wiedler.ch

book (design) story #374

hermann behrmann:
das inserat

c. barth-verlag , wien/berlin/leipzig, 1928
size: 26 x 19 cm
designer: walter cyliax (cover)

this 1928 guidebook on the art of advertising was written by hermann behrmann who ran an advertising agency in zürich.

the impressum credits walter cyliax (1899-1945) for the cover design which is in an early, rather crude modernist style. also the asymmetric title page reveals an influence of early "new typography".

many of the reproduced examples were designed by the advertising agency of max dalang in zürich (e.g. above the two on the left). in the 1920s richard paul lohse, hans neuburg, and anton stankowski worked for dalang. on the other hand, there are many examples of american ads: the author points out that europeans should learn from the best professionals in the usa.

this ad for the exhibition "das neue heim" in zürich was designed by ernst keller.

above an ad in the then new "constructivist" style. below on the left an example designed by walter käch, opposite another american ad.

the book also discussed suitable typefaces.

below again examples of max dalang ads.