JAN BERTYS HEUKELOM (1875-1965) KUNST IN DE RECLAME. 1917.
39x30 3/4 inches, 99x78 cm. [J.A. Luii & Co, Amsterdam.]
Condition B: repaired tear from the top edge, into central image; repaired tears and creases in margins and image; small repaired losses in upper right margin; repaired punch holes in bottom margin.
While Heukelom is virtually unknown today, he must have been a well respected graphic designer in 1919, as he was chosen to illustrate the cover of the prestigious magazine Wendigen (Volume 2, no. 5), the issue dedicated to art in advertising. Founded in 1918 by the architect H.T. Wijdeveld, Wendigen (Upheaval) was an important avant-garde magazine. Heukelem's cover is quasi-abstract with a concentric movement. It seems that in addition to the cover he also designed this small poster advertising the magazine, although the image here has no relationship to his cover art. Surrounded by a swirl of decorative elements, it is an allegorical scene of a man bowing to the arts, as the bell of advertising rings all around them. This is the top sheet, without the lower text panel. rare. Wendingen pp. 82-83.