wiedler.ch

book (design) story #587

walter amstutz:
st. moritz

kur- und verkehrsverein st. moritz, 1936
printer: art. institut orell füssli, zürich
size: 22 x 11 cm
designer: walter herdeg

here we have a typical example of the famous 1930s' tourist propaganda for st. moritz, designed by walter herdeg (1908-1995) in cooperation with walter amstutz (1902-1997), the director of the st.moritz tourist office. amstutz and herdeg created a distinctive visual identity using a baroque-style smiling sun.

note the signature "herdeg 36" in the signpost.

the entry page features giovanni segantini's central panel of his famous "alpine triptych".

the brochure includes reproductions of colour photographs – not yet very common in 1936!

see story 460 for an earlier st. moritz tourist booklet with a cover designed by herdeg (no smiling sun yet).

the smiling sun and script logotype was so successful that st. moritz registered them as trademarks and has been sticking with this brand identity ever since – see their website.