Ludwig Hohlwein

Ludwig Hohlwein was largely self-taught as a poster artist, graphic designer, architect, and painter. His poster designs were used for stamps both in the Third Reich (1937 Antiaircraft Defense, 1942 German gallop derby The Blue Ribbon) and later in the Federal Republic of Germany (1978 75 Years German Museum München). Animals, hunting, landscapes, and technology dominated his posters.

In the commercial sector, Hohlwein designed the logo of the Bavarian Franziskaner wheat beer brewery, which is still in use today. Self-employed since 1903, he designed, amongst others, furnishings for hotels, department stores, and passenger ships under the influence of the Arts and Crafts movement. Before World War I, he was appointed professor. At the same time, he increasingly specialized in illustrations and posters. Initially inspired by Art Nouveau, he later developed his own style from the New Objectivity.

Hohlwein became one of the most important advertising poster artists and an icon of advertising art in West Germany. Early in 1933 he joined the Nazi party NSDAP and was involved in shaping the visual appearance of the Third Reich. Hitler put him on the Gottbegnadeten (God-gifted) list of the most important commercial artists. As a result, after World War II, was prohibited from working for almost one year.

Hohlwein took part in the Art Competitions in 1932 at Los Angeles and 1936 at Berlin, and designed the official poster for the 1936 Winter Olympics. Two posters titled Winter in Germany are dated in the early 1930s. Accordingly, it is not certain which one was shown in Los Angeles. Stay young / Playing golf in Germany from 1930 was published by the German Tourist Information Office in New York. It may be identical to the Female Golfer of 1936. It is unknown what kind of Race was advertised with the poster of this title. Hohlwein designed posters for both horse races and motorsport events. In 1936, he used the motif submitted as Hoppegarten also for a poster for the track in München-Riem. The Wiesen Horse Race at Oktoberfest was originally the centerpiece of the event. However, it did not take place after 1913 and was held again for the first time in 1934, the year of the entered poster.