“Beall was responsible for taking American graphic design of the 1930s out of its mundane, tasteless form into the beginnings of what we know now as effective visual communication,” said renowned designer Herb Lubalin. Because of his varied interests and extensive reading, Beall utilized a variety of influences in his work, blending the new typography of Tschichold, the Dada movement’s intuitive placement of elements and 19th-century American wood types.
Beall sought visual contrast and a rich level of information content. Prime examples of this are his poster campaign in the late 1930s for the Rural Electrification Administration."
http://www.commarts.com/CA/feapion/beall/
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