Leonetto Cappiello and the evolution of advertising posters: from Art Nouveau to modern design, 1903-1937

The progressive rejection of Art Nouveau is expressed in the advertising poster, where the abandonment of ornamental figures characterizes the work of Leonetto Cappiello (1875–1942). He began as a press illustrator, before quickly dominating the art of the poster thanks to a few brilliant strokes, including his creation for Chocolat Klaus, in 1903. He invented a composition process that made a fortune: a humorous subject drawn according to a simple arabesque, installed in the center of the poster, powerfully contrasting colors and effective ”signal label” lettering – he is fond of this style, keeping the ancient characters that letter painters popularized in the streets of cities.

After the First World War, he knew how to adapt to developments in poster art under the influence of Cassandre and the Musketeers. His theories, already clearly developed in 1907 in an article in La Publicité moderne, asserted themselves and joined those of the young poster artists. His posters O Cap and Le Cuir underline this evolution which he brought to the top with the poster for Bouillon Kub, in 1931.

1937, during the international exhibition of arts and techniques in Paris, he created a large fresco, La Force motrice (The Motive Force), presented in the hall of the advertising pavilion, where it neighbors the giant poster of Cassandre for the Normandie cruise liner.

Documents : Archive Signes