100 Objects from Century of the Child

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

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

10/16/12
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Accent theme by Handsome Code

Get your daily dose of design from the MoMA exhibition Century of the Child: Growing by Design, 1900–2000. During each of the 100 days of the exhibition we will showcase an object featured in the show.

To find out more about Century of the Child visit MoMA.org/centuryofthechild.

Purchase the exhibition catalogue on MoMAStore.org or get the digital edition for the iPad on iTunes.

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