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book (design) story #97

a. burri:
elektrizität – technisches zeitbild aus der la 1939

verlag "elektrowirtschaft", zürich, 1940
printer: gebr. fretz ag., zürich
size: 30 x 21 cm
designer: richard paul lohse

the swiss national exhibition of 1939 (landesausstellung 1939) is still legendary today. it was a symbol of switzerland's political independance and cultural diversity, in a time when its neighbouring countries aimed for a unified, fascist europe.

this book was published by the electric industry lobby, documenting their exhibition at the "landi".

richard paul lohse (1902-1988) designed this book. the printing quality is amazing, apparently money was hardly an issue: look at the stunning title page – gravure-printed, like all photos!

lohse chose a two-column page layout with bold, slab-serif chapter titles.

it was a modern approach to use round photos (also see story 51).

below the photo of a turbine wheel built by escher wyss; from the late 1930s through the 1960s, most of this company's graphic designs work was done by lohse (see story 102).