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Howard Alber collection on Sherman Hoeflich


Held at: Violette de Mazia Foundation [Contact Us]400 E Lancaster Ave, Wayne, PA, 19087

This is a finding aid. It is a description of archival material held at the Violette de Mazia Foundation. Unless otherwise noted, the materials described below are physically available in their reading room, and not digitally available through the web.

Overview and metadata sections

Sherman Clark Hoeflich (1913-1977) was a Philadelphia-based artist, art educator, and designer, who also worked in advertising as an art director. He lived in Paris from 1960 to 1965, and exhibited his work in Philadelphia, Paris, London, and elsewhere. Hoeflich was good friends with Howard Alber, a fellow artist, who worked as a graphic designer and opened an art gallery in Philadelphia in the 1960s.

Hoeflich took classes at the Pennsylvania Academy of the Fine Arts, Samuel S. Fleisher Art Memorial, and the Philadelphia Museum College of Art (now University of the Arts). He also attended classes at L'Academie de la Grande Chaumiere (now L'Academie Charpentier) in Paris in 1951, 1957, and the early 1960s. Before moving to Paris in the 1960s, Hoeflich worked as an art director for several advertising agencies. He also taught advertising design at the Philadelphia Museum College of Art, the Hussian School of Art (in Philadelphia, PA), and the Graphic Arts Association of Delaware Valley.

"Howard Albert Rosenstein [(1911-2012)]...legally changed his name to Alber as a young man. A graduate of Northeast High School [Philadelphia, PA] in 1929, he won a scholarship to the School of Industrial Art, now the University of the Arts, and graduated in 1933, and was one of the only graduates to obtain a job in the middle of the Great Depression. He served in World War II in the Marine Corps as an artist for the Eastern Headquarters. A graphic designer for more than 45 years with different firms, he was also the founding art director of Weightman Advertising, one of the first large advertising firms in Philadelphia. An activist and community organizer at heart, he was a founding member of the Artists Guild of Delaware Valley, served as an art advisor for the Graphic Arts Association and taught graphic design at three local commercial art schools. In the 1960s he opened Alber Galleries in downtown Philadelphia, which he ran for over 30 years. He was a long-term supporter and board member of Artists Equity and the Friends of Artists Equity and was the founder and main contributor to their Future Fund. [He also]... work[ed] for world peace through the Non-Violent Peace Force organization..."


Quoted text from: "Howard Alber: Obituary." Main Line Media News, October 24, 2012. Accessed on June 6, 2014.

The collection consists mostly of secondary-source materials relating to Hoeflich, but also includes several of his original artworks on paper (watercolor, graphite, and other media). The secondary-source materials in the collection include biographical information on Hoeflich, photographs of his works, newspaper clippings, estate records, a few copies of correspondence, and appraisals initiated by Alber of the Hoeflich art estate.

Gift of Howard Alber, circa 2008.

Summary descriptive information on this collection was compiled in 2012-2014 as part of a project conducted by the Historical Society of Pennsylvania to make better known and more accessible the largely hidden collections of small, primarily volunteer run repositories in the Philadelphia area. The Hidden Collections Initiative for Pennsylvania Small Archival Repositories (HCI-PSAR) was funded by a grant from The Andrew W. Mellon Foundation.

This is a preliminary finding aid. No physical processing, rehousing, reorganizing, or folder listing was accomplished during the HCI-PSAR project.

In some cases, more detailed inventories or finding aids may be available on-site at the repository where this collection is held; please contact Violette de Mazia Foundation directly for more information.

Violette de Mazia Foundation
Finding Aid Author
Finding aid prepared by Celia Caust-Ellenbogen and Sarah Leu through the Historical Society of Pennsylvania's Hidden Collections Initiative for Pennsylvania Small Archival Repositories
This preliminary finding aid was created as part of the Historical Society of Pennsylvania's Hidden Collections Initiative for Pennsylvania Small Archival Repositories. The HCI-PSAR project was made possible by a grant from The Andrew W. Mellon Foundation.
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