{"meta":{"version":"2.1","_links":{"self":{"href":"https://api.vam.ac.uk/v2/object/O125203"},"collection_page":{"href":"https://collections.vam.ac.uk/item/O125203/"}},"images":{"_primary_thumbnail":"https://framemark.vam.ac.uk/collections/2008BT9097/full/!100,100/0/default.jpg","_iiif_image":"https://framemark.vam.ac.uk/collections/2008BT9097/","_alt_iiif_image":[],"imageResolution":"high","_images_meta":[{"assetRef":"2008BT9097","copyright":"© Victoria and Albert Museum, London","sensitiveImage":false}]},"see_also":{"_iiif_pres":"https://iiif.vam.ac.uk/collections/O125203/manifest.json","_alt_iiif_pres":[]}},"record":{"systemNumber":"O125203","accessionNumber":"E.3784-2004","objectType":"Design","titles":[],"summaryDescription":"This design, showing the three large capital letters 'TEL', which stand for  'tetra-ethyl lead' (an anti-knock additive in gasoline or petrol that can prevent premature detonation in the engine) was one of the versions designed for the advertising campaign of Shell Mex and British Petroleum (B.P.) Ltd. for tetra-ethyl lead by Edward McKnight Kauffer in 1933.  Amongst these design versions, only a few were used, and this was one of them. On the design, the letters are drawn directly onto a telegraph form which has the same abbreviation 'tel'.\r\n\r\nKauffer is widely recognised as a leading innovator in graphic design in 1930s Britain, and many consider him to have been the greatest poster designer of the first half of the 20th century. He was employed by Shell Mex and B.P. Ltd., which was arguably the most progressive British company in terms of its marketing profile in this period, and helped the company project an image associated with Modernism, technical advances and modern life-styles.","physicalDescription":"This design shows the three large capital letters 'TEL' directly drawn on a telegraph form, which has the same abbreviation 'tel'.","artistMakerPerson":[{"name":{"text":"Kauffer, Edward McKnight","id":"A4244"},"association":{"text":"designer","id":"x36960"},"note":""}],"artistMakerOrganisations":[{"name":{"text":"Shell-Mex and BP Ltd.","id":"A31205"},"association":{"text":"commissioners","id":"AAT25446"},"note":""}],"artistMakerPeople":[],"materials":[{"text":"pencil","id":"x30347"},{"text":"pastel","id":"x32662"},{"text":"gouache","id":"AAT70114"},{"text":"paper","id":"x30308"}],"techniques":[{"text":"drawing techniques","id":"AAT53167"},{"text":"painting techniques","id":"AAT53343"},{"text":"collage","id":"AAT138699"}],"materialsAndTechniques":"Pencil, pastel, gouache, and collage on paper","categories":[{"text":"Advertising","id":"THES49001"},{"text":"Designs","id":"THES48968"},{"text":"Drawings","id":"THES48966"}],"styles":[{"text":"Modernism","id":"AAT21474"}],"collectionCode":{"text":"PDP","id":"THES48595"},"images":["2008BT9097"],"imageResolution":"high","galleryLocations":[{"current":{"text":"LVLD","id":"THES49658"},"free":"","case":"MD","shelf":"1","box":""}],"partTypes":[[{"text":"design","id":"AAT102051"}]],"contentWarnings":[{"apprise":"","note":""}],"placesOfOrigin":[{"place":{"text":"London","id":"x28980"},"association":{"text":"designed","id":"x29338"},"note":""}],"productionDates":[{"date":{"text":"04/04/1933","earliest":"1933-04-04","latest":"1933-04-04"},"association":{"text":"designed","id":"x29338"},"note":""}],"associatedObjects":[],"creditLine":"","dimensions":[{"dimension":"Height","value":"41.9","unit":"cm","qualifier":"","date":{"text":"","earliest":null,"latest":null},"part":"design","note":""},{"dimension":"Width","value":"17.2","unit":"cm","qualifier":"","date":{"text":"","earliest":null,"latest":null},"part":"design","note":""},{"dimension":"Height","value":"46","unit":"cm","qualifier":"","date":{"text":"","earliest":null,"latest":null},"part":"sheet","note":""},{"dimension":"Width","value":"28.3","unit":"cm","qualifier":"","date":{"text":"","earliest":null,"latest":null},"part":"sheet","note":""}],"dimensionsNote":"","marksAndInscriptions":[{"content":"'DESIGNED