This striking original Swiss travel poster from circa 1970 was designed by Meyer F. and photographed by Berne Henn for BLS (Bern–Loetschberg–Simplon railway), capturing the modern graphic design aesthetic of Swiss National Railways promotional campaigns.
The poster features a crisp winter photograph of the Bernese Alps, with the train lines curving elegantly through a pristine snow-covered valley. The towering peaks are bathed in clear light under a blue sky scattered with clouds, conveying the purity and grandeur of Switzerland’s alpine landscapes. Small chalets dot the valley floor while the railway tracks lead the viewer’s eye deeper into the mountains, evoking the seamless connection between urban Bern and the Simplon region.
The typography is minimalist and internationalist, with “Schweiz Suisse Switzerland Svizzera” printed at the top in Helvetica – a design choice rooted in the Swiss Style that dominated 1960s-70s European graphic design. The bottom is marked by bold yellow text highlighting the route: Bern, Loetschberg, Simplon.
BLS was founded in 1906 and by the 1970s was known for its modern electric trains traversing some of Europe’s most scenic routes. Posters such as this served to reinforce Switzerland’s identity as a destination of effortless travel, precision engineering, and natural wonder.
Highly collectible today for its clean visual language and mid-century photographic minimalism, this poster is ideal for interiors celebrating Swiss design, alpine sports heritage, or railway history.
Railway - Tourism - Photography - Switzerland
Orell Fussli Zurich
Good condition, slight creases
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