Hermanns & Froitzheim

The poster was created in Berlin and was commission by the Hollerbaum und Schmidt advertising agency, with which Klinger started collaborating in 1898. The work coming from Julius Klinger's best creative period demonstrates author's graphical virtuosity. It is an example of the modern advertising poster style (sachplakat), introduced by Lucien Bernhard in 1905 with his design for the matches manufacturer, Priester, which contributed to company's financial success.

We can observe brave, flat design, minimalistic in choice of motifs and forms. A toucan, holding in its peak several ties in different colours manufactured by the clothing company Hermanns & Froitzheim, is full of graphic elegance. Particular sense of humour, very much valued in advertisements of that period, is highlighted by the modern style and language applied in the poster. Lack of superfluous decorations and focus on the most important elements of the composition reinforce message legibility and perception of form.