BY / 4 APL. 1933 / E. MCK. KAUFFER'","inscriber":{"name":{"text":"","id":""},"association":{"text":"","id":""}},"date":{"text":"","earliest":null,"latest":null},"description":"","interpretation":"","language":"","medium":"","method":"","position":"","script":"","translation":"","transliteration":"","type":"","note":"In typewritten ink in the centre on the back of paper. The date indicates when this design was made."},{"content":"'Cat No.1112'","inscriber":{"name":{"text":"","id":""},"association":{"text":"","id":""}},"date":{"text":"","earliest":null,"latest":null},"description":"","interpretation":"","language":"","medium":"","method":"","position":"","script":"","translation":"","transliteration":"","type":"","note":"In pencil marked with a box at the lower side on the back of paper"},{"content":"'2934'","inscriber":{"name":{"text":"","id":""},"association":{"text":"","id":""}},"date":{"text":"","earliest":null,"latest":null},"description":"","interpretation":"","language":"","medium":"","method":"","position":"","script":"","translation":"","transliteration":"","type":"","note":"In pencil at the upper side on the back of paper"},{"content":"'57/43'","inscriber":{"name":{"text":"","id":""},"association":{"text":"","id":""}},"date":{"text":"","earliest":null,"latest":null},"description":"","interpretation":"","language":"","medium":"","method":"","position":"","script":"","translation":"","transliteration":"","type":"","note":"In pencil in the centre on the back of paper"},{"content":"'ARTIST  E. McK. Kauffer / PRODUCT  BP Plus  DATE  4/4/33 / SEEN BY M.T. / JOB Nos.  (15) B.125 / RACK No.  USED Yes / SHELL MEX and B.P. Ltd.'","inscriber":{"name":{"text":"","id":""},"association":{"text":"","id":""}},"date":{"text":"","earliest":null,"latest":null},"description":"","interpretation":"","language":"","medium":"","method":"","position":"","script":"","translation":"","transliteration":"","type":"","note":"In typewritten ink and pen on a blue form glued on the back of paper. Shell Mex and B.P. Ltd. probably used this form to keep a record of artists' designs."},{"content":"'LECHERTIER BARBE, Ltd. / Fashion Board. / MATT SURFACE. / made in the following sizes: 29 1/2 x 21 22 1/2 x 18 21 x 14 1/2 18 x 11 1/2 14 1/2 x 9 10 1/2 x 7 1/4 / 95, JERMYN STREET, LONDON, S.W.1.'","inscriber":{"name":{"text":"","id":""},"association":{"text":"","id":""}},"date":{"text":"","earliest":null,"latest":null},"description":"","interpretation":"","language":"","medium":"","method":"","position":"","script":"","translation":"","transliteration":"","type":"","note":"In typewritten ink on white paper glued on the back of paper"},{"content":"'4 1/2 / 6 1/2'","inscriber":{"name":{"text":"","id":""},"association":{"text":"","id":""}},"date":{"text":"","earliest":null,"latest":null},"description":"","interpretation":"","language":"","medium":"","method":"","position":"","script":"","translation":"","transliteration":"","type":"","note":"In pencil above the drawing on the front of paper. These are the possible width of the design."},{"content":"'<u>O/N</u> / 5379 / 5382'","inscriber":{"name":{"text":"","id":""},"association":{"text":"","id":""}},"date":{"text":"","earliest":null,"latest":null},"description":"","interpretation":"","language":"","medium":"","method":"","position":"","script":"","translation":"","transliteration":"","type":"","note":"In pencil at the bottom left side on the front of paper"}],"objectHistory":"This design along with other designs for Shell Mex and B.P. Ltd. were until recently part of the Shell-BP Archive housed in Warwick University. Following a programme of digitisation, they were considered redundant and sold at auction. This coherent group of design was assembled by Hilary Gerrish and Neil Jennings from a variety of muscellaneous lots.