Alfred Latour, subject: advertising

From June to October 2023, under the title Alfred Latour – Subject: Advertising, posters and a number of graphic studies will be presented to the public at the Foundation’s address, Place du Nord 2 in Lausanne.

In 1928, Alfred Latour created a striking logo for the magazine Arts et Métiers Graphiques. Since the late 1920s, Latour has been associated with Etienne Nicolas, founder of the Nicolas wine house. The industrialist approached the artist and asked him to help design the brand images for his business. Until the end of his life (1964), Alfred Latour created and directed advertising for Nicolas. He illuminated the luxury wine catalogues, modified the silhouette of the Nectar wine delivery boy, the Nicolas mascot, and created a dozen posters for the numerous shops and for street advertising. In all his designs, we can see the concern for simplification, purity and rigour that are the hallmarks of this artist, a member of the UAM (Union des Artistes Modernes).