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The self changing or pre-selective epicyclic gear

Brochure
1937 (published)
Artist/Maker
Shell Mex and B.P. Ltd. (publisher)
Percy Lund, Humphreys & Co. (printer)
Kauffer, Edward McKnight (designer)
Schleger, Hans (designer)

55 p. : ill. ; 22 cm. Fold out diagrams attached to back cover. Cover has cyclical design in blacks and greys. Spiral binding.
"This book was designed and illustrated by Zero. The 'Lubrication' figure was designed by E. McKnight-Kauffer. Photographs by Maurice Back (pages 13, 16, 30, 33, 50) and G.P.O. Film Unit (Half-title and pages 6 and 38)"

Object details

Category
National Art Library
Object type
Brochure
TitleThe self changing or pre-selective epicyclic gear (published title)
Brief description
The self changing or pre-selective epicyclic gear, Arthur Elton for Shell-Mex and B.P. Ltd. Lund Humphries & Co, ca.1937
Physical description
55 p. : ill. ; 22 cm. Fold out diagrams attached to back cover. Cover has cyclical design in blacks and greys. Spiral binding.
"This book was designed and illustrated by Zero. The 'Lubrication' figure was designed by E. McKnight-Kauffer. Photographs by Maurice Back (pages 13, 16, 30, 33, 50) and G.P.O. Film Unit (Half-title and pages 6 and 38)"
Gallery label
(2018)
The self-changing or pre-selective epicyclic gear
London, 1934
Shell-Mex's innovative publicity department, under the astute Jack Beddington, hired artists and film-makers to promote their company and products. The printers Lund, Humphries were also renowned for their use of innovative graphic design and their company’s gallery was the first to exhibit work by Man Ray and Zéró in England. The mechanics of epicyclic gears for controlling a car’s power and speed are explained in this booklet for Shell-Mex motor oil.
Halftone and offset lithography

Designed by Zéró (Hans Schleger) (1898–1976) for Lund, Humphries & Co. Ltd
Issued by Shell-Mex & B.P. Ltd
Museum no. 38041800168262
Bibliographic reference
'Modern Publicity', 1935-6, p. 82. Presenting a highly technical matter. Cover, title-page and an opening from the Shell-Mex booklet explaining the principles of the epicyclic gear. A first rate booklet which explains a technical matter in a fascinating style. Type, photographs and layout contribute to easy fashion of explanation. Use of two-colours and aerographs is masterly. Designed and illustrated by Zero (Hans Schleger) and printed by Percy Lund Humphries for Shell Mex, Ltd. Contains design by McKnight Kauffer. Photographs by Maurice Beck and G.P.O. film unit. Text by Arthur Elton.
Other numbers
  • 864986 - Horizon bib. number
  • JP Box 3 - NAL Pressmark
Collection
National Art Library
Library number
38041800168262

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Record createdApril 15, 2016
Record URL
https://collections.vam.ac.uk/item/O1348572/the-self-changing-or-pre-brochure-kauffer-edward-mcknight/
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