Exactitude Poster – Art Deco Railway Poster – Fix-Masseau 1932
The Exactitude Poster is widely considered Fix-Masseau’s best-known poster design. The art deco railway poster was created in 1932 for ETAT, the French state railways, better known as Chemins de fer de l’État. It stands as one of the most iconic railway posters in the world and an epitome of Art Deco railway advertising.
The poster portrays a striking scene featuring a train positioned at a buffer stop. A striking example of Art Deco’s aesthetic. The composition primarily comprises geometric shapes that seamlessly come together to form a harmonious whole. One immediately notices the commanding presence of a large circle and a bold red rectangular plate adorning the locomotive’s front. These shapes, together with the rest of the design, create a symphony of geometric elements that dominate the poster’s visual narrative.
The poster employs the power of perspective masterfully. As one’s gaze follows the length of the train and its carriages, a sense of depth and movement unfolds. This dynamic perspective infuses the image with an intense feeling of speed and modernity, effectively conveying the exhilaration of train travel during the era. The bold use of perspective adds to the dramatic impact of the poster, ensuring it leaves a lasting impression. The train, resplendent with its bold design and prominent ‘ETAT’ lettering on the front, embodies the epitome of locomotive power during the era. A significant and compelling element of the poster is the locomotive’s driver, who is depicted hanging out of the enormous steam locomotive. This inclusion highlights the human aspect of train travel, showcasing the skilled individuals responsible for the precision and reliability of the railway service.
In the background, a station clock stands as a silent sentinel, its hands indicating that the train has arrived exactly on time. This visual cue reinforces the core message of ‘Exactitude’—precision and punctuality in railway operations. It assures potential travelers that ‘Etat’ services can be relied upon to keep schedules with impeccable accuracy.
Fix-Masseau’s meticulous attention to detail in the entire composition contributes significantly to the theme of precision. Every aspect of the scene, from the intricate workings of the locomotive to the architectural elements of the station, reflects a commitment to accuracy and excellence in railway service.
How much is the 1932 Fix-Masseau “Exactitude” poster worth?
The Pierre Fix-Masseau “Exactitude” poster, created in 1932, is an iconic masterpiece of railway advertising and unquestionably one of the world’s most renowned railway posters, particularly celebrated as the quintessential Art Deco railway poster. This poster represents an exceptional blend of artistry and advertising, captivating viewers with its distinct design elements:
Original copies of the “Exactitude” poster are highly coveted by collectors and art enthusiasts alike. These rare artifacts from the golden age of travel and advertising are known to command staggering prices, often exceeding $10,000 at auctions. The enduring demand for this poster speaks to its historical significance and enduring appeal.
Pierre Fix-Masseau’s “Exactitude” poster transcends its role as an advertisement, standing as a testament to the artistic brilliance of the Art Deco movement. It encapsulates the spirit of modernity, the excitement of travel, and the power of visual communication, making it an everlasting icon in the world of vintage posters and a symbol of a bygone era of railway glamour and sophistication.
Fix-Masseau’s Exactitude Poster from a trio of État posters.
At the top of the poster, set in a modern, light letterform is the word ‘Exactitude’. It was part of a three-word slogan ‘Exactitude Vitesse Confort’ (Precision, Speed, Comfort) that was used regularly throughout the 1930’s by the French State Railway to highlight the core values of ‘Etat’. The slogan was emblematic of the era’s railway advertising and emphasized the company’s commitment to delivering a superior travel experience. Interestingly, other railway companies across Europe also embraced variations of this catchphrase, each tailored to convey their unique selling points: The French ‘Nord’ railways, as portrayed in a poster by Cassandre, adopted the slogan ‘Vitesse Luxe Confort’ (Speed, Luxury, Comfort). On English-language posters, the German railways utilised the slogan ‘Safety Speed Comfort,’ reflecting their emphasis on safety in addition to speed and comfort. The Dutch railways advertised their services with the slogan ‘Veilig Vlug Voordelig’ (Safe, Quick, Economical). This concise phrase emphasized safety, speed, and affordability, appealing to travelers seeking a well-rounded travel experience.
These variations of similar phrases illustrate a common marketing strategy employed by railway companies across Europe during that period. By highlighting precision, speed, and comfort, they aimed to attract travelers by assuring them of a safe, reliable and enjoyable journey. The use of such slogans reflected the competitive nature of the railway industry and the shared goal of offering superior service to passengers.
“Exactitude” was part of a three-part series of posters, each designed to represent one of the core values of ‘Etat.’ The second in the series was “Confort” by André Nivault (1933), depicting comfort, with a scene featuring a sleeping car in the dark. “Vitesse” (Speed) was the third poster issued in the following year, featuring ‘Etat’s’ Autorail Bugatti, a vehicle that broke speed records.
