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26
JACOB JONGERT (1883-1942) SIGNAAL TABAK.
13x15 inches.
Condition A. Paper.
In 1923, after long and varied studies, including being Roland Holst's assistant, Jongert became the art director for Van Nelle Coffee in Rotterdam, a position he held until 1940. This company had an extremely modernistic approach toward advertising (they even commissioned Cassandre to do a poster). Here, Jongert, in one of the many ads he designed for them, is totally Dutch avant-garde in style, with a strict and rigorous approach directly linked to de Stijl principles.
ref: The Modern Dutch Poster, Kranert Art Museum, MIT Press, 1987, a similar piece, no. 73 p.108
Condition A. Paper.
In 1923, after long and varied studies, including being Roland Holst's assistant, Jongert became the art director for Van Nelle Coffee in Rotterdam, a position he held until 1940. This company had an extremely modernistic approach toward advertising (they even commissioned Cassandre to do a poster). Here, Jongert, in one of the many ads he designed for them, is totally Dutch avant-garde in style, with a strict and rigorous approach directly linked to de Stijl principles.
ref: The Modern Dutch Poster, Kranert Art Museum, MIT Press, 1987, a similar piece, no. 73 p.108
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May 6, 2002 12:00 AM EDT
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