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Lot description
PAOLO FEDERICO GARRETTO (1903-1989) BP ETHYL. 1934. 29½x44¼ inches, 75x112½ cm. Condition A- / A: minor repaired tears and creases at edges. Framed. "Garretto's modernist graphic shorthand resembles an airbrushed pictograph - an ancient painting or drawing done on a rock wall, such as a cave or a cliff, that was used to convey a specific meaning through simple pictures. In this design Garretto artfully depicts man's control of raw horsepower" (Crouse p. 92). Garretto gives Kauffer a friendly wink with this design, playing off his 1933 poster for the company (see Swann sale 1970 Lot 66), and employing many of the same elements. On a dark background, the words BP ETHYL slope in a modernist fashion and the bold lettering is reinforced by sophisticated, airbrushed shadowing. Where Kauffer used a photograph of a man and a horse, Garretto employs a fluid drawing, which he executes in his elegant style. As a continuation of the campaign started by Kauffer, it is the perfect image. Crouse p. 92.