Menby Leonetto Cappiello
For the Revel company of Lyon, Cappiello produced one of his most masterful works, a design at once simple and effective that immediately focuses attention on the product: the umbrellas, braving the storm like black ship's sails. (Today's ad terminology ""product as hero"" was never more apt.) All the elements of fine poster design are here: bold shapes strong contrasts (the background is a surprising sunny yellow), tight yet lively composition, unusual perspective--and no more detail than necessary. Who needs faces? The wind-blown coats describe the weather eloquently. One of Cappiello's most popular designs, it went through several variants over the span of its graphic lifetime; the version we see here, however, comes from its initial 1922 run.