PAOLO FEDERICO GARRETTO (1903-1989) BP ETHYL. 1934. 29 1/2x44 1/4 inches, 75x112 1/2 cm. Condition B+: creases and abrasions in margins and image along vertical and horizontal folds; pin holes in corners. Paper. Framed. "Garretto's modernist graphic shorthand resembles an airbrushed pictograph - an ancient painting or drawing done on a rock wall, such as a cave or a cliff, that was used to convey a specific meaning through simple pictures. In this design Garretto artfully depicts man's control of raw horsepower" (Crouse p. 92). Garretto gives McKnight Kauffer a friendly wink with this design. He plays off Kauffer's 1933 poster for the company (see Swann Modernist Poster sale #1970 lot 66), and employs many of the same elements. On a dark background, the words BP ETHYL slope in a very modernist way and the bold lettering is reinforced by sophisticated, air-brushed shadowing. Where Kauffer used a photograph of a man and a horse, Garretto employs a fluid drawing, which he executes in his elegant style. As a continuation of the campaign started by Kauffer, it is the perfect image. Crouse p. 92.
