Advertising leaflet: H. Bahlsens Keks-Fabrik A.-G. Hanover - Biscuits are the universal food

Kurt Schwitters was a true all-rounder. One of the lesser-known aspects of his work is his activity as a typographer and advertising designer. This becomes evident in the design of his own printed matter, such as his journal Merz. In one of its issues from 1924, Schwitters set out his guiding principle in the field of design:

“Never do it the way someone before you has done it.”

It was through the production of the journal and other printed materials associated with his Merz practice that Schwitters first discovered the potential of typography and graphic design. More generally, however, the 1920s were a period of flourishing typographic experimentation and the emergence of a new, modern design language. Many artists designed their own magazines and printed matter and worked in graphic design and advertising. In 1924, Schwitters founded the Merz-Werbezentrale, or “Merz Advertising Agency”. He now worked on commission for companies such as the biscuit manufacturer Bahlsen and the stationery producer Pelikan. His largest commission came from the city of Hanover, for which he designed all printed materials for five years from 1929, ranging from letterheads and forms to school report booklets and promotional brochures.

In this advertisement for Bahlsen biscuits, Schwitters skilfully highlighted the key messages using capital letters, bold type and larger font sizes. He emphasised the wide range of possible uses by placing them centrally and further accentuating them with lines that create an oblique plane. At the same time, he allowed space for empty areas. With minimal means, he was thus able to promote the product in a precise and effective way.

Most of the works by Schwitters shown here come from the collection of Jan Tschichold. Born in Leipzig in 1902, Tschichold studied at the city’s renowned State Academy of Graphic Arts and Books. He began working as a freelance typographer in 1923. Alongside his own design practice, he collected works by other graphic designers from his professional network, including Schwitters.

“Never do it the way someone before you has done it.”