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Poster design, Nehmt die Kinder mit!, 1944
Edi Hauri
Poster design, Nehmt die Kinder mit!,
Edi Hauri,

Poster design, Nehmt die Kinder mit!,
1944

Edi Hauri
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Museum für Gestaltung Zürich
Ausstellungsstrasse 60
8031 Zurich
Museum map
Museum für Gestaltung Zürich
Toni-Areal, Pfingstweidstrasse 94
8031 Zurich
  • Nehmt die Kinder mit! Edi Hauri Poster design
  • Nehmt die Kinder mit! Edi Hauri Poster design
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The photograph of the face of a beaming boy dominates Edi Hauri’s (1911–1988) poster design for the Schweizerische Verkehrszentrale (Swiss National Tourist Board). During the war years, tourism advertising focused exclusively on Switzerland. Special campaigns promoted attractive trips within the country for the whole family.

Edi Hauri overlaid the portrait with an illustration of a moving train. The depiction of the train carriage, rails, and overhead lines in perspective gives observers the impression that the train is moving toward them from the left. The boy’s gaze follows the lines. The poster was submitted for the competition held since 1935 by the Schweizerische Verkehrszentrale; in 1944 the motto was “Nehmt die Kinder mit” (Take the kids along). During the years focusing on Geistige Landesverteidigung (spiritual national defense), a traditional illustrative approach was preferred in poster design. “Designs with photomontage, while not particularly requested, are permitted,” was the express guideline. For Hauri, whose work was almost exclusively illustrative, this poster paid homage to modernist graphics. It is notable that some of his contemporaries submitted drafts with similar visuals. However, the tourism office was not sufficiently impressed by any of the submitted works and in the end did not print any of the posters. (Bettina Richter)

Plakatentwurf, Nehmt die Kinder mit!, 1944
Erscheinungsland: Schweiz
Gestaltung: Edi Hauri
Auftrag: Schweizerische Verkehrszentrale, SVZ, Zürich, CH
Material / Technik: Fotografie, Mischtechnik
29.5 × 21 cm
Eigentum: Museum für Gestaltung Zürich / ZHdK
Donation: Schweiz Tourismus, Zürich, CH
Literatureo

Association des Amis de l’affiche suisse (Hg.), Paradis à vendre. Un siècle d’affiches touristiques suisses, Neuenburg/Genf 2005.

Image creditso

Plakatentwurf, Nehmt die Kinder mit!, 1944, Schweiz, Gestaltung: Edi Hauri, Donation: Schweiz Tourismus, Zürich, CH
Abbildung: Museum für Gestaltung Zürich / ZHdK

Plakatentwurf, Nehmt die Kinder mit!, 1944, Schweiz, Gestaltung: Oskar Pfister, Donation: Schweiz Tourismus, Zürich, CH
Abbildung: Museum für Gestaltung Zürich / ZHdK

Plakatentwurf, Nehmt die Kinder mit!, 1944, Schweiz, Gestaltung: Charles Kuhn, Donation: Schweiz Tourismus, Zürich, CH
Abbildung: Museum für Gestaltung Zürich / ZHdK

Exhibition texto
Tourism posters - Don't forget the children!

Founded in 1917, the Swiss National Tourist Office (now Switzerland Tourism) has been holding idea competitions at irregular intervals since 1935. In the early days, the theme of the poster was up to the designer. It was not until the war years that slogans were assigned to boost national solidarity. The brief in 1944 was to offer children a respite and distraction from wartime events. Designs displaying a wide range of creative approaches were submitted, using both illustration and photomontage.