Action goals framed postage stamp images 'Het Oude Ambacht'

On June 8, PostNL issued the 't Oude Ambacht frame stamp sheet featuring ten different highly detailed stamps with etchings of disused crafts from the 17th century.^e 17th-century engraver Jan Luyken (1649 – 1712). A craft is a trade in which work is done by hand and with the aid of hand tools. But religion also makes use of it in a completely different way, namely in a figurative-symbolic sense.

Graphic designer Anne Schaufell: “During the inventory and selection of the artisanal subjects, I wanted to evoke a nostalgic feeling. The original colors of the prints are all black and white. We opted for blue, and it works excellently and possesses an old Dutch feel.”

A bobbin lace pattern has been applied to the edge of the stamp sheet. This pattern extends partially onto the stamps, creating a connection between the stamps and the sheet edge.

The most famous work of the brilliant etchers Jan and son Caspar Luyken (also painters, writers, and poets) are the illustrations from the picture books 'Spiegel van het Menselyk Bedryf' (1730) and 'Het leerzaam huisraad' (1731).

The images are enriched with 'divine sayings and edifying symbolic verses'. The symbolic, religious-moralistic texts urge the reader to also 'work' spiritually on their own behavior (for improvement) with a view to eternity in the hereafter.

The chair maker and the oil beater

The chair maker
The seat of gentleness and rest stands in the eternal house of the Lord, for those who, desiring ease, commune with God with their hearts: He breaks at last and passes by.

The Oilfields
The olive tree of eternal life, In mortal distress, Has given forth A beautiful oil To the lamp of souls for happiness, So that its fire may drink the balm, And shine eternally before God's countenance.

The tinsmith and the potter

The tinsmith
Who can spare a pewter spoon or a dish to serve in? They are useful, neat, and small in price. I make them in all kinds of ways.

The potter
The earthen vessel, made of clay, Goes back and forth, to serve, Until it breaks into pieces: Like brittle human life. An earthen vessel, after a visible part, If it is otherwise, the Break becomes whole.

The saddler and the plate printer

The saddler
The Horse, however boldly it snorted in former times, Finally accepts Bridle and Saddle, And follows him who can steer it: Thus the Spirit also rudders, through Faith and Word, the Beast, its Flesh and blood, And thus rushes toward the highest good.

The plate printer
The paper laid on the plate, provided it goes through the pressing, receives an impression of its being: The soul printed on the eternal good, receives God's image in its mind, through which it was eternally praised.

The basket maker and the balance maker

The basket maker
Children's desires are manifold, A basket of water that holds nothing: Thus many seek to catch happiness, In a temporary basket: But if you desire true salvation, Seek the Eternal Fatherland.

The balance sheet maker
O Equator of our mind, How necessary it is for us to consider A temporal and an eternal good, Which matters most to us. If the eternal part does not pass over, Then the vessel is corrupted and evil.

The comb maker and the paper maker

The comb maker
To separate hairs from one another, the comb helps you to spread them. He cleanses and refreshes his head who often clumps his locks.

The paper maker
Thus the old rag is, through diligence, prepared for new use: So man must prepare the tattered life, by the working of a good manner, into white paper, upon which the Lord's will was written.

Craftsmanship is mastery: “For learning and entertainment”

In principle, I do not get involved with the issuance of framed stamps, but this time I am making an exception. The reason? In the period 1959–1965, the Grolsch brewery placed commercial advertisements in newspapers, weekly magazines, and monthly publications with the slogan 'Craftsmanship is Mastery'. These commercials were subsequently published in book form at the request of advertisement collectors.

Grolsch fully agreed with the expression “For learning and amusement” (combining the useful with the pleasant) in its appealing photo advertisements and caption (photographer Paul Huf (1924 – 2002). The Grolsch brewer allegorically compares his high-quality craftsmanship to that of the artisan craftsman.

Grolsch's 'Craftsmanship is Mastery' advertisement from the furniture maker with two pages from the Craftsman-Mastery book, featuring etchings and captions by Jan Luyken 'The Chair Maker' and 'The Chair'.

Jan and son Caspar Luyken drew the attention of the 17^e 19th-century Dutch people focused on craftsmen, who, with the greatest effort, dedication, ingenuity, and perseverance, delivered top-notch artisanal achievements. Figuratively speaking, everyone should work on their own behavior (for improvement) with the same moralistic attitude, with an eye to eternity, in order to secure a more attractive place in the afterlife.

And finally

• Jan Luyken (1649–1712) is regarded as one of the most important etchers of the period immediately following Rembrandt (1606–1669). Rembrandt distinguished himself with his etchings characterized by atmospheric, high-contrast light-dark etchings, whereas Luyken, on the other hand, distinguished himself with highly detailed etchings combined with poems.
• Luyken's etchings are notable for the active depiction of the craftsman, who is depicted lifelike in his workshop, working with numerous additional objects (necessary for his specific work and profession).
• From 17^e Century texts certainly do not correspond to the current spelling. Deviating from the spelling is, among other things, the indiscriminate use of capital letters for nouns, which sometimes corresponds to the German spelling for those words.
• The print run of this framed stamp issue comprises 6.000 stamp sheets, designed by graphic designer Anne Schaufell.

Targeted actions of a symbolic nature

• Luyken attempts, with etchings in a figurative sense, the 17^e To encourage man of the century to behave better in a religious sense. Ecclesiastical goal? To assist the believing churchgoer in securing a place in the afterlife.
• Grolsch, on the other hand, attempts to use photographs to figuratively convince the consumer that its craftsmanship is unsurpassably excellent. Economic goal? Higher turnover and profit.
• With these 6.000 attractive stamp sheets, PostNL aims to match and/or surpass its annual revenue from last year.

Please note: The stamps described here are framed stamps or personalized stamps. These are not included in a catalogue or stamp album.