Making a little go a long way

Abram Gamesâ™ designs were bold and simple
Fisun Gner|Metro5 April 2012
The Weekender

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Abram Games created some of the most arresting images in British poster design during World War II. Working as Official War Poster Artist, he created the 'blonde bombshell' to encourage women to join the Auxiliary Territorial Service.

But the image of a young woman with film star looks and bright red lipstick caused one MP to condemn it as misrepresenting army life, and the 'inappropriate' image was withdrawn.

Games produced many other striking images for the war effort, though none so controversial. He urged civilians to grow their own veg and promoted personal hygiene among young army recruits.

His designs were bold and simple. In his own words, they conveyed 'the maximum meaning with the minimum means'.

Of his later commercial projects, his poster for Guinness, for instance, used a giant red G with cartoon eyes and a grin.

Over time, Games's ideas became more sophisticated. One promoting passenger flights shows an origami-like aircraft imprinted with a map in which Britain and Europe have been cut out on each wing.

But Games wasn't just a dab hand at the image. After complaining to the Cona Coffee Company that three hands were needed to work its coffee machine, Games was challenged to redesign it. He did, and the result is still in production today, and can be seen here.

Until Feb 27, Ben Uri Gallery, 108a Boundary Road NW3, Mon to Thu 10am to 5.30pm, Fri to 3pm, Sun noon to 4pm, free. Tel: 020 7604 3991. Tube: Swiss Cottage

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