Swiss TV, the public television service of Switzerland, adopted a new mark in 1958 designed by Carlo Vivarelli, a Swiss graphic designer associated with the International Typographic Style. Vivarelli won a competition organized by the Swiss Television to design the broadcaster’s new logo, creating a highly stylized form of the acronym “TV.”[1]
Design and History
The 1958 logo, simply titled “tv,” was created as a competition entry for the Swiss Television (Schweizer Fernsehen SF DRS).[2] The Museum für Gestaltung Zürich holds several original artifacts from this project in its graphics collection, including a signet draft on cardboard,[2] two photolithographic printing templates,[3][4] and a pencil sketch on paper.[5] The museum also preserves an “Entwurfsbuch” (design book) from 1958 showing a schematic representation of three phases: the announcement of Swiss Television, the end of the program, and the announcement of the Tagesschau news broadcast at sign-off.[6]
Vivarelli’s studio was commissioned by a number of major clients, including Electrolux, Roche, and SRG SSR, the Swiss public broadcasting association.[7] The “tv” mark was adopted by the Swiss German (DRS), French (TSR), and Italian (TSI) language services of the broadcaster.[8]
Meaning and Symbolism
The logo is a highly stylized rendering of the acronym “TV,” with the “t” designed in a way that evokes the cross of the Swiss national flag.[8] This dual reference merges national identity with the broadcaster’s initials in a single geometric form. The design reflects Vivarelli’s rigorous approach to visual communication, consistent with his work as a founding member of Neue Grafik, the Swiss design publication he co-founded in 1958.[9]
Typography and Design
The mark is constructed from the lowercase letters “t” and “v” in a geometric, sans-serif style typical of the International Typographic Style with which Vivarelli was associated.[7] The museum’s catalog describes the work under the categories of corporate design and sign/symbol,[3] and the original artifacts include both photolithographic printing templates and hand-drawn pencil sketches, indicating a carefully refined production process.[5]
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