by Leufert, Gerd (designer), & Miguel Arroyo (introductory text)
Leufert. An unusally formatted volume consisting of two printed fly-leaves and 15 folded sheets, printed recto and verso, with (4) pp. of text and altogether 28 double-page plates showing arresting images in stark black and white of the use of the arrow in modern visual communications and industry, all images meant to be viewed from multiple perspectives. 4to. Cloth, slightly soiled. Caracas (Refolit) 1971 One of 120 copies. A very rare publication (as of October 2014 WorldCat locates only 5 copies worldwide, three of which are a reduced format second edition of 1972) by an important modernist designer active in Venezuela. Leufert (1914-1998) emigrated to Venezuela from Germany in 1951 and became a leading designer there with his innovative fusion of writing, geometric abstraction and graphic design, seen to best effect in his influential designs for emblems and corporate logos. The present work was designed by Leufert and Nedo, another important Venezuelan design artist and frequent collaborator with Leufert, and shows a wide array of boldly conceived images and motifs, all using arrows in their compositions. The images are meant to be seen from various perspectives including turning the frontal plane 90 and 180 degrees; the book was designed to be viewed from the top or bottom and its preliminary text, title, justification pages, introduction and covers are repeated, upside down, on each side of the book. A fascinating example of avant-garde book design presenting a modernist sensibility. (Inventory #: 46521)
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