|Industry||Arts and crafts|
|Predecessor(s)||Permanent Pigments Company (1933)|
Liquitex is a brand of artist materials, focusing exclusively on the development, manufacture, and distribution of acrylic paints. In 1955, the company known as Permanent Pigments, founded by Henry Levinson, created the first water-based acrylic paint, along with the first acrylic gesso. At this time, Levinson reorganized the company as Liquitex. In 1956, the company developed colored liquid acrylic paints. Liquitex offers the widest acrylic paint product line in the world.
Liquitex was birthed from the Permanent Pigments Company, established in 1933 by Henry Levinson. Permanent Pigments was a small, family owned business located in Cincinnati that focused on developing oil paint. In 1955, Levinson developed a quick-drying, water-emulsified acrylic polymer resin. In selecting a name for the new product, Levison chose Liquitex, as a portmanteau of the words "liquid" and "texture". The name was descriptive, based on the character of the medium, which was a liquid base, but was quick drying and easily used to create texture in a creative project.
In 1950, Henry Levinson, along with other professionals in the art materials industry established the National Art Materials Trade Association, now known as the International Art Materials Trade Association. It was the first trade organization in the world that focused on promoting and sustaining the manufacture, distribution, sales, and training of artist materials.
Helen Frankenthaler and Andy Warhol were early adopters of Liquitex acrylic paints. David Hockney switched from oils to Acrylics after Liquitex made a less liquid medium in 1963 (High Viscosity Artist Color).
Liquitex is also used by mural artists like Thomas Hart Benton. Abstract Expressionist artist, Robert Motherwell switched to acrylic paints (using Liquitex among other brands) due to his use of large amounts of black, a color that, as an oil paint, takes an especially long time to dry. He continued to use oil paint for some work, but mostly used acrylics after the mid-1960s.
- "Brands". ColArt. Retrieved 2012-09-01.
- "About Us". Liquitex. Retrieved 2012-09-01.
- "How Good are Liquitex Heavy Body Acrylic Paints?". Acrylicpaintreview.com. Retrieved 2012-09-01.
- Anna Brunt. "Product launch | Digital agency london | Drupal development London". Catchdigital.com. Retrieved 2012-09-01.
- "Company History: Since 1903 the Binney & Smith Crayola brand continues to grow, with new products based on value, technical innovation, high quality, consumer satisfaction, and of course, colour and fun!". Crayola.co.uk. Retrieved 2012-09-01.
- Ball, Philip. Bright Earth: Art and the Invention of Color, Issue 7432, University Of Chicago Press; first edition, April 15, 2003. ISBN 978-0226036281
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