ePoster Gallery 2/2024
Weightless blue: freedom and ease in advertising
Completely weightless, without gravity being able to take effect in any way, people, animals, and objects jump, hop, fly and float over mountains, waters, and green landscapes, walk on clouds or orbit like planets in the blue sky and in other spheres.
In advertising, weightlessness often seems to be equated with carefreeness. Promising images of the expanse of the sky and its horizonless blue are particularly suitable for awakening longings and prophesying freedom. There is a certain charm to losing the ground beneath your feet, even if only for a moment.
Nadja Mühlemann, Head of PR and Media Office at APG|SGA and Managing Director of Outdoor Advertising Switzerland (AWS), talks about her favourite poster in the new virtual exhibition "Weightless Blue".
Martin Peikert, St. Moritz, 1954
Can you tell us about your favourite poster in the new virtual exhibition "Weightless Blue"?
"I have a great affinity for historical tourism posters. They have the most original and clearest task in graphic design, namely, to condense the picturesque advantages of vacation resorts in Switzerland into a symbolic image. I really like the "St. Moritz" motif by Martin Peikert from 1954. With its complex composition and felicitous drawing, it is a testimony to Peikert's poster art. Through the choice of colors, the geometric arrangement of the elements and the sweeping movement of the cable car into the blue-domed sky, he succeeds in impressively depicting the lightness and vacation feeling of the destination. Martin Peikert is one of my favorite poster designers because he nourished his artistic cosmos from various disciplines. He never gave up his vocation. When he couldn't find work, he spent a year drawing animals in the zoo every day and devoted himself to free landscape painting. Later, he designed numerous commissioned posters and created visual logos for companies, anticipating the later development of corporate branding. It is significant that he was hardly celebrated during his lifetime. It was only after his death that his works attracted increased attention. Many of his tourism posters are highly sought after by collectors today, being traded at high prices."
Nadja Mühlemann, Head of PR and Media Office at APG|SGA and Managing Director of Outdoor Advertising Switzerland (AWS)
Tip: If you are interested in biographies of artists, you will find more than three hundred different portraits on the website of the Museum für Gestaltung Zürich.
Max Dalang AG
Jantzen
1934
Anonym
Foto: Jules Geiger
Flims
1947
Niklaus Stoecklin
12. Baselst. Kantonal Turnfest
1924
Alex Walter Diggelmann
Gstaad – 9. Championnat suisse de natation
1931
Cash Werbeagentur Zürich
Die Luft ist rein bei Citroën.
1986
Anonym
Earn Miles Faster, Enjoy them Sooner.
ca. 2000
Trimarca AG / Marcel Reich
Weniger wiit – weniger tüür – Grüsch Danusa
2007
Anonym / Christof Sonderegger
Schweiz
1994
Matthias Gnehm
The Original Winter – Switzerland – Since 1864
2014
P. A. Jacot
Loterie Romande
1954
Art Ringger
Theater Maralam – "Weltengänger"
ca. 1991
Nicole Jahre Vizcardo
50 Years – Royal Classic – Zimmerli of Switzerland
2015
Scholz & Friends Basel
Foto: Christian Vogt
Schuh Huber
1995
TBS & Partner Zürich / Daniel Leber
Foto: Daniela Kienzler
Das Abo-Gefühl. Luzerner Theater
2011
Ambühl Werbung AG
Your Help Is Bern Belp
1991
Felix Guniat
Foto: J. Metzger
Radion wäscht weisser
1949
Maja Allenbach
Mütter kocht mit Erdnussfett Astra
1935
Willi Rieser
Bell – Wo Gutes am besten ist
1974
Anonym
Foto: Yvan Dalain
Zum Glück gibts Bier
1967
Marc Rudin
Speisewagen – SBB
1973
Heinz Looser
Suisse
1988
Farner Publicis FCB Werbeagentur AG
Select. It’s a Light World.
1994
Donald Brun
Frühlingsfahrten
1945
Annik Troxler
Ein bisschen unnötig Autofahren ist ein bisschen Freiheit
2006
Willi Weiss
Schaffhauser Wolle
1945
Anonym
Goodyear
ca. 1943–1945
Norman Weaver
Fly B.O.A.C.
ca. 1952
Martin Peikert
St. Moritz
1954
Martin Peikert
Sanrocco – Das moderne Kurhaus – Lugano
1948
Anonym
Bild: Peter Garfield
Transfert – Biel-Bienne – Peter Garfield
2000
Poster collection, Museum für Gestaltung Zürich
The poster collection at the Museum für Gestaltung Zürich is one of the most comprehensive and important archives of its kind in the world. It contains around 350,000 objects, with about 150,000 catalogued, all documenting the national and international history of the poster from its origins in the mid-19th century to the present day. The collection includes political, cultural and commercial posters. Their diversity of historical, thematic and geographic subjects results in both a panorama of poster art and a glimpse into a visual archive of day-to-day life. Some of the posters are available to view in the museum’s online database: www.emuseum.ch. This database is constantly being expanded.
Rights
The images in this online exhibition are part of the Museum für Gestaltung Zürich’s digital poster collection and are for illustration purposes only. Publication of the images or other commercial use for the benefit of third parties is not permitted without the permission of the copyright holders. For information on ordering image templates: sammlungen@museum-gestaltung.ch