Jacob Jongert: Merging Artistry and Advertising in the Interwar Period

Jacob Jongert, often referred to as Jac. Jongert is a luminary in applied and decorative arts, principally known for his groundbreaking work during the Interwar period. His repertoire spans from murals and stained glass to the epitome of his career: advertising designs for iconic clients such as Van Nelle. This post delves into Jongert’s multifaceted contributions, his stylistic nuances, and the enduring impact of his work on contemporary graphic design.

Early Life and Education

Born in 1883 into a farming family, Jongert’s journey in the arts began at renowned institutions such as the arts and crafts schools in Amsterdam and the illustrious National Academy. Under the mentorship of artist R.N. Roland Holst, he assisted with murals. He honed his teaching skills before launching into a prolific career that saw him master various mediums, including stained glass, wallpaper, textiles, book covers, furniture, and exhibition stands.

Impactful Advertising Design at Van Nelle

Jongert’s most celebrated tenure was with Van Nelle, a Dutch company specializing in coffee, tea, and tobacco. From 1919 onwards, Jongert helmed the firm’s advertising department, where he revolutionized packaging, posters, advertisements, and lettering. His designs were starkly modern—combining sleek, powerful, and abstract compositions—that defied the era’s penchant for depth, focusing instead on bold colours and capitalized hand-drawn letters.

Despite the commercial nature of his work, Jongert was not an advocate of pure functionalism. He emphasized the artist’s role in infusing beauty and personal expression, creating pieces as aesthetically pleasing as they were effective in advertising.

Contributions to Graphic Design and Modernist Aesthetics

Jongert was instrumental in shaping early 20th-century modernist aesthetics. His work for Van Nelle is often cited as iconic within the graphic design community. His composition techniques, characterized by their dynamic use of space and colour, continue influencing designers today. His bold approach has been lauded in high-profile exhibitions, such as “511: Architecture in the Age of Industry” and “Engineer, Agitator, Constructor: The Artist Reinvented.”

A Multifaceted Artist and Educator

Beyond his commercial success, Jongert was also deeply embedded in Rotterdam’s academic and artistic community. From 1918 to 1939, he taught at the Rotterdam Academy, fostering a new generation of artists. He was an active member of Opbouw and the artists’ association R’33, fostering collaborations and contributing to the vibrant artistic life of Rotterdam.

Legacy and Market Impact

Jongert’s legacy is preserved through the continued appreciation and auction of his works. Pieces like “Apricot Brandy” testify to his lasting appeal, with several of his artworks still fetching notable prices at auctions today. The continuing interest in his work underlines his significant contribution to visual communication and graphic design.

Conclusion

Jacob Jongert’s innovative approach to advertising and design during the Interwar period marks him as a pivotal figure in applied and decorative arts. His balance of modernist elements with commercial utility set a precedent that resonates within the design community. Jongert’s work is an enduring source of inspiration, reminding us of the profound potential of integrating artistry within the commercial realm.

Sources

Designers in Nederland: een eeuw productvormgeving. (2003). Belgium: Ludion.

Jacob Jongert. (2021, October 27). In Wikipedia. https://nl.wikipedia.org/wiki/Jacob_Jongert

More Dutch Designers