Art nouveau inspired many artists to break with academic art and unite into autonomous groups.Peter Behrens and Henri van de Velde, both with art nouveau backgrounds. They were both inspired by the arts and crafts movement, Behrens and Van de Velde pointed on the involvement of artists in industry. Behrens designed for the EAG (general electric company) their architecture, advertising, products, logo, and printed work. Van der Velde was a leading figure among the artists who aimed to bring art to industry, but he was not alone in wanting reform. In 1907 there were a group of German industrialists, architects and designers who formed the Deutcher Werkbund.