EDWARD MCKNIGHT KAUFFER (1890-1954) SHELL LUBRICATING OIL / STAYS ON THE JOB. 1939. Gouache and photo-collage maquette. 13 1/2x20 1/8 inches. Condition A. Framed. With the Shell Mex and B.P. Ltd archive stamps and notations on the recto. When Shell launched "Lubricating Oil" as a new product, Beddington asked Kauffer to invent a universal, visual identity. Kauffer came up with the idea of an articulated artist's mannequin, which was systematically used in most of the posters promoting the product. He also devised the innovative conical can. Many different ads were printed (in magazines and as posters) all featuring these two elements along with simple text to explain the product. The modern approach of a coherent visual identity grew to impressive international proportions and was worked on by many prominent artists (see lot 135). And the overall campaign itself grew to very sophisticated levels (see Swann Modernist Poster Auction #1897, lot 65 and Auction #2079, lot 144).
