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Advertising card, Insidon Geigy – apaise supprime anxiété et tension relève l'humeur soulage, 1961–62
Nelly Rudin
Advertising card, Insidon Geigy – apaise supprime anxiété et tension relève l'humeur soulage
Nelly Rudin,

Advertising card, Insidon Geigy – apaise supprime anxiété et tension relève l'humeur soulage,
1961–62

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Museum für Gestaltung Zürich
Ausstellungsstrasse 60
8031 Zurich
Museum map
Museum für Gestaltung Zürich
Toni-Areal, Pfingstweidstrasse 94
8031 Zurich
  • Insidon Geigy – apaise supprime anxiété et tension relève l'humeur soulage Nelly Rudin Advertising card
  • Insidon Geigy – apaise supprime anxiété et tension relève l'humeur soulage Nelly Rudin Advertising card
  • Insidon Geigy – apaise supprime anxiété et tension relève l'humeur soulage Nelly Rudin Advertising card
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In 1961, the Basel chemical company Geigy introduced the medication Insidon, a psychovegetative harmonizer, onto the Swiss market. The graphic designer Nelly Rudin (1928–2013) was assigned to create the introductory campaign targeting doctors. To visualize the effects of the drug, Rudin used a glass ball, which bursts when the patient, who is trapped inside, takes the medication.

The Allgemeine Gewerbeschule Basel and the graphic design studio of Geigy’s propaganda department maintained close ties. The graphic design teacher Armin Hofmann (b. 1920) at the general trade school was friends with the head of the studio, Max Schmid (1921–2000), and sent his most talented students to work for Geigy. Among them was Nelly Rudin, though she was directly brought to Geigy by her brother, René Rudin, who was the advertising manager. In cooperation with Schmid, Karl Gerstner, and Gérard Ifert, she shaped the early “Geigy Style.” When the psychovegetative harmonizer Insidon was approved for the Swiss market, Nelly Rudin had already been running her own studio in Zurich for five years, where she also received commissions for Geigy. In 1961–62, she designed the introductory campaign for Insidon, meant to target Swiss doctors. She used the symbol of a patient trapped in a glass ball who then breaks free from her psychological suffering by bursting through the sphere. This symbol, combined with a slogan, was used for all advertising materials, including print advertisements, doctors’ samples, order forms, cards, and so on. Rudin found a suitable solution for the wide format of the promotional card by showing the state of the patient in three stages: just before taking the medication she cowers inside the ball, after taking it she stands relaxed in the ball, and finally she self-confidently breaks free. The overall sober visualization using simple line-screen photography (ball motif), sans-serif type, and a reduced color scheme imparts a sense of reputability designed to gain the trust of the medical professionals. (Barbara Junod)

Werbekarte, Insidon Geigy – apaise supprime anxiété et tension relève l’humeur soulage, um 1962
Gestaltung: Nelly Rudin
Auftrag: J. R. Geigy AG, Basel, CH
Material/Technik: Halbkarton, Offsetdruck
13.6 x 29.7 cm
Donation: Brian Stones
Eigentum: Museum für Gestaltung Zürich / ZHdK
Literatureo

Andres Janser, Barbara Junod (Hg.), Corporate Diversity, 2009, S. 16–22, 36–40, 98, 104–107, 148–155.

Interview von B. Junod mit Nelly Rudin in ihrem Atelier, Badenerstrasse 460, Zürich, 23. November 2004

Image creditso

Werbekarte, Insidon Geigy – apaise supprime anxiété et tension relève l’humeur soulage, um 1962, Gestaltung: Nelly Rudin, Auftrag: J. R. Geigy AG, Basel, CH, Donation: Brian Stones
Abbildung: Museum für Gestaltung Zürich / ZHdK

Ärztemuster, Insidon Geigy – Armonizzatore neuro-vegetativ o e psichico, 1961–63, Gestaltung: Roland Aeschlimann (Motiv: Nelly Rudin), Produktion: Geigy S.A., Mailand, IT, Donation: Roland Aeschlimann
Abbildung: Museum für Gestaltung Zürich / ZHdK

Ärztemuster, geöffnet, Insidon Geigy – Armonizzatore neuro-vegetativ o e psichico, 1961–63, Gestaltung: Roland Aeschlimann (Motiv: Nelly Rudin), Produktion: Geigy S.A., Mailand, IT, Donation: Roland Aeschlimann
Abbildung: Museum für Gestaltung Zürich / ZHdK

Werbekarte, Insidon Geigy – en cardiologie, um 1963, Gestaltung: unbekannt, Auftrag: J. R. Geigy AG, Basel, CH, Donation: Brian Stones
Abbildung: Museum für Gestaltung Zürich / ZHdK

Exhibition texto
Nelly Rudin – Geigy Design

After training as a graphic designer at the Allgemeine Gewerbeschule (general trade school) in Basel, Nelly Rudin (1928–2011) did a number of commissions for the “Geigy propaganda” graphic design studio between 1951 and 1962. She first worked as a freelancer on site, then as an assistant in the Atelier Müller-Brockmann in Zurich, and, most recently, out of her own Zurich studio. She did mostly pharmaceutical advertisements, at first using only graphic symbols but later favoring photographic solutions.