Lucian Bernhard

The Three Plakateers

In 1905 the first modern advertising poster was created: bold eye-catching lettering with flat colors; simplified shapes and objects and the composition focused on a central object. The Plakatstil was born. Lucian Bernhard, Ludwig Hohlwein, Julius Klinger: these were the three plakateers who revolutionized the approach to advertising and left a heritage of ideas...

My Favorite Bernhard

The Lucian Bernhard typeface design I most admire is Extra Fat Bernhard Antiqua, a nervously drawn face that works well in all caps and upper and lower case on posters and editorial pages.

Words to Design By

The following words to design by, from the pen of Lucian Bernhard, were written in January 1929—a year that started brightly and came to a crushing halt on October 29 with the  devastating collapse of U.S. stock market prices. After that, type and graphic design did not seem as important. But, surprisingly, it was. Type...