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Lot Essay
During the war Abram Games had been appointed Official War Poster Designer and had established himself as one of Britain's foremost practitioners. He remained a leading graphic designer in the post-war era, and contributed poster designs for Guinness in the late 1950s and 1960s, introducing a more incisive visual aesthetic to their already established brand.
To support the concurrent television campaign using the endline 'no wonder five million Guinnesses are enjoyed every day', Games produced this poster.
His work was the manifestation of his personal graphic philosophy, namely, 'maximum meaning by minimum means'. Games believed that 'the message must be given quickly and vividly so that interest is subconsciously retained the designer constructs, winds the spring. The viewer's eye is caught, the spring is released' (J. Davies, Guiness). This is the rare large format.
To support the concurrent television campaign using the endline 'no wonder five million Guinnesses are enjoyed every day', Games produced this poster.
His work was the manifestation of his personal graphic philosophy, namely, 'maximum meaning by minimum means'. Games believed that 'the message must be given quickly and vividly so that interest is subconsciously retained the designer constructs, winds the spring. The viewer's eye is caught, the spring is released' (J. Davies, Guiness). This is the rare large format.