An ad for Toni yogurt, by Aebi & Partner (1982).

Moins de bruit ("less noise"), a poster by Josef Müller-Brockmann (1960).

UHT pocket radio by Anonym Design (2001).

A poster for a contemporary music festival by Ruedi Wyss (1996).

An ad for Swissair by Carlo Vivarelli (circa 1952).

Hans-Rudolf Lutz’s parody of a Playboy cover for the Swiss photography and design magazine Typografische Monatsblätter (1977).

A poster for the city of Zurich by Cornel Windlin (2009 to 2010).

Signage for Migros, Switzerland’s biggest supermarket chain, by Bruno Maag (2005).

Max Huber’s iconic 1946 Sirenella poster for the opening of a new ballroom.

An unconventional event poster by EM2N (2005).

A tourism ad for Pontresina, Switzerland, by Herbert Matter (1936).

Co.Design

Exhibition Explores An Edgier Side To Swiss Graphic Design

A new exhibit at the Museum für Gestaltung Zürich attempts to rewrite the standard image of Swiss graphics as being all about refinement and grids. Bikinis ahoy!

If I had to list Switzerland’s greatest contributions to mankind, I’d throw graphic design in there, somewhere between chocolate and Gruyère cheese. Swiss designers pioneered a crisp, clean style that’s been endlessly tweaked, riffed off of, and flat-out copied, its influence felt in everything from the design of the Walkman to the corporate identity of American Apparel.

A major new exhibit at Museum für Gestaltung Zürich surveys a century of Swiss graphic design. Through pamphlets, advertisements, posters, and other visual remnants of everyday life, 100 Years of Swiss Graphic Design “showcases the diversity of contemporary visual culture as well as revealing the fine lines of tradition that extend between works from different epochs.” The centerpiece is a colorful frieze of 100 posters from 1912 to 2012--a concise (and predictably tidy) way to trace the evolution of Switzerland’s graphic design legacy.

Today, we tend to think of Swiss graphic design as overly formal and somewhat bland. This is the nation, after all, that spawned Helvetica, whose biggest selling point is that it offends precisely no one. But as the exhibit reveals, Swiss graphic design was often much edgier, and funnier, than you’d expect. There are clever visual puns, like Aebi & Partner’s 1982 Toni yogurt ad, which shows an airplane window cut in the shape of a glass yogurt container under the phrase “First Glass.” There’s even some good old-fashioned mockery. In 1977, typographer Hans-Rudolf Lutz threw a bikini-clad model hugging a giant blow-up Playboy bunny on the cover of the Swiss magazine Typografische Monatsblätter, one of several issues that parodied other famous magazine covers. The execution is perfect, no surprise there. But bland? No way.

[Images via Museum für Gestaltung Zürich]

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1 Comments

  • Cesar

    Design becomes bland in the hands of marketers and other people who dumb it down and ram the literal ideas down people's throats. White space is good and people will get "it."