Herbert Leupin (1916-1999) was one of the most important poster artists in Switzerland during the 20th century. His posters are characterized by a simple, laconic and sometimes hyper-realistic style. Leupin became famous for his innovative humorous figures and his fresh and colorful style. His best posters tell small stories and translate the company‘s name into a picture, and his innovative Object Posters for companies like Eptinger, Bata, Knie, Coca Cola and various publishers became world-famous.
During his early years in the early 1940s, Leupin closely followed the Basle style, known as the New Objectivity, of his contemporaries, such as Niklaus Stoecklin. In Leupin’s posters, the advertising message or product was drawn meticulously, using plastic oversized objects, depicted in almost photographic detail. This style called the Magic Realism was used almost exclusively by graphic artists at the Basle School between 1930 and 1950 for advertising consumer goods.
At the end of the 1940s, Herbert Leupin started to detach himself from the Magic Realism and sought new forms of expression. Trying to work more freely and more artistically, he used photographs, collages or just pure text compositions. The 1950s mark a period in Leupin’s career of spontaneous, draught-like, colourful designs with countless associations to the advertised products, the brands and the companies.
Herbert Leupin’s poster art was marked by his passion for graphics, his enthusiastic diligence, and his charming, humoristic and bright colorful style.