• Steven Heller

Going Dutch

1933’s Chicago World’s Fair—”The Century of Progress”—brought together many of America’s most trusted brands for a look at past, present and future. The Old Dutch Cleanser brand, with its hooded, faceless dirt-chasing charwoman (or girl), had a  significant presence, if only with the booklet you see below. What better way to say cleanliness than with white-on-white shadow lettering. And what better way to instill a sense of clean than to show that it’s been something humans have been trying to achieve since the Vikings.


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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 →

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