97

SEPO (SEVERO POZZATI, 1895-1983). SARDINES & THON AMIEUX. 1929. 45x61 inches, 105x155 cm. Affiches Bolland, Paris.

SEPO (SEVERO POZZATI, 1895-1983) SARDINES & THON AMIEUX. 1929.
45 1/2x61 1/4 inches, 105 1/2x155 1/2 cm. Affiches Bolland, Paris.
Condition B+: minor restoration along vertical and horizontal folds; abrasions and minor restoration in image.
Italian-born Sepo stayed in Italy for work after his studies, but spent most of his career in France, where he became a prominent art director for the Dorland Advertising Agency, handling some of their largest accounts. Amongst which was the venerable Amieux company, one of the leaders in the canned sardine industry and also pioneers of advertising. From the end of the 19th century they had always commissioned top-notch artists to create their posters (including Cassiers, Gustav-Henri Jossot, Georges Fay and Eugene Ogé) and created a slogan in the form of a play on words: "Toujours à mieux " [always better]. Sepo evokes not only the food and the small fork on each can used to eat the food, but he also evokes the ocean, showing the logo in motion, swimming, which directly intimates the idea of the product's freshness. Such was the exceptional design of this image, "with its gradated bands of color" that Pablo Picasso asked Sepo for a copy for himself . Sepo p. 164, no. 82.

Accepted Forms of Payment:

Money Order / Cashiers Check, Personal Check, Wire Transfer

Shipping

Upon request, Swann will facilitate the shipping of purchases to out-of-town buyers at an additional charge for packing, shipping and insurance, but will not be responsible for any loss, damage or delay resulting from the packing, handling and shipping thereof. Unless specific instructions are received, Swann is the sole judge of the method to be used for shipment. Packing and shipping costs will be noted on the invoice mailed to successful bidders after the sale, and are based on the actual costs involved. Be advised that a full commercial invoice must accompany any purchase shipped outside the US.

May 10, 2012 1:30 PM EDT
New York, NY, US

Swann Auction Galleries

You agree to pay a buyer's premium of 23% and any applicable taxes and shipping.

View full terms and conditions

Bid Increments
From: To: Increments:
$0 $149 $10
$150 $499 $25
$500 $999 $50
$1,000 $1,999 $100
$2,000 $5,999 $200
$6,000 $9,999 $500
$10,000 $19,999 $1,000
$20,000 $49,999 $2,000
$50,000 $99,999 $5,000
$100,000 $199,999 $10,000
$200,000 $499,999 $20,000
$500,000 + $50,000