May 03, 2018 - Sale 2476

Sale 2476 - Lot 73

Price Realized: $ 1,125
Show Hammer Price?Final Price Realized includes Buyer’s Premium added to Hammer Price
Estimate: $ 700 - $ 1,000
ASHLEY HAVINDEN (1903-1973) ENO'S FRUIT SALT / FIRST THING EVERY MORNING. 1927.
30x20 inches, 76 1/4x50 3/4 cm. Haycock, Cadle & Graham, London.
Condition B+: restoration along vertical and horizontal folds; minor offsetting in bottom half of image; restored pin holes in top corners; minor repaired tears and restoration at edges; light restoration in image.
Havinden was a graphic designer who joined the Crawford Agency in London whe
n he was only eighteen. Just a few years later, he became the company's creative director. He "endorsed the ideas of the Bauhaus, such as the use of asymmetry and white space as part of a dynamic composition. In 1927, the team devised a campaign for Eno's Fruit Salt. The imagery used in both poster and press advertisements depicted three horsemen whose lances carried banners bearing the copy. The asymmetrical layout created a dynamic yet united design. The sense of movement suggested the beneficial effect of the product on health" (V&A). Weill 420, Encyclopedie de l'Affiche p. 90....