JAC JONGERT (1883-1942) VAN NELLE VOOR KOFFIE EN THEE. Metal storage box. 1930. 14 1/2x16 1/4x11 inches, 38 3/4x42 1/2x28 cm. Condition A-: scratches and abrasions to surface; slight denting on top. From the turn of the century through the 1930s, Dutch graphic design underwent a transformation from the swirls and complexities of Art Nouveau design, to a more geometrically simple style. Younger artists and designers associated with De Stijl brought a modern functional style to advertising, design and typography. Jacob Jongert was the head of advertising at Van Nelle from 1923 to 1940. His personal style was a microcosm of Dutch graphics. In 1920, a poster he designed for Van Nelle tobacco was infused with the swirls and details most often associated with Dutch Art Nouveau (see Swann sale 2079 Lot 27). By the 1930s, his style had become one of geometry, sans serif typography and angular stylization. MoMA 438.1992.
