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 The exhibition "Unfinished Modernization: Between Utopia and Pragmatism"

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 The exhibition "Lucian Bernard - advertising and design at the dawn of the twentieth

 century" opened in Biljarda (4 April 2013, organized by the Goethe Institute and the IFA) :

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We have established cooperation with Goethe Institute, respectable promoter of rich cultural heritage of Germany , nine years ago. At that time, here in Biljarda was presented an exhibition dedicated to Horst Jansen, one of the most important and prolific German printmakers of the twentieth century.

During the next month will be presented another outstanding professional and educational effort organized by Goethe Institute and the IFA - exhibition entitled “Lucian Bernard - advertising and design at the dawn of the twentieth century”. The enthusiasts of design, as well as wider cultural public, will have the privilege and honor to admire the works of the pioneer of the twentieth century advertising graphics, who was rightly called the "icon of design”.

This is the first solo retrospective exhibition dedicated to the artist, which is designed as a museum setting. Behind every great effort of the kind there is an author and this time it's Mr. Hubert Riddle, whose longtime enthusiastic exploration of the life and works of Lucian Bernhard brought to the meticulously prepared and designed exhibition.

It should be recalled that the new German poster art from the late nineteenth century appeared in Berlin and Dresden as cultural centers, in order to gain a more prominent position from the beginning of the twentieth century, as evidenced by numerous exhibitions, collections in Berlin, Stuttgart, Dresden, Hamburg, and the establishment of the Society of Posters Fans in Berlin 1905.

Lucian Bernard appeared in such a climate of creativity, rapid economic growth and intense pace of life. He worked in his studio in Berlin on the conceptual designs for posters, advertisements, typographic letters and logo, at the same time teaching as first professor of advertising in the Education Center of the Applied arts Museum . That what Bernhard makes special and unique is his radical progress towards modern and innovative. In fact, without the contribution of Lucian Bernhard would not be possible to imagine the modern poster, based on the clarity and conciseness, which is the reason that in addition to other forms of posters still exists.

     

Using modern advertising language at the beginning of the twentieth century Bernard created so called "subject poster" which was reduced to a realistic representation of objects and name brands, unlike the previous versions of posters with a lot of ornaments and details that are losing the basic message.

The poster, which is considered to be historical, with advertising for matches Pristner, represented the first innovation in comparison to traditional poster forms. So it is not a coincidence that the two giant matches have been taken as the logo of the exhibition. Bernhard has also created logos for brands Bosh, Audi, Ufa ... Many international companies like Bosh, Pelican, Coffee HAG etc still uses logos based on his ideas.

Thanks to him, the German poster advertising art of the early twentieth century overtook France , Britain and even the United States as the leading countries in the field. Bernard moved to America in 1923 where he successfully dealt with advertising. After the World War II he was dedicated to interior design, painting and sculpture. His latest poster for the company Pepsi Cola was created in 1955.

An advertising poster for cough syrup REM from 1926, known as the "Three Men in a storm", the Encyclopedia Britannica commented as a significant achievement in the art of posters. In an interview the artist has described his work: "My style resembles the fine arts, and unlike the French art posters, my personal handwriting is not as important as visual solutions, good composition, color and quality handiwork processing."

   

Out of over 2,000 known works of Lucian Bernard Mr. Riddle made a selection that includes 218 items: posters, advertisements on enamel background, original lithographs in newspaper supplements, promotional material printed in smaller circulation, advertising stamps and labels, packaging, graphical solutions for the needs of the state, typographic letters, as well as graphics solutions for books and magazines.

Tomorrow will be organized a workshop in Biljarda as part of the educational program, where students of graphic design from the Faculty of Fine Arts have a task to create posters inspired by posters of Luciana Bernard. And now the only thing left is to enjoy this unique exhibition and thank the Goethe Institute, Mr. Hubert Ridl and IFA who have contributed to these exceptional moments dedicated to the work of Lucian Bernhard, one of the XX century legends of the design and advertising.

(From the opening of the exhibition)


 

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