Werbeblatt

Great Ideas of Western Man … one of a Series

1958

Design Louis Danziger US, geboren 1923

Client Container Corporation of America, CCA, Chicago, US US, 1926 - 1968

Portrayed Person Samuel Taylor Coleridge GB, 1875 - 1912

DimensionsBlattgrösse (HxB): 28.8 × 20.9 cm Bildgrösse (HxB): 38.8 × 27.7 cm

Titles

UntertitelLanguage is the armory of the human mind; and at once contains the trophies of its past and the weapons of its future conquests

Description“It was again in "Die neue Graphik" that I discovered the American school: Lester Beall, Will Burtin, Lou Dorfsman, Bob Gill, Helmut Krone, Gene Federico. I later saw "Love of Apples" and the stupendous page by Lou Danziger for the CCA paper industry at Studio Boggeri.
Krone studied with Aleksej Brodovič and in 1955 he designed this dazzling advertisement for the New Haven Railways, whose logo was by Herbert Matter. Krone had, since 1950, a car: a Volkswagen Beetle, still a rarity in those days. But everything changed in 1959, when he designed the historic ’Think Small’ ad campaign. From Brodovič, Krone had learned that the task is always to give an honest answer to an authentic question. To solve the problem. And to be innocent.
I remember Adriano Olivetti’s advice to Gianluigi Gabetti. We’re in 1958. ’The image, to be honest and credible, has to convey to the outside world a reality that effectively exists inside the company.’ Where the accent is on the adjectives "honest" and "credible", and on the adverb "effectively". "
Bruno Monguzzi

Object numberE CONT 8

DepartmentGrafiksammlung

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Exhibitions

Credit LineZürcher Hochschule der Künste / Museum für Gestaltung Zürich / Grafiksammlung