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This poster, created for the Geneva Car Show in 1960, was granted the Swiss Poster Award in 1960.
It is considered as a remarkable example of design techniques inspired by the Swiss Style.
Calame, creates firstly an orange and grey geometrical composition representing a car. Then, he reprints multiple times this design providing, consequently, darker shades of orange and grey. This intelligent visual effect, signifying the notion of mobility and velocity, indicates the immense variety of cars exhibited at the Geneva Car show.
Swiss Style, is also evident from the meticulous implementation of typography. Calame, aligns symbiotically the layout of the text with the various geometrical car shapes.
See the selection Le Salon de l'auto Genève
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