Raymond Savignac, one of the masters of the French advertising poster
Raymond Savignac , often simply called "Savignac", is an emblematic figure of the advertising poster in France in the 20th century . Born on November 6, 1907 in Paris and died on October 30, 2002, Savignac marked the world of graphic design with his unique style, his iconic creations and his signature affixed to each work.
Frigeco, one of Savignac's iconic advertisements
The beginnings of Raymond Savignac
Savignac began his career as an apprentice with the renowned poster artist Cassandre , where he acquired the techniques and secrets of the trade. After working for several advertising agencies, he embarked on an independent career in 1949, marked by a prolific production of posters of all kinds: food products, drinks, cinema films, etc.
Savignac's style is characterized by humor, simplicity, and efficiency. He uses direct and humorous images to convey clear and impactful advertising messages. His works are distinguished by a bright color palette, playful drawings, and careful typography .
Raymond Savignac's famous posters
The poster for Monsavon soap (1949) is probably Raymond Savignac's most famous. It depicts a happy cow pouring milk into a soap box, a simple and humorous image that has left its mark. The message is easily understandable, making this poster a true standard-bearer of Savignac's approach, combining humor and visual effectiveness . It is also the one that launched his prolific career!
Monsavon, the first BIG Savignac success!
For the airline Air France, Savignac created several iconic posters in the 1960s. His drawings often depict happy passengers and exotic scenes, capturing the spirit of the era of air travel, when formal attire was still required for boarding. These posters perfectly capture the optimism and excitement associated with air travel during this period.
The poster for Dop shampoo (1952) is another example of Savignac's enthusiasm. It depicts a boy frantically washing his hair, supported by dynamic typography that adds to the movement and energy of the scene. This lively and joyful illustration has remained in the memory.
In cinema, Savignac has often been used for several different films, such as Courage, fuyons with Jean Rochefort , or Mortadella with Sophia Loren . Only he could represent the great Italian actress in a piece of mortadella!
Mortadella, a cult film by Sophia Loren
The Citroën car brand also used the services of the poster artist. In 1967, Savignac designed a series of posters highlighting the features of the cars, such as the hydropneumatic suspension, with clear illustrations and striking slogans . These creations helped to reinforce Citroën's innovative image and remain outstanding examples of automobile advertising.
Finally, Savignac's magic has been exported far... to Japan! Toshimaen was a historic amusement park located in Nerima, a district of Tokyo , Japan. Opened in 1926, this park was a very popular leisure place for families and young people for several decades. The park closed during Covid, but during its heyday, it called on Savignac to design several posters representing a polar bear and a pig...
One of Savignac's famous posters for his client Toshimaen
The Legacy of Raymond Savignac
Raymond Savignac has influenced generations of poster and graphic artists , captivating the general public with his accessible approach and playful wit. His works continue to be exhibited in museums and galleries around the world, a testament to the durability and impact of his work.
Today, Savignac's creations are considered classics of advertising art . His style remains a reference for those seeking to combine simplicity, humor and efficiency in visual communication.
Do you like this currently trendy style? Would you like to decorate your walls with the colors of Savignac's imagination? Discover our reproductions available here.