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Graphic Design History from Design Reviewed
Hans Schleger

Graphis Annual 1954|55

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International annual of advertising graphics

Details

  • Format: Book
  • Designer/s: Hans Schleger/Zero
  • Year: 1954
  • Client/Publisher: Graphis Inc
  • Size: 240mm x 300mm
Hans Schleger signed his work as Zéró. He studied in Berlin and for five years worked as freelance designer the United States. He later set up his own studio in London. He was commissioned by The Council of Industrial Design to design the symbol for their Design Centre in the Haymarket, London. As well as a desiner, he was a visiting lecturer to the Chelsea Polytechnic, the Central School of Arts and Crafts, the Royal College of Art, all in London, and the Regional College of Art, Manchester.

Linked Information

Graphis Annual 1954|55. Cover design by Hans Schleger/Zero
Graphis Annual 1954|55. Cover design by Hans Schleger/Zero
Hans Schleger signed his work as Zéró. He studied in Berlin and for five years worked as freelance designer the United States. He later set up his own studio in London. He was commissioned by The Council of Industrial Design to design the symbol for their Design Centre in the Haymarket, London. As well as a desiner, he was a visiting lecturer to the Chelsea Polytechnic, the Central School of Arts and Crafts, the Royal College of Art, all in London, and the Regional College of Art, Manchester.
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BP Racing '60, BP, 1960. Designed by Newman Neame Limited
From the design archive:

BP Racing ’60, BP, 1960

  • Format: Brochure
  • Designer/s: Newman Neame Limited
  • Year: 1960
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Graphische Revue, 19 Jaargang, Augustus 1934
From the design archive:

Grafische Revue, 19e Jaargang, Augustus 1934

  • Format: Magazine
  • Year: 1934
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Der Druckspiegel, 06, June 1968
From the design archive:

Der Druckspiegel, 06, June 1968

  • Format: Magazine
  • Designer/s: Dieter Kani
  • Year: 1968
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Graphic RCA - Fifteen Years' Work of the School of Graphic, 1963. Designed by Larry Carter | Cover design: Thelma Roscoe
From the design archive:

Graphic RCA – Fifteen Years’ Work of the School of Graphic, 1963

  • Format: Magazine
  • Designer/s: Larry Carter | Cover design: Thelma Roscoe
  • Year: 1963
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More graphic design history articles
Pharmaceutical Ad Design by Hans Jürgen Rau
  • Design Archive Feature

The Design and Photography of Hans Jürgen Rau by Hans Kuh, 1962

In Rau's case, the combination of graphic design and photo produces a particularly positive result, since he uses the photo not so much as an object of representation but rather as a suggestive means of expression.
Hans Adolf Albitz und Ruth Albitz-Geiß, Subway boardings (3,80 × 2,50 m).
  • Design Archive Feature

Hans Adolf Albitz and Ruth Albitz-Geiß by Franz Hermann Wills, 1952

Among the young graphic artists of Berlin, who set to work after the war, Hans Adolf Albitz and Ruth Albitz-Geiß can claim special attention. In a short time, at a period when economic conditions were pretty unfavourable, they worked themselves so to the fore that their names came to mean something in Berlin publicity, and in western Germany their posters are known and appreciated, too.

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The Swiss designer Adrian Frutiger (1928–2015) created some fantastic typefaces such as Univers, Avenir, and Frutiger, alongside posters, catalogue designs and architectural lettering. He began his career at Deberny & Peignot in Paris as a type designer and set up his own studio in 1960 in Paris focusing on typography and advertising design. Working alongside André Gürtler and Bruno Pfäffli, Frutiger designed many logo designs. Here is a selection of the designs which were featured in Der Druckspiegel, December 1961. I have also translated and rewritten the descriptions to provide more depth. When describing the work of Adrian Frutiger, Kurt Weidemann states, “We live in a time of increasing abstraction,” says Frutiger, in a time of visual, intellectual symbols. If a miller wants a company logo, then a windmill or watermill does not provide a sufficient symbol of his profession. Rather, its job is to crush grains between two masses. Finding a pictorial metaphor for this process might be more difficult, but also more expressive, more apt and timeless. Memorable shapes are simple. A mark that can be immediately drawn in the sand by a child is good. The accompanying typography must not compete with the brand; it must be brought into harmony with it, supporting its expressiveness.) - Der Druckspiegel, October, 1961 (Translated from German) Logo for the advertising agency Arma Publicité. The symbol is based on the letters A R and M. The logo has an emphasised flatness that corresponds to the essence of advertising thanks to its black and white contrast. The triangle shape is a symbol of advancement and dynamism. The embossed form is used in cases requiring discretion. Lettering for the title of a scientific journal. The letterforms are made of straight lines and circles in the spirit of the exact measurements and structures in science. Small and capital letters are mixed together as a deliberate move away from tradition. Business brand for the Brancher Frères paint factory. On the one hand, it is based on the letters B and F, and on the other hand, the silhouettes of the paint can, seen from the side and from above (square and circle). The logo is designed more to the colour than to the formal expression. Original colours: grey, green and blue. Lettering for a printing company. The close sequence of circular elements makes one think of printing cylinders and ink rollers. Logo for the Scripta pantograph milling machine. The arrangement of the arms and joints of the machine have resulted in this S-shape. Right angles were avoided to evoke mobility. The contrast of the strong arms to the fine white space indicates the solidity of a precision device. Company lettering and signs for the Hermann scientific bookstore. The basic element that provided the impetus was the construction plan for the new business facility. Monogram for Jacqueline Iribe, designer of modern decorative fabrics. Irish favourite motifs are rectangles and triangles; the symbol attempts to symbolize this style in the letterform. Original colours: cobalt blue for j, broken cobalt blue for i. Two designs for a sign for the Prache bookbindery. The speciality of this house is spiral and ring binding. The first draft is a name made up of wire, interlocking letters in a circle shape. The second draft follows the same principle but is only based on the P. The rectangle (book, sheet of paper) was included. Monogram for the French architect Georges Johannet. Its architecture is strictly based on geometric elements, in very finely coordinated spatial proportions. Ipreig is the official abbreviation for the Institut professionel de recherches et d'études des industries graphiques. With a view to serving professional progress, it seems justified to give the symbol of this institute the character of an experiment that could be renewed from time to time. (Design not executed).
  • Design Archive Feature, Members Only Content

Logos and Lettering by Adrian Frutiger, André Gürtler and Bruno Pfäffli

Working alongside André Gürtler and Bruno Pfäffli, Adrian Frutiger designed many logo designs. Here is a selection of the designs which were featured in Der Druckspiegel, December 1961. I have also translated and rewritten the descriptions to provide more depth.

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Ezio Bonini’s 1950s Advertisements for Linoleum scanned from Gebrauchsgraphik, 08, 1954
  • Design Archive Feature, Members Only Content

Ezio Bonini’s 1950s Advertisements for Linoleum

Ezio Bonini's work for "Società del Linoleum" in Milan, showcasing advertisements designed for various Italian newspapers aimed at expanding the linoleum market