?Final Price Realized includes Buyer’s Premium added to Hammer Price
Estimate: $ 600 - $ 900
ADDO-X. Circa 1956. 21x131/2 inches. Condition B+: string holes in corners; minor creases and abrasions at edges. Printed on board. Addo-x was a Swedish business machine company (their main product being an adding machine) for whom Sutnar did a lot of work in the early 1950s. In his impeccable, stylized, functionalist form he created a visual identity for the firm which was so strong as to become instantly recognizable. He designed their logo, storefronts, collateral advertising material, window-cards and even point-of-sale drapery. Stephen Heller writing for the AIGA states "Sutnar predicated the Addo-X identity on his belief in the dynamism of geometric form and routed it in beguilingly simple and unmistakably unique stark graphics." (Loop, June 2002, no. 5). As Sutnar himself wrote, "only four simple geometric shapes went to make up the 'addo-x' trademark . . . [it] is stark for attention getting, simple for strong memory value, and precise to reflect the craftsmanship of the product" (Visual Design in Action, color insert a). Visual Design in Action "adventures with a logotype" .
