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book (design) story #576

walter kern:
typographische monatsblätter / 1934, 10

schweizerischer typographenbund, bern, 1934
printer: gebr. fretz ag., zürich
size: 31 x 23 cm
photographer: atelier eidenbenz, hans finsler, herbert matter, gotthard schuh, etc.
designer: herbert matter (cover)

in 1933 the swiss trade periodical "typographische monatsblätter" (typographical monthly) was founded. among the initiators and early contributors were walter cyliax and jan tschichold, covering new typography and photography. the spectacular cover of the october 1934 issue was designed by herbert matter (1907-1984) in an almost surrealist style: note the "natural" mouth on the statue-like head, and the picture frame hanging in a blue sky with clouds – the latter one of matter's trademark themes.

this issue focuses on new photography in switzerland, with an introductory article by swiss artist walter kern (1898-1966), director of the davos tourist office at the time.

the gravure printed photo section includes works by atelier eidenbenz, ...

... hans finsler, ...

... herbert matter, ...

... gotthard schuh ...

... and again matter, among others.

note the varying placement of photos and captions on the pages.

also the ad section features some modernist examples with impressive photographs, ...

... credited to the "atelier fretz", at the time under the artistic directorship of walter cyliax.

the ad for stereotype plate company schwitter on the back also bears the fretz logo.