House style can give identity to the diverse products or activities of a firm. It stimulates loyalty, helps to reduce costs, and has advertising value.
In minor printed matter we constantly meet the new typography, but it is relatively rare to find posters designed on the new lines. And yet poster-designing is a field where new typographical methods might be employed with great effect.
Volkswagen commissioned a fantastic range of graphic designers, including Wolf Zimmermann, Hans Looser and Michael Engelmann. The designers amplified the brand image of Volkswagen with strikingly modern designs.
Wolfgang Bäumer's advertising design for Bayer, Klöckner Works and the Lottery. His adaptable design aesthetic alongside his skills of convening messaging through visuals are fantastic examples of mid-century German graphic design.
