Deska Lido 2

Deska Lido (Czechoslovakia) / c. 1933

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Design: A superb example of the Art Deco style, featuring its most widely-used motif, a rising sun (e.g. the Parnasse label, right), which perhaps symbolized the hopeful dawning of a 'new age' following the worldwide trauma of WWI. The image gains some impact by way of a delicate three-dimensional perspective. The label name is maximized in size by its letters being tightly-packed and overlapped, with a playful triangular dot being added over the 'I.' The letterforms either side of the spindle hole again show a 'new beginning' in the rejection of their traditional calligraphic and inscriptional roots, having become divorced from the mechanical constraints of the type-founder, and are being treated in new, experimental ways with the compass and T-square.

History: Label scan courtesy of collector Gabriel Gössel of Czechoslovakia, who writes: "This was a cheap sublabel of the Esta company, with a 'cheap' repertoire mostly taken from older on-sale matrices from Kristall, Artiphon and German Ultraphon."

Design variations of this label in this decade (click on image to view page):

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