Nothing to Love

Seeing what is not there is one of my favorite design techniques. I am so impressed with work that does this, as I can’t. SpotCo’s work for The Book of Mormon uses this technique to perfection. Jumping back a century, which I like to do, I also am a huge admirer of Ludwig Holwein and Hans Rudi Erdt. Holwein was the best-known German poster and advertising artist for the first quarter of the twentieth-century. He had a remarkable ability to use the available printing technology, not so good, and turn it to his advantage. Simple solid forms, and the absence of a specific element are hallmarks of Holwein’s work. If you’re of fan of the “less is more” approach, then you should love Holwein’s “nothing is more.”

Hans Rudi Erdt, 1911
Hans Rudi Erdt, 1911
Ludwig Holwein, 1926
Ludwig Holwein, 1923
Ludwig Holwein, 1910
Ludwig Holwein, 1910
Ludwig Holwein, 1908
Ludwig Holwein, 1908
Ludwig Holwein, 1907
SpotCo, 2010