Walter F. Haettenschweiler's World of Logos

In his “Studio for Advertising and Design” in Zug, Walter F. Haettenschweiler (1933 – 2014) created countless visual identities with memorable logo-types and pictorial marks for regional and international clients from industry, commerce, the service sector, small business, and the catering trade. Some of them still adorn the façades of company buildings, stores, or restaurants in the Zug region today, and have thus had a lasting impact on the look of public space. On display are 56 of his logos and signets, which live from an exciting interplay between the positive and negative surfaces of both the letters and the pictorial signs.