Volkswagen Beetle
Advertising illustration for Volkswagen, with the iconic Beetle model as the main protagonist. The inspiration behind this poster is Ludwig Hohlwein, a crucial graphic designer in the Sachplakat movement, predecessor of the Bauhaus style and minimalism.
The history behind this car (and Volkswagen as a company) and Ludwig Hohlwein is deeply linked with WW2 and Adolf Hitler. The dictador used propaganda to expand his view into the German people, using the help of graphic designers such as Hohlwein for that task. Volkswagen, which translates to Car of the People, was heavily promoted by the regime for clear interests. The Beetle model was firstly introduced as a very conceptual but effective interpretation of the perfect car for the standard German family.
After the war ended, and Germany transformed into a democratic country again, companies rebranded and cleaned themselves from the dark past, including Volkswagen. This poster is a reinterpretation of the message of this car, but without any harmful connotations. Even though it conserves the artistic style of the Plakatstil's Hohlwein style, the composition is welcoming and attractive.
Das Auto. The new beginning, changing the dangerous red to a powerful purple.
Ferran Tortolero, 2022
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