Die neue Graphik / The New Graphic Art / Le Nouvel Art Graphique, 1959 [Karl Gerstner and Markus Kutter]

Die neue Graphik, The New Graphic Art, Le Nouvel Art Graphique by Karl Gerstner and Markus Kutter, 1959. Arthur Niggli, Teufen, Switzerland and Hastings House Publishers (Visual Communications Books), New York, NY. 9.25 x 9.5, pp. 248 with German, English and French text. Printed in Switzerland. Designed by Karl Gerstner.

A substantial pictorial survey of international, modern graphic design from its 19th century origins until the late 1950‘s ... “its evolution, its peculiarities, its tasks, its problems, its manifestations, and its future prospects.” With a Preface and Acknowledgements, Introductory text (Is commercial art a true art?) and extensive commentary by the authors.

One of the first books to introduce international audiences (3 languages) to ideas about “Constructive” graphics and the emerging “Swiss Style” alongside new American modern graphics; which many encountered for the first time. A personal point of view by the authors, published shortly after the founding of Gerstner + Kutter; one of Switzerland’s most successful and important advertising agencies. 

Meticulously designed by Karl Gerstner using a square format, three-column grid and objective typography. Heavily illustrated with 432 examples including 12 in full color, a detailed index of names and sections on: trademarks, advertising, packaging, book jackets, posters and more. Interestingly, Gerstner + Kutter’s work for “Boîte à musique” is the final example shown, perhaps signaling the future.

A near fine hardcover book with faint handling and a lightly toned cloth spine. In a very good publisher‘s slipcase with light wear, moderate toning along the edges and a sunned back. Curiously, due to a printing error, pp. 77/78 and 157/158 (see photo) have been turned upside-down but the contents remain intact. I love this book; highly recommended!