This was a campaign by Stefan Kunz created for Zurich Airport which shows “Switzerland’s best brands and products after check-in with booths & displays for individual brands”(Stefan Kunz). The main technique used in this design is layering the objects. The first thing you see is the name of the project, then you look at the mountain, and at the back there are also words which create the third layer of texture. Therefore the hierarchy is very thoughtful. The red color is bold and has a lot of energy grabbing visitors’ attention right from the start of their visit to the country, and is also a signature Switzerland’s color combined with white background, as they have on their flag. Stefan Kunz is a Calligraphy artist, designer and illustrator who letters on almost everything he can get his hand on. He started as a graphic designer who was interested in typography and then transferred to hand lettering. His signature style is Typo X Photo, hand lettering integrated into beautiful landscapes. As a result, he became famous on social platforms which gave him an opportunity to work with such big clients as Asics, Adobe, Apple, Coca-Cola, Bombay Sapphire, Nokia, Hallmark, Hillsong, Skillshare, Microsoft, and many others.
This piece was displayed everywhere in Zurich Airport so it was quite a big project for just a calligrapher who’s famous on social platforms. Not sure if the campaign is still going on, probably not, but such experience gave him an opportunity to grow as a designer and get even better projects.
I feel that our textbook misses some contemporary artists and movements such as this one. Calligraphy is something as old as cave paintings. It’s a base which started the whole typography area of graphic design but with time and technological developments, design history threw away such movement as hand lettering which is still quite big area of nowadays design. I would add such artists as Stefan Kunz, Pokras Lampas, and other contemporary calligraphic artists to the next edition of the book to show how hand lettering movement developed with time and new technological inventions as it is a part of graphic design history too.
- Kunz, Stefan. “Campaign for Airport Zürich.” STEFAN KUNZ, stefankunz.com/airport-zurich.