Transportation companies changed their strategy and called on well-known painters to create posters. This is the case of Air France, which relied on French artists in order to create aviation posters that promoted travel destinations: "the poster is considered a work of art, as an element of the history of art. Air France gives the opportunity to perceive (its posters) as something other than simple advertising objects or calls for the consumption, affirming that they must be regarded as creations".
Victor Vasarely drew the poster Air France South America (1946), a masterpiece of kinetic art that provides the viewer the optical illusion of a Lockheed Constellation flying over the calm water, of which we perceive only the lapping, caressed by the grazing light of the sunset.
Air France, Amérique du Sud
1946 – Victor VASARELYSold
Guy Georget drew several posters with geometrically stylized landscapes in bright colors, as in Air France, Greece (1963).
Georges Mathieu also created a series of posters in a very expressive, almost abstract manner via his Air France Great Britain (1968) poster on which one recognizes the traditional hat of Horse Guard.
According to the artist, this poster shows "the folklore in all its evidence, the embroideries, and the coat of arms". We could characterize his masterpiece as « gestural painting » through the process of Action Painting, Mathieu has captured the essence of the cultural traits of each country. Roger Bezombes drew a series of 16 posters for the Concorde, Air France by plane, Vie du monde (1981) including a large envelope with a 17th poster that presents the complete series. These posters illustrate the themes of: Gastronomy, Islands, Exoticism or Freedom. Bezombes mixed painting and collage for the production of this poetic, allegorical series, which flirts with surrealism and systematically resumes in the background the colors of the French company.
Air France, Grèce
1959 – Guy GEORGET
Jacques Garamond, known as Nathan, creates the Air France Japan poster (1963) illustrating Mount Fuji, through the window of a typically Japanese interior, at the foreground a thin lantern of paper rendered by a subtle gradation of colors. Between 1956 and 1964 he created stylized drawings in colors a bit "flashy" but with a great visual efficiency.
Visitez les Alpes avec les trains et les autocars de la Société Nationale des Chemins de Fer Français
1958 – Jacques NATHAN-GARAMOND
Aviation is not the only means of transport that relied on the effectiveness of posters; the railways also order posters from artists. For instance, Salvador Dali created a series of 6 posters for the French Railway Company, including Roussillon SNCF (1969), illustrating also the silhouettes of the Angelus of Millet, or Normandie SNCF (1969). The latter, portrays the legendary places of Normandy, such as the beaches of the English Channel or Mont Saint Michel, juxtaposed with the surrealist symbols, recurring in the work of the Catalan painter such as soft faces, supported by crutches or even The butterflies: "everywhere they are only spots that squirt, explode, crackle and all this inkwell fireworks to end on a gigantic signature of the master just as proud as his mustache is tapered."Guy Georget created an illustrated and photographic poster in a very "seventies" composition that promotes a bus company in Europabus, a pleasure to discover Europe (1972). SNCF, batch-kilometer bonds (1975) or Young people under 21, travel through Europe with Interrail (1974) are two illustrated posters that use Guy Georget's codes, multicolored colors as well as Cubist geometric shapes.
1969 – Salvador DALI