Addo-X: Corporate Image Development Details, 1961 [Ladislav Sutnar]

Addo-X: Corporate Image Development Details, 1961. Self-Published, Ladislav Sutnar, New York City, USA. 8.5 x 12.25, 8 stapled pages including covers, printed on uncoated stock with black, silver, red, blue and yellow. Inventive design by Ladislav Sutnar (1897–1976). 

Sutnar's four crisp and simple geometric shapes are the basis for the typographic identity of Addo-X; the Swedish adding machine company he worked for between c. 1956–59 who’s goal was to "to be as Swedish as Olivetti was Italian" and to increase sales in American markets.

This “Adventures with a Logotype” portfolio was originally included as a chapter insert for Sutnar's seminal book: Visual Design in Action in 1961. The booklet summarizes a variety of his visual solutions with descriptive texts and work examples related to: point-of-sale, small size advertisements and printed matter. Together, they show how strength in visual unity and visual interest in a logotype can build an expanded and flexible corporate image. 

A fine, uncirculated original 1961 stapled booklet designed by Ladislav Sutnar. This uncommon work is included in the collection at The Museum of Fine Arts, Houston (Object No. 2010.2016).