Pi Volo Wine

by A.M. Cassandre

1924 Design for Pivolo aperitif.

Cassandre gave a fine explanation of this design,: In my work, it is the text, the letter, that sets the process of mental creation into motion and sparks the association of ideas which generated plastic forms. Take Pivolo, for example, my favorite poster with Lintransigeant, because they were both spontaneously accepted by my clients in the spirit in which I had conceived and executed them-accepted without discussion or hesitation. The famous aviation instructors rule Et puis vole haut (keep your altitude), deformed and popularized as Pivolo in all aviation schools, suggested to me the pun Pie vole haut (magpie, fly high) and led to the stylized black-and-white bird I used to symbolize the new aperitif. A series of verbal connections led me to this formula, which was both aesthetically pleasing and effective publicity, for the public immediately responded to it with a very positive feeling of sympathy. The typeface here is Cassandres as well-the first he ever designed. It showed up in several of his posters, and in 1929, it was cast at the type foundry of Deberny & Peignot where it was given the name Bifur.

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