What is this?
The name of actor Paul Newman is printed on the poster, though his face is only visible in the letters of his name. The two halves of his last name, "New" and "man" pivot on the word Paul, so that the word "Newman" is written as somewhat like a palindrome and can be read when viewed from opposite sides of the poster.
Why is this in our collection?
Paul Newman, Filmpodium Zurich (2001) is by the celebrated contemporary Swiss poster designer, Ralph Schraivogel. This compelling poster has been compared to the inventive, puzzle-like, modernist posters of Paul Rand, especially Rand’s 1951 Dada poster (1981-29-206), which invites reading in both a vertical and horizontal orientation. The Newman poster is similar in that it requires the viewer to derive understanding from multiple directions. Schraivogel’s clever and sophisticated design approach is reflected in the way he plays on the double reading of the actor’s last name by laying out the typography so that the letters N and W form the first syllable of the actor’s last name, while the M and N... more