Bus poster: Cintura Safety in Cornering

Pirelli
1962

Made before there were machines – either photographic or digital that could distort type or images at the shift of a co-ordinate or push of a button, the curved lettering for this poster was very hard to achieve. According to the designers it took “several days of hard labour.” It was worth the effort. The typography’s assured swoop, its echo of the movement of the Pirelli-tyred car, has become one of the iconic images of early 1960s British graphic design. The witty fit between form and content looks as elegant and appropriate today as it did on the back of a double-decker bus forty-five years ago.

Emily King, Design Museum
Alan Fletcher: fifty years of work (and play)

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