In 1972, Swissair, the national airline of Switzerland, released an evocative travel poster designed to promote Brazil as a captivating destination. The poster, a collaborative creation by designers Emil Schulthess and Hans Frei, with photography by Georg Gerster, focused on the lush and mysterious rainforest of Mato Grosso. This striking visual piece effectively captured the allure of Brazil’s natural beauty, offering a glimpse into the heart of one of the world's most biodiverse regions.
The centerpiece of the poster is a stunning aerial photograph by Georg Gerster, a pioneer of aerial photography, renowned for his ability to convey the majesty of landscapes from above. The image shows a winding dirt road cutting through the dense, green canopy of the rainforest. The road, a rusty red serpent weaving through the seemingly endless expanse of trees, creates a striking contrast against the deep green foliage, symbolizing both human presence and the untouched wilderness of the Amazon.
The design by Schulthess and Frei is minimalist, allowing the powerful image to speak for itself. The word “Brazil” is boldly printed in the top right corner in a vibrant orange, echoing the color of the road and drawing the viewer’s eye. The Swissair logo, elegantly placed in the top left corner, subtly integrates the branding without overshadowing the natural beauty depicted in the photograph. The overall composition is both modern and timeless, reflective of the clean, sophisticated design aesthetic that Swissair was known for.
This poster was part of a broader campaign by Swissair to promote international travel during the 1970s, a time when air travel was becoming increasingly accessible to a global audience. By highlighting destinations like the Brazilian rainforest, Swissair aimed to position itself as a gateway to exotic and far-off places, appealing to the growing sense of wanderlust among travelers of the time.
The choice to feature the Mato Grosso region, known for its vast rainforests and ecological diversity, underscores the emphasis on adventure and exploration. The image invites viewers to imagine themselves journeying into the heart of the Amazon, experiencing the raw, untouched beauty of one of the world’s last great wildernesses.
Today, this 1972 Swissair travel poster is more than just an advertisement; it is a piece of art that captures the spirit of an era when the world was becoming more connected, and the mysteries of distant lands were becoming accessible to more people than ever before. It stands as a testament to the power of design and photography to inspire dreams of adventure and discovery.
Original poster
Airline - Tourism - Brazil
Design by Emil Schulthess and Hans Frei - Switzerland
Good condition, folds, a tear
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