Weekend Heller: Lemon Orange Garretto

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Paolo Garretto was famous in Italy in the 1920s and 30s for his posters and magazine covers. Garretto’s fame in the United States was due to the regularity with which his work appeared in Fortune, Time, Vogue, and The New Yorker, but even more directly owing to his work in the original Vanity Fair. As one of Vanity Fair‘s graphic three most popular caricaturists (the others were Miguel Covarrubius and William Cotton), Garretto’s work was regularly shown to millions on its covers and inside pages.

Among his frequent Italian venues Natura was one his creative laboratories. This rare cover reveals how brilliant a designer he was with simple shapes and minimalist composition. Savor it. Keep your eyes on it for a minute or two and watch it move.



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About Steven Heller

Steven Heller is the co-chair of the SVA MFA Designer /Designer as Author + Entrepreneur program, writes frequently for Wired and Design Observer. He is also the author of over 170 books on design and visual culture. He received the 1999 AIGA Medal and is the 2011 recipient of the Smithsonian National Design Award.View all posts by Steven Heller →