Priscila Lena Farias / Anna Calvera Marcos da Costa ... - Blucher

Mappin tells the history of graphic design in São Paulo from 1913 to 1939
is, undoubtedly, an agreement with the visual language in fashion
in Europe, the center of style and place of origin of the store.
The combination of different techniques for the cover and heart
reminds us that each piece was planned to make the most of the
graphic resources available.
The ones produced in the 1930’s, already with photographic
resources, in turn, have a visual language incredibly similar to
those printed today because of their originality and clarity of information.
The array of ads exemplifies the care with visual identity in the
repetition of the logotype and consistency in language. The fact
that all fliers were always produced or oriented by an in-house
department helps explain the single identity.
Mappin’s graphic production, encompassing both in quantity and
quality, exemplifies the diversification and richness of resources
in the graphic field in the early decades of the 20 th century in
São Paulo.
References
Alvim, Z.; Peirão, S. Mappin 70 Anos. São Paulo: Ex-libris, 1985.
Branco, R. História da Propaganda no Brasil. São Paulo: T. A. Queiroz Editor,
1990.
Camargo, M. (org.) Gráfica, Arte e Indústria no Brasil: 180 anos de
história. São Paulo: Bandeirantes EDUSC, 2003
Cardoso, R. (org.). O Design Brasileiro Antes do Design – Aspectos da
História Gráfica, 1870-1960. São Paulo: Cosac Naify, 2005
Cardoso, R. (org.). Impresso no Brasil, 1808 - 1930: Destaques da
História Gráfica no Acervo da Biblioteca Nacional. Rio de Janeiro: Verso
Brasil, 2009.
Falabrino, G. L. Effimera & bella – Storia della Pubblicità Italiana. Milão:
Silvana, 2001
Gattai, Z. Anarquistas Graças a Deus. São Paulo: Record, 1983.
Hollis, R. Design Gráfico, uma História Concisa. São Paulo: Martins Fontes,
2000.
Morais, Fernando. Chatô – o Rei do Brasil, São Paulo: Companhia das Letras,
1994.
Paula, A.; Carramilo Neto, M. Artes Gráficas no Brasil – Registros 1746-
1941. São Paulo: Laserprint, 1989.
Ramos, R. Do Reclame à Comunicação: Pequena História da Propaganda
no Brasil. São Paulo: Atual, 1985.
Temin, W. A Identidade Visual do Mappin – uma trajetória de 85 anos.
1999. Dissertação de Mestrado – Faculdade de Arquitetura e Urbanismo
da USP, São Paulo.
About the author
Wilma Ruth Temin is associate graphic designer at AreaDesign
Studio, holds an MA in Urban Environmental Structures from the
School of Architecture of the University of São Paulo (USP). Since
1996, has been researching the history of Brazilian graphic design
followed by e-mail address.
Design Frontiers: Territiories, Concepts, Technologies 485