1974 Hungarian Tourism Poster

So-Ky (Éva Kemény & László Sós) – BALATON.Budapest: IBUSZ (Hungarian Tourist Office), 1974. Original offset lithograph poster, 97 × 68 cm. Print signed and dated in the image (“So-Ky ’74”). Printed by Fk. Hírlapnyomda / Globus Nyomda, Budapest. Hungarian tourist poster for Lake Balaton by the graphic-design partnership So-Ky, the joint professional name of Éva Kemény (1929–2011) and László Sós (1922–2016), among the leading exponents of Hungarian socialist-modernist graphic design. Issued by IBUSZ during the Kádár era, when Lake Balaton was promoted as the “Hungarian Sea” to both domestic and international visitors, the poster is an attractive example of Eastern European modernist commercial graphics and one of the more visually ambitious Balaton promotional designs of the period.Condition: Very good. Original horizontal and vertical fold lines as issued; light creasing and handling wear; small edge tear and associated abrasion at left margin; a few minor surface marks; verso blank with slight age toning and faint staining. Colors fresh and bright. Suitable for framing.An uncommon and highly decorative example of Hungarian tourist-poster design, combining the work of an important graphic-design partnership with one of the iconic subjects of Cold War-era Central European travel advertising.