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book (design) story #662

werner graeff:
prospekte wirksam gestalten

verlag organisator ag., z├╝rich, 1950
size: ?? x ?? cm
designer: werner graeff

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werner graeff (1901-1978) was a german modernist photographer who emigrated to switzerland in the 1930s.

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in 1950 graeff published this booklet on designing promotional material. the publisher included a voucher for a free consulting session.

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while the cover design features a kind of geometric spiral wave and centred typography, ...

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... the title page is set asymmetrically in akzidenz-grotesk.

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as with his earlier book on photography (see story 403), ...

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... graeff used explanatory drawings rather than photos.

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a couple of original flyer samples are laid in, ... .

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... among them a flyer for a new ibm typewriter model, ...

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... designed by (gottfried) "honegger-lavater".

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