wiedler.ch

book (design) story #734

(unknown) :
die schweiz / herbst 1935

schweizerische verkehrszentrale, zürich, 1935
printer: buch- und tiefdruck büchler & co., bern
size: 32 x 25 cm
designer: pierre gauchat, paul renner

here the autumn 1935 issue of the tourist mag "die schweiz" which followed the issue featured in our previous story. again a rather spectacular photomontage cover relating to a swiss traffic exhibition in lucerne: in front of a lucerne landscape tinted red with blue lake and sky, there is a wedge shaped insert visualising the history of transport technology from human carriers and animals to steam engines, post buses and electric trains. the most modern vehicle – an aeroplane in red – is overprinted by the mag's blue title.

the cover is credited to pierre gauchat (1902-1956). the davos ad (above on the left) was designed by helmut kurtz.

this issue announced some new tourist brochures, among them the items featured in stories 567 and 735.

the texts are multi-language, including german, french, italian, and even dutch.

after the mid-1930s the covers of this magazine would move to more conventional designs – probably because the zeitgeist was actually generally changing towards more traditional values in switzerland (and elsewhere).