Cassandre (1901 – 1968) was a groundbreaking French painter who revitalized advertising poster design and successfully manipulated its psychological impact. Born Adolphe Mouron Cassandre, he created revolutionary posters intended to be seen from fast-moving vehicles. He initiated the concept of a group of posters viewed in rapid succession to form a complete idea. Cassandre also theorized that words and images must instantly trigger emotions and mental associations. Influenced by Cubism, his posters were highly geometric and mathematically organized. Cassandre created several innovative fonts, and always began his poster designs with the text. Cassandre’s renowned works included covers for Harper’s Bazaar and the Yves Saint Laurent logo.

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