May 03, 2018 - Sale 2476

Sale 2476 - Lot 81

Price Realized: $ 1,250
Show Hammer Price?Final Price Realized includes Buyer’s Premium added to Hammer Price
Estimate: $ 1,500 - $ 2,000
PAOLO FEDERICO GARRETTO (1903-1989) BP ETHYL. 1934.
29 1/2x44 1/4 inches, 75x112 1/2 cm.
Condition B+: creases and abrasions in margins and image along vertical and horizontal folds; pin holes in corners. Paper. Framed.
"Garretto's modernist graphic shorthand resembles an airbrushed pictograph - an ancient painting or drawing done on a rock wall, such as a cave or a cliff, that was used to convey a specific meaning through simple pi
ctures. In this design Garretto artfully depicts man's control of raw horsepower" (Crouse p. 92). Garretto gives McKnight Kauffer a friendly wink with this design, playing off Kauffer's 1933 poster for the company (see Swann sale 1970 Lot 66), and employing many of the same elements. On a dark background, the words BP ETHYL slope in a very modernist way and the bold lettering is reinforced by sophisticated, air-brushed shadowing. Where Kauffer used a photograph of a man and a horse, Garretto employs a fluid drawing, which he executes in his elegant style. As a continuation of the campaign started by Kauffer, it is the perfect image. Crouse p. 92....