GEBRAUCHSGRAPHIK
March 1938
Professor H.K. Frenzel (Editor)

[Commercial/Poster Art] Professor H.K. Frenzel (Editor): GEBRAUCHSGRAPHIK. Berlin: Gebrauchsgraphik, 1938. Original edition (Volume 15, Number 3: March 1938). A vintage magazine in very good condition: spine chipped and one corner chipped on cover. Unobtrusive Akron Art Institute library stamp to cover and one interior page. Uncommon example of Classic Art Deco and Bauhaus advertising art. Cover design by Hermann Kosel.

9.25 x 12.25 vintage magazine with 64 pages of editorial content and around 20 pages of advertising trade ads. Editorial Contents represent the best of European Art Deco Commercial and Advertising Art, Posters, Photography and Packaging circa 1937. The advertising shows the strong Bauhaus influences of Moholy-Nagy and Herbert Bayer, as well as echoes of El Lissitzky, Piet Zwart and Jan Tschichold's neue typografie.

The highlights of this issue are the knockout feature on the Austrian Advertising and Poster industry and much more.

Contents:

  • 10 years of the Austrian Advertising Association
  • Austrian Advertising Art: 42 pages full ofcolor and b/w advertising art and posters from Joseph Binder, Koloman Moser, Gustav Klimt, Hans Hoffmann, Lois Gaigg and many, many others.
  • J. E. Margold, Packages
  • The shop-window decorator Alfred Bucken

Gebrauchsgraphik was the leading voice of the Avant-Garde influence on the European Commercial Art and Advertising industries before World War II. In the thirties, all roads led through Berlin, and Gebrauchsgraphik spotlighted all of the aesthetic trends fermenting in Europe -- Art Deco and Surrealism from Paris, Constructivism from Moscow, Futurist Fascism from Rome, De Stijl and Dutch typography from Amsterdam, and of course the spreading influence of the Dessau Bauhaus. A journal that was truly international in scope , all articles and cutlines are presented in both German and English.

The thirties were the Golden Age for European Poster Art and Gebrauchsgraphik was in the perfect place to showcase all the latest and greatest trends and rising artists for the rest of the world. Gebrauchsgraphik was an incredibly influential journal and agenda setter, most notably to a young man in Brooklyn named Paul Rand. According to his biographical notes, Rand's exposure to Gebrauchsgraphik in the early thirties created his desire to become a Commercial Artist. The rest is history. Gebrauchsgraphik utilized the latest printing and press technologies and often included custom colors, bound-in samples and advertising fold-outs, foil stamps, die-cuts and other special finishing effects.

out of stock