As a commercial graphic artist and above all with his posters, Joseph Binder (1898–1972) made history both in Vienna after WW I and in the United States after 1936. His advertisements for products like Arabia tea and Bensdorp chocolate and his logo marks like the one with the famous "moor" for the foodstore Meinl have established brands which are still known in Austria today. In the United States, Joseph Binder as an artist, teacher and designer adhered to the principles of constructive reduction, a style developed in the wake of the Wiener Werkstätte. His influence on the American graphic art of the post-war era was essential.
 
The MAK has been in custody of the Binder Estate since 1996 and offers a first comprehensive survey of this important Austrian artist's oeuvre.