Tuesday, August 2, 2011

St. Moritz by Walter Herdeg

The following poster by Walter Herdeg is to be sold at Swann Galleries tomorrow in their August 3, 2011 sale.  The poster dates from 1934 and is part of a series Herdeg did for St. Moritz.  The poster includes the signature sun he created for the campaign.

Today Herdeg is probably best remembered as the founder and editor of Graphis magazine, which he first published in 1944. Graphis was and is in my opinion the greatest periodical anywhere on the subject of graphic design and the graphic arts.


Sale 2252 Lot 267
WALTER HERDEG (1908-1995) ST. MORITZ. 1934.
38x25 inches, 96 1/2x63 1/2 cm. Wolfsberg, Zurich.
Condition A-: tears and minor creases in margins. Paper.
Estimate $600-900

August 3, 2011:  Sold for $700




Here are some other posters and a few complementary travel brochures also by Walter Herdeg with some poster auction results too:





Sale 2201 Lot 36  Feb 04 2010 13:30 Swann Galleries
WALTER HERDEG (1908-1995) ST. MORITZ. 1934.
40x25 inches, 102x64 cm. Fretz, Zurich.
Condition B+: minor tears, creases and losses in margins. Paper.

Estimate: $800 - $1200     Unsold

HERDEG, WALTER (1908-1995) 
ST.MORITZ 
photography and lithography in colours, 1937, printed by Conzett & Huber, Zürich, condition A-; backed on japan
50 x 35½in. (127 x 90cm.) 
Price Realized
£1,750
($3,404)
Price includes buyer's premium
Estimate
£1,000 - £1,500
($1,950 - $2,925)
Sale Information
Sale 5305 Lot 210
The Ski Sale 
20 February 2008
Christie's London, South Kensington


1936




Sale 2230 Lot 33  Nov 15 2010 13:30 
WALTER HERDEG (1908-1995) ST. MORITZ. Circa 1935 
40 1/4x25 1/4 inches, 102x64 cm. Orell Füssli, Zurich.
Condition B+: repaired tear through top margin into image; minor restoration in upper right margin.
Herdeg worked for St. Moritz from 1932 to 1938. "Herdeg created a memorable campaign based on a delightful trademark of a brightly shining sun which, to his credit, is still used today. He proudly had it carved onto a ring that he always wears . . . 'My job,' he states, 'was to bring people to St. Moritz. I knew that if I did abstract designs most people would not understand and so would not be motivated. I had to create an atmosphere that gives one the desire to breathe fresh air, soak up warm sun and ski. So I knew I must have color. Today I would use color photography, but in those days it did not exist.' His decision to apply bright colors with an airbrush to his inventive photomontages was concurrent with Herbert Matter's now iconographic Swiss tourism posters" (Steven Heller, AIGA, 1987). In 1944 Walter Herdeg foundedGraphis magazine. Skiing p. 97, Giroud 59.
Estimate: $2000 - $3000Sold for $4,000
Swann Galleries «2230»*, Travel Posters, New York, Monday, November 15, 2010






Sale 1958 Lot 388  Jan 30 2003 10:30 Swann Galleries 
WALTER HERDEG ST. MORITZ. Circa 1935.
40x25 inches. Orell Fussli, Zurich.
Condition B+: restored losses in top margin. Japan.
A photomontage of a young boy playing in a pile of snow, trying to capture the yellow sun in his hands; against a sky blue background. One in a seriesof posters the artist designed for the Swiss resort.
Estimate: $600 - $900Unsold


HERDEG, Walter ST.MORITZ
offset lithograph in colours, 1936, printed by Orell Füssli, Zürich, condition A-; not backed 40 x 25in. (102 x 64cm.) 
Price Realized
£240
($423)
Price includes buyer's premium
Estimate
£400 - £600
($705 - $1,058)
Sale Information
Sale 4921 
THE SKI SALE 
18 January 2006
Christie's London, South Kensington



HERDEG, Walter
                       ST. MORITZ lithograph in colours, 1935, printed by Wolfsberg, Zürich, condition A;
backed on linen 17 x 12in. (43 x 31cm.) 
Price Realized 
£564
($813)
Price includes buyer's premium
Estimate
£500 - £700
($721 - $1,009)
Sale Information
Sale 9020 Lot 166
22 February 2001
Christie's London, South Kensington

AMSTUTZ & HERDEG 
SUVRETTA HOUSE, ST.MORITZ
offset lithograph in colours, c.1950, condition A;
not backed 40 x 25in. (102 x 64cm.) 
Price Realized
£2,625
($4,255)
Price includes buyer's premium
Estimate
£700 - £900
($1,138 - $1,463)
Sale Information

Sale 5985 Lot 33
21 January 2010
Christie's London, South Kensington

HERDEG, Walter (1908-1995)
                 St. MORITZ lithograph in colours, 1932, printed by Wolfsburg, Zurich,
condition A-
50 x 35½ in. (127 x 90cm.) 
Price Realized
£646
($936)
Price includes buyer's premium
Estimate
£250 - £350
($362 - $507)
Sale Information

Sale 9210 Lot 222
11 October 2001
Christie's London, South Kensington

Above, travel brochure "St. Moritz," 1932, which is closely related to the last poster.  Photomontages and design by Walter Herdeg and Walter Amstutz.  Collection of David Levine, U.S.A.




