Holland-Amerika Linie | 1936

Holland-Amerika Linie, 1936, by Willem Frederick ten Broek

This poster features a bold, upward-looking view of a vast ocean liner's prow, rendered in sharp geometric forms and clean gradients. The ship’s immense bow dominates the composition in deep ochre and black, cutting diagonally through the frame. A narrow yellow stripe punctuates the otherwise monolithic hull. Above, a smokestack—striped green, white, and orange—stand out crisply against a cloudless blue sky. At the base, stylised waves and the ship’s red waterline reinforce the forward motion. The name “HOLLAND-AMERIKA LINIE” is printed in monumental sans-serif lettering at the bottom in a striking silver-grey.

This 1936 design was commissioned by the Holland-Amerika Lijn, one of Europe’s most prominent transatlantic shipping lines, connecting Rotterdam to New York since the 19th century. During the interwar period, luxury ocean travel was both a symbol of national pride and a commercial enterprise, prompting major lines to invest in modern visual advertising.

Willem Frederick ten Broek (1905–1993) was a Dutch painter, graphic artist, and teacher associated with the Rotterdam School of Art. He specialised in technical and industrial subjects, often simplifying forms to their structural essence. Ten Broek contributed posters to national companies, including the Dutch State Railways and KLM, but his work for Holland-Amerika Lijn is among his most iconic. His compositions combine Art Deco influences with early modernist restraint, favouring sharp lines, architectural precision, and limited colour palettes.