The great Herbert Matter

In 1936, Matter was offered roundtrip passage to the United States as payment for his work with a Swiss ballet troupe. He spoke no English, yet traveled across the United States. When the tour was over, he decided to remain in New York. He went to see Alexey Brodovitch, who had been collecting the Swiss travel posters (two of which were hanging on Brodovitch's studio wall). Matter soon began taking photographs for Harper's Bazaar and Saks Fifth Avenue. Later, he was producing covers and inside spreads for Vogue.

 

 für schöne autofahrten die schweiz, 1934

During World War II, Matter made striking posters for Container Corporation of America. In 1944, he became the design consultant at Knoll, molding its graphic identity for over 12 years.

 

 

 or,

 or,

Matter practically invented the face up poster:

 What do we have here?

1. Matter's mastery of photomontage, the technique of combining different photographic images to create a new image, was groundbreaking. He used this technique to create dynamic and visually striking travel posters, advertisements, and corporate identities. 

2. Matter helped shape Post-War Aesthetics: His work for Knoll Furniture, the Guggenheim Museum, and the New Haven Railroad helped define the visual style of the post-war period in the United States. 

3. He elevated graphic design to a higher artistic level, moving it beyond simple illustration and into a form of visual communication that was both innovative and aesthetically pleasing. 

Check herbert matter's website.