SB2 RESEARCH - Michael Engelmann

POSTER DESIGN RESEARCH -

Michael Engelmann - American graphic designer of Czech-german origins. Working for brands such as Volkswagen and Roth handle on poster ad campaigns which are said to be ' aesthetic reorientation of functionalism and pop'. His work is influenced by modernism and Bauhaus design.

His work is for the Philadelphia Inquirer is a simple modernist idea which combines simple clear type with bold imagery, these black and white posters are bold eye catching yet incredibly simple, the type used is so simple that it does not use the products name, letting the clear imagery of the paper do the talking. The photography used depicts simple morning symbols (paper waiting on the doormat) and basic every morning routine objects (egg and egg cup, cup of coffee, fruit) and also combining the imagery to form new interesting ideas, with the egg in the cup wearing Inquirer in the shape of a military hat, playing on the idea of boiled eggs and soldiers (bread). Using popular culture to make honest posters. The use of the black ground and letting the type and imagery be white also adds depth and boldness, it is clear, clean and legible, this technique would be an interesting technique to use and would also relate to Rufus Segars 'Anarchy' covers which were regularly two colour and off white/yellow stock.

Volkswagen - Using different techniques in his poster campaign for Volkswagen, Engelmann uses sophisticated illustration, and printing techniques to show movement on the 2D poster, instead of using large bold clear images, he uses bold colour to attract attention and makes clear use of the car companies logo. The poster can work anywhere in the world with the only type on it being the company name and two exclamation marks which are universally understood for alert or attention, clever use of these symbols grab attention and make the audience interested.

Sohnlein is a German wine brand, Engelmann's work for this shares similarity with his other works, such as the Roth Handle campaign, for example, this Din style typeface which is used is recognisable on Engelmann's work, as well as the all black backgrounds which are used in a number of campaigns which he has designed. The visuals used in this are simple yet playful, using a small colour palette, Engelmann manages to create strong visuals of wine glasses to catch the eye and be representative of the brand. The sleek style which was in use throughout the sixties can be seen in Anarchy covers, these styles will influence the product which will be produced through SB2..

Another different style and technique from Engelmann, using silhouette shapes and imagery to produce strong visuals on poster advertisements. This poster for a german soft drink is bold clear and unique, showing visuals of a gun for a drink ad campaign (unknown context) makes for impactful pieces. The stock is a very off white almost yellow stock, this gives off a style choice and a unique look for the poster, it has an air of vintage, classic design and can resonate with people as good design. Again using Helvetica bold within the silhouette of the gun making it clear and bold and keeping the colour palette to a minimum.

Engelmann's most influential work for German cigarette brand Roth-Handle is an incredibly unique and interesting take on advertising especially at the time, using bold simple type and very powerful images, this campaign is the best example of Engelmann's colour palette style, using just two colours and utilising the stock to create a third colour which is already on the paper. The bold use of the Roth-Handle red through the imagery makes the brand more recognisable and makes people think of the cigarette brand when they see that colour, Engelmann did a full series for Roth-Handle which share similar qualities with the contextual research undertaken for context of practice 2, qualities from Engelmann's work will influence the design choices made for SB2.