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New Year’s card, Lithographie & Cartonnage AG – Führe Sie in allen Teilen – zum erfolgreichen Ganzen!, 1956
Atelier Müller-BrockmannNelly Rudin
New Year’s card, Lithographie & Cartonnage AG – Führe Sie in allen Teilen – zum erfolgreichen Ganzen!,
Atelier Müller-Brockmann, Nelly Rudin,

New Year’s card, Lithographie & Cartonnage AG – Führe Sie in allen Teilen – zum erfolgreichen Ganzen!,
1956

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Museum für Gestaltung Zürich
Ausstellungsstrasse 60
8031 Zurich
Museum map
Museum für Gestaltung Zürich
Toni-Areal, Pfingstweidstrasse 94
8031 Zurich
  • Lithographie & Cartonnage AG – Führe Sie in allen Teilen – zum erfolgreichen Ganzen! Atelier Müller-Brockmann Nelly Rudin
  • Lithographie & Cartonnage AG – Führe Sie in allen Teilen – zum erfolgreichen Ganzen! Atelier Müller-Brockmann Nelly Rudin
  • Lithographie & Cartonnage AG – Führe Sie in allen Teilen – zum erfolgreichen Ganzen! Atelier Müller-Brockmann Nelly Rudin
  • Lithographie & Cartonnage AG – Führe Sie in allen Teilen – zum erfolgreichen Ganzen! Atelier Müller-Brockmann Nelly Rudin
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Shortly before 1954, the packaging firm L+C turned to the Atelier Müller-Brockmann for the design of its corporate identity. The studio’s employee, Nelly Rudin (1928–2013), designed the promotional materials and accompanying New Year’s greeting card, which she conceived as a three-dimensional puzzle made up of adjustable image and text elements. In doing so, she created a playful representation of the company’s dual services—Lithographie + Cartonnage (lithography + cardboard packaging).

Around the mid-1950s, photography became an integral component of Josef Müller-Brockmann’s graphic work. This was also true for Nelly Rudin, who worked from 1954 to 1957 in the studio that Müller-Brockmann ran together with the photographer Ernst A. Heiniger (1909–1993). When Heiniger moved to the United States in 1953, his replacement until early 1956 was Serge Libiszewski (b. 1930). Together with Libiszewski, Nelly Rudin developed part of the package advertising for Lithographie und Cartonnage AG. The fact that she received the commission for the promotional materials was not surprising, as she had already gained experience in industrial advertising working for J.R. Geigy AG. Rudin’s design for the package inserts and the promotional gift—a New Year’s card in the form of a three-dimensional puzzle—was so playful that, despite the requirements of a consistent visual identity—layout grid, logo, sans-serif font, ragged margin, black-and-white or primary colors—, they were anything but boring. The layout grid simplified the cooperation between the graphic artist and the photographer: he was able to integrate the grid into the shot, which then allowed Rudin to fit the image into the layout. When the components are combined correctly, the three-dimensional puzzle forms a purely graphic front side containing the company logo and advertising slogan and a purely photographic reverse side presenting two variations of images from the world of circus acrobats. The puzzle—visualized in photography plus graphics—embodies the promise that L+C made its clients in its 1956 slogan: “We bring all of your elements together to form a successful whole!” (Barbara Junod)

Neujahrskarte, L+C – Lithographie & Cartonnage AG – Hallwylstr. 78 – Zürich – 1956 – Führe Sie in allen Teilen – zum erfolgreichen Ganzen!, 1956 (Entwurf 1955)
Gestaltung: Atelier Müller-Brockmann, Zürich, CH / Nelly Rudin
Auftrag: Lithographie & Cartonnage AG, Zürich, CH
8.6 × 18 × 2 cm
Donation: Shizuko Yoshikawa (Archiv Josef Müller-Brockmann)
Eigentum: Museum für Gestaltung Zürich / ZHdK
Literatureo

Kerry William Purcell, Josef Müller-Brockmann, London 2006, S. 119–120.

Lars Müller, Josef Müller-Brockmann. Ein Pionier der Schweizer Grafik, Baden (1994) 2001, S. 31–32, 76–81.

Gérard Ifert, «Grafiker der neuen Generation», in: Neue Grafik 2 (1959), S. 33.

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

Image creditso

Neujahrskarte, L+C – Lithographie & Cartonnage AG – Hallwylstr. 78 – Zürich – 1956 – Führe Sie in allen Teilen – zum erfolgreichen Ganzen!, 1956 (Entwurf 1955), Gestaltung: Atelier Müller-Brockmann, Zürich, CH / Nelly Rudin, Donation: Shizuko Yoshikawa (Archiv Josef Müller-Brockmann)
Abbildung: Museum für Gestaltung Zürich / ZHdK

Werbeinserat, L+C, 1954–55, Gestaltung: Atelier Müller Brockmann, Zürich, CH / Nelly Rudin, Donation: Shizuko Yoshikawa (Archiv Josef Müller-Brockmann)
Abbildung: Museum für Gestaltung Zürich / ZHdK

Werbeinserat, L+C, 1954–55, Gestaltung: Atelier Müller Brockmann, Zürich, CH / Nelly Rudin, Donation: Shizuko Yoshikawa (Archiv Josef Müller-Brockmann)
Abbildung: Museum für Gestaltung Zürich / ZHdK

Neujahrskarte, L+C – Lithographie & Cartonnage AG – Hallwylstr. 78 – Zürich – 1956 – Führe Sie in allen Teilen – zum erfolgreichen Ganzen!, 1956 (Entwurf: 1955), Gestaltung: Atelier Müller-Brockmann, Zürich, CH / Nelly Rudin, Donation: Shizuko Yoshikawa (Archiv Josef Müller-Brockmann)
Abbildung: Museum für Gestaltung Zürich / ZHdK

Neujahrskarte, Fotoseite, (L+C – Lithographie & Cartonnage AG), 1956 (Entwurf: 1955), Gestaltung: Atelier Müller-Brockmann, Zürich, CH / Nelly Rudin, Donation: Shizuko Yoshikawa (Archiv Josef Müller-Brockmann)
Abbildung: Museum für Gestaltung Zürich / ZHdK

Neujahrskarte, Fotoseite, (L+C – Lithographie & Cartonnage AG), 1956 (Entwurf: 1955), Gestaltung: Atelier Müller-Brockmann, Zürich, CH / Nelly Rudin, Donation: Shizuko Yoshikawa (Archiv Josef Müller-Brockmann)
Abbildung: Museum für Gestaltung Zürich / ZHdK

Exhibition texto
Lithography & Cartonnage AG

Josef Müller-Brockmann’s first successes with photo-graphics led in 1953 to his sharing a studio with Ernst A. Heiniger. Thanks to commissions from industry clients, the graphic designers Heidi Schatzmann and Nelly Rudin were soon taken on. With Heiniger’s successor Serge Libiszewski, they formed a dedicated team committed to working in the constructive graphic style. For the packaging company L+C, this team developed a corporate identity with a distinctive logo and advertising materials featuring precise yet playful graphics.