Walter Herdeg - St. Moritz
St. Moritz’s spa and tourism director Walter Amstutz already patented the sun symbol as the town trademark back in 1937. It was designed by Walter Herdeg (1908–1995), whose sun emblem and place name logo constituted the world’s first visual identity created for a tourist destination. In his designs, Herdeg combined photomontage with illustrative elements. The smiling face of the sun and the radiant female skier are linked in this poster in a dynamic triangular composition.