Give, Cardboard Store Display, American Red Cross, 1945 [Edward McKnight Kauffer]

Give (Red Cross), American Red Cross, 1945. Point of purchase cardboard store display, 7 x 10.375, single-sided, lithographed in U.S.A., and signed in stone “E. McKnight Kauffer” in the lower-right corner. Printed with the Lithographers' International Protective and Beneficial Association (LIP & BA, S.A. No. 1, New York) union label logo. Design by Edward McKnight Kauffer (1890–1954).

Rare. This POP counter display was produced for the American Red Cross War Fund contribution campaign, which called on a spontaneous response for Americans to participate in the national World War II effort; a proclamation set forth in 1943 by President Franklin D. Roosevelt. Perhaps it was used by the Red Cross and their organization for a civilian blood donor service.

Kauffer’s striking symbol illustrates a sense of immediacy and patriotism. An exceptionally simple and memorable graphic design (perhaps hand lettered) executed in American; one that is socially useful, direct and responsible. Re: this image: “millions of copies were printed in a variety of different sizes ... on wall panels, sides of trucks, bulletin boards in schools, churches, and public buildings, in the interiors of trains, busses, and service cars, in store windows, and on the giant outdoor bulletins on highways, and busy thoroughfares.” — Poster Design, Jacob Israel Biegeleisen, 1945 

A very good plus image with a light smudge on the Red Cross. The cardboard display shows light toning and wear along the edges and easel back. This original item was included in my book, The Moderns (pp. 209). A variation of this image is included in the collection at the Cooper Hewitt, Smithsonian Design Museum, New York (Object ID 18448409).