{"meta":{"version":"2.1","_links":{"self":{"href":"https://api.vam.ac.uk/v2/object/O1348554"},"collection_page":{"href":"https://collections.vam.ac.uk/item/O1348554/"}},"images":{"_primary_thumbnail":"https://framemark.vam.ac.uk/collections/2016JC9510/full/!100,100/0/default.jpg","_iiif_image":"https://framemark.vam.ac.uk/collections/2016JC9510/","_alt_iiif_image":[],"imageResolution":"low","_images_meta":[{"assetRef":"2016JC9510","copyright":"© Victoria and Albert Museum, London","sensitiveImage":false},{"assetRef":"2016JC9509","copyright":"© Victoria and Albert Museum, London","sensitiveImage":false}]},"see_also":null},"record":{"systemNumber":"O1348554","accessionNumber":"38041800898249","objectType":"Trade literature","titles":[{"title":"Lincoln Zephyr V12 Pour l'elite","type":"popular title"}],"summaryDescription":"","physicalDescription":"Lincoln Zephyr V12 Pour l'elite \r\n  \r\nAdd to my list \r\n \r\n \r\n\r\nPublisher:  \r\nParis \r\n \r\nDescription:  \r\ncolour illustrations 338 mm \r\n \r\nNotes:  \r\nProduced by Matford company \r\nMatford company existed between 1934 and 1940 \r\nTitle from cover \r\n \r\n \r\n","artistMakerPerson":[],"artistMakerOrganisations":[],"artistMakerPeople":[],"materials":[],"techniques":[],"materialsAndTechniques":"Single printed sheet folded twice (three sections)","categories":[{"text":"Advertising","id":"THES49001"},{"text":"Cars","id":"THES270092"},{"text":"National Art Library","id":"THES271541"}],"styles":[{"text":"20th","id":"x36093"}],"collectionCode":{"text":"NAL","id":"THES48605"},"images":["2016JC9510","2016JC9509"],"imageResolution":"low","galleryLocations":[{"current":{"text":"NAL","id":"THES251738"},"free":"","case":"","shelf":"","box":""}],"partTypes":[[{"text":"trade catalogue","id":"AAT26063"}]],"contentWarnings":[{"apprise":"","note":""}],"placesOfOrigin":[],"productionDates":[{"date":{"text":"1930s","earliest":"1930-01-01","latest":"1939-12-31"},"association":{"text":"made","id":"x28654"},"note":""}],"associatedObjects":[],"creditLine":"","dimensions":[{"dimension":"Length","value":"341","unit":"mm","qualifier":"closed","date":{"text":"21/06/2016","earliest":"2016-06-21","latest":"2016-06-21"},"part":"","note":"Measured in Book Conservation measuring box"},{"dimension":"Width","value":"261","unit":"mm","qualifier":"closed","date":{"text":"21/06/2016","earliest":"2016-06-21","latest":"2016-06-21"},"part":"","note":"Measured in Book Conservation measuring box"},{"dimension":"Depth","value":"2","unit":"mm","qualifier":"closed","date":{"text":"21/06/2016","earliest":"2016-06-21","latest":"2016-06-21"},"part":"","note":"Measured in Book Conservation measuring box"}],"dimensionsNote":"","marksAndInscriptions":[],"objectHistory":"Collection of examples of commercial printing and design including catalogues and books as well as a variety of ephemera such as magazine covers, promotional cards, loose sheets, book plates, book jackets, trade cards, advertisement proofs, wine labels, menu cards etc. Firms include Shell-Mex, Austin Reed, Guinness, Heals, Imperial Airways, Orient Line. Designers include McKnight Kauffer, El Lissitsky, Bawden, Bayer, Gill, Tschichold. Categories of material include architecture, broadcasting, costume, interior design, motor industry, food and drink.\r\n\r\nIn 1936 the National Art Library decided to lay the foundations of a \"collection of commercial typography and to exhibit contemporary specimens from time to time so that the trend of typographic design, both in this country and abroad, could be appraised by students of industrial art\". The Keeper of the Library, Philip James was largely instrumental in acquiring the material. The bulk of the collection consists of examples from the 1930s, especially 1936 - 1939, with a smattering of items from the 1940s.\r\nThe collection is further supplemented with material from the 1960s which the Library inherited from the Circulation Department of the Museum after its closure in 1978. As these two groups of material stand as historic collections in their own right, any further examples acquired by the Library have been catalogued individually and not added to this designated 'closed collection'.","historicalContext":"","briefDescription":"Lincoln Zephyr V12 Pour l'elite. Paris, Matford, 1930s.","bibliographicReferences":[{"reference":{"text":"","id":""},"details":"","free":"'Modern Publicity', 1937-8, p. 97.\r\nADVERTISER: Lincoln Zephyr\r\nDESIGNER and PRODUCER: Draeger Freres, Paris"}],"production":"","productionType":{"text":"Mass produced","id":"THES48863"},"contentDescription":"","contentPlaces":[],"associatedPlaces":[],"contentPerson":[],"associatedPerson":[],"contentOrganisations":[],"associatedOrganisations":[],"contentPeople":[],"associatedPeople":[],"contentEvents":[],"associatedEvents":[],"contentOthers":[],"contentConcepts":[],"contentLiteraryRefs":[],"galleryLabels":[{"text":"Lincoln Zephyr V12 pour l’élite\r\nParis, 1936\r\nThe 1930s were a golden age for motor transport, with cars becoming more technically advanced and beautifully designed. Previously the preserve of the rich, cars were increasingly an aspirational - and affordable - commodity for the middle class. This opulent brochure for Ford’s Lincoln model, produced by experimental French printing company Draeger, uses metallic printing both to promote the fantasy of driving and to provide practical specifications about the car's mechanics.\r\nHalftone and colour offset lithography\r\nDesigned and printed by Draeger Brothers for Matford SA\r\nMuseum no. 38041800898249","date":{"text":"","earliest":null,"latest":null}}],"partNumbers":["38041800898249"],"accessionNumberNum":"38041800898249","accessionNumberPrefix":"","accessionYear":null,"otherNumbers":[{"type":{"text":"NAL Pressmark","id":"THES56809"},"number":"Jobbing Printing Box 27a"},{"type":{"text":"Horizon bib. number","id":"THES270231"},"number":"904805"}],"copyNumber":"","aspects":["WHOLE"],"assets":[],"recordModificationDate":"2025-12-05","recordCreationDate":"2016-04-14","availableToBook":false}}