Author: Zachary Sauer

In 1972, the editorial board of Typografische Monatsblätter (TM), one of the leading trade journals in Switzerland, approved a series of cover designs intended to lay the groundwork for the publication’s new artistic direction. Enlisting newly appointed board member Wolfgang Weingart (1941–2021) to produce fifteen covers for the 1972 and ’73 print runs, the outcome inspired both high praise and harsh criticism from a design milieu accustomed to the quiet precision of former art director Robert Büchler (1914–2005) and regular contributor Emil Ruder (1914–1970). Weingart’s provocative covers invited an unprecedented level of controversy by appearing to flout the fundamental principles of modernist design. Instead, his iconoclastic approach struck at the very heart of the Swiss tradition.

In 1952, the competing Swiss trade journals Schweizer Graphische Mitteilungen and Revue suisse de l’imprimerie merged with Typografische Monatsblätter (TM), a monthly periodical advertised as the leading publication of the Swiss graphic design industry. Tailored to a diverse audience of design professionals, the magazine published articles in German, French, and English under the editorial direction of Rudolf Hostettler (1919–81), with Robert Büchler (1914–2005) overseeing its initial art direction. Unlike many contemporary trade publications that focus primarily on showcasing finished work, TM combined writing on professional practice with long-form essays devoted to design theory and criticism. From the early ’50s through the ’60s, both the journal’s editorial content and visual approach were strongly influenced by contributing editor Emil Ruder (1914–70), whose tenure at the Allgemeine Gewerbeschule Basel helped to establish the foundational principles of Swiss Style.