?Final Price Realized includes Buyer’s Premium added to Hammer Price
Estimate: $ 600 - $ 900
HERBERT LEUPIN (1916-1999) FORD. Circa 1954. 50x35 1/2 inches. Gebr. Fretz, Zurich. Condition B+: vertical and horizontal folds; creases in image. Paper. Before becoming the Swiss alter ego of Raymond Savignac and designing posters around the "visual gag" system, young Leupin was a devotee of the new trend in Swiss graphic design: the new objectivity. Extremely versatile in his style Leupin also liked to play with letters (in one image for Bata shoes the red letters in the poster's title represent the legs of a man) Here, using only the letters in the company's name and a variation of colors, he builds a little graphic game that is reminiscent of some of the work of Paul Rand It proves that Ford, quite daringly, felt confident enough to use only their name to sell cars.
