"For after all, a poster does more than simply supply information on the goods it advertises; it also reveals a society’s state of mind."
Armin
Hofmann
Biography
Armin Hofmann (1920-2020) was a pivotal Swiss graphic designer and educator. He helped shape the Swiss Style, emphasizing clarity, simplicity, and functionality. His work, especially his iconic posters, employed grid systems, clean sans-serif typefaces, and a minimalist approach. His teaching at the Basel School of Design and Yale University influenced generations of designers globally.
Assignment
Design a promotional poster for the Wilhelm Tell opera
Initial Concepts
Hofmann's iconic "Wilhelm Tell" poster for the 1963 Basel Open-Air Theater embodies Swiss Style principles. The design uses the word "Tell" to form an arrow piercing an apple, symbolizing the legend of freedom and resistance. The use of stark black and white photography, a hallmark of the Swiss Style, emphasizes clarity and direct communication. The award-winning poster showcases Hofmann's mastery of using simple elements to create a powerful and meaningful graphic message.
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Photography Exploration
Images downloaded from Adobe Stock & Canva catalog. Some images were generated with AI
Initial Concepts Drafts
Playing with the layout and the word positioning
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Final Design
Print Poster 24 x 36"
Black & White
Created by Carlos Naranjo
July 2025
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Poster Mockup
Wilhelm Tell
Basler Freilichtspiele
beim Letziturm im St. Albantal
15.-31. VII 1983
“There should be no separation between spontaneous work with an emotional tone and work directed by the intellect. Both are supplementary to each other and must be regarded as intimately connected. Discipline and freedom are thus to be seen as elements of equal weight, each partaking of the other.”
Credits:
Armin Hofmann - Posters Section:
Left: Stadttheater Basel, saison 60-61, Armin Hofmann, 1960
Center: Giselle, Basler Freilichtspiele, Armin Hofmann, 1959
Right: Giselle, Basler Freilichtspiele, Armin Hofmann , 1959
Armin Hofmann - Bio Section:
Armin Hofmann Portrait, 2011
American Institute of Graphic Arts (AIGA)
Apples and Mockup Images:
Canva and Adobe Stock
Neu Wilhelm Tell Poster:
Author: Carlos Naranjo, 2025
Copy About Hofmann: GPT 5.0
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