(東京) Tokyo: 誠文堂 廣告界社 (Seibundo “Koukoku kai” sha ), 1930 (Shôwa 5). First edition. Softcover. Folio (12 1/2 x 9"). pp (Title & List of Contents), 48pp (Plates), pp. Original string bound decorative wrappers. Book housed in its publisher's cardboard portfolio, with title label pasted to front cover. The book is a presentational copy from the author.
Collection of 48 b/w and color plates depicting designs by the important 20th-century Japanese designer Yamana Ayao, founder of the "Shiseidô-style" during his long tenure as the cosmetic company's head designer. The book was published by Seibundo, the same company that put out the well known "Advertising World" 廣告界 magazine*. This portfolio presents a selection of his own Art Deco aesthetic designs for the coffee-shop/bar trade, an elegant and graceful style which marked the height of sophistication in the inter-war years worldwide. The publication include sample designs for posters, invitations/direct mail advertisements, menus, napkins, matchboxes. Also included is a section of exterior designs, including doors, signs and windows. Text in Japanese.
Portfolio partly soiled and rubbed along edges. String missing. Wrappers slightly age-toned along edges, with minor creasing along fore-edge. Portfolio in overall good-, wrappers in good+ to very good, interior in very good condition. g- to vg. Item #40960
* (山名文夫) Yamana Ayao (1897-1980) was a preeminent Japanese illustrator and designer strongly influenced by French Art Deco. In a prolific career that spanned over 5 decades, Ayao Yamana is mainly known for his elegant and delicate illustrations of women which graced the packaging and printed advertisements for Shiseido cosmetics. He also designed a number of familiar logos, including the illustration for Shiseido’s culture magazine "Hanatsubaki," the Kinokuniya supermarket font, and the grape motif of Shinchosha Publishing Co.
*Advertising World" (廣告界) was a pioneering Japanese monthly magazine related to advertising design and commercial art, which ran from 1926-1941.