The "Avocado" was created by artist Randy Tuten to advertise Led Zeppelin's four nights of appearances at San Francisco's Winterland and Bill Graham's Fillmore West. Rather than create another psychedelic poster or regurgitate the same blimp adorned posters that Led Zeppelin had come to be known for, Tuten decided to recycle one of his own works. He took a college assignment for a menu design for a fictional restaurant and repurposed the imagery, rewrote the headline, and added the concert details. Simple and effective, it's one of the most well known Led Zeppelin posters of the era. Now known as BG170 the image was printed in both poster and postcard form. Original posters were on glossy-coated stock and measured 14"x21", there were two postcard types: The Type A card has a “place stamp here” reverse, while the Type B card has a calendar of Bill Graham events on the back.
- Title: Led Zeppelin "Avocado"
- Musical Artist: Led Zeppelin, Julie Driscoll, Brian Auger and the Trinity
- Graphic Artist: Randy Tuten
- Medium: Lithograph
- Edition: First
- Year of Printing: 1969
- Signature: N/A
- Paper Size: 4 5/8” x 7”
- Promoter: Bill Graham
- Venue: Fillmore West & Winterland
- Reference: BG 170
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