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    Sale 2476 | Lot 81
    Price Realized: $1,250With Buyer's Premium
    Show Hammer Price
    • Click Image To Enlarge

    • Sale 2476 Lot 81

      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, playing off Kauffer's 1933 poster for the company (see Swann sale 1970 Lot 66), and employing 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.

      Estimate $1,500 - 2,000


      Price Realized (with Buyer's Premium) $1,250