Leonetto Cappiello

Italy 1875-1942
Leonetto Cappiello (1875-1942) was an influential Italian poster artist and graphic designer, celebrated as one of the pioneers of modern advertising art. Born in Livorno, Italy, he began his artistic journey by illustrating for newspapers and magazines before transitioning to a career that would redefine the visual language of commercial posters. Cappiello's unique approach to design was characterized by bold, vibrant colors, simplified forms, and striking contrasts. His iconic creations featured vivid imagery often showcasing products' most distinctive qualities or attributes, thus effectively capturing the viewer's attention. He is particularly known for inventing what became known as the "Cappiello touch," where he would place a large, dynamic figure against a stark background, dramatically illuminating it to create memorable and impactful visuals. Throughout his prolific career, Cappiello created over 500 posters for various clients, including numerous advertisements for beverages, perfumes, theaters, and other luxury goods. His innovative designs revolutionized the way brands were marketed, with his posters becoming synonymous with Art Deco aesthetics. Notable works include his poster for "Chocolat Klaus" featuring a mischievous devil biting into a chocolate bar, and his famous advertisement for "Bitter Campari," which ingeniously portrayed a bright red devil wearing a hat adorned with the Campari logo—a symbol still associated with the brand today. Cappiello's impact on the world of graphic design extended beyond his lifetime, influencing subsequent generations of artists and advertisers. His ability to distill complex concepts into simple, visually striking images solidified his reputation as the "father of modern advertising." His work can be found in permanent collections at major museums around the globe, testifying to his lasting legacy in the history of graphic arts. Through his creative genius, Leonetto Cappiello forever changed the landscape of commercial art, leaving an indelible mark on the industry that continues to resonate in contemporary design practices.

Collection of Works(Page 1)

A los Mandarines cafés y tés envase patentado,Leonetto Cappiello,Illustration,Illustration, solo, male focus
A los Mandarines cafés y tés envase patentado
Resolution: 11386 × 16172 px
Alcool De Menthe Ricqlès,Leonetto Cappiello,Illustration,Illustration, 1girl, solo, flower, english text
Alcool De Menthe Ricqlès
Resolution: 2808 × 4098 px
Anisette Marie Brizard,Leonetto Cappiello,Illustration,Illustration, 1girl, solo, closed eyes, dress
Anisette Marie Brizard
Resolution: 3120 × 4059 px
Automobiles Charron Ltd.,Leonetto Cappiello,Illustration,Illustration, hat, ground vehicle, santa hat
Automobiles Charron Ltd.
Resolution: 2187 × 3430 px
Absinthe extra-supérieure J. Édouard Pernot,Leonetto Cappiello,Illustration,Illustration, 1girl, 1boy, dress
Absinthe extra-supérieure J. Édouard Pernot
Resolution: 3672 × 4991 px
Amandines de Provence.,Leonetto Cappiello,Illustration,Illustration, 1girl, dress, solo, hat, alcohol, food
Amandines de Provence.
Resolution: 2849 × 4028 px
Anisette Marie Brizard L'éternelle Favorite,Leonetto Cappiello,Illustration,Illustration, solo, 1girl
Anisette Marie Brizard L'éternelle Favorite
Resolution: 2356 × 3643 px
Bal de la Couture Parisienne,Leonetto Cappiello,Illustration,Illustration, multiple girls, dress, necklace
Bal de la Couture Parisienne
Resolution: 2300 × 3555 px
Agua De Vilajuïga,Leonetto Cappiello,Illustration,Illustration, solo, cape, 1girl, parody, red cape
Agua De Vilajuïga
Resolution: 3084 × 4358 px
Amidon Au Chat,Leonetto Cappiello,Illustration,Illustration, no humans, english text, looking up, solo
Amidon Au Chat
Resolution: 2857 × 4160 px
Asti Cinzano,Leonetto Cappiello,Illustration,Illustration, 1girl, solo, food, fruit, dress, grapes, bottle
Asti Cinzano
Resolution: 4160 × 6513 px
Bitter Campari,Leonetto Cappiello,Illustration,Illustration, bottle, solo, 1girl, polka dot, black background
Bitter Campari
Resolution: 2589 × 3660 px