\r\n\r\nOne highlight of this collection is the <i>Shell</i> or <i>Mechanical Man</i>, which featured in many Shell-BP advertisements, is one of the UK's most famost 'brand' characters. Other highlights include three finished brilliantly coloured gouache drawings for petrol pump designs, unused, one of which was illustrated in the seminal book on Kauffer by Mark Haworth-Booth (<u>E. McKnight Kauffer: A Designer and His Public</u>, 1979, p.74). A letter and design work relate to the important Shell Graphic Design Agency set up in 1932; there are also a number of workings-out, with alternative versions, for campaigns including the Aero-Shell and TEL (tetra-ethyl lead, an anti-knock fuel). The design drawings themselves demonstrate a wide range of innovative techniques including photomontage, collage and airbrush.\n\nHistorical significance: Edward McKnight Kauffer was a leading exponent of the Modern style. He is widely recognised as a cutting-edge shaper of graphic design in 1930s Britain, and many consider him to have been the greatest poster designer of the first half of the 20th century.\r\n\r\nAlthough V&A's existing holdings of Kauffer's work include designs and posters, they are almost exclusively finished presentation drawings. This design along with other designs for Shell Mex and B.P. Ltd. show much more vividly the working out of ideas and the thinking that underpins the design process itself and therefore allow V&A to demostrate effectively and completely the design practice of this important and influential designer.","historicalContext":"Shell Mex and B.P. Ltd., which was formed in 1932, was arguably the most progressive British company in terms of its marketing profile in this period. Under the inspired patronage of its advertising manager Jack Beddington (1893-1959), who in 1929 first employed Edward McKnight Kauffer, a number of talented avant-garde artists were commissioned to help the company project an image associated with Modernism, technical advances and modern life-styles.","briefDescription":"Design drawing by Edward McKnight Kauffer for Shell-Mex and BP Ltd. Britain, mid 1930s.","bibliographicReferences":[{"reference":{"text":"","id":""},"details":"","free":"Haworth-Booth, Mark. <u>E. McKnight Kauffer: A designer and his public</u>. London: Gordon Fraser, 1979."},{"reference":{"text":"","id":""},"details":"","free":"Haworth-Booth, Mark. <u>E. McKnight Kauffer: a designer and his public</u>. London: V&A Publications, 2005."}],"production":"Reason For Production: Commission","productionType":{"text":"Design","id":"THES48872"},"contentDescription":"","contentPlaces":[],"associatedPlaces":[],"contentPerson":[],"associatedPerson":[{"text":"Beddington, Jack","id":"N4995"}],"contentOrganisations":[],"associatedOrganisations":[],"contentPeople":[],"associatedPeople":[],"contentEvents":[],"associatedEvents":[],"contentOthers":[{"text":"gasoline","id":"AAT13003"},{"text":"fuel","id":"AAT15139"},{"text":"telegram","id":"AAT26909"}],"contentConcepts":[],"contentLiteraryRefs":[],"galleryLabels":[],"partNumbers":["E.3784-2004"],"accessionNumberNum":"3784","accessionNumberPrefix":"E","accessionYear":2004,"otherNumbers":[{"type":{"text":"Job number assigned by Shell Mex and B.P. Ltd.","id":"THES52802"},"number":"B.125"}],"copyNumber":"","aspects":["WHOLE"],"assets":[],"recordModificationDate":"2026-01-12","recordCreationDate":"2006-06-15","availableToBook":false}}