ad 1: an international survey of Press Advertising, Thames & Hudson, 1966

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ad 1 - an international survey of Press Advertising, Thames & Hudson, 1966
ad 1 – an international survey of Press Advertising, Thames & Hudson, 1966

 

ad 1 - an international survey of Press Advertising, Thames & Hudson, 1966
ad 1 – an international survey of Press Advertising, Thames & Hudson, 1966

 

ad 1 - an international survey of Press Advertising, Thames & Hudson, 1966
ad 1 – an international survey of Press Advertising, Thames & Hudson, 1966
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A total of 24 posters were created for the campaign during 1964, using the arrow symbol as a key features, representing power, motion and speed. The handmade lithographs use up to 19 colours, which were individually printed at large scale. The posters also utilise the brand colours red and yellow from Shells corporate identity.

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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.

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As part of their marketing strategy, Kast + Ehinger, commissioned a selection of German designers to produce advertisements aimed at the design industry. I have scanned in quite a lot of their advertising matter, all of which were back-page advertisements from three German design magazines. Der Druckspiegel, Gebrauchsgraphik and Graphik – Werbung + Formgebung.
“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.