Swissair | 1964

Swissair Switzerland, 1964, by Manfred Bingler

This striking poster features a dramatic image of the iconic Matterhorn mountain, Switzerland's most recognisable natural landmark, set against a serene mint-green sky. The snow-capped peak dominates the lower two-thirds of the composition, its distinctive pyramid shape dramatically illuminated by sunlight that bathes the eastern face in golden-yellow tones whilst leaving the western side in cool blue shadow. The stark contrast between light and shadow emphasises the mountain's imposing structure and rugged terrain. The upper third of the poster bears the bold, navy-blue text "SWISSAIR" in a modern sans-serif typeface, with the smaller word "Switzerland" and a subtle aeroplane symbol positioned above it.

This poster was created during what many consider to be the golden age of air travel and Swiss tourism. In the early 1960s, Swissair—Switzerland's national airline founded in 1931—was experiencing significant growth and international expansion, establishing itself as a premier carrier known for quality service and reliability. So renowned was the airline's financial stability during this period that it earned the nickname "the flying bank." The 1964 release of this poster coincided with a boom in international tourism and Switzerland's growing popularity as a destination for both winter sports and summer holidays. The Matterhorn itself, straddling the border between Switzerland and Italy at 4,478 metres (14,692 feet) above sea level, had become an internationally recognised symbol of Switzerland and a powerful marketing icon. First conquered in 1865 by British mountaineer Edward Whymper (though the ascent ended tragically with four climbers losing their lives during the descent), the mountain had by the 1960s become a magnet for tourists, who could view its majestic form from the resort town of Zermatt.

Manfred Bingler (1928-1987) was a highly accomplished Swiss commercial photographer and designer whose career flourished in the post-war decades. Born in Konstanz, Germany, Bingler received his formal education at the prestigious Kunstgewerbeschule (School of Arts and Crafts) in Zürich from 1948 to 1953. After completing his training, he worked for the printing company Conzett & Huber before joining Swissair as a staff photographer. From 1960 to 1963, Bingler created a series of outstanding promotional posters for the airline that established his reputation as an innovative commercial artist. This particular Matterhorn image was created in collaboration with Emil Schulthess (1913-1996), another celebrated Swiss photographer who served as Swissair's official photographer and was internationally known for his stunning landscape and aerial photography. The year this poster was created, 1964, marked a significant transition in Bingler's career, as he left Swissair to establish his own commercial photography studio. His work was subsequently featured in prominent Swiss magazines such as 'DU' and 'Annabelle', earning him numerous national and international awards throughout the 1960s and 1970s.