Wednesday, December 9, 2020

ARP "The Arp Story" brochure, 1974


ARP "The ARP Story" 8-page colour brochure for the Pro Soloist, Odyssey, 2600 and 2500, including two extra colour inserts for the Axxe and Explorer. 

Okay, it's been a while since I've blogged. But it's ARP's 50th anniversary and I just gotta get a few more ARP posts in over the next week or so. So, if things go as planned, you will be sick of me. But lucky you, I'll be keeping these short. 

We are talking a colour brochure for six of Arp's kick-ass instruments, gorgeously designed and positioned. The instrument shot, those sexy flowing backgrounds, thin, yet chubby font, and those unique little white computer generated swirlies that appear somewhere on each product's page.  And, then to accompany each of those product page (except the 2500) is an accompanying page that includes some info on each instrument along with... yup... my fav...  


Diagram. Line drawing. Whatever you want to call 'em. 

I call it... ART. 

Straight up, Boo. (I have no idea what I just said. But the kids will get it, I'm sure). 

Now, you will notice that ARP sacrificed a back page for the 2500 so it could, rightfully, include a little bit about ARP itself.  But even this page is very much art, with its colourful duotone photographs - one that includes, of course,  Alan R. Pearlman, and the other, double f course - Pete Townsend of The Who. More on him and his connection with ARP in a future post, I'm sure

Now, if there is one thing I like in my brochures, its when they talk about other marketing material I just have to get my hands on. And ARP punches me in the face by throwing a few teasers out...
"We offer an exclusive series of instructional programs, playing guide songbooks, and cassette tape packages designed specifically for ARP synthesizers."
Gak! Time to go down another rabbit hole. But first, let me finish...

All put together, the brochure and the extra leaflets, it all becomes one of the most gorgeous retro synth brochures in existence. Not just ARP brochures - of all synth brochures. Sure, there are few others on this level. But this is top five for sure. If not top three. ARP at it's finest. 

There is nothing more I can say that is not already included on those pages. I suggest you give ARP some of your time during their 50th anniversary and read 'em.   :)

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