Esta 2

Esta (Czechoslovakia) / c. 1951

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Design: The font used here is aptly named Braggadocio, and is the result of the so-called 'modern' face (a typographic development with its roots in the 18th century), with its thick verticals and thin horizontals, being taken to an extreme, to the point where the verticals are super-wide and the fine-line horizontals have altogether disappeared. The treatment of the background and border also reflect this thick-and-thin format.

History: Label scan courtesy of collector Gabriel Gössel of Czechoslovakia, who writes: "This was the very last design of the Esta label after the company was nationalized in 1948."

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

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