Bäumer gave the company a unique brand image amplifying its graphical image after a time of post-war economic recovery. This style of advertising composition can be seen across many 1960s campaigns, especially from other German designers such as Anton Stankowski.
Kazumasa Nagai (永井 一正) was born in 1929 in Osaka and is one of Japan's most acclaimed graphic designers. He designed iconic corporate logos for major companies such as Mitsubishi UFJ, Japan Railways, Nissin, and TEPCO and designed 100s of posters.
The advertising has a certain contrast of hand-drawn and mechanical. Produced entirely in black, it reminds us that the absence of colour can be highly effective. Hans Michel and Günther Kieser's illustrations bring a sense of both playfulness and a stylistic approach to a corporate client.
“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.
