The poster presents the typeface called Benzin.
The purpose was to show both negative and positive aspects of technology, specifically the technological foundations of industry, which the font’s name evokes.
Perspective of technical development
The poster incorporates technical terminology related to fuel types and combustion methods. The bold, vivid element behind the font’s name resembles the rocket flames through its colors. Rockets are often seen as symbols of peak technological and industrial advancement. This impression is further enhanced by a dust- and space-like texture in the background.
Headline
In contrast, the headline introduces a negative and ironic perspective: “Zussamen frei. Getrennt im Stau”. In the German translation: “Together free. Separated in traffic”. This phrase highlights the absurdity of the stereotypical perception of automobilism as an experience of freedom of movement, despite being subject to numerous traffic rules and operational costs such as insurance and fuel prices.
The irony
The irony lies in purchasing an expensive, high-performance vehicle only to end up sitting in traffic, breathing toxic air, and moving slower than pedestrians.
The text is written in German, reflecting Germany’s central role in the automotive industry. The text layout encourages the viewer to first read “Zusammen getrennt. Frei im Stau.” (“Together apart. Free in traffic.”), an even more contradictory phrase that intensifies the message’s absurdity.
You can find the font family here.
