Corporate Diversity: Swiss Graphic Design by Geigy 1940-1970

corporate diversity

Corporate Diversity- Swiss Graphic Design and Advertising by Geigy 1940-1970. Published by Lars Muller +Museum fur Gestaltung Zurich – Back cover image of Acaralate canister designed by Markus Low in 1967

The fine folks at Lars Muller have just published an excellent book titled Corporate Diversity: Swiss Graphic Design and Advertising by Geigy. I know alot of designers (myself included) that are extremely excited over the release of this book. It chronicles the work of the design studio J.R Geigy AG which was a launching pad for one of the great periods of Swiss graphic design, in the 1950s and 1960s. It’s amazing to see the quantity and quality of the designers associated with Geigy. Under the leadership of Max Schmid for many years, the studio employed Roland Aeschlimann, Karl Gerstner, Jörg Hamburger, Steff Geissbuhler, Andreas His, Toshihiro Katayama, and Nelly Rudin, among others. Freelance designers such as Michael Engelmann, Gottfried Honegger, Armin Hofmann, Herbert Leupin, Warja Lavater, Numa Rick, and Niklaus Stoecklin were also used. In the 1960s, the Basel office, most especially George Giusti and Fred Troller, was involved in developing the studios of the subsidiaries in the United States and the United Kingdom, placing more emphasis on advertising. This is the first comprehensive presentation of Geigy design, an important Swiss contribution to the international history of design.

For those of you that have been wanting a copy of Publicity and Graphic Design in the Chemical Industry by Hans Neuburg, this book features some of the same content and is going to be easier to find. If you have money to buy one design book this year, this is the one.



19.8 x 26.4 cm, 208 pages, 385 illustrations, hardcover

Edited by the Museum für Gestaltung Zürich, Andres Janser, Barbara Junod

Book Designed by Norm and set in their typeface Replica


geigy heute

Corporate Diversity: Swiss Graphic Design and Advertising by Geigy 1940-1970

geigy heute

geigy heute

Geigy Heute (Geigy Today) designed by Karl Gerstner 1958, letterpress 25.4 x 22.9 cm

geigy heute

Packaging for Netrin designed by Armin Hofmann in 1953

ciba geigy

Retail Packaging for Geigy pharmaceuticals 1961-1962 – Design by Max Schmid


Mesulfan Geigy insecticide/ herbicide packaging for Swiss market designed by Andreas His 1956, Offset printing 12.6 x 8.6 x 4.9 cm


Color sample catalogues designed by Toshihiro Katayama 1963-1964 set in Akzidez Grotesk, 25×18.1×5.6cm Silkscreen

geigy heute

Irgamide Blotter designed by Armin Hofmann in 1952 Letterpress 14.1 x 20.3 cm

geigy heute

Iragafen Blotter designed by Nelly Rudin in 1952 : Letterpress 14.1 x 20.2 cm

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New Persantin brochure designed by Fred Troller, offset printing

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Geigy Traveling Exhibtion with Film poster designed by Karl Gerstner in 1953, offset printing 100x70cm

You can buy a copy of Corporate Diversity: Swiss Graphic Design by Geigy here.


A short film was created on the exhibit that accompanied the book. (via Aisle One)

Also worth checking: die neue Graphik by Karl Gerstner


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Now I’m as happy as a little girrrrrrl!

I have to pick this up. Thanks for posting the designer and typeface used. :)

i was literally going to write to you guys yesterday about this! not the book, but the exhibition because I just saw the poster at a tram stop yesterday. I live in Zurich but have yet to visit the Museum für Gestaltung, because I didn’t know what it meant!!!!! (my german sucks) After seeing the poster, I visited the museum website ( and was floored. I am definitely heading there this evening or tomorrow :)
also, check out the swiss online collection:

ps: i’m not a designer but a bioengineer. interest in design only started a few months ago and i have a lot to catch up on!

I love this book, it’s by far the best new book I’ve seen in a long time!

that looks amazing and inspiring

This is very cool, been noticing a lot of the Geigy posters & ads floating round the interwebs, but having a physical copy of that Swiss goodness. Awesome!

Judith: I totally agree with you. I’m really excitd about this book

Richard: Get a copy if you can. You will not be disappointed.

Chia: Thanks for the link. Awesome work in there. Let us know what you think of the exhibition.

Hi ! Is the Lars Muller’s book interesting when you own the ABC Vergag book about publicity and graphic design in the chemical industry (yes I have it…)?…
Or is it a good complement ?…

Hey Seb, It’s a great complement. Theres a little bit of crossover in content, but not as much as I thought there was going to be. I think the Corporate Diversity book does a better job of highlighting the packaging of Geigy. Publicity and Graphic Design in the Chemical Industry is little weak in that area. Plus the packaging section in the Corporate Diversity book is in full color.

The book “Corporate Diversity” is interesting. Thanks for sharing a bit of information about it.

Well seems pretty much creative thanks for sharin it here.

Publicity and Graphic Design in the Chemical Industry is little weak in that area. Plus the packaging section in the Corporate Diversity book is in full color.

I have recently done a work on the Geigy’s Graphic Designs Genelaogy (regarging its candidacy to the british design awards), this is, the influences throughout graphic design history that have had an effect on this designs, or the styles on which this designs have based on throughout history to end up to be what they were those days in between 1940–1970.
But I have found no information of the book itself’s design, not the content of it but the way it has been writen and the image composition, etc.
My problem is that I am supposed to do the same I did with the content (write a genealogy of the designs) but with the book format. No idea of how to start.
I would appreciate if you could help me somehow.