Crouwel was the successor to Willem Sandberg who used an avant-garde approach in his work, utilising torn-paper montage, mixing of sans serif and old Egyptian typefaces and often off-center positioning. Crouwel steered away from this artistic approach and implemented a cohesive design system and a strong identity that emulated the corporate identity boom of the 1950s and 60s.
Advertisements from post-World War II Britain for British Aluminium Company. Designs by Abram Games, Tom Eckersley, FHK Henrion, Pat Keely, and James Hart, who collectively crafted over 100 four-color and 300 black-and-white advertisements.
“They’ll never stand for that” and “It’s too modern” are, as George Plante aptly puts it, the restraintive thoughts which beset a commercial artist who tries to let himself go.
Max Huber worked across advertising, packaging, design and industrial design. He had a distinctive style that skillfully blended bright hues with photomontage.
