Marking the centenary of his birth, the “Poster Collection” series devotes its latest edition to the popular Swiss poster designer Herbert Leupin. Primarily conceiving posters for consumer goods, for many years Leupin created advertising for products as diverse as the soft drink Pepita, charcuterie from Grossmetzgerei Bell, and Roth-Händle cigarettes. He helped these and many other companies develop their own brand identity and a recognizable presence in public space. In doing so, he struck the right balance between old-school artist’s posters and a methodology for a successful publicity strategy — and thus bridged the increasingly wide divide between art, graphic design, and advertising.
HERBERT LEUPIN (1916 –1999) was a pioneering Swiss graphic and advertising designer. His visual narratives in sketch form, oozing humor and poetry, number among the icons of poster history. The monographs in the “Poster Collection” series have already turned the spotlight on, among others, Donald Brun, Otto Baumberger, and Josef Müller-Brockmann.
Edited by Museum für Gestaltung Zürich, Bettina Richter
With an essay by Hermann Strittmatter
Design: Integral Lars Müller