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Design as Investment
Design and communication as a management tool
Peter Vetter and Katharina Leuenberger
Preface by Dr Rudolf K. Sprüngli
Design and communication are the prerequisite for economic success of companies and institutions. Only who is able to achieve its target groups effectively, will prevail in accordance with the market. If we analyze different companies in the global markets, we can find some interesting facts:
- Almost 50% of all global companies are older than 100 years.
- The average share profit in ten years of the most important global companies dealing consciously with communication is 213% higher than the major stock market indices.
In the present text, the different strategic aspects of successful identity, brand and communication processes are analyzed and commented. These ideas and suggestions should assist managers in efficiently implement complex and global communication projects.

Günter Misof, Managing Partner Peter Schmidt Group:
"... never before has my profession - Brand Management - been explained to me as perfectly as in your book... great respect. I am so taken with it that I will send your book to all our relevant clients and contacts."

Spielbein Publishers:

Design as corporate strategy (out of print)

The publication has been published by DDC, German Designer Club in 2015 and is out of print. A revised version was published in fall 2016 under the title «Design as Investment».


No style – Ernst Keller (*1891-†1968) from 1918 until 1968 head of the class for graphic design at Kunstgewerbeschule Zurich and pioneer of the so-called Swiss Style.

Peter Vetter, Katharina Leuenberger, Meike Eckstein


On various occasions, and especially in the USA, the historiography of graphic design refers to Ernst Keller as the father of the so-called Swiss Style, later International Typographic Style. This fact is based on the large number of Keller students who later shaped this Swiss Style and made it famous. Keller's achievement is appreciated solely through his graphic oeuvre, especially his poster designs and his work on lettering and graphic design in architecture. 

Fundamental, however, is Ernst Keller's contribution to the development of innovative, non-academic didactic principles in design education. His teaching activities from 1918 onwards can be defined as one of the world's first systematic training programs for graphic design.

Very different designers emerged from the intensive teaching activities from 1918 to 1956. They include the protagonists of new graphic design such as Richard Paul Lohse, Josef Müller-Brockmann and Carlo Vivarelli or various talents of artistic illustration such as Heiri Steiner, Lora Lamm or K. Domenic Geissbühler, and innovative designers such as Hermann Eidenbenz or Gérard Miedinger. As well as scientific illustrators such as H.P. Weber or caricaturist H.U. Steger. Another focus is on designers with international teaching experience such as Pierre Gauchat, Walter Käch, Robert Sessler, Fred Troller and Josef Müller-Brockmann. This diversity of talent is an impressive documentation of the openness, sustainability and rejection of dogma evident in Ernst Keller’s teaching.

Triest Verlag:


Design for all

The contribution by Peter Vetter brings together a number of projects that were created in exchange between students of the Zurich University of the Arts and other schools and institutions between 2012 and 2016 as part of the later further developed project "Learning from each other". The focus of these projects was on the confrontation and dialogue between different cultures as well as different social contexts.


Design for all, January 2017 VOL.12 No. 1 a publication of Design for All Institute of India

Chief-Editor: Dr. Sunil Kumar Bhatia, Guest editor:

Prof. Dr. Gerhard M. Buurman

Design: Jalscha Römer with Laia Ortiz Sansano

Design for all is an open source publication and can be downloaded with the following link:


Hans Aeschbach *1911-†1999 graphic designer, painter and teacher –
Poetic synthesis of nature and geometry

Hans Aeschbach was a well-known graphic artist and an important teacher in the preliminary course of the Zurich School of Arts and Crafts, where he taught for more than thirty years. In contrast, his artistic work, which he never exhibited or published during his lifetime, was completely unknown. The book edited by Yujin Kim has now reviewed this oeuvre, Sara Zeller has paid tribute to his graphic work and Peter Vetter has contributed his personal experiences and memories.

Digiboo Verlag


Oliviero Toscani, Immaginare
Zurich School of Arts and Crafts 1961-1965

In connection with the exhibition on the oeuvre of Oliviero Toscani, and in collaboration with Nicoletta Ossanna Cavadini, the publication on Toscani's education has been published. The publication tries to show the atmosphere, the teaching and the environment in the 1960s at the famous photography school in Zurich.

Museo M.A.X. Chiasso (Switerland)

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