The Iconic “Britain Can Make It” Poster: A Symbol of Post-War Optimism

In the aftermath of World War II, Britain faced the monumental task of rebuilding its economy and infrastructure. Amidst the austerity and rationing of the late 1940s, the “Britain Can Make It” exhibition, organized by the Council of Industrial Design, emerged as a beacon of hope and progress. Held at the Victoria and Albert Museum from September 24 to October 31, 1946, this event celebrated British ingenuity, creativity, and resilience. At the heart of this exhibition was a striking poster designed by the renowned artist Ashley Havinden.

The Designer: Ashley Havinden

Ashley Havinden (1903-1973) was pivotal in British graphic design. His work is characterized by its modernist style, bold colours, and innovative typography. Havinden’s career spanned several decades, creating iconic advertising campaigns and posters. The “Britain Can Make It” poster is a testament to his ability to capture the spirit of an era through visual design.

The Poster: Design and Significance

The “Britain Can Make It” poster is a vibrant colour lithograph featuring a multi-coloured banner flag set against a pale blue background. The text is strategically placed to draw attention to the exhibition details, which include the event’s location at the Victoria and Albert Museum and its dates. The poster is signed and dated “ASHLEY 1946” in the top-right corner, marking it as a product of its time.

Design Elements

• Colour Scheme: The flag’s bold, bright colours contrast with the calm, pale-blue background, creating a visual impact that captures the viewer’s attention.
• Typography: The text is clear and straightforward, with key information prominently displayed. This practical approach ensures that the message is easily conveyed.
• Imagery: The banner flag symbolizes celebration and achievement, reinforcing the exhibition’s industrial and design prowess theme.

Printing Technique

The poster was produced using colour lithography, a popular printing technique in the mid-20th century. This method allowed for vibrant, multi-coloured prints that were durable and visually appealing. Haycock Press Ltd., a firm known for its high-quality printing work, printed the poster.

Embed from Getty Images

The Exhibition: A Showcase of British Innovation

The “Britain Can Make It” exhibition was organized by the Council of Industrial Design, established in 1944 to promote design excellence in British industry. The exhibition aimed to showcase the best of British design and manufacturing and demonstrate the country’s potential for post-war recovery and innovation.

Embed from Getty Images

Highlights of the Exhibition

• Diverse Range of Products: The exhibition featured various products including textiles, pottery, kitchen appliances, toys, furniture, and more. Each item was chosen for its design quality and practical utility.
• Educational Purpose: Beyond displaying products, the exhibition aimed to educate the public about good design principles and the importance of design in everyday life.
• Economic Revival: The event was also a statement of economic resilience, showcasing how British industries could adapt and thrive in a peacetime economy.

Legacy of the Poster

The “Britain Can Make It” poster is more than just a piece of advertising; it is a cultural artifact that encapsulates a pivotal moment in British history. It reflects the optimism and determination of a nation striving to rebuild and reinvent itself. Today, this poster is part of the Victoria and Albert Museum’s collection, where it continues to inspire and inform future generations about the power of design in shaping society.

Conclusion

The “Britain Can Make It” poster, designed by Ashley Havinden, remains a powerful symbol of post-war Britain’s industrial and creative renaissance. Its vibrant design and compelling message encapsulate the spirit of an era characterized by resilience, innovation, and hope for a brighter future. As we reflect on this iconic piece of graphic design, we are reminded of the enduring impact of art and design in our collective history.

Sources

Victoria and Albert Museum. (n.d.). Britain Can Make It [Poster]. Retrieved from https://framemark.vam.ac.uk/collections/2006AN8490/

More on British Design