Piet Zwart. Het Boek van PTT (The PTT book). 1938
Zwart created the endearing paper figure of Mr. Post, in the form of this book and a related toy, to teach children about the Dutch postal service and telecommunications network. The gentle humor of both text and image that gives this national corporation a family-friendly aspect was unusual at the time but has since become a familiar branding strategy. Zwart’s pioneering role in the avant-garde New Typography movement is apparent in his experimental use of sans serif type, photomontage, overlaid colored inks, and the organization of the page layout around an underlying grid.
Learn more at MoMA.org/centuryofthechild