Rhum Tamaris c.1940; Anonymous; 14 1/4″ x 10 1/4″; A-,Cdbd.
We’re beginning this survey from our placard collection, with a very simple design, a photograph of a pretty girl replete with accessories apt for the tropical production areas of rum. The poised congeniality of her expression is special. And the homespun, patterned dress, with headscarf to match, is a sort of beacon, simulating the sugar cane-based flavor of the beverage.
Promotional graphics printed on thin cardboard were designed for the interiors of shops, restaurants and bars. Their modest dimensions accord with a more casual take upon the product than full-fledged, street-salient lithographs. On the other hand, they were capable of more intimate, more exquisite communications. Both of these factors will be explored in the following steps.
Fabrica de Licors Enric Llado ; c.1930; Torres Fuster; 19 1/4″ x 13 1/2″; B+, Cdbd.
Earthy with way more top spin than the French placards in the first entry. Somehow the gypsy aura with its rather naive typography coincides more aptly in this format than in the grand tableau format of a full-scale poster graphic.
Chocolate San Fernando; c. 1930; Y. R. Izquierdo;18 1/2″ x 12 1/2″; B+, Cdbd.
This rhapsody to a chocolatier, by way of a devotional figure, gorgeous and with a great shawl and earrings, does have the wherewithal to go full-scale. But its sweetheart timber benefits from the more color-friendly paper stock; and its over-the-top emotionality well settles into a salt of the earth angle.
Maison J. Barat c.1910; G.Tureli; 20 1/2″ x 14 1/4″; B+,Cdbd.
The placard format is a natural for calendars. Here we have one of the best, a Mucha-like damsel in a color tonality to insinuate the porcelain ceramic manufactures.
Biciclette Frera 1940; Gino Boccasile; 19″x 12 3/4″; A-,Cdbd.
One of our favorite instances of this genre, a glowing modernist inducement to buy a bike and to buy the notion (in Italy, in 1940) of the goddesses on the home front, brightening up very dark days indeed. Its character as a historical insurrection makes it ideal for that sustained close-up a placard affords.
Inchiostri Diletti 1949;Anonymous; 13″x 9″; A-,Cdbd.
For a small gem of a product, an art deco design, perfect for a small deluxe shop.
Productos Musa 1950s; Anonymous; 18 1/4″ x 8 3/4″; A-, Cdbd.
A placard counter-card—chipper, saucy and richly rendered.
Bombones Riquer 1930s; Anonymous; 12 1/2″ X 8 1/4″; A-, Cdbd.
We’ve always maintained that some of the most exciting vintage graphic designs have made their way to the smaller formats. This placard counter-card deploys sculpted contours to play off of the rounded medication. Just what the doctor ordered!