Manoli cigarette factory
Manoli was the name of a German cigarette factory. It was founded by Jakob Mandelbaum (* 1859; † October 23, 1918) initially under the name “Cigarette Factory Argos” in Berlin , and in 1897 supposedly named after Jakob Mandelbaum's wife Ilona M andelbaum (read backwards). This name origin cannot be proven to this day, because Jacob Mandelbaum's wife was called Rosa (née Cohn) and was born in Jotzen in 1857. There are speculations that Manoli could have been a nickname for Jacob Mandelbaum.
Another variation on naming names as the origin of a foreign language in the almond tree with Manoli is translated. In 1912, the Mandelbaums celebrated their silver wedding anniversary . Jacob and Rosa Mandelbaum were buried in a family grave in the Jewish cemetery on Schönhauser Allee in Berlin. The tombstone was designed by Lucian Bernhard . The restored tomb was inaugurated on May 4th, 2015.
The company was known for its excellent packaging design. The Manoli company logo , which was found on merchandise, company trucks, window displays and promotional materials, is still often cited as an early example of corporate design .
history
After Jakob Mandelbaum had been the Berlin representative of the Jasmatzi cigarette factory in Dresden since 1889 , he founded his own cigarette factory in 1894, initially with eight employees. Already in 1904 Manoli had 200 employees and in 1907 moved to the newly built industrial courtyards Rungestraße 22-24, now known as "Josetti-Höfe". In 1910, Lucian Bernhard designed a new Manoli company logo. At the beginning of the First World War in 1914, the “Committee for Good German Advertising Language” carried out a poster campaign under the motto “No foreign word for what can be expressed in German”. As a result, some Manoli brands were renamed, e.g. B. "Dandy" became "Dalli" and " Gibson Girl " became "Pennant". In 1919 a commemorative publication was published for the 25th anniversary. In 1921 it was converted into a stock corporation . In 1924 Manoli AG was taken over by Reemtsma , production stopped in 1930 and the company was liquidated in 1936.
Manoli advertising art
Manoli employed prominent graphic artists and painters to design packaging , posters and advertisements . In 1907, under the head of advertising, E. E. Hermann Schmidt, a member of the Deutscher Werkbund , the design of the advertising designs was entrusted to the well-known artist Julius Klinger . According to the principles of the Deutscher Werkbund, it is necessary for the merchant to team up with the artist in order to achieve quality in terms of form and performance. This approach has been implemented in an exemplary manner at Manoli and some copies of Manoli advertising have become classics of the art of advertising .
In addition to the aesthetic approach, Manoli pursued a second strategy in his advertising: While other companies advertised the product, various awards and medals, Manoli put the glamorous life of the 1920s in the foreground in his advertising and achieved one in this way exclusive clientele who preferred a better quality, but also more expensive cigarette. The advertisements and advertising stamps designed by Ernst Deutsch-Dryden are particularly exemplary of this type of advertising .
But it was only under Lucian Bernhard that Manoli succeeded in giving the products their unmistakable character. Lucian Bernhard was mainly responsible for the design of the packaging, while Julius Klinger and Hans Rudi Erdt designed the Manoli advertisements. Lucian Bernhard has also designed some posters for Manoli in the factual poster style so typical for him.
The first electric neon sign in Berlin was created for Manoli in 1910. In the Manoli logo, the letters wandered through a colorful circle of light. The Berlin vernacular is said to have coined an expression on this moving, nervously twitching neon advertisement : "He is Manoli", as a term for someone who acted crazy.
Kurt Tucholsky wrote in 1920: “Most people today have a small bike. / Total Manoli! Total manoli! / Find someone in all of Berlin who doesn't have that. / Dance of sex around Manoli to the right, / the whole earth dances from morning to night / always around the thing, Manoli to the left! / You are all, all, all a bit crazy. ” Rudolf Nelson developed his legendary revue Total Manoli from this poem ! , which ran in 1920 with the cabaret artist Fritz Grünbaum and the dancer Lucie Berber on Kurfürstendamm.
Also in Joachim Ringelnatz 's Berlin novel … liner Roma… (1924), the phrase “He seems to be a bit manoli” is used about an odd city dweller.
Manoli cigarette cans
The sheet metal packaging from Manoli was characterized by a predominantly simple design and often unusual colors. The lilac-colored packaging of the “Meine Kleine” brand, on the market since 1900, triggered a run on this cigarette. One of the most famous and best-selling Manolis brands is “Gibson Girl”. The pack itself was not designed by Lucian Bernhard, but he then used this box as the basis for his posters and advertisements. The Gibson Girl trademark was registered in 1905. The Gibson Girl tin can shows a lady in a dark blue evening dress that billows across the floor and bears the Manoli company logo. The lady is surrounded by smoke rings. The cigarette itself cannot be seen in the picture. “Despite the date of origin around 1910, the old trademark order of the garter with crown and belt buckle was probably used on the pack for the last time .” Then a company logo designed by Lucian Bernhard was used, which he transferred to a red one in the New Objectivity style Circle surrounded "Manoli-M" reduced.
Manoli Post
From 1914 until the September issue (No. 4 in 1922) of 1922, the Manoli Cigarette Factory published the company's own magazine, Manoli-Post .
See also
literature
- Susanne Bäumler (Ed.): The art of advertising. DuMont, Cologne 1996.
- J. Meißner (Ed.): Strategies of advertising art 1850-1933. German Historical Museum, Berlin 2004.
Web links
- Manoli Collection Rainer Immensack, Hofheim
- Objects from the Manoli company in the holdings of the Jewish Museum Berlin
- Early documents and newspaper articles on the Manoli cigarette factory in the 20th century press kit of the ZBW - Leibniz Information Center for Economics .
Individual evidence
- ↑ Manoli . In: Berliner Adreßbuch , 1908, part 1, p. 1599.
- ^ Manoli AG, founded in 1921, liquid. 1936
- ↑ David Large (Ed.): Berlin. Biography of a city. CH Beck, Munich 2000, p. #.
- ↑ DPMA October 17, 1905 "Gibson Girl"
- ↑ Susanne Bäumler (Ed.): The art of advertising. DuMont, Cologne 1996, p. #.
- ↑ Compare the information and cross-references under the GND number of the German National Library
Coordinates: 52 ° 30 '44.6 " N , 13 ° 25' 7.2" E