{"meta":{"version":"2.1","_links":{"self":{"href":"https://api.vam.ac.uk/v2/object/O1419733"},"collection_page":{"href":"https://collections.vam.ac.uk/item/O1419733/"}},"images":{"_primary_thumbnail":"https://framemark.vam.ac.uk/collections/2013GN7729/full/!100,100/0/default.jpg","_iiif_image":"https://framemark.vam.ac.uk/collections/2013GN7729/","_alt_iiif_image":[],"imageResolution":"low","_images_meta":[{"assetRef":"2013GN7729","copyright":"©Victoria and Albert Museum, London","sensitiveImage":false},{"assetRef":"2013GN7730","copyright":"©Victoria and Albert Museum, London","sensitiveImage":false}]},"see_also":null},"record":{"systemNumber":"O1419733","accessionNumber":"38041800168353","objectType":"Trade literature","titles":[{"title":"Extension (telephone) / GPO","type":""}],"summaryDescription":"","physicalDescription":"Extension (telephone) / GPO. \r\nGreat Britain. Post Office \r\n\r\nPublisher:  \r\n[London? : GPO, ca. 1936]. \r\n \r\nDescription:  \r\n1 folded sheet ([4] p.) : col. ill. ; 19 cm. \r\n \r\nSeries:  \r\nP.H. ; 204 \r\n \r\nNotes:  \r\nDesigned by Morris, almost certainly G.R.Morris. \r\nTrade literature. \r\nPart of the Jobbing Printing Collection. \r\n38041800168353 Exhibited in NAL touring exhibition 'Inspiration by Design: Word and Image from the National Art Library at the V&A', State Library of Victoria, Melbourne, 20 March 2015-14 June 2015 and State Library of New South Wales, Sydney, 8 July 2015-27 Sept. 2015. \r\n \r\nSubjects:  \r\nTelephone -- Great Britain. \r\n \r\nGenre or Form:  \r\nTrade catalogues -- England 1936. \r\nAdvertising literature (writings) -- England 1936. \r\n \r\nNames:  \r\nGreat Britain. Post Office \r\nMorris, G. R., designer. \r\nNational Art Library (Great Britain). Jobbing Printing Collection. \r\n \r\nAdded Title:  \r\nTelephone extension. \r\n \r\n \r\n","artistMakerPerson":[],"artistMakerOrganisations":[{"name":{"text":"GPO","id":"A13086"},"association":{"text":"publisher","id":"x32600"},"note":""},{"name":{"text":"Great Britain. Post Office","id":""},"association":{"text":"","id":""},"note":""}],"artistMakerPeople":[],"materials":[],"techniques":[],"materialsAndTechniques":"","categories":[{"text":"National Art Library","id":"THES271541"}],"styles":[],"collectionCode":{"text":"NAL","id":"THES48605"},"images":["2013GN7729","2013GN7730"],"imageResolution":"low","galleryLocations":[{"current":{"text":"NAL","id":"THES251738"},"free":"","case":"","shelf":"","box":""}],"partTypes":[[{"text":"trade literature","id":"THES398723"}]],"contentWarnings":[{"apprise":"","note":""}],"placesOfOrigin":[{"place":{"text":"[London?","id":"x28980"},"association":{"text":"published","id":"x30682"},"note":""}],"productionDates":[{"date":{"text":"ca. 1936]","earliest":"1931-01-01","latest":"1940-12-31"},"association":{"text":"published","id":"x30682"},"note":""}],"associatedObjects":[],"creditLine":"","dimensions":[],"dimensionsNote":"","marksAndInscriptions":[],"objectHistory":"","historicalContext":"","briefDescription":"Extension (telephone) / GPO. Great Britain. Post Office Publisher:  [London? : GPO, ca. 1936]. ","bibliographicReferences":[],"production":"","productionType":{"text":"","id":""},"contentDescription":"","contentPlaces":[],"associatedPlaces":[],"contentPerson":[],"associatedPerson":[],"contentOrganisations":[],"associatedOrganisations":[],"contentPeople":[],"associatedPeople":[],"contentEvents":[],"associatedEvents":[],"contentOthers":[],"contentConcepts":[],"contentLiteraryRefs":[],"galleryLabels":[{"text":"Promoting Commercial Art: The Initiative of 1936\r\n\r\nAfter the economic crash of 1929–30, commercial graphics were considered a major tool in efforts to stimulate consumption and revive the world economy.\r\n\r\nIn 1936, the Library devised a project to extend its considerable collection of commercial graphics. It solicited samples of work from significant designers throughout Europe and America to create an ‘open reference collection [representing] the trend of typographic design, both in [Britain] and abroad’ for the benefit of students. The idea that graphic art was essential both in business and in shaping consumer taste recalls some of the founding principles of the Museum.\r\n\r\nA small exhibition, Modern Commercial Typography, publicised the collection. Current but traditional work was displayed next to material that showed the influence of progressive developments in architecture and photography. Simplicity was valued over ornamental detail and typography given a dramatic role. Included in the exhibition were examples of new techniques such as airbrushing and photomontage.\r\n\r\nGeneral Post Office Brochures\r\n\r\nLeaflets and posters promoting the General Post Office exposed the public to a range of modernist styles. Sir Stephen Tallents (1884–1958), Public Relations Officer at the GPO from 1933, re-designed its image as a leader in communications technology. He was a pioneer in commissioning artists for the organisation’s printed publicity rather than using advertising agencies. He also ensured that designers’ names appeared on their work. \r\n\r\nG.R. Morris (active mid-20th century)\r\nExtension\r\n1936\r\n\r\nLondon\r\nPublished by the General Post Office\r\nDonated by the General Post Office\r\nMuseum no. 38041800168353 \r\n","date":{"text":"","earliest":null,"latest":null}}],"partNumbers":["38041800168353"],"accessionNumberNum":"38041800168353","accessionNumberPrefix":"","accessionYear":null,"otherNumbers":[],"copyNumber":"","aspects":["WHOLE"],"assets":["2019LN7171","2019LU4172","2019LV2639"],"recordModificationDate":"2025-12-05","recordCreationDate":"2017-10-27","availableToBook":false}}