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HANS RUDI ERDT
Stile grafico
"Nivea
Creme" poster. This
poster by Hans Rudi Erdt is representative of the original style of "Sachplakat,"
or Object Poster that was created in Berlin around 1905.
The term "Sachplakat," or Object Poster, was coined in Germany to
describe a new type of poster that featured a realistic depiction of the product
and little else. Lucien Bernhard's revolutionary 1905 poster for Preister
matches is considered the first of this type, and its flat colors and simplified
shapes became the hallmark of a new graphic style called the "Poster
Style." In focusing directly on the unadorned object itself, Bernhard
rejected the fussy and ornate Art Nouveau style of the 1890s.
Erdt's
small poster for skin cream is an excellent example of the work done at Berlin's
leading lithographer, Hollerbaum and Schmidt, which created a virtual monopoly
on the style by employing all the best designers in the city. Unfortunately,
World War I abruptly put a close to the commercial vibrancy of Berlin, and the
German Sachplakat style died with it, only to be revived by the Swiss.
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