Fortunato Depero was tireless in his propagation of Futurist principles. He promoted the art of the Futurist book, founded and directed the machine-art magazine
Dinamo, produced Futurist radio programs, designed costumes and furniture, opened the
Casa d'Arte Futurista in Italy and New York, and invented an "onomalanguage," a free-word, free-sounding expressive verbal rigmarole.
Representing the so- called second stage of Futurism (from 1919 to about 1930), Depero was the individual most responsible for putting the often inaccessible Futurist theory into practice, particularly in the service of business.
Here is Depero's contribution to Campari (all in black and white):
What do we have here?
Abstraction: Depero's artworks often featured strong geometric shapes, sharp angles, and a machine-like aesthetic.
Bright, Contrasting Colors: He used vibrant, high-contrast colors to create energy and movement.
Dynamism and Motion: Inspired by Futurism, his work often suggested movement, echoing the speed and energy of modern life.
Typography and Graphic
Design: Depero pioneered advertising and branding, using DIY experimental typography and bold, graphic compositions.
Mix of mechanization + human forms: Depero's figures looked robotic or puppet-like, emphasizing the fusion of humans and machines.
Gesamtkunstwerk: Depero worked across multiple disciplines, including painting, sculpture, textiles, advertising, set design, and even book design.