Joseph Binder (1898 – 1972) and Otto Exinger (1897 – 1957)
Collaboration on the creation of the Meinl “Moor”
Exinger was a graphic artist and the head of the Advertising Department at Julius Meinl AG.
Joseph Binder was a graphic artist, one of Joseph Hoffmann´s students and graduate of the Vienna School of Arts and Crafts.
All background graphic design was rejected, something completely new at the time, and in doing so achieved an even stronger emphasis. Put another way:
the moor stood out because of the white-framed background. And it was a double emphasis, as Binder himself often said because the moor’s head was
designed as an exclamation mark - the fez is the line, the head is the dot. This pictogram idea of Binder’s was to prove a far-sighted piece of
advertising psychology.
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