Modern times - 1945-present

After 1945, our poster designers found it more difficult than ever to develop a profile of their own. They had to compete with the dominance of the international advertising agencies and against he apparent omnipotence of the over-size photo poster. Some came revitalized out of this battle, such as Julian key and Charles Rohonyi, who reduced words and pictures to the essentials. Their linguistic and visual wit was capable of enthusing the viewer. Jacques Richez took a much more eclectic approach to his work. He, too, enjoyed a good deal of recognition outside the country. These three innovators were succeeded by compentent graphic designers such as Jean-Michel Folon and Josse Goffin.

The concept of a recesionary period is linked with the lack of interest in public advertising and visual communication, such as had been cultivated for years by national and regional authorities. The last ten years, however, Belgium made up arrears, e.g. in the areas of Flemish theatre posters.