The Complete Commercial Artist: Making Modern Design in Japan

In the 1920s Japanese graphic designers ignited a creative revolution, blending modernist influences from Europe and the United States with their own rich traditions in graphic and calligraphic arts.

This creative renaissance brought an explosion of fresh colors and expressive forms to every corner of consumer life, from bustling streetscapes to the printed page.

From 1928 to 1930 Tokyo-based publisher Ars issued a 24-volume illustrated compilation of commercial design, with extensive annotation and theoretical analysis titled Gendai shōgyō bijutsū zenshu in Japanese and The Complete Commercial Artist in English.

The publication contained full-color illustrations showcasing designs for storefronts and shop windows, Bauhaus-inspired photo collages, Art Deco letterforms, manga advertisements, strikingly contemporary posters, and more. It served as a rich trove of design ideas for easy reference or adaptation.

Crafted by the leaders of Japan’s modern graphic arts and lettering, The Complete Commercial Artist: Making Modern Design in Japan (Letterform Archive, $60) compiles select pages from each volume.

Accompanied by an extensive historical essay and detailed examinations from art historian Gennifer Weisenfeld, the book captures a pivotal yet often overlooked chapter in global design history.

Gennifer sheds light on Japanese lettering and design practices, the interplay of cultural traditions and modernist innovations, and the debates shaping the art and design landscape of the 1920s.

letterformarchive.org

A version of this article originally appeared in Sixtysix Issue 12.