Fred Troller Design, Meret Troller Piderman, 2024 [As New; Unit Editions]

Fred Troller Design, Dani and Meret Troller Piderman, 2024. [Unit 55] Unit Editions, London, United Kingdom. 8.5 x 12, pp. 256. Swiss-bound hardback with head and tail bands. Beautifully designed by Dani Piderman, Fred Troller’s design assistant. This volume was funded via the Volume publishing platform.

This is the first comprehensive survey of the work of Fred Troller (1930-2002), the pioneering graphic designer who brought Swiss modernism to America in the 1960s. Heavily illustrated featuring a wide range of client projects including: book covers, posters, packaging, visual identity and more ... with (60) pages dedicated to his work at Geigy. Thoughtful text contributions by: Steven Heller (Diversity Through Simplicity), Karin Gimmi (Geigy pharma) and Mark Owens (Book covers); alongside a personal biography by Troller’s daughter, Meret Troller Piderman. There is a “Raves” section at the back with much praise about Troller; here’s our contribution:

“I first discovered Fred Troller in a 1965 issue of CA: The Magazine of the Communication Arts (Vol. 7, No. 3, May-June). The article presented the visual communications policy for the Geigy Chemical Corporation’s Ardsley, New York headquarters where Art Director Troller championed a clear and direct, functional “Geigy style” tailored to American audiences. This article surprised me and soon I learned more about Troller's experimental and distinctive approach to the company's evolving visual diversity; one which didn’t attach itself to the aesthetic of an individual designer or a guideline of standardized rules but instead kept perspectives varied by following a general design spirit with roots in Swiss graphic design. Troller’s ordered simplicity and thoughtful solutions to design problems became a major force in advancing the corporate image and quickly emerged as a model for the expansive International Typographic Style movement; in America and beyond.” — Greg D’Onofrio

As new in the original publisher’s shrink wrap and cardboard shipping box. Somehow we managed to acquire an extra copy of this volume; the other sits proudly on our bookshelves. Highly recommended!