Wet Paint Martin–Senour: Point-of-Purchase Display [Morton Goldsholl]

Wet Paint Martin–Senour: Originators of Nu–Hue Colors, Martin–Senour Paint Company, Chicago, USA, c. 1954. Printed with a San Francisco, California business name [Associated Painting and Decorating Co...]. 11.5 x 11, single-sided, semi-gloss card stock with hole to hang. 

Uncommon. Designed by Morton Goldsholl incorporating Martin–Senour’s “Color in the Brush” trademark and memorable handprint. Goldsholl’s hand has a direct connection with the product being sold and has been used as a modern device prevalent in avant-garde works since the 1920s including Goldsholl’s teacher Moholy-Nagy.

Chicago designer Morton Goldsholl played a significant role in midcentury’s emerging modern design landscape. He, and his wife and partner Millie were among a small, unorthodox group of original thinkers who helped advance the development of an ambitious postwar American design spirit.

Morton worked as design consultant for the Martin-Senour. His 1951, “Color in the Brush” trademark stands as the most important of his early career, and a significant, American modern corporate identity project with a coordinated program including: trademark, color cards, stationary, mailing labels, office forms, packaging, point-of-purchase displays and much more. William (Bill) Moore Stuart, President of Martin-Senour, praised the work as, “the best thing that had ever happened to his company. That this material has helped to spark new life in the whole organization.”

A very good, original point-of-purchase display with light wear, scuffed edges and small creases along the margins and corners. An original and unique, midcentury modern graphic design artifact.