The exhibition as a tool – Design association’s influence on the international perception of ‚Swiss Graphic Design’

In 1955 two powerful design associations, the Verband Schweizerischer Graphiker (VSG) and the Alliance Graphique Internationale (AGI) each presented an exhibition about the graphic designer’s professional practice. “Graphiker – ein Berufsbild” [Graphic Designer – a job profile] (Kunstgewerbemuseum Zürich, 15.01.–20.03.1955) not only displayed works by VSG members but also information about the graphic designer’s apprenticeship, his tools, and career possibilities in a national context. “Art et publicité dans le monde” [Art and Advertising in the world] (Musée des Arts décoratifs in Paris, 24.03.–08.05.1955) presented works by AGI’s international members contextualised with artworks and advertisements for international companies. Interestingly, among the exhibited designers in Paris were a relevant number of Swiss VSG members. With the professional journal Graphis devoting a special issue to the AGI exhibition, it seems safe to assume, that an international audience was reached. Despite its national focus “Graphiker – ein Berufsbild” travelled through Germany and the Netherlands in 1956 under the adapted title “Schweizer Graphiker” [Swiss Graphic Designers]. By analysing correspondence, documents, installation shots and printed matter as well as press reviews of the aforementioned exhibitions, this paper focuses on the following three questions: Firstly, did the two associations collaborate on the exhibitions? Secondly, what were the political and economic agendas of both associations and how can they be identified in the exhibitions? Thirdly, how did the two associations influence the perception of ‘Swiss graphic design’ abroad with their exhibitions