GEBRAUCHSGRAPHIK
January 1935
H. K. Frenzel [Editor]
H. K. Frenzel [editor]: GEBRAUCHSGRAPHIK. Berlin: Gebrauchsgraphik, 1935. Original edition [Volume 12, Number 1: January 1935]. Text in German and English. A good vintage magazine with shelf wear including a rough top fore edge on the back cover and a somewhat rough spine. Interior unmarked and very clean. Out-of-print.
9.25 x 12.25 vintage magazine with 80 pages of editorial content plus trade advertisements. Gebrauchsgraphik utilized the latest printing and press technologies and often included custom colors, bound-in samples and advertising fold-outs, foil stamps, die-cuts and other special finishing effects.
- Otto Arpke: 8 pages with 11 illustrations, 5 in color
- P. Stadlinger: 8 pages with 13 black-and-white illustrations of book designs
- Guiness for Strength: 2 pages with 3 black-and-white beer posters by Gilroy
- New Swiss Traffic Posters by Dr. Leopold Schreiber: 8 pages with 8 black-and-white poster reproductions including work by Digs, Herbert Matter [2 posters], Thoni, Herdeg, E. Schulthess and Schar
- Advertising Booklets: Daimler-Benz [6 pages with 8 black-and-white illustrations of designs by Tibor Rez and Siegfried Seher]
- Oswald Voh: 8 pages with 28 black-and-white illustrations
- Jean Carlu: 8 pages with 21 black-and-white illustrations
- Dr. Max Peiffer Watenphul: A New Photographer [8 pages with 9 black-and-white illustrations]
- Wirtschaft und Werbung 1935
Founded in 1923 by Professor H. K. Frenzel, Gebrauchsgraphik was the leading voice of the Avant-Garde influence on the European Commercial Art and Advertising industries before World War II. In the thirties, all roads led through Berlin, and Gebrauchsgraphik spotlighted all of the aesthetic trends fermenting in Europe -- Art Deco and Surrealism from Paris, Constructivism from Moscow, Futurist Fascism from Rome, De Stijl and Dutch typography from Amsterdam, and of course the spreading influence of the Dessau Bauhaus. A journal that was truly international, presented in both German and English.
Gebrauchsgraphik was in the perfect place to showcase all the latest and greatest European trends and rising artists for the rest of the world. Gebrauchsgraphik was an incredibly influential journal and agenda setter, most notably to a young man in Brooklyn named Paul Rand. According to his biographical notes, Rand's exposure to Gebrauchsgraphik in the early thirties created his desire to become a Commercial Artist. The rest is history.