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TABLE OF CONTENTS

•  ABOUT A.M. CASSANDRE •  TYPEFACES CREATED BY CASSANDRE •  TYPEFACE: BIFUR •  BIFUR BROCHURE FROM 1929 •  TYPEFACE: ACIER NOIR|GRIS (HFF BLACK STEEL) •  TYPEFACE: PEIGNOT •  YSL MONOGRAM •  CASSANDRE’S FAMOUS POSTERS •  DUBONNET POSTER •  DUBONNET’S INFLUENCE ON THE CASSANET FONT •  BIBLIOGRAPHY


ABOUT A.M. CASSANDRE

Adolphe Mouron Cassandre (1901-1968)

graphic designer, type designer, painter, set-designer and teacher… Adolphe Mouron Cassandre was born in Ukraine in 1901 and moved to Paris at a very young age. He studied at the École des Beaux-Arts in Paris. After his studies, he started designing posters as well as working as a set designer. One of his most recognized work is the Normandie poster which was created to promote a new ship. From 1934-1935, he taught at the École des Arts Décoratifs and the École d’Art Graphique. The artist developed inventive graphic techniques which depict influences of Surrealism and Cubism throughout his work. In 1936, Cassandre signed a contract with Harper’s Bazaar magazine to work on several covers. In 1948, he became cofounder of Alliance Graphique International which worked on many graphic AND advertisement projects throughout the 1930s. A.M. Cassandre continued to produce set designs for theatres and opera houses. In 1937, he type foundry Deberny & Peignot commissioned him to design a typeface called Piegnot. In 1963, he designed the famous Yves Saint Laurent monogram. In 1968, he ended his own life after several struggles from depression. A.M. Cassandre still today, continues to be a model in several fields of design.


A.M. CASSANDRE'S POSTERS ARE EASILY RECOGNIZEABLE DUE TO THE EXCEPTIONAL DETAIL HE PUT IN TYPOGRAPHY. ALONG THE YEARS, A.M. CASSSANDRE CREATED THE FOLLOWING TYPEFACES : BIFUR (1929), ACIER (1930), ACIER NOIR (1936), PEIGNOT (1937) AND CASSANDRE (1968) 


During my research, I was happy to come across a blogger who shared a very rare brochure that he purchased. The small (17x 26 cm), 16 page brochure introduces the typeface Bifur by A.M. Cassandre. It was designed for the parisian typefoundry Deberny & Peignot. This brochure was made in English & French back in 1929. Only a few of these rare brochures still exist in this hard copy. The brochure explains how the typeface Bifur could be used and should not be used. Let’s take a look‌

"There were no new or innovative typefaces which existed at the time. The Bifur created a real scandal...at least in the small world of publishing and printing. Engraving this design was a remarkable tour de force. Needless to say, Bifur was not a financial success, but in those happy days one could afford to take a few risks." - Charles Peignot.


‘The spirit of modernity tends to seek beauty in recognising and obeying concrete facts; or as the scholar would say, in submission to the object. It eliminates decorative fantasies as unjustified.’ … ‘He constructed in place of designing; the architect in him took the place of the calligrapher.’ … ‘Do not mistake us; the letter which we place before you does not pretend to substitute the letters of the past. It simply marks the crossroads which it may be well to explore.’


WORDS ONLY, ARE IMPORTANT ALONE, A LETTER IS NOTHING


French version sold for $2500


BIFUR ALPHABET-1 COLOUR

BIFUR ALPHABET-2 COLOURS


‘A TYPE TO ATTRACT ATTENTION-FOR LINES WHICH ARE NOT IN THEMSELVES THE MESSAGE BUT WHICH ARE THE MEANS OF CONVEYING THE READER’S EYE TO THE SUBJECT.’


Soldans Ltd. was not only the main importer of french typefaces in England, but also imported french typefaces from Deberny & Peignot.


Geometric sans serif Black Steel comes in two variants, Black and Grey, using the latter for its "grayed out" the same system found in the hatch Bifur, its "big brother" was released a year before. The steel type combines features which may seem contradictory: geometric and elegant, industrial, innovative, constructive and ever so attractive.


The typeface Peignot was designed for the type foundry Deberny & Peignot. Charles Peignot, director of the foundry in Paris worked closely in the creation of all types from the foundry including Peignot. In 1937, Cassandre designed the Peignot typeface, in which the lowercase letters are greatly influenced by the uppercase letters.


In 1963, A.M. Cassandre designed the Yves Saint Laurent's monogram.

The world reknown YSL monogram was designed by A.M. Cassandre in 1963. He managed to blend the letterforms with exceptional harmony, mixing sans and serifs in a subtle way, while successfully mixing roman and italic forms all at the same time. The challenge that Cassandre easily overcame is the unwritten rule of not mixing roman and italic forms in one word. He also managed to connect all the letters with a continuous graceful flow from left to right. It’s an unusual mixture that is just perfect. Today, the Yves Saint Laurent graphic identity is truly one of the most unique amongst all the fashion houses. Definitely one of a kind.


"A poster, unlike a painting, is not, and is not meant to be, a work easily distinguished by its 'manner' - a unique specimen conceived to satisfy the demanding tastes of a single more or less enlightened art lover. It is meant to be a massproduced object existing in thousands of copies - like a fountain-pen or automobile. Like them, it is designed to answer certain strictly material needs. It must have a commercial fashion." - Adolphe Mouron Cassandre


Cassandre blended bright colors and geometric shapes to his posters. His designs were inspired by Cubism. The poster designs reflect the early 20th century art movement, the industrialized environment of paris as well as avant-garde tendencies. Cassandre influenced a new wave of poster art knows as Parisian poster art.


