Europe United States Lines | 1952

Europe United States Lines, Circa 1952, by Lester Beall

This striking modernist poster features a bold, minimalist design with a large blue arrow pointing right against a cream background. The arrow contains a sleek black silhouette of an ocean liner - the SS United States - cutting through a dynamic pattern of red and white horizontal stripes that create visual energy and movement. The ship displays two prominent smokestacks. The word "EUROPE" appears in large black block letters at the top right of the poster, while "UNITED STATES LINES" is prominently displayed at the bottom in matching bold typography. Below the ship, in smaller text, are the words "NEW S.S. UNITED STATES • S.S. AMERICA," identifying the vessels in the fleet.

The SS United States was a revolutionary American ocean liner built in 1950-1951 for United States Lines. It debuted in 1952 as the most powerful and advanced passenger liner ever constructed, designed by American naval architect William Francis Gibbs. On its maiden voyage in July 1952, the ship shattered the transatlantic speed record, crossing from New York to England in just three days, ten hours, and forty minutes—making it the fastest ocean liner to cross the Atlantic in either direction, a record it still holds today. While it served as a luxurious passenger vessel, the ship was also designed as a national security asset that could be quickly converted into a military vessel if needed.

Lester Beall (1903-1969) was a pioneering American graphic designer who became the first graphic artist to be honoured with a one-man exhibition at the Museum of Modern Art in 1937. His work was deeply influenced by European avant-garde movements, which he successfully adapted for American commercial purposes. He became famous for designing some of the world's most recognizable logos and advertisements for major corporations including Caterpillar, Hilton, and Merrill Lynch. In 1951, Beall was retained through J. Walter Thompson to develop promotional materials for the United States Lines Company, designing everything from posters to menus for the ocean liner.