Update: The Tadanori Yokoo poster sold for $4,250.
What you see: Word Image, a poster designed by Tadanori Yokoo for a 1968 show at the Museum of Modern Art (MoMA). Swann Auction Galleries estimates it at $4,000 to $6,000.
Who is Tadanori Yokoo? He is a Japanese graphic artist and painter who has been compared to Andy Warhol and Peter Max. The 1968 MoMA exhibition poster represents one of his few American commissions. He will turn 81 in June.
What was Word and Image? “This was one of the first really major international poster shows,” says Nicholas Lowry, director of Swann Galleries. “For us, it was a seminal exhibit, and by us, I mean the poster community.”
Why was Yokoo chosen to create the poster for this MoMA show? While stating that he is unaware of the backstory, Lowry points out, “He was an up-and-coming artist. No one was going to say, ‘Oh, you’re going with the easy standard.’ This was something new. And this was the first mainstream poster he did. In three years, he went from an unknown artist to designing the image for the first major poster retrospective in the U.S.”
What makes this Tadanori Yokoo poster so strong? “It works in the manner that it’s supposed to do–it catches your attention,” Lowry says. “As you walk down the street, it sinks into your head and embeds in your cortex as you pass by. The poster screams at you till you hear it with your eyes. That’s exactly what it does. It’s a great, great poster.”
What other aspects make Word Image work? “What you can’t tell is those are Day-Glo colors–bright pink, bright red, bright blue,” Lowry says. “And he is visually literalizing the name of the show–‘word’ with mouth, and ‘image’ with eye. The message speaks for itself. The only typography is the title at the top and the details at the bottom.”
How rare is this Tadanori Yokoo poster? It’s not rare, but it’s not common, either. Lowry says that Yokoo’s Word Image poster took off at auction only after a 1965 Yokoo poster unexpectedly pulled in $52,800 against an estimate of $6,000 to $9,000 at a Swann sale in 2013, prompting collectors and dealers to comb through their holdings for vintage Yokoos. Since then, a Word Image poster has appeared at auction at least once a year.
Image is courtesy of Swann Auction Galleries.
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