Spirit of Progress – Deco poster in Australia
Wood (2008, p.254) describes, during the 1920s and 1930s, Australia embraced a unique form of modernism; Art Deco swept across the genres of creativity, industry, advertising, household appliances and domestic architecture. It had an ideal for design, and became a notable phenomenon of modern influence (Wood 2008, p.241), to attract its customers, many department stores and cinema palaces adopted its appealing design (Wood 2008, p.244). A majestic structure depicted in Art Deco, is the unique design of the Sydney Harbor Bridge (Wood 2008, p.241). The monumental bridge rejuvenates the emergence of national identity and advances in engineering, and of an emerging national identity. But particularly, the structure confirmed Australia’s intention of progressive leadership, in the modern age of mass commuting (Oliver 1999, pp48-49).
Australian Poster artists understood the educative role of poster design, which was inherited from the 19th century traditions (Butler 1993, p.6). The Art Deco movement, during interwar years of architecture and design, held the influence over graphic design, with modern strategies informing the visual communication, by means of, typeface, photomontage and layout composition (Aynsley 2001, p.9). Émigré Graphic design modernists impacted promotion of style, and increasingly shifted the focus of poster design in Australia to new, modern concepts (Caban 1983, p.81).
Gert Sellheim, an iconic travel poster designer, showcased dynamic, strong diagonal compositions in Australian landscape colours, and was hugely associated with the tourist industry (Butler 1997, p.14). Sellheim’s remarkable travel posters contributed to the Australian National Travel
Association, QANTAS and Victorian Railways, tailoring the overseas market (Butler 1997, p.14).
‘Australia For Sun and Surf’ poster, idealized the healthy body culture modernist theme, with exceptional use of photomontage and superior control over typographic elements, conveying the visual message of Australian modern culture (Museum of Applied Arts & Sciences 2014). ‘Australia Surf Club’ poster expresses Art Deco, populating the health and fitness cult into a coherent use of perspective and diagonal design elements (Wood 2008, p.285). ‘Corroboree Australia’ poster celebrated a fusion of Deco-modern and Indigenous Australian art and design, depicting the modern face of Australia within a powerful diagonal composition (Van de Ven 2005).
‘The Spirit of Progress’ poster emphasised streamline Deco modernism, conveying a message of the future, combining Deco lettering to the aerodynamic form (Wood 2008, p.287). The Victorian Railways advertising campaign, celebrated with visual appearance, creating a modern Australia (Hetherington 2006, p.7).
Reference List
Websites
Museum of Applied Arts & Sciences 2014, Australia For Sun and Surf poster, viewed 24 May 2017, < https://collection.maas.museum/object/391676 >
Van de Ven, A 2005, Advertising poster for the Australian National Travel Association 2016, Museum of Applied Arts & Sciences, accessed 24 May 2017, <https://collection.maas.museum/object/161490>
Books
Aynsley, J. A 2001, Century of Graphic Design, London, Octopus.
Butler, R, (ed) 1997, The Europeans: Emigré artists in Australia 1930-1960, Canberra, National Gallery of Australia.
Butler, R 1993, Poster art in Australia, Canberra: National Gallery of Australia.
Caban, G 1983, A Fine Line: A History of Australian Commercial Art (graphic design), Hale & Iremonger.
Hetherington, M 2006, James Northfield and the Art of Selling Australia, Canberra, National Library of Australia.
Wood, G 2008, Art Deco 1910-1939, Melbourne, National Gallery of Victoria.
Oliver, J 1999, The Australian Home Beautiful: From Hills hoist to high rise. South Yarra, Vic. Hardy Grant.
Image Reference
Fig.1 ‘Bridge pattern – Arch of steel’ [image], in Collection, Art Gallery NSW 2017, viewed 24 May 2017, < https://www.artgallery.nsw.gov.au/collection/works/121.1975/?tab=details>
Fig.2 ‘Sydney Harbour Bridge poster’, [image], in images 2017, google, viewed 24 May 2017, <https://s-media-cache-ak0.pinimg.com/originals/4a/ae/09/4aae09ed7e06dab4bce534ee58d54c27.jpg>
Fig 3 ‘Australia For the Sun and Surf poster’ [image], in Collection, Museum of Applied Arts & Sciences 2014, viewed 24 May 2017, < https://collection.maas.museum/object/391676>
Fig 4 ‘Australia surf club poster’ [image], in artsearch, National Gallery of Australia 2010, viewed 24 May 2017, <https://artsearch.nga.gov.au/detail.cfm?irn=104585>
Fig 5 ‘Corroboree Australia poster’ [image], in Collection, Museum of Applied Arts & Sciences 2014, viewed 24 May 2017, < https://collection.maas.museum/object/161490>
Fig.6 ‘VR Spirit of Progress advertisement’ [image], in Photostream 2017, Flicker, viewed 16th April 2017, <https://www.flickr.com/photos/27862259@N02/6861053093/in/photostream/>.