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Bids may also be submitted via fax. Send a list of lots with the sale number and your contact information to (212) 979-1017. You will receive a confirmation before the sale.Sale 2476 | Lot 82
Price Realized: $3,000 With Buyer's Premium Show Hammer Price
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Sale 2476 Lot 82
R & B STUDIOS (PIETER IRWIN BROWN, 1903-1988 & RICKMAN RALPH) THE QUICK STARTING PAIR / SHELL OIL & SHELL PETROL. 1928.
29 3/4x44 1/2 inches, 75 1/2x113 cm. Waterlow & Sons Ltd., London.
Condition A- / B+: repaired tears in margins; creases along vertical and horizontal folds.
Already established as the world's leading oil company by the late 1920s, Shell Oil's advertising began to shift from consumer product education to a strategy of brand recognition and efficacy. This elegant Art Deco poster was part of the Quick-Starting Pair series which ran from 1926 to 1932, employing animals as visual metaphors of the speed and power achieved by using Shell's petrol and oil. The images used in the series ranged from the artistic and modern to the traditional and natural. "In the 1920s and 1930s the attributes of nature deployed by Shell were organized along an axis of difference… by reference to a much used set of opposing terms: natural, artificial; nature, technology; country, city; leisure, work; constancy, change" (Hewitt, p. 129). Through its sleek line work, bold typography and striking color palette, this abstract rendition of hood ornaments taking flight and simplified gas pumps combines technology and art in a stylized addition to this series. Brown and Ralph also designed modernist posters for the London Tramways.
Estimate $3,000 - 4,000Price Realized (with Buyer's Premium) $3,000