Travels in time on your doorstep \jt These five examples taken from the different fields of the invitation card, the booklet and the poster all show the marked tendency today toward the use of a broad rough treatment. This is because the com mercial statement in these media, to be effective must be a generalisation. It follows, therefore, that a detailed niggly technique would be out of place in a form designed to impress the eye quickly. And, as a generali sation never has the individuality of an exact statement, the humanism of the artist's hand in executing the design creates this individuality. The demands of commerce today are not so much for new ideas as for the old ideas expressed in a new way. The designer is therefore continually treading over the same piece of ground. There is nothing new in women wanting smart clothes, in people needing protection from rain, in being asked to parties or exhibitions or in visiting museums. How these old ideas can be presented in a fresh way is the designer's chief problem. See how Topolski not only evokes the sensation of mankind battling with the elements, but conveys it in a very special and individual manner. In Fashions Afoot the problem of suggest ing smart women in general, is admirably solved in Rix's broad simplified sketch. It is the dash and grace of the technique, not the subject matter, that gives this magazine cover its character. Again, it is the technique used to convey the simple idea of a glass of wine associated with draperies, that makes this invitation to an exhibition of Old Bleach fabrics new and significant. The ordinari ness of the wording on the Fortnum and Mason invitation is made optically fascinating by the stylised cockerel's head, symbolising wittily the firm's pride of achievement. The engaging personality of the invitation card suggests a similar quality in the show itself. In the Travels in Time poster, the free ingenious treatment of form and colour makes it possible to combine happily in a small space such vast conceptions as time, space and history, in a way which would be impossible with a more detailed technique. 67 Poster Designer C. R. Ellis. Advertiser London Passenger Transport Board. Printer Curwen Press

Modern Publicity en | 1938 | | page 69