EDWARD MCKNIGHT KAUFFER (1890-1954) FOR PULL USE SUMMER SHELL. 1930. 30x40 inches. Condition A. Shell was Kauffer's second largest client after the London Underground. Much like the Underground, Shell had an exemplary and visionary advertising department led by Jack Beddington, who was both inventive and demanding. He and Kauffer made an excellent team, not only sharing a professional commitment to improvements and innovation within the advertising world, but also a common interest in Modern Art. This poster is the second one he designed for the brand. The image is a clever, symbolic evocation in which "horse power" is replaced with "man power." The man, depicted rowing in the bright sun, is portrayed in a strong and powerful style that emphasizes his overly large hands. In fact, the image conveys strength in the most minimal yet unmistakable manner as the boat, and even much of the oar, do not appear. The red and yellows used in the image were complimentary to Shell's corporate colors. Kauffer 132.
