Eat : Eat Greens for Health Daily : Feed Right to Feel Right Accession Number: ARTV06868

Description

British Second World War poster depicting a lettuce and salad servers, above a daily newspaper, with the headline 'Feed right to feel right'. The poster was produced by His Majesty's Stationary Office to encourage healthy eating during the war. Zero (also known by the name Hans Schleger) (1898-1976) was a poster designer and graphic artist. He designed posters for London Transport 1935-1947 and was educated at the National School of Applied Art in Berlin. He was a pioneering graphic designer, whose influential work developed the idea of corporate identity. He began his career in Berlin, as a publicity and film set designer. In 1924, he moved to New York, where he set up his own studio. It was at this point that he began signing his work 'Zero'. In 1929 he returned to Berlin, where he worked for the advertising agency W S Crawford. He moved to England in 1932. His commercial poster designs became recognised for their sharp wit and innovative technique, leading to commissions from Shell and London Transport. In the 1950s and 1960s, Schleger was responsible for the familiar company logos of John Lewis and Penguin books. His designs reflected Bauhaus principles of reduction, and designs of simple unadorned essentials. Schleger was one of a handful of European emigre artists and designers who brought modernism to American advertising. His work, first for the War Office and then in advertising, demonstrates his skill at combining photography, line, and type in ingenious ways.

Details

Conflicts

• Second World War, 1939-1945

Places

• United Kingdom

Tags

• Newspapers
• Nutrition
• Vegetables