Verkehrsverein Basel was the tourism promotion organization for Basel, Switzerland, founded in 1890 under that name and later operating as Basel Tourismus-Verkehrsverein before becoming Basel Tourismus.[1] The organization commissioned a series of posters and visual materials from prominent Swiss graphic designers during the mid-20th century, including work by Armin Hofmann, Celestino Piatti and Markus Schneider.[2][3][4]
Design and History
The Verkehrsverein Basel operated from 1890 to 1996 as a client for poster commissions, according to the Basel School of Design’s poster collection records.[2] In 1968, Armin Hofmann (1920-2020), the influential Swiss graphic designer associated with the Basel School of Design, created two posters for the organization: “Basel, Schweiz, Kostbares