Guy lealome – Wikipepitia

Guy lealums , born in Montreal the June 20, 1930 and died in Victoria (British Columbia) the August 11, 2021 , is a Quebec designer, professor and photographer ^{[ first ]} .

From 1936 to 1948, Guy Lalumière frequented the Chomedey school in Maisonneuve, in the Hocal district in Montreal. As soon as it is released, he heads for the graphic arts. And therefore entered the School of Fine Arts in Montreal, to graduate in 1953. Once his studies have been completed, he undertook a motocyclette journey through the Americas, which will ultimately lead him to Mexico. The modern architecture of the National Autonomous University of Mexico, whose construction of the new campus ended in 1950, fascinated him. In front of this set of avant-garde buildings, he was initiated into the art of photography. Following this journey, he collaborated for a few years with the Agency Eveleigh Design, where he worked with the founder, Henry Eveleigh. During this period, it rubs shoulders with several striking figures of graphic design in Quebec, and develops a network of contacts which will be possible customers. In 1956, he opened his own graphic arts workshop ^{[ 2 ]} . Then in 1957, he undertook a trip to Europe which will last 13 months in order to improve; He was then 25 years old. It is during this trip that Guy Lalumière buys a Porsche 356, an iconic model of industrial design (he will justify this purchase by emphasizing the perfection of the lines of this model). He will then visit France, Spain and Morocco, before returning to Montreal. After this stay, he resumed the profession of graphic designer as a main activity while teaching at the School of Fine Arts in Montreal the basics of decorative composition and advertising art. In 1959, he stayed again in Europe. For almost a year, he lives in Paris and worked in a graphic art studio where, for the only time in his life, he is employed in a studio. He then produced various graphic products, such as posters, pamphlets and brochures. He will later prefer to work as a freelancer rather than for a studio in order to keep his independence ^{[ 3 ]} . During these trips, he practices photography a lot; Equipped with a color device as well as another black and white device, it is very interested in people and takes its shots without their knowledge. In 1962, he founded studio Guy Lalumière. Over the years, there is constant growth of customers and a diversification of projects. In 1964, the studio was relocated to larger premises overlooking the place Jacques-Cartier, allowing, among other things, to provide graphic services for designer Gustave Maeder, manager of the Quebec Pavilion exhibition at Expo 67 ^{[ 4 ]} . Lalumière chooses the premises with an idea of ​​expansion in mind, which will lead him to surround himself with a team made up of photographers and graphic designers, including Frédéric Metz. The establishment of a group of professionals is an important change in its working method, since it previously evolved alone as a freelancer. In 1969, Guy Lalumière and Associés was founded in collaboration with Marcel Dauphinais and Robert Charbonneau. Guy Lalumière et Associés will offer services in visual communication, graphics and photography until the early 1980s. While continuing its activities in the field of graphic arts, Guy Lalumière will occasionally collaborate with the Marketing Department of the University of Montreal in The 1970s as a guest teacher. THE October 28, 2010 , it was honored by the Société des Designers Graphiques du Québec ^{[ 5 ]} . Guy Lalumière currently lives in Western Canada, where he indulges in one of his passions, photography.

During his career as a graphic designer, Guy Lalumière had a very diverse clientele (Mont Gabriel Lodge, Banque Populaire, Théâtre du Quat’Sous, Montreal Transport Commission, Quebec Cinema Institute, Governments of Quebec and Canada). The poster occupies an important place in the professional work of the Quebec designer. The design of its posters is based on principles promoting simplicity and efficiency. Thus, Lalumière establishes a “10 seconds rule” according to which, the message conveyed by the poster must be assimilated by the public in 10 seconds, failing which, the said poster is ineffective. This is why, far from denigrating them he allows himself the use of clichés and commonplace in his achievements and even underlines the importance: “these are basic observations, sure values”. Thus, we find a dove taking off as the main image of the advertising campaign of the 1974 Quebec friendship week.

Dynamism, clarity and modernity are also one of the graphic values ​​of Lalumière. The series of posters carried out as part of the Montreal Universal Exhibition of 1967 applies all of these principles ^{[ 6 ]} . The use of a simple typography without frills, the choice of colors, the use of the photo, as well as the arrangement of the graphic elements embody the aesthetics sought by the designer. The merger between the photography and the typography found in its posters is typical of the influence of the Swiss international style. This influence is also found in the posters of thematic pavilions of land of men (exhibition) in 1968, those of the Quebec Ministry of Education of 1974 having as theme sports, leisure and cultural activities. Guy Lalumière also took care, until the beginning of 1980, of the promotion and documentation of the Cinéma Canada file for the Cannes Film Festival.

Guy Lalumière was, in general, influenced by the major Europeanist European posters from the 1930s and 40s such as Abram Games, Cassandre, Jean Carlu, Herbert Bayer. He also found inspiration in the graphic works of Raymond Savignac and André François.

• Posters for the Universal Exhibition, Expo 67, Montreal. [first] [2] [3] [4]
• Series of posters, “socio -cultural activities” Ministry of Cultural Affairs, Quebec.
• Series of posters, “sports activities” Ministry of Education, Quebec. [5]
• Poster for the Gala du R.I.N., Montreal. [6]
• Poster for the “Quebec Friendship Week”, Ministry of Cultural Affairs, Quebec. [7]
• Conception, scripting, realization, interpol pavilion, land of men, 1970. [8]
• Design and production of promotional files, cinema-Canada, Cannes Film Festival.

• Beaudet, Mélissa and Marie Léveillé. 2013, Design (Season 1): Guy Lalum, [DVD], coul., 58 min 37 s, Montreal, Canal Savoir.
• FAINMEL, Charles et Henry EVELEIGH. «The proper function of advertising».  Canadian Art (Ottawa), summer 1947, p. 157-159.
• H. Choko, Marc. “Expo 67: all the shine of design”, Montreal: Unesco City of Design , Montreal, 2006, p. 25.
• H. choko, marc. 2001, The poster in Quebec: from origins to the present day , Montreal, Man editions, p. 155 and 252.
• H. Choko, Marc. Paul Bourassa and Gérald Baril. 2003, Design in Quebec , Montreal: Les Éditions de l’Homme, 383 p.
• Light, Danielle. “An Olympiad of the poster”, with open shelves, winter 2010, n ° 82, p. 8-9.
• S.A., “Châtelaine in slippers: return from Europe [Guy Laumière]”, Châtelaine, Montreal, Vol 4, n ° 9, (September 1963), p. 5.
• Société des designers graphic du Québec. . Consulted the October 14, 2015
• WEILL, Alain. 1984, The poster around the world, Barcelone, Somogy, 381 p.