The Einkaufsgenossenschaft des Autogewerbes was a Swiss purchasing cooperative for the automotive trade, a predecessor of today’s ESA Einkaufsorganisation des Schweizerischen Auto- und Motorfahrzeuggewerbes. The cooperative was founded in 1930 by 24 garage owners and was originally known as the ESA Einkaufsgenossenschaft des Autogewerbe-Verbandes der Schweiz before later renaming to its current form.[1][2]
Design and History
The Einkaufsgenossenschaft des Autogewerbes symbol was designed by Swiss graphic designer Hans Hartmann in 1950.[3] Hartmann (1913-1991) was a Berne-based designer known for creating logos for major Swiss institutions, including the Swiss Federal Railways (SBB), the Swiss National Council for Road Safety, and Swissair.[4][5]
The cooperative’s name changed over time. The German National Library records list “ESA Einkaufsgenossenschaft des Autogewerbe-Verbandes der Schweiz” as a predecessor of the current ESA Einkaufsorganisation des Schweizerischen Auto- und Motorfahrzeuggewerbes.[6] The organization is now headquartered in Burgdorf, Switzerland.[7]
Meaning and Symbolism
The ESA brand today uses red as a defining color, described as “ESA-Rot” in connection with its sub-brand identities.[8] However, no source confirms whether this red was part of the original 1950 cooperative logo or was adopted later.
Typography and Design
Hartmann’s work is characterized by “graphical perfectionism that was typical for Swiss graphic design around 1960,” and he had “unique visual power and clarity” that allowed him to create posters that worked without text.[5][4]
Logo Index is an independent educational archive covering logos, visual identities and graphic design history. All trademarks and brand assets remain the property of their respective owners.
