Artist: Per Arnoldi (signed in print by Arnoldi)
Print: Offset lithography (print by Gutenberghus Reklamebureau/Norup & Bramsted Offset, København)
Dimensions: 27.2 x 39 in (69 x 99 cm)
Condition: Very good condition - very light handling signs and one tiny tear in the bottom on the white outline - please see the pictures.
In the keel water of the 1970s energy crises they need the right man for the job!
The man was Per Arnoldi and he was hired to make campaign posters to encourage the Danes to save energy. This poster is a part of a collection of four different poster that was commissioned by Trade Ministry's Energy Saving Committee of Denmark (Handelsministeriets Energi-Spareudvalg).
This poster elegantly curves the Danish word "Spar" (save) out from the exhaust pipe of the car, which really makes the viewer associate the red organic shaped letters into pollution. Saving fuel in the 1970s was very important because of the oil crises and car-free Sundays was introduced to save fuel. In the lower left corner of the poster is the logo of the campaign which is simply called "Save energy" with the slogan "-it is necessary".
Arnoldi (1941) is a self-taught, world-renowned modernist artist. He is particularly known for his posters and considered one of Denmark's most important poster artists. He is known for a tight and easily recognizable form and color language. As a painter, Per Arnoldi always uses primary colors (red/yellow/blue) on a bed of black - just like on this very poster.
Arnoldi is represented in a number of well known museums in the world including Victoria and Albert Museum in London, Museum of Modern Art in New York, Museum of Modern Art in Toyama and Stedelijk Museum in Amsterdam.
This Arnoldi poster is a fine contribution to the modernist legacy and contains an important message - a message that is as relevant today, sadly.
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