“The Dutch are known for their nice graphic design” were the words of my Greek coworker, as we checked out a book on Dutch prints from the 1930s. I have never forgotten the interaction, and his words held true as I looked at these brochure images from Dutch carmaker DAF.
The small carmaker certainly knew how to add coolness to its brochures. They had already used creative displays in their early ’60s brochures, and by the end of the decade, the swinging vibe of the times had taken over. Lots of colors, with impressionist and pop art tendencies, are prominent throughout.
A good number of shots make use of -no pun intended- ‘Dutch angles.’ A popular technique in the ’60s, with origins in German movies from the silent era, that made use of creative and unusual angles to present the scenes.
Meanwhile, the human models look very fashion-chic. Dated, yes. But fascinating in their attitudes and attires.
A good number of props and sets were used throughout, making for fun and trendy displays. Looking at these images, I feel I’m watching an episode from either The Avengers or The Prisoner. The elaborate scenes could also belong to one of those odd films from the decade, like the Beatles’ Help!
Fashions may have changed, but DAF had no hesitation in keeping up with them. As this early ’70s cool couple shows in the 1973 brochure.
DAF’s brochure fun came to an end with Volvo’s acquisition of the company’s carmaking venture in 1975. Still, it is fun to revisit these images and relish a bit in their swinging sixties chicness.