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When the Fillmore Auditorium in San Francisco came under the direction of Bill Graham in 1965, Graham approached Wes Wilson to design the posters and handbills for shows and events. They met while Wilson was working at a small press operation that created promotional handbills for another project Graham was involved with. Working for Graham, Wilson helped develop an art style that perfectly encapsulated the psychedelic experience. Swirling, exaggerated typography and vivid colors immediately called out to the community that Graham wanted at his dance concerts. Wilson’s style is heavily influenced by the Art Nouveau movement: graceful lines, beautifully contrasting colors and women with flowing hair dominate his designs.Label Type
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The meandering, exaggerated lettering prominent in this design is one of the most iconic aspects of the psychedelic style. When Wilson developed it, he was inspired by the Viennese Secessionist Alfred Roller. This typography became a valuable part of the Fillmore’s marketing strategy, as a passerby would have to stop and take a considerable amount of time to decipher the words. This contrasts to advertising styles of previous decades, where the goal was for the viewer to be able to read the text in an instant.