|The German graphic designer Lucian Bernhard (Stuttgart 1883 – 1972) is one of those who pioneered modern advertising language in the early 20th century. As the inventor of the so-called Sachplakat – functional poster – he has decidedly shaped the history of commercial advertising. He designed the lettering of brand and corporate names for large firms like Bosch, Kaffee HAG or Pelikan, and today their modern versions still refer to those Bernhard created.|
This monographic exhibition presents 218 works from posters to enameled plates, from stamps to promotional objects, fonts, book and magazine design samples.
Bernhard arrived in Berlin in 1901, when he was 18. Two years later he was considered the inventor of a new type of poster: the object-poster (Sachplakat). His commercial for Priester matches (1903) became famous under the name of Berliner Sachplakat and marked the appearence of a new concept in advertising.
Lucian Bernhard was the father of the German-born American photographer Ruth Bernhard (Berlin, 1905 - San Francisco, 2006).
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