Draft for a Tnuva Advertisement Poster. Israel, [1970s]. Hand-painted cardboard pieces in the shape of Tnuva cheeses and milk cartons with inscriptions, glued together to create a “Tnuva path” connecting cities. At the top of the poster, the inscription “Tnuva” appears alongside the company logo, designed by Dan Bar-Shai and Alexander Wolf in 1976. This draft appears to have served as a preparation for a printed poster.
The first Tnuva logo was designed in the 1920s in black and white and reflected the typographic revolution of that time in Hebrew design. The letters were influenced by contemporary foreign scripts rather than the traditional Hebrew letterform. In the mid-1930s, Otto Wallisch redesigned the logo, basing it on the letters T and ת from the original design. The new logo aligned with the pioneering ethos of modesty, simplicity, and avoidance of extravagance. In 1976, a new logo was created by Dan Bar-Shai and Alexander Wolf. The designers retained the circular form while removing the foreign letter. The ת was transformed into a geometric shape, evoking a sense of flow and continuity while losing its clear letter-like character. This is the logo featured in the poster before us, which served Tnuva until the year 2000. At that point, a new compact and softened logo was designed by Baruch Naeh, further abstracting the ת while departing from the visual stability of the 1970s logo.
Size: 45×31 cm. Wooden frame: 37×51 cm. Light stains on the white margins. Condition: Good.