The iconic posters from Cassandre's  Normandie / Voyage Inaugural, 1935, are exceedingly rare to find. The Normandie poster on the right sold for $16,500 at an auction a few years ago. The birds in the picture show the grandeur of the ship and presence that the Normandie ship has arrived.


The 1930s inspired Art deco poster shows Cassandre’s briliant humour. The play principle of this poster is the humor that Cassandre used in the poster for the final result. The Dubonnet poster influenced the idea of billboards.


Atipo, a Spanish design studio created a new font last year called Cassannet. The art-deco inspired typeface: Cassannet, was inpired by Cassandre’s work. The creative house decided to promote their new font by re-creating the poster series of Dubonnet by A.M. Cassandre. I want to share the brilliant video they made, promoting the new font: Cassannet.

h"p://vimeo.com/ search?q=CASSANNET  


BIBLIOGRAPHY • 

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‘1950s  Original  Art  Deco  Poster,  Philips  Television  –  Cassandre,’   L’Affichiste,  accessed  Nov.  28,  2012,   h"p://www.laffichiste.com/collecOons/iconic-­‐posters/products/ philips-­‐television   ‘Font  Designer-­‐A.M.  Cassandre,’  Linotype  by  Monotype  Imaging,   accessed  on  Nov.  28,  2012,   h"p://www.linotype.com/358/amcassandre.html  

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‘A.M.  Cassandre,’Design  Is  History,  accessed  on  Nov.  28,  2012,   h"p://www.designishistory.com/1920/am-­‐cassandre/  

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‘Portrait  of  A.M.  Cassandre,’  images  from  A.M.  Cassandre  France,   accessed  on  Nov.  28,  2012,   h"p://www.cassandre-­‐france.com/amcassandre/amc-­‐portrait.html  

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‘Cassandre’s  Bifur:  a  naOonalisOc  typeface?’  Design  WriOngs  on   Wibo,  posted  on  June  20,  2012,   h"p://www.wibobakker.nl/2012/cassandre-­‐bifur-­‐naOonalisOc-­‐ typeface-­‐auriol-­‐peignot/  

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Gary  Andrew  Clarke,  April  12,  2011,  Someblog  (or  other),  ‘Adolphe   Mouron  Cassandre  -­‐  Bifur  promoOonal  brochure,   h"p://graphicnothing.blogspot.ca/2011/04/adolphe-­‐mouron-­‐ cassandre-­‐bifur.html   ‘Acier,’  Musee  de  l’imprimerie  Lyon,  accessed  on  Nov.  29,  2012,   h"p://collecOons.bm-­‐lyon.fr/MIL_01CTF00101189MG01? &query[]=Otle_s:%22Acier %22&hitStart=2&hitTotal=8&hitPageSize=25   Cansu  Erdinc,  December  27,  2011,  A  blog  about  History  of  Visual   CommunicaOon  Design,  ‘A  li"le  rewind:  Peignot,’   h"p://cansuerdincva312.wordpress.com/2011/12/27/a-­‐li"le-­‐ rewind-­‐peignot/  

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 ‘Charles  Peignot,’  Atypi,  accessed  on  Nov.  29,  2012,   h"p://www.atypi.org/about-­‐us/whos-­‐who/charles-­‐peignot  

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‘Adolphe  Mouron  Cassandre  (1901-­‐1968),’  IdenOfont,  accessed   on  Nov.  29,  2012,  h"p://www.idenOfont.com/show?10Y  

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‘Le  Peignot,’  image  from  Le  Livre,  accessed  on  Nov.  29,  2012,   h"p://www.le-­‐livre.fr/Fiche-­‐RO40105864.html  

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‘My  design  classic:  The  Yves  Saint  Laurent  logotype  and   monogram,’  Computer  Arts,  posted  on  July  24,  2012,   h"p://www.computerarts.co.uk/features/my-­‐design-­‐classic-­‐yves-­‐ saint-­‐laurent-­‐logotype-­‐and-­‐monogram  

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A.M.  Cassandre-­‐Dubonnet  Poster,’  images  and  informaOon  from   PB  Works  by  Kirsten  Larsen,  accessed  on  Nov.  29,  2012,   h"p://hogd.pbworks.com/w/page/18698596/am%20Cassandre %20-­‐%20Dubonnet%20poster  

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‘Logo  Resources,’  YSL  Logo  Resources,  accessed  on  Nov.  29,  2012,   h"p://www.yourlogoresources.com/yves-­‐saint-­‐laurent-­‐logo/  

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‘Normandie  Posters;  The  Rare  and  Iconic,’  images  from  the  Swann   Galleries,  accessed  on  Nov.  29,  2012,   h"p://swanngalleriesinc.blogspot.ca/2010/03/normandie-­‐ posters-­‐rare-­‐and-­‐iconic.html  

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‘AOpo’s  Cassannet  Recreates  Classic  Cassandre  AdverOsement  In   The  Flesh,’  The  Font  Feed,  posted  on  January  3,  2012,   h"p://fonoeed.com/archives/aOpo%E2%80%99s-­‐cassannet-­‐ recreates-­‐classic-­‐cassandre-­‐adverOsement-­‐in-­‐the-­‐flesh/  

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‘Cassannet,’  Video  on  Cassennet  by  AOpo  on  Vimeo,   h"p://vimeo.com/search?q=CASSANNET  

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‘Font  Based  on  the  Style  of  Le"ering  Seen  on  Cassandre  Posters,’   Cassannet,  accessed  on  Dec.  4,  2012,  h"p://www.cassannet.net/  


Cassandre