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An advert designed by Yvon Laroche and Pierre-Yves Pelletier to promote their studio, which was founded in the same year. The headline quote at the top, “Ethics is the aesthetics of the future / L’éthique est l’esthétique de l’avenir”, is attributed to Lenin (or Maxim Gorky according to Jean Luc Godard, who used it in his film ‘Le Petit Soldat’). The image combines ideas of form and structure with colour, showing the relationship that Cyan, Magenta and Yellow have to both Black and White. The end result conveys a clear point of view about the systematic application of design in a commercial context.

This advertisement featured in the design annual Graphica 67. This publication was also designed by Laroche Pelletier.

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