Exporting Swissness: Swiss Traditions and Visual Stereotypes in Contemporary Graphic Design

Lzicar, Robert; Zeller, Sara Stefanie (26 October 2016). Exporting Swissness: Swiss Traditions and Visual Stereotypes in Contemporary Graphic Design. In: Making Trans/National Contemporary Design History [Proceedings of ICDHS 2016 – 10th Conference of the International Committee for Design History & Design Studies]. São Paulo: Blucher

[img] Text
Exporting_Swissness.pdf - Published Version
Restricted to registered users only
Available under License Publisher holds Copyright.

Download (15MB) | Request a copy

In: Wong, W.; Kikuchi, Y. & Lin, T. (Eds.). Making Trans/National Contemporary Design History [Proceedings of ICDHS 2016 – 10th Conference of the International Committee for Design History & Design Studies]. São Paulo: Blucher, 2016. "Swissness" is a label established in the 1990s to brand products and services made in Switzerland. Until today it is associated with values such as quality, accuracy, reliability and heritage. It has since expanded to encompass political and cultural issues. According to that development, visual references to "Swissness" can not only be found in product or tourist advertisements, but also in recently designed posters in the field of culture. In contrast to the market-oriented patriotism promoted by traditional definitions of Swissness, these artefacts contribute to alternative images of Swiss national identity and disseminate them through graphic design exhibitions all over the world. This becomes particularly relevant as Swiss graphic design and typography has recently been announced as candidate for the UNESCO list of Intangible Cultural Heritage, suggesting graphic design culture in Switzerland itself is associated with Swissness. This paper analyses three posters from the exhibition Stealing Swiss (Samwon Paper Gallery, Seoul, 10.20.–12.6.2014) and discusses how they question national stereotypes promoted by Swissness and support alternative approaches to it.

Item Type:

Conference or Workshop Item (Paper)

Division/Institute:

06 Faculty of Humanities > Department of Art and Cultural Studies > Institute of Art History > Contemporary Art
06 Faculty of Humanities > Department of Art and Cultural Studies > Institute of Art History

Graduate School:

Graduate School of the Arts (GSA)

UniBE Contributor:

Zeller, Sara Stefanie

Subjects:

700 Arts
700 Arts > 760 Graphic arts

Publisher:

Blucher

Language:

English

Submitter:

Sara Stefanie Zeller

Date Deposited:

13 Dec 2016 13:56

Last Modified:

02 Apr 2020 10:37

Uncontrolled Keywords:

Visual Culture, Graphic Design, National Identity, National Stereotypes, Swissness

BORIS DOI:

10.7892/boris.91451

URI:

https://boris.unibe.ch/id/eprint/91451

Actions (login required)

Edit item Edit item
Provide Feedback