PHARMA is an exhibition of mid-20th century graphic design running at The Cooper Union in New York. It is showcasing work from the pharmaceutical industry from designers such as: Herb Lubalin and Paul Rand, on behalf of companies like: Geigy and Dompé.
“The exhibition [PHARMA] highlights a defining change, as the marketing of brand name drugs to the consumer marked a paradigm shift in medicine away from physicians and into the hands of pliable public opinion. The actions of the pharmaceutical industry reflect both a reactive response to increased government regulation and a proactive attention to the demands of American consumerism.”
