ADVERTISING ARTS AND CRAFTS
Ennis Geraghty [Editor], Henri De Malvillain [Art Director]
Ennis Geraghty [Editor], Henri De Malvillain [Art Director]: ADVERTISING ARTS AND CRAFTS. New York: Advertising Arts and Crafts, Inc., 1931. First edition [Volume 20, No. 1]. Quarto. Slim quarto. Die-cut silver metallic wrappers. Colored cellophane endsheet. Unpaginated. 18 artists represented with full-page work samples. Index with contact information. Elaborate mise-en-page and typography by Henri De Malvillain throughout. Wrappers lightly scratched and well worn. Front panel neatly separated at letterpress score. Faint offsetting to endpaper due to the cellophane endsheet. A fair to good copy only. Rare.
9.75 x 12.5 perfect bound and stitched booklet with stunning Parisian Art Deco typography courtesy of Henri De Malvillain and 18 commercial artist work samples. An elaborate production reminescent in terms of materials and production to A. M. Cassandre's BIFUR promotional booklet [Paris: Deberny et Peignot, 1929]. Very early American use of Cassandre's Bifur typeface—used prominently throughout as the display face—with Girder Lightface as the secondary font.
Eighteen commercial artists are represented with dynamic two-page spreads of their work with an index including contact information. Artists represented in this 1931 edition are George Annand, Leon Benigni, Bobri, Henri De Malvillain, Robert Fawcett, Will Grefe, R. F. Heinrich, Clarence P. Hornung, Victor Keppler, Walter C. Klett, Rico Lebrun, S. Edwin Megargee, Thelma Mortimer, Byron Musser, Jr. Jean Pages, Herbert F. Roese, Frank H. Schwarz and Gilbert Tomkins.
Exceptional visual representation of American Advertising Design of the late 1920s into the early 1930s, a Commercial Art adjunct to the American Union of Decorative Artists and Craftsmen.