Fur Gestaltung Swiss Graphic Design

Museum 100 Years of fur Gestaltung Swiss Graphic Zurich Design

Lars Mulier Edited by Publishers Christian Brandle Karin Gimmi Barbara Junod Christina Reble Bettina Richter Contents

7 Christian Brandle Foreword 8 Karin Gimmi Introduction

10 Poster 36 Bettina Richter Catching the Eye in Public Space 40 Jiirgen Doring The Swiss Poster and Its Origins 42 Bettina Richter Paradise Switzerland: Tourism Posters

48 Typo-Graphics 64 Hans Rudolf Bosshard Typography Enters the Modern Era 70 Hans Rudolf Bosshard Design Systematics: The Grid 74 Barbara Junod Investigation and Experiment: Hans-Rudolf Lutz and Wolfgang Weingart 80 Francois Rappo The Text as Image

84 Photo-Graphics 98 Kerry William Purcell Swiss Photo-Graphics 104 Kerry William Purcell Herbert Matter 110 Lichtenstein The Photo Poster: Bruno Monguzzi and Ralph Schraivogel

112 Swiss Style 124 Richard Hollis The New Graphic Design: Views from Abroad 132 Karin Gimmi Geigy Graphic Design in the United States 136 Bettina Richter Zurich-Milan 142 Lars Miiller Helvetica

146 Signs and Symbols 154 Christian Brandle Heraldry and Branding 156 Christian Brandle Cartography as Clockwork 160 Christian Brandle Traffic Signage and National Unity 164 Patrick Halbeisen Swiss Banknotes

168 Corporate Design 176 Claude Lichtenstein Flexible Unity, Controlled Diversity 184 Barbara Junod St. Moritz: Walter Herdeg 188 Jorg Stiirzebecher Escher Wyss: Richard Paul Lohse 192 Karin Gimmi ABM: Ernst+Ursula Hiestand 196 Barbara Junod Swissair: Karl Gerstner

202 Claude Lichtenstein SBB: Miiller-Brockmann + Co 206 Claude Lichtenstein Swatch: Robert & Durrer 208 Claude Lichtenstein Fotomuseum Winterthur: Robert & Durrer, Trix Wetter, Hanna Williamson-Koller 210 Ulrike Felsing Koln/Bonn Airport: Integral Ruedi Baur

212 Advertising 226 Barbara Junod Creation and Commerce 232 Christoph Bignens Max Dalang AG Reklame 234 Meret Ernst GGK in the Sixties

238 Barbara Junod What Gives a Campaign Cult Status? An Interview with Jean Etienne Aebi and Peter Bronnimann

242 Public Affairs 246 Martin Jaeggi How Pop Changed Politics 254 Ariel Herbez The Comic Poster: A Geneva Phenomena 258 Martin Jaeggi How Theater Took to the Streets

264 Type 274 Francois Rappo Twentieth-Century Type Design in Switzerland 284 RoxaneJubert Adrian Frutiger: Black and Light 288 Francois Rappo The Type Repertoire 290 Andres Janser Corporate Typefaces

292 Editorial Design 294 Roland Friih Books of Their Time 302 Roland Friih From Moral to Oral 304 Ruedi Widmer Das Magazin 306 Carol Ribi Warja Lavater

310 Blurring Boundaries 312 Karin Gimmi From Advertising to Relief: Max Bill 314 Karin Gimmi Centre Georges Pompidou: Visual Design Association (VDA) 318 Bettina Richter Artistic Interventions in Urban Space 320 Urs Lehni Things to Do 324 Karin Gimmi Autonomy and Assignment: Interviews with Ruedi Wyss, Natalie Bringolf / Kristin Irion, Tania Prill, and Manuela Pfrunder

338 Authors 340 Bibliography 346 Index of Names 351 Credits and Copyrights 100 Years of Swiss Graphic Design

fur Zurich Editors Museum Gestaltung Bettina Richter Christian Brandle, Karin Gimmi, Barbara Junod, Christina Reble,

Dimitri Manuel Krebs, Teo Schifferli, Ludovic Varone Graphic design NORM / Bruni, Christina Reble, Bettina Richter Editing Karin Gimmi, Christina Reble Image editing Manuel Krebs, Sara Zeller Editorial assistance Sabine Trager. Martina Kast, (Bibliography) Dietrich Collection), Barbara Schenkel (Poster Collection) Object documentation Gabriela (Graphics

Umberto Romito Photography (unless otherwise stated) Scans/Data coordination Louis Schlegel

Copyediting Jonathan Fox Index Sandra Leitte Translations Jennifer Taylor (German-English) 313,315) Allison Moseley (German-English: pp. 37-39,43,133,137,185,193,233, Helen Ferguson (French-English: Ariel Herbez, Francois Rappo)

Muller Production Martina Mullis, Integral Lars Wabern Repro Ast & Fischer, Printing and binding Kosel, Altusried-Krugzell, Germany Akzidenz Grotesk Typefaces Akzidenz Grotesk Next, Berthold Paper Allegro, 150 g/m2 a Cornel Windlin) Cover Designed with the Moonbase Alpha (typeface by and Antique a (typeface by Francois Rappo) Endpapers © 2014 swisstopo

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Zurcher Hochschule der Kunste Zurich University of the Arts

Museum fur Gestaltung Zurich Ausstellungsstrasse 60 CH-8005 Zurich www.museum-gestaltung.ch www.eMuseum.ch

Lars Muller Publishers CH-8005 Zurich [email protected] www.lars-mueller-publishers.com

100 Years of Swiss Graphic Design ISBN 978-3-03778-399-3 100 Jahre Schweizer Grafik ISBN 978-3-03778-352-8

First Edition Printed in Germany

Kanton Zurich For their support we thank Lotteriefonds

Museum fur Gestaltung OFreundeskreisZurich

UjjH Stadt Zurich

UBS Kulturstiftung

A Publication of the Museum fur Gestaltung Zurich Christian Brandle, Director