Born Emil Kahn in Germany, Lucian Bernhard (1883–1972) was one of the key proponents of the Sachplakat or “object poster,” a simple yet effective advertising strategy whereby a single product image is paired with the manufacturer’s brand logo. A small flyer (at right) advertises Bernhard’s services. A lanky white dog appears alongside the artist’s name (BERN/HARD), services (Posters, Labels, Brochures), and printer (Hollerbaum & Schmidt, Berlin), demonstrating the principles of the Sachplakat. The reverse of the flyer notes: “In order to make proposals, we need the following information: What type of printed matter is needed? Posters or flyers, brochures, labels, wrappers? In what size? In what edition? What text should accompany the design? The shorter the text, the more effective the printed matter!”

Right: Flyer for Bernhard: Posters, Labels, Brochures, prior to 1914. Lithograph, 8 5/16 x 6 1/16” (21 x 15.3 cm)