G auf Bata.

Gummi- und Lederschuh-Fabriken, Möhlin, 1947

Description: Publisher: Gummi- und Lederschuh-Fabriken, Möhlin, 1947. Printer: Hallwag, Bern. Technique: Lithography. Size: 128 × 90 cm (F4) – 50½ × 35½ in.

Condition: An original poster in very good condition. There is one small closed tear at upper margin. Otherwise, however, no noteworthy damage or at most slight signs of use commensurate with age. Not mounted.

Notes: A capitalised G is synonymous with the invitation to ‘go’ in Bata’s advertising slogan ‘Geh auf Bata’ (walk on Bata [shoes]). It is remotely reminiscent of the typographic experiments of the 1920s. However, the leitmotif does not quite fit into the harmony-soaked conventionality of post-war graphics. Nevertheless, the poster surprises by completely dispensing with figurative elements. An unusual concept for a consumer goods advertising poster from this period.