Max Huber (1919-1992) La Rinascente, poster,1951
From 1950 to 1954 Huber worked for the department store La Rinascente, also known as “Elle Erre”, the time Albert Steiner was art director of their Advertising Office. Steiner saw the designer as a protagonist, not just an executor. These ideas made him a highly original figure on the Italian scene. Steiner as well as Huber belonged to a generation of change, political and social, but also cultural.
His celebrated posters for the Monza races, his jazz record covers, and book series for major publishers such as Einaudi and Etas continue to be brilliant pieces to this day. However, Huber’s most enduring achievements are on a completely different scale and remain in the collective memory of generations. Even half a century after they were commissioned, Max Huber’s logo-designs are still in use today. Not only the logo of the La Rinascente department store, designed in 1950, but also the Coin clothing store in 1955 and the Essalunga (supermarket) Logo in 1958.
Source: iconographics.com
Design is fine. History is mine. 