Lucian Bernard (1883–1972), Bosch, 1914
The iconic poster promoting Bosch spark plugs is striking. The message of the advert aims to capture attention as speedily as the spark of the plug. The object and the lettering are reduced to basics, achieving an optical unity. The clash of colours also heightens the long-distance impact. By this means Bernhard became a pioneer of the German Sachplakat, which focussed on a central object.
