By Janice Milhem
Italy was one of the last important European countries to make use of Art Deco Moderne and the display of artistic advertisements. In the early twentieth century, Milan became a major center for commerce and culture. The earlier styles of the twenties were characterized by organic decoration and the recreation of the ideal human form. Prominent Italian graphic designers of the time like Leonetto Cappiello were inspired by the French and the works of Cheret and Latrec.
Although heavily influenced by the French Art Nouveau, the Italians were able to develop a unique graphic style which evolved into an illustrated style of using bold son serif typography and streamlined images. Graphic artists began to use the visual language to promote Italian nationalism and commercial products during the turbulent political years from WW I to WW II.
The mid thirties brought a new social and political movement throughout Italy instigated by two avant garde social and art groups referred as the Futurists and Fascists. They had a significant influence on the style of Italian art deco graphic design.
The new style was initially created to promote political messages but later became a channel to market Italian goods and services to the Italian people. The Futurist style initially was not embraced by many Italian businesses and was often confined to self promoting its own cause. Some more adventuresome companies did incorporate this radical theme from mainstream design styles.
The Futurist movement was founded in 1909 by F.T. Marinetti. He was an artists of many talents. Marinetti's believed wholeheartedly in his cause and his mission to challenge traditions of graphic design standards as well as destroying traditional notions of space and composition. The Futurist were able to express the dynamics of new technology through this creative expression of unconventional design.
In literature, the Futurist communicated their philosophy by replacing conventional verse with unconventional surprise of rhythms and rhymes. In graphic design, it meant taking the classical symmetry of a page design and disrupting its traditional layout with unconventional type and balance of forms and color. This is why they used up to four different ink colors and up to twenty different type faces on the same page. Marinetti coined the phrase to describe the style as a "typographical revolution" by disrupting the typographic harmony of a traditional page layout.
The Fascists, another social reform movement at that time, were committed to attacking the monarchy and bourgeoisie for destroying Italian pride and national identity They felt that the Italian government had sold out to foreign powers. Both groups, although different, were interested in promoting "Italianismo" and committed to promoting a social revolution.
The Futurists and Fascists both realized the significant power of advertising and felt that through graphic design their messages would be successfully communicated through the visual language. The unconventional style of Italian Deco Moderne flourished during the reign of Mussolini. In 1921, only 30% of all Italians were literate, making graphic images the most effective way of reaching the people with political messages. Mussolini believed the style, which was a combination of classism and modernism, would appeal to both young and old. It was believed to be the best vehicle to move his propagandized messages throughout his country.
Italian poster designs became common throughout Italy during the thirties, advertising everything from Campari and Fiat to chocolate and cigarettes. The lucrative industry of travel and tourism also used the dramatic deco style most often to promote Italian tourism. The images aimed at creating a feeling of glamour, excitement, rest and relaxation for advertised vacation spots.
A wide variety of Italian graphic art deco designs were produced for packaging, trademarks, labels, books and magazine covers including hundreds of products produced during the twenties and thirties
Source for article: Steven Heller & Louise Fili, Italian Art Deco.
