F. GYGI + CO. BERN : INSERATE UND NEUJAHRSKARTEN 1942-1954. (F. GYGI + CO., BERN : PAINTERS AND PLASTERERS.)

Bound portfolio with 76 full-page, 2-color plates of graphic and typographic advertising and promotional art commissioned by Fritz Gygi + Co. of Bern, and created by some of the best Swiss graphic artists of the day, including: Herbert Auchli, Franz Fedier, Adolf Fluckiger, Hans Hartmann, Bernhard Luginbuhl, Dieter Roth, Robert Sessler, Hans Thoni, Otto Tschumi, Kurt Wirth and Ernest Witzig. The book is basically a "who's who" of Bern based graphic designers of the day.

These ads for F. Gygi + Co. were featured on the back covers of KUNSTHALLE BERN (BERN ART MUSEUM) exhibition catalogs of the 1940s and 1950s. The New Year cards were sent out in the 40s and 50s to the Company's customers.

Softcovers, 9.5x13 inches (24x33 cm), 6 prelim pages (title page, introduction) + 76 plates, each printed on its own leaf on paper stock of various colors and weight.

Published by Fritz Gygi + Co., Bern, Switzerland; Printed by Stampfli & Cie, Bern, 1954. First Edition. The book was selected as one of the "Most Beautiful Swiss Books" of 1954.

GOOD condition: The covers are toned / sunned, have shelf rubs, and a scrape to the spine; the inner pages are toned at the margins, otherwise tight, bright, clean, clear and unmarked. The graphic artwork is brilliant. A solid, presentable copy.

A rare, inspirational resource for that graphic artist in your life or soul.