HERDEG, Walter & STEINER, A (Photo)
 ST. MORITZ offset lithograph in colours, 1937,
printed by Conzett & Huber, Zurich, condition B+;
backed on japan
40 x 25 in. (102 x 64cm.) 
Price Realized
£192
($338)
Price includes buyer's premium
Estimate
£200 - £300
($353 - $529)
Sale Information

Sale 4921 Lot 129

18 January 2006
Christie's London, South Kensington



HERDEG, WALTER
 St. MORITZ
photography and lithography in colours, c.1934,
printed by Orell Füssli, Zürich, condition B+;
backed on japan 40 x 25in. (102 x 64cm.) 
Price Realized
£1,434
($2,684)
Price includes buyer's premium
Estimate
£800 - £1,200
($1,498 - $2,246)
Sale Information

Sale 9820 

26 February 2004
Christie's London, South Kensington


Oh, those rays! Related to the above poster is this travel brochure "St. Moritz," 1934. Photomontages and design by Walter Herdeg and Walter Amstutz. Collection of David Levine, U.S.A.

The sun symbol is prominent in the interior of this same delightful travel brochure "St. Moritz," 1934.  Photomontages and design by Walter Herdeg and Walter Amstutz.  Inside view five. Collection of David Levine, U.S.A.  More of his travel brochure collection is on display at the link at the end of this post.


HERDEG, Walter
St.MORITZ lithograph in colours, 1933,
printed by Orell Füssli, Zürich, condition A;
backed on japan
50 x 35½ in. (127 x 90cm.) 
Price Realized
£5,640
($9,148)
Price includes buyer's premium
Estimate
£3,000 - £5,000
($4,866 - $8,110)
Sale Information

Sale 9600 
13 February 2003
Christie's London, South Kensington

The previous poster image is reversed (except for the FIS lettering) on this travel brochure "St. Moritz," 1934.  Photomontages and design by Walter Herdeg and Walter Amstutz.  Collection of David Levine, U.S.A.


Finally, I found a few other Swiss travel posters by Walter Herdeg that are not for St. Moritz:
HERDEG, WALTER (1908-1995)
MÜRREN
offset lithograph in colours, 1938,
printed by Conzett & Huber, Zürich, condition A-; backed on linen
50 x 30½ in. (127 x 90cm.) 
Price Realized
£500
($711)
Price includes buyer's premium
Estimate
£500 - £700
($709 - $992)
Sale Information
Sale 5958 Lot 170
The Ski Sale 
28 January 2009
Christie's London, South Kensington

AMSTUTZ & HERDEG (?) BERNESE OBERLAND lithography and photography, c.1938, condition B+; minor repaired tears in the margins, backed on linen
40 x 26in. (102 x 66cm.) 
Price Realized
£575
($920)
Price includes buyer's premium
Estimate
£400 - £600
($640 - $960)
Sale Information
Sale 8600 Lot 260


24 February 2000
Christie's London, South Kensington

AMSTUTZ & HERDEG
BERNER OBERLAND
lithograph in colours, 1943, condition A-; backed on japan
40 x 26½in. (102 x 67cm.) 
Price Realized
£2,000
($2,844)
Price includes buyer's premium
Estimate
£800 - £1,200
($1,134 - $1,700)
Sale Information
Sale 5958 Lot 180
The Ski Sale 
28 January 2009
Christie's London, South Kensington


AMSTUTZ & HERDEG
GSTAAD
offset lithograph in colours, 1939, printed by Conzett & Huber, Zürich, condition A-; backed on japan
40 x 25in. (102 x 64cm.) 
Price Realized
£2,640
($4,654)
Price includes buyer's premium
Estimate
£600 - £800
($1,058 - $1,410)
Sale Information
Sale 4921 Lot 50
THE SKI SALE 
18 January 2006
Christie's London, South Kensington






David Levine's outstanding collection of travel brochures is located here:  http://www.travelbrochuregraphics.com/Top_Level_Pages/Switzerland/Switzerland_Main_Page.htm  







Note:  My previous post regarding a poster of Nice from this same sale is here.

My earlier post on my favorite magazine cover (Walter Herdeg's Graphis no. 185 with a cover by Phil Marco) is right here. This has been my favorite magazine cover for well over three decades. I guess my tastes are pretty consistent.


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