Search to Sell : advert issued by W S Crawford Ltd., London & Berlin : in 'Advertising Display", August 1927 : artwork by Edward McKnight Kauffer
An advert for advertising; and one that links together three importnat names in the history of UK advertising. It was issued in August 1927 and is one of a series for the noted London based advertiisg agency of W S Crawford. The company was founded by William Crawford in 1914 and for much of it's existance was based in High Holborn; it's later HQ building with a striking stainless steel facade survives close to Holborn Tube Station. During the 1920s and '30s they maintained an office in Berlin and this speaks of the ready acceptance of continental practises and movements, such as the Bauhaus, on Crawford's approach to business for their clients.
One name most associated with the company at this time, and for the next two decades, was that of Ashley Havinden who had joined as a trainee in 1922 and who by 1929 was artistic director. Interestingly the lettering in this advert slightly echoes lettering designed by Havinden for the important client of Chrysler Cars and that was later issued by Monotype as a commercial typeface. That said the advert is by Edward McKnight Kauffer who by this date was one of the most successful designers and artists at work in advertiisng. American born but since WW1 based in London, McKnight Kauffer's early break had come with commissions for Frank Pick at the London Underground Group and he became one of the more influential 'advertising artists' in the 1920s and '30s.
This advert suggests looking through a magnifying glass - a visual pun on the 'search' - to discover the text that helps sell. It is likely that the main text is set in, or the lettering based on, Koch's Neuland typeface which would be apt given that Crawford's at the time had a branch office in Berlin.
Search to Sell : advert issued by W S Crawford Ltd., London & Berlin : in 'Advertising Display", August 1927 : artwork by Edward McKnight Kauffer
An advert for advertising; and one that links together three importnat names in the history of UK advertising. It was issued in August 1927 and is one of a series for the noted London based advertiisg agency of W S Crawford. The company was founded by William Crawford in 1914 and for much of it's existance was based in High Holborn; it's later HQ building with a striking stainless steel facade survives close to Holborn Tube Station. During the 1920s and '30s they maintained an office in Berlin and this speaks of the ready acceptance of continental practises and movements, such as the Bauhaus, on Crawford's approach to business for their clients.
One name most associated with the company at this time, and for the next two decades, was that of Ashley Havinden who had joined as a trainee in 1922 and who by 1929 was artistic director. Interestingly the lettering in this advert slightly echoes lettering designed by Havinden for the important client of Chrysler Cars and that was later issued by Monotype as a commercial typeface. That said the advert is by Edward McKnight Kauffer who by this date was one of the most successful designers and artists at work in advertiisng. American born but since WW1 based in London, McKnight Kauffer's early break had come with commissions for Frank Pick at the London Underground Group and he became one of the more influential 'advertising artists' in the 1920s and '30s.
This advert suggests looking through a magnifying glass - a visual pun on the 'search' - to discover the text that helps sell. It is likely that the main text is set in, or the lettering based on, Koch's Neuland typeface which would be apt given that Crawford's at the time had a branch office in Berlin.