Otto Baumberger (1889-1961) was one of the first Swiss "poster designers". Baumberger was ahead of his time in recognizing fundamental aspects of consumer goods advertising and his designs helped to modernize the medium. His poster designs employed a reduction tending towards abstraction, in which graphic and textual elements underwent an increasingly potent synthesis. Baumberger's work embodies and exemplifies the history of Swiss poster art in the first half of the twentieth century, as the painterly artist poster gradually evolved toward graphically oriented corporate design. 120 illustrations