“Mise En Page The Theory And Practice Of Lay-Out” 1931 TOLMER, A. The Cary Collection

TOLMER, A.

The Studio Ltd

1931

10 3/4″ x 8 1/2″

A “manifesto” for a modern layout that caused a sensation when it was published.

“The most important part of Layout will be devoted to advertising, because this is where the art of layout has gained its greatest power nowadays.” (Excerpt from the subscription booklet published by The Studio around 1931)

Alfred Tolmer (1876-1957), a specialist in graphic design and colour printing, strongly marked, although already influenced by this trend himself, the Art Deco movement of the years 1920-1930.

He succeeded his father, Auguste, at the head of the family printing business. Very quickly, his taste and audacity allowed him to win the trust of the jeweler Mauboussin, the decorator Jansen, the furrier Jungmann and the Charron, the automobile manufacturers …, for which he made advertising catalogs. He surrounded himself with a large number of cartoonists, some of whom were famous, Benito, Édy-Legrand, Pierre Boucher, André Hellé… On his death, Bernard and Claude, his sons, succeeded him.

16 off-text, including four by Fernand Léger, Marie Laurencin, Georges Braque and Marcelin Peynet.

All are mounted on tabs, except one which is among the sheets of the notebook, were made on various supports, and printed according to different techniques, including those of collage and stencil.

Numerous line illustrations and black and white photomontages.

The layout and photomontages are by Louis Caillaud.

Tolmer entrusted the drafting of the text to Jean Selz.

It is in English with the French translation.