church of Beth-
csda-by-the-Sea, Palm Beach, held its
third annual non-sectarian service
honoring the Creative Arts. For the
first time, the Chapter was invited to
take part in it.
Under the direction of the Rev. J.
L. B. Williams, the area to the north
of the nave of the church was dec-
orated with banners and drapes to re-
semble a medieval market square.
The various arts, such as painting, ar-
chitecture, and crafts as interior dec-
orating, jewelry design, shelleraft, and
others, each held exhibitions at a ,
"stall", also gaily decorated. About
fifteen members of the Palm Beach
Chapter submitted renderings, pho-
tographs, models, and in one case, a
detail, of examples of religious archi-
Different groups each walked in
the processional behind the banners Acknowledgment is made to the Palm Be;
of the art or profession. The archi- Chapter of the American Institute of Archite
tects were represented by their Fel- for arranging a special exhibit of church arc
lows who were members of the Palm tecture by local architects.
Beach Chapter, and by the past and
present presidents of the Chapter.
The Festival was exceedingly well
attended, and the architectural ex-
hibit evoked much interest from the
viewers. Next year the Chapter hopes
to obtain the exhibit of ecclesiastical
architecture from the American Insti-
tute of Architects.

Florida South Chapter
Recipient of Award
James E. Fcrguson, Jr., President
of the South Florida Chaper, Ameri-
can Institute of Architects, right, ac- L IB
cepts United Fund of Dade County
Torch Award from Miami Attorney
Harold Tannen, representing United
Architects were recognized for out-
standing support of the 1963-64 cam-

Fellowship Nominations
Deadline . .
Nominations for Fellowship to be
considered by the 1965 Jury of Fel-
lows should be submitted to The In-
(Continued on Page 24)


News & Notes
(Continued from Page 23)
stitute by October 1, 1964.
Photographic exhibits, H504 forms
and other supporting data pertaining
to nomination should be received by
November 15, 1964.

Miami Chapter P/C
Elects New Officers
The Miami Chapter of the Produc-
ers' Council has announced the newly
elected officers for the years 1964-65.
President-Thomas M. O'Connell,
The Kawneer Co.
1st Vice President-Paul Christie,
Libbey-Owens-Ford Glass Co.
2nd Vice President-Miss Ilah M.
Sexton, Overhead Door Co. of Miami.
Secretary-Felix Baker, Dwyer
Products of Florida, Inc.
Treasurer-Dick Herring, Arm-
strong Cork Co.

Changes . .
James C. Padgett, A.I.A. and Albert
Trull, Jr., announce the formation of
a partnership for the practice of ar-
chitecture. The office is located at:
2051 Main Street, Suite 117, Sarasota,
The following architects announce
the opening of new offices:
H. Leslie Walker, A.I.A.,
3400 West John F. Kennedy Blvd.,
Tampa, Florida;
Roland W. Sellew, A.I.A,
1922 Oleander St.,
P. O. Box 2091,
Sarasota, Fla.

Building Products Register
After a slight delay, the 3rd edition
of the Register has been distributed
to those who requested it.
The new format of the 3rd edition
is designed to lend itself to shelving
alongside the Sweets Files. To those
who are not familiar with previous
editions, attention is invited to the
very useful abstracts of trade and gov-
ernment specifications and other
standards which are grouped in a Bib-
liography at the end of each category.
Inasmuch as free distribution of this
edition was made possible by the
financial support of those producers
whose products are listed therein, ex-
pression of appreciation to representa-
tives would be appropriate. Encour-

agement of those producers of suitable
building products who are not includ-
ed, to consider listings in the next
edition will make it of more value to
all users.
Suggestions for improvements in
future editions may be sent either di-
rectly to The Institute or through
Fred W. Bucky Jr., a member of the
Architectural Building Information
Services Committee.

Jury Names Finalists
in HQ Competition
Here are the finalists in the na-
tional competition for the design of
a new AIA headquarters building,
selected from among more than 200
Donald Barthelme FAIA, Houston.
Jean Labatut FAIA and Carr Bolton
Abernethy, Princeton, N. J.
C. Julian Oberwarth FAIA, C. Jul-
ian Oberwarth & Associates (Milton
Thompson, associate in charge),
Frankfort, Ky.
Mitchell/Giurgola, Associates (Ehr-
man B. Mitchell Jr. AIA, Romaldo
Giurgola AIA), Philadelphia.
I. M. Pei & Associates (Ieoh Ming
Pei FAIA, Henry N. Cobb AIA, Aral-
do A. Cossutta AIA, James I. Freed,
Theodore J. Musho), New York City.
The Perkins & Will Partnership
(Saul Klibinow, Mozhan Khadem,
Phillip A. Kupritz, John Holton),
Each of the design teams will re-
ceive a $5,000 cash award and will
participate in the final stage of the
competition. The jury is composed of
Edward Larrabee Barnes AIA, J. Roy
Carroll Jr. FAIA, O'Neill Ford FAIA,
Hugh Stubbins FAIA, and John Carl
Warnecke FAIA.

Dunan Brick Yards, Inc. 3rd Cover
Florida Gas Transmission . 5
Florida Investor Owned
Electric Utilities . 12-13
Florida Portland Cement Div.,
General Portland Cement 15
George Washington
Hotel . . 2nd Cover
Merry Brothers Brick and
Tile Company . . 1
Pittsburgh Plate Glass Company 18
Portland Cement Association 3
Solite Corporation . . 10
Southern Bell Telephone &
Telegraph Company . 6
Walton Wholesale Corporation 8
F. Graham Williams Company 2

In the June issue on page 17
indicated that the firm McBryde
& Frizzell were Associate Archi-
tects in the design of the Edison
Junior College. This statement
was in error and should be cor-
rected in that the firms Mc-
Bryde & Frizzell and the Perkins
& Wills partnership were the
architects for this Junior Col-
The July issue of The FLOR-
the article "The Color Blind."
The words metamorphismm" and
"metamorphic" were used and
should have read "metamerism"
and metamericc" respectively.
TECT apologizes for these

Mark Your




11-14, 1964









Dei, Sevues

-. jL-

~-I-- jC~~9
---9 -'9i

-9 -. -~F
-Y -' "' --


MIAMI, FLORIDA TUxedo 7-1525


9acdoMcie --





This will be a dynamic program .. promi-
nent speakers . First Annual Florida
Craftsman Award . Product Exhibits
... revitalized President's Reception ...
other gala affairs . ladies' activities ...
Plan now to attend . Celebrate the 50th
year of the Florida Association of Archi-
tects . and bring the whole chapter
with you . !


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