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Real generosity toward the future lies in giving all to the present

Poster
1994 (made)
Artist/Maker
Pentagram Design Ltd. (designers)
CTD Printers Ltd. (printers)
Zaehnsdorf and Croft (manufacturers)
Place of origin
London (made)

Poster for IBM Charitable Contributions Campaign, featuring a two hands, one blue with fingure pointing up to half of a quotation (in red), and one red, with finger pointing down to the other half of a quotation (in blue). The quotation is from Albert Camus.

Object details

Categories
Prints
Advertising
Posters
Object type
Poster
TitleReal generosity toward the future lies in giving all to the present (generic title)
Materials and techniques
Screenprint on paper
Ink
Paper
Screen Printing
Brief description
Poster for IBM Charitable Contributions Campaign, designed by Alan Fletcher/Pentagram; British, 1994.
Physical description
Poster for IBM Charitable Contributions Campaign, featuring a two hands, one blue with fingure pointing up to half of a quotation (in red), and one red, with finger pointing down to the other half of a quotation (in blue). The quotation is from Albert Camus.
Dimensions
  • Height: 84cm
  • Width: 59.3cm
Marks and inscriptions
  • Real generosity / toward / the future (Top centre in red)
  • lies in giving all / to the present. / Albert Camus (Bottom centre in blue)
  • Albert Camus, French essayist, novelist and playwright (1913-1960) (Vertically, bottom left)
  • IBM Charitable Contribution Campaign Design/Pentagram
Credit line
Given by Alan Fletcher
Object history
Part of a gift from Alan Fletcher of his archive to represent his design output from the 1970s to the present day.
Historical context
For more on Alan Fletcher's work see Myerson, Jeremy. Beware wet paint: designs by Alan Fletcher. London: Phaidon Press Ltd., 1996.
Subject depicted
Hands
Collection
Prints, Drawings & Paintings Collection
Accession number
E.396-2003

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Record createdJune 15, 2009
Record URL
https://collections.vam.ac.uk/item/O249068/real-generosity-toward-the-future-poster-pentagram-design-ltd/
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