‘Do it with scissors’ was Alfred Hitchcock’s advice for prospective murderers, though a glance at these two biographies reminds us that scissors are also the chosen implement of the silhouettist. Hitchcock’s profile —beaky nose, protuberant lips, conjoined chin and neck — is emblazoned on both dustjackets like a logo.
A logo is what it was. You don’t get to be the most famous movie director in the world merely by directing movies. Hence the wordless walk-ons Hitchcock made in almost every one of his 53 pictures. Hence the city gent uniform (blue suit, white shirt, black tie) worn throughout even the most stifling Californian summers. Hence, one sometimes suspects, the pendulous jowls and gargantuan gut — trademarks made flesh. Long before the marketing boys, Hitchcock knew all there was to know about brand creation.
Certainly he knew how he didn’t want to be labelled.
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