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Advertising brochure, RWD (Zeichenmaschinen) – Reppisch-Werk AG Dietikon-Zürich/Schweiz, 1962
Atelier Müller-Brockmann
Advertising brochure, RWD (Zeichenmaschinen) – Reppisch-Werk AG Dietikon-Zürich/Schweiz,
Atelier Müller-Brockmann,
Advertising brochure, RWD (Zeichenmaschinen) – Reppisch-Werk AG Dietikon-Zürich/Schweiz,
1962
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Museum für Gestaltung Zürich
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Museum für Gestaltung Zürich
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For decades, the Atelier Müller-Brockmann was responsible for coordinating the visual identity of the company Reppisch-Werke AG in the Zurich district of Dietikon. The studio crafted a series of advertisements with a factual yet appealing look designed to motivate serious trade professionals to purchase expensive machines. A colorful brochure series for drafting machines was also included.
Atelier Müller-Brockmann’s biggest account from 1953 until the mid-1970s was Reppisch-Werke AG (RWD), in Dietikon in Zurich. They produced adjustable school furniture, complex kitchen and drafting machines, as well as building components, distributing their products worldwide. Müller-Brockmann revised the RWD logo and designed the grid-based templates for stationery and advertising materials. His studio, which employed graduates from the Zurich photography course as well as from his former graphic design class from 1960 onward, designed numerous advertisements and brochures for RWD in accordance with his standard templates. In a series of brochures for RWD drafting machines, the cover motif varies in color. It consists of a movable machine arm with a pen holder shown hovering over a circular protractor. The movement effect is achieved by superimposing several graduated machine arm silhouettes using the photogram technique and fitting them onto the tinted photograph of the circular protractor. With the help of the layout grid, the photographically complex motif can be transferred easily to other brochures in the series; the grid also helps in the placement of the title and tables on the back side of the brochure. Nonetheless, as Müller-Brockmann wrote in his 1961 textbook, the grid is no guarantee of a good result. Its application must be practiced, and each task requires a separate grid network with optically weighted elements. (Barbara Junod)
Werbeprospekt, RWD (Zeichenmaschinen) – Reppisch-Werk AG Dietikon-Zürich/Schweiz, 1962 (Entwurf 1959)
Gestaltung: Atelier Müller-Brockmann, Zürich, CH
Konzept: Josef Müller-Brockmann
Auftrag: Reppisch-Werke AG, Dietikon, CH
Donation: Shizuko Yoshikawa (Archiv Josef Müller-Brockmann)
Eigentum: Museum für Gestaltung Zürich / ZHdK
Richard Hollis, «Die Neue Grafik: Blick aus dem Ausland», in: Museum für Gestaltung Zürich (Hg.), 100 Jahre Schweizer Grafik, Zürich 2014, S. 124–131.
Kerry William Purcell, Josef Müller-Brockmann, London 2006, S. 116–117, 120–121.
Lars Müller, Josef Müller-Brockmann. Ein Pionier der Schweizer Grafik, Baden (1994) 2001, S. 74–75.
Hans Neuburg, «Industriegrafik/Industrial Design/Graphique industrielle», in: Neue Grafik/New Graphic Design/Graphisme actuel 1 (1958), S. 36–43.
Josef Müller-Brockmann, Mein Leben: Spielerischer Ernst und ernsthaftes Spiel, Baden 1994, S. 39.
Josef Müller-Brockmann, Gestaltungsprobleme des Grafikers, Teufen 1961, S. 97.
Werbeprospekt, RWD (Zeichenmaschinen) – Reppisch-Werk AG Dietikon-Zürich/Schweiz, 1962 (Entwurf 1959), Gestaltung: Atelier Müller-Brockmann, Zürich, CH, Donation: Shizuko Yoshikawa (Archiv Josef Müller-Brockmann)
Abbildung: Museum für Gestaltung Zürich / ZHdK
Werbeprospekt, RWD-Schulmöbel – ein grosser Schritt vorwärts, um 1955, Gestaltung: Atelier Müller-Brockmann, Zürich, CH, Donation: Shizuko Yoshikawa (Archiv Josef Müller-Brockmann)
Abbildung: Museum für Gestaltung Zürich / ZHdK
Werbeprospekt, Umschlag und Doppelseite, RWD Universalmaschinen, 1954, Gestaltung: Atelier Müller Brockmann, Zürich, CH, Donation: Shizuko Yoshikawa (Archiv Josef Müller-Brockmann)
Abbildung: Museum für Gestaltung Zürich / ZHdK
Werbeprospekt, RWD (Zeichenmaschinen) – Reppisch-Werk AG Dietikon-Zürich/Schweiz, 1959, Gestaltung: Atelier Müller-Brockmann, Zürich, CH, Donation: Shizuko Yoshikawa (Archiv Josef Müller-Brockmann)
Abbildung: Museum für Gestaltung Zürich / ZHdK
Werbeprospekt, RWD (Zeichenmaschinen) – Reppisch-Werk AG Dietikon-Zürich/Schweiz, 1961, Gestaltung: Atelier Müller-Brockmann, Zürich, CH, Donation: Shizuko Yoshikawa (Archiv Josef Müller-Brockmann)
Abbildung: Museum für Gestaltung Zürich / ZHdK
Werbeprospekt, Umschlag und Doppelseite, RWD (Zeichenmaschinen) – Reppisch-Werk AG Dietikon-Zürich/Schweiz, 1962 (Entwurf 1959), Gestaltung: Atelier Müller-Brockmann, Zürich, CH, Donation: Shizuko Yoshikawa (Archiv Josef Müller-Brockmann)
Abbildung: Museum für Gestaltung Zürich / ZHdK
Atelier Müller-Brockmann – Industrial Graphic Design
Most of the clientele of Josef Müller-Brockmann’s studio came from industry. Since industrial advertising exclusively targets professionals for the sale of complex machinery and expensive equipment, it must be direct and factual. Atelier Müller-Brockmann ideally fulfilled this requirement with its design principles (features of the Swiss Style): objective photography, a clear layout based on the grid, sans-serif type, and the functional use of color.