The American Institute of Graphic Arts, better known as AIGA, is celebrating its 100th anniversary this year. That’s a remarkable milestone when you consider that graphic design didn’t really exist as a profession until the 20th century. Before that, printers and commercial artists handled such tasks. Interestingly, graphic design owes its rise in part to the First World War, which started in 1914 and set off a scramble for army recruitment and war bond posters. This accelerated the production of posters (and demand for graphic artists) as governments sought to rally citizens to support the war effort. The First World War also happened to coincide with the widespread adoption of offset lithographic printing, which enabled mass production of affordable pulp novels, magazines, packaging and other paper-based media.The graphic arts industry was suddenly born. Today there are more than two million graphic artists and designers in the U.S. alone.
Preferred by über rich and famous men, E. Marinella neckties have been worn by aristocrats, global leaders, titans of industry and movie heart throbs. Founded in Naples in 1914, Marinella began as a tiny shop that catered to men with elegant taste and deep pockets. Throughout the 20th century, the family-owned business let its clientele from around the world beat a path to its Naples store, without spending a lira on advertising. Marinella himself (now the grandson) would advise customers on colors, patterns and measurements, and then have his artisans custom-make each necktie to each customer’s specifications. Only in the past decade has E. Marinella established boutique shops in a few fashion capitals outside of Italy. This has led to the launch of an advertising campaign telling elite clientele where its shops can be found. Playing off of the brand’s tagline “Since 1914, the taste of elegance,” the ads created by Footbite agency in Monza, Italy, feature neckties folded like an iconic food for which each location is known – Lugano chocolate, London tea, Tokyo sushi, Italian (Milan and Naples) espresso, and Parisian croissant. The campaign was art directed by Paolo Guidobono and Michele Sartori.