Herbert
Leupin
As the all-time leader for Swiss
Poster of the Year awards, Herbert Leupin qualifies as one of the most
successful poster artists of all time. Over a 30 year span, Leupin won
around 90 such honors (including one for this poster in 1942). In all,
he created about 500 posters. Leupin began his studies in Basel and then
went to Paris for two years to study with Paul Colin, the renowned Art
Deco master who discovered Josephine Baker. There Leupin balanced his
strong graphic training with a more artistic focus. This diverse training
helped to make Leupin a master of the product poster, perhaps the most
challenging poster assignment. In this field, Leupin is considered second
only to Leonetto Cappiello, the father of modern advertising who dominated
the Parisian poster field from 1900 to 1920 with his uncanny ability to
focus on one irresistible image which could be absorbed instantly and
remembered for a lifetime. Leupin returned to Basel just prior to WWII.
There he began to work in a highly realistic style that combined gentle
humor with prodigious graphic skill. For more than a decade, Leupin and
his Basel colleagues created Object Poster masterpieces, where close-ups
of products transformed them into icons. The so-called Basel School, led
by Leupin, Stoecklin, Brun and Birkhauser dominated Swiss advertising
for the next two decades. In the '50s, Leupin moved to a more relaxed
style that continued to emphasize wit and simplicity. This shift can be
seen in a series for Eptinger mineral water, which began in 1947 and continued
for more than a decade. Always inventive, his images continued into the
'70s to capture the product's essence with charm and grace. In his later
years he turned his creative abilities to children's book illustration,
where he enjoyed further success.
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