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£350.00

Praha (Prague): Nakladatelstvi Typografie. 1934.

First edition. 8vo (210x148mm). pp. 154, [2]. Original brown card covers and brown paper dust-jacket with the title printed vertically in red on a grey strip to the upper cover of the jacket and the title and author printed in red on the spine. Some shelfwear to the dustjacket at the foot of the spine but this is a near fine copy protected in a plastic wrapper. Internally, it is a very clean, fresh copy, extensively illustrated in colour and black and white. Text in Czech. This is a rare book, Worldcat locating five copies, two in the USA, two in Germany and one in the National Library of the Czech Republic in Prague.

Graphic design was one of the major Czech contributions to twentieth century visual culture and this book brings together examples of avant-garde design used in advertising, publicity and marketing. Vichnar himself was a typographer and designer and this is a detailed, technical account of the design of advertisements, leaflets, brochures, letters, posters, photo montage and stamps. It is a prescient work as few took marketing and publicity seriously in the 1930s. Now we are obsessed with them.