TYPO ISSUE 2
max
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Design has the capacity to restore human values. Max Huber
Max Huber is a Swiss graphic designer of the twentieth century. Born in Baar in Switzerland in 1919. He began his design career by working for an advertising agency in 1935. Later he worked for Emil Schultness at Conzett & Huber and met Hans Neuburg and Max Bill. In order to avoid the war and an unwilling conscription into the army of World War II, he decided to move to Milan and join the Studio Boggeri. Unfortunately, the war spread to Italy by 1941, which forced Huber to return to Switzerland. Upon his return he joined the art magazine Du and collaborated with Emil Schultness and Werner Bischof and soon joined the group Allianz. With Max Bill, Richard Lohse, Camille Graeser and Leo Leuppi, he exhibited his abstract artwork at Kunsthaus Zurich, in 1942. Once the war was over and very soon after his arrival back in Italy, he was offered a 1
job as creative director by the Italian publisher Einaudi for his publishing house. holding that position as creative director for the publication he came into contact with the post-war Italian intelligentsia. Some of the scholarly figures and major artists he met include Natalia Ginzburg, Elio Vittorini, Achille Castiglioni and Cesare Pavese. His following years are recognised as some of the most productive years of his life. He produced some high end and influential designs during late 1940s. Being fond of the jazz music scene, he worked on the covers of numerous records and music magazine producing some very influential cover arts. As well as designing the seminal poster for the Autodromo Nazionale di Monza Grand Prix. He took on the project of creating corporate identity for multiple clients, such as the supermarket chain La Rinascente.
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Huber’s style to graphic design was highly unique, he was famously known for his pop of colour and overlaying design work, using transparent blends and overlapping letters and shapes. His original works consist of mixed media collages, using photography, painting as well as other forms of graphic medias. His contribution to the graphic design industry was highly appreciated and that cullminated in him receiving the prestigious Compasso d’oro award, in 1954. Additionally, he attended the First International Seminar on Typography as a speaker, in 1958. As his artwork gained international recognition and popularity, several countries exhibited his works. In Tokyo, Nippon Design Committee held an exhibition displaying Huber’s work at Matsuya Design Gallery. Huber often mixed flat photographic and typographic
elements with color (typically primary) and bold shapes to give off a certain meaning. He used strict grids, favoring clarity, rhythm, and synthesis. Some of his logo designs are still in use today, like the logo of the La Rinascente department store, the Coin clothing store, and the Essalunga supermarket. Huber worked right up until his passing in Switzerland in 1992, and although he may no longer be with us, his work and bright colours will shine on for many years to come.
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