Ontwerp voor een reclame voor de Algemeene Maatschappij van Levensverzekering en Lijfrente te Amsterdam 1866 - 1934

This is Hendrik Petrus Berlage’s advertisement design for the Algemeene Maatschappij van Levensverzekering en Lijfrente in Amsterdam. Executed in black ink, its strong, symmetrical composition conveys a sense of stability and order. Berlage employs dense, stylized ornamentation typical of Art Nouveau. Note the way he frames the central text with decorative borders featuring organic, plant-like motifs. These elements create a visual rhythm, guiding the viewer's eye through the informational hierarchy. The Amsterdam coat of arms is framed with decorative flourishes and positioned between the branch offices. Berlage was a key figure in Dutch modernism, advocating for functional design rooted in rational principles. This advertisement embodies this ethos, blending decorative aesthetics with clear communication. The structural clarity and the use of repeating patterns invite a semiotic reading, where each element functions as a signifier within the larger framework of the advertisement.