The Swiss Tourist Office in Zurich (Schweizerischen Verkehrzentrale Zürich) launched a travel advertising campaign in 1935 focused on showcasing Switzerland’s attractions and across all the seasons of the year. The Tourist Office engaged some leading graphic artists of the time to design the series. As Felix Wiedler notes on his website, generic viagra viagra Paul Renner (the creator of Futura type), viagra usa was hired to work on the series. it is likely that Renner set the guidelines around which others (among which Herbert Matter here and here) would follow over the length of the series which was issued into 1940:
“[Renner] was invited by the swiss tourist board to work on the typography of a new series of tourist brochures, so Renner spent most of 1933 and 1934 in Bern and Zürich. Renner’s design concept was used for a series of brochures which were published in different languages.”
This brochure was designed by Paul Renner and included three-color photomontages by Herbert Matter as the covers and text by Rudolf Schmid. Herbert Matter also designed a number of brochures for the Swiss Tourist Office within the framework created by Renner. Paul Renner was persecuted by the Nazis and ended up working in Switzerland because he could not work in Germany. The cover photomontage by Herbert Matter captures the basis of Swiss democracy in action: citizens voting by raising their hands in “aye.”
Consider that this booklet was published in 1935, designed by Renner and using as its cover a Herbert Matter photomontage that uses at least two things the Nazis also employed: the word “Führer” or “Guide” and the hands raised in the air, though in this case to vote democratically in a guide (or “Führer”) for a country the opposite of the German Reich: Switzerland. I can’t say that this was an intentional message, it is simply my speculation. But it is something to think about.