Heinrich (“Heiri”) Steiner (Swiss, 1906–1983)
Poster: Ausstellung Bauten der Technik (Exhibition of Technical Buildings), Gewerbemuseum Winterthur, 1929
Letterpress, 18 1/8 x 30 7/8” (46 x 78.4 cm)

Weltformat: Swiss Posters of the 1920s and 1930s

This week we offer a selection of Swiss posters from the collection. The majority of Swiss posters from the 1920s and 1930s share consistent dimensions—the so-called Weltformat (World Format): 50 1/2 x 35 1/2” (128 x 90.5 cm)—with some notable exceptions, such as the poster by Heinrich (“Heiri”) Steiner above. For a brief history of this early foray into paper standardization, please click here.

Unless otherwise noted, all posters below are lithographs and are Weltformat 50 1/2 x 35 1/2” (128 x 90.5 cm).

BASEL

Niklaus Stoecklin (Swiss, 1896–1982)
Left: Cluster Transmissionen (Clus Transmissions), J. Petitjean, Basel, 1925
Right: Valvo, 1931

Theo Ballmer (Swiss, 1902–1965)
Left: 100 Jahre Lichtbild (100 Years of Photography), Gewerbemuseum Basel, 1927
Right: Neues Bauen: Wanderausstellung des Deutschen Werkbunds (New Building: Traveling Exhibition of the Deutsche Werkbund), Kunstgewerbemuseum Zürich, 1928

Left: Theo Ballmer (Swiss, 1902–1965), Büro: Internationale Bürofachausstellung (Office: International Office Exhibition), Mustermessgebäude Basel, 1928
Right: Hermann Eidenbenz (Swiss, 1902-1993), Grafa International: Graphische Fachausstellung (Professional Graphic Exhibition), Mustermeßegebäude Basel, 1936

Jan Tschichold (Swiss, born Germany. 1902–1974)
Left: Die Metallgewerbe: Die Herstellung der wichtigsten Hausgeräte (Metal Work: The Production of Essential Housewares), Gewerbemuseum Basel, 1937
For more Swiss posters by Tschichold, click here.
Right: Die Konstructivisten (The Constructivists), Kunsthalle Basel, 1937

ZURICH

Left: El Lissitzky (Russian, 1890–1941), USSR Russische Ausstellung (Russian Exhibition). Kunstgewerbemuseum Zürich, 1929
Right: Hans (Jean) Arp (French, born Germany [Alsace]. 1886–1966) and Walter Cyliax (German, 1899–1945), Abstrakte und Surrealistische Malerei und Plastik (Abstract and Surrealist Painting and Sculpture), Kunsthaus Zürich, 1929

Otto Baumberger (Swiss, 1889–1961)
Left: Forster Teil Ausverkauf (Forster [Company], Carpet Remnants), 1928
Right: Forster Teil Ausverkauf (Forster [Company], Carpet Remnants), 1930

Max Bill (Swiss, 1908–1994)
Left: Negerkunst: Prähistorische Felsbilder Südafrikas (Negro Art: Prehistoric Rock Art from South Africa), Kunstgewerbemuseum Zürich, 1931
Right: Wohnbedarf [Furniture Store], Claridenstrasse 47, Zürich, 1932
For more posters by Bill, click here.

Ernst Keller (Swiss, 1891–1968)
Left: Ausstellungen Walter Gropius: Rationelle Bebauungsweisen (Walter Gropius Exhibition: Rational Building Methods), Kunstgewerbemuseum Zürich, 1931. Letterpress and linocut
Right: Wählt Liste 4 (Vote List 4 [Social Democrats]).
Linocut, 52 1/8 x 38 7/8” (132 x 98.7 cm)

Walter Käch (Swiss, 1901–1970)
Left: Internationale Plakatausstellung (International Poster Exhibition), Kunstgewerbemuseum Zürich, 1933
Right: Ausstellung des IV. Internationalen Radiologenkongresses (Exhibition of the IV International Congress of Radiologists), Kunstgewerbemuseum Zürich, 1934

The consistency of the standard Weltformat was demonstrated by the side-by-side display of Swiss posters by Max Bill, Walter Käch, and Paul Renner in Engineer, Agitator, Constructor: The Artist Reinvented, The Museum of Modern Art, New York (December 13, 2020–April 10, 2021).

June 2, 2021