GEBRAUCHSGRAPHIK

Volume 27, Number 4: April 1956

8.25 x 11.5 vintage magazine with 68 pages of editorial content. The issue stand-out is a feature on the advertising art of I. Miller & Sons, produced by a fresh face on the NYC commercial art scene: Andrew Warhol.

Warhol's whimsical shoe illustrations for I. Miller & Sons' advertisements (10 pages) look as fresh as they did fifty years ago. This campaign introduced a new technique for advertising ‹ superimposing line drawings over photographs. Warhol worked with Ed Rostock, an Art Director for the Irving Serwer Advertising Agency, and Peter Palazzo, I. Millerıs in-house Art Director on this legendary campaign, which resulted in "soaring sales."

Contents:

• Pfau Fashions. Advertising for ties and scarfs: Walter Breker, Art Director
• Color photos as advertising media: Adolph Wirz, Graphic Designer
• Firmıs marks and signets: Helmut Matheis, Graphic Artist
• Adolph Menzel as commercial artist
• The art of the small format. On the artistic problem of the postage stamp
• I. Miller & Sons, Inc., USA. An American shoe company advertises: Five two-page spreads featuring shoe illustrations by Andy Warhol: 10 pages.
• Jugo-slav travel publicity
• "Primadonna," a type of the type foundry Ludwig & Mayer, Frankfurt a.M.: Typeface designed by Helmut Matheis
• Plagiarism corner: A Gebrauschsgrafik-like illustration ends up on a French scarf
• And more.

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.

Gebrauchsgraphik was in the perfect place to showcase all the latest and greatest European 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