The design studio of J. R. Geigy AG was the launching pad for one of the great periods of Swiss graphic design in the 1950s and 1960s. The open-minded corporate culture of the chemical company in Basel combined product design and corporate image in an exemplary way. The design reveals a modernist formal idiom. There was room in it for visual symbolism as well as the acquisition of nonrepresentational art. In the 1960s, the Basel office, under 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.
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