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book (design) story #745

henry hoek, hermann hiltbrunner:
st. moritz / das bad der jahrtausende

kurverein st. moritz, 1933
printer: gebr. fretz ag, z├╝rich
size: 22 x 11 cm
photographer: steiner, mettler, fuchs, pedrett
designer: walter herdeg (walter amstutz)

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the swiss tourist industry of the 1930s welcomed the modernist graphic design style. a key example are the posters and brochures for the destination of st. moritz, designed by walter herdeg (1908-1995) in cooperation with walter amstutz (1902-1997).

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this 1933 pamphlet with text by henry hoek (1878-1951, see story 460) focusses on the spa tradition of st. moritz.

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the famous "st. moritz" script logotype is already present. the photos of kids have a "modern" touch.

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in the map, the location of st. moritz is marked by the "smiling sun" logo which still in use today.

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