Exporting Swissness: Swiss traditions and visual stereotypes in contemporary graphic design

Robert Lzicar & Sara Zeller
“Swissness” is a label established in the 1990s to brand products and services made in Switzerland. Until today it is associated with values such as quality, accuracy, reliability and heritage. It has since expanded to encompass political and cultural issues. According to that development, visual references to “Swissness” can not only be found in product or tourist advertisements but also in recently designed posters in the field of culture. In contrast to the market-oriented patriotism...
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