Swissair began early on to enlist outstanding graphic designers to craft its visual identity. The skilled cultivation of its image made it a style pioneer in the 1950s. Kurt Wirth’s (1917–1996) lucid graphic image and text composition underlines with its radical design the airline’s claim to market leadership. In his 1956 poster he shows the Convair Metropolitan purchased that year both frontally and in profile. It was the first aircraft in the European air transport industry with onboard radar.