Orient Line to Australia and Back, £140 First Class
Artist
Edward McKnight Kauffer
(American, 1891-1954)
Publisher
Orient Line
(1878 - 1966)
Date1935-1939
Object number00005608
NamePoster
MediumColour lithograph on paper
DimensionsOverall: 1060 x 685 mm
ClassificationsPosters and postcards
Credit LineANMM Collection
Collections
DescriptionThis Orient Line travel poster designed by Edward McKnight Kauffer promotes a return first class fare to Australia for £140.
The poster's bold abstract composition and use of simple block colour reflects the shipping company's cutting edge designs, evident in both its ships and its publicity material.HistoryDuring the 1930s the Orient Line embraced a Modernist advertising style. Shipping posters commissioned by the Orient Line began to focus on the abstract presentation of the company name and use of block colour, rather than information about the facilities offered to ticket classes.
Although a newly emerging tourist class was promoted in this period, there was still an active market for first class passengers and shipping companies ensured they were catered for. There was an expectation from these passengers for the highest level of luxury and every modern convenience found onshore would be available on board. A continuous steam of luxury from one destination to the next. These were the passengers who also began to see design as an important feature - it was a time of emerging modernity in art, fashion and architecture and this was reflected in Orient Line's promotional material and interior decorations.
SignificanceThe poster is an important example of publicity material produced by a leading American designer of the 1930s. In addition, Kauffer was also responsible for the design of the new Orient Line symbol, brochures, labels and an engraved glass mirror for the Orient Line ORION. His designs were distinctive and easily recognised by a whole generation of passengers to Australia.
