Most people are surprised to learn that there are more 20th century poster masterpieces from Switzerland than any other country. There are many reasons: an international tradition which absorbed and often mimicked the best of its neighbors; a vigorous national program to promote the poster and its printers; and a series of great teachers who advanced the art of the poster.
The Swiss poster had its roots in the travel poster as Switzerland became a popular travel destination at the turn of the century. Characteristic Swiss poster styles are the Sachplakat, or Object Poster, as well as the International Typographic Style which became the predominant graphic design style in the world from the Fifties into the Seventies and continues to exert its influence today.
Influential by Design: The Swiss Poster’s Impact on the Modern World explores Swiss design’s leadership in creating a graphic vocabulary for the complex, global realities of modern society. The exhibition begins with a backdrop of early Swiss posters, including ski, travel, transportation and product posters by leading Swiss poster designers Otto Baumberger, Emil Cardinaux, Herbert Leupin, and Niklaus Stoecklin.
The show then focuses on the remarkable flowering of Swiss graphic design in the Fifties – a new style heavily reliant on typography to create a universal language of design. Simple, clear and harmonious, it would become the leading language of the increasingly global postwar marketplace, from institutions and international exhibitions to packaging and traffic design.
As part of Boston Design Week, International Poster Gallery is hosting an event on March 26 in collaboration with swissnex Boston, including a gallery tour with Chris Pullman, artist, designer, poster collector and former Vice President for Design and Branding for WGBH. The program accompanies a one-day exhibition and sale of poster masterpieces drawn from the Gallery’s world-leading Swiss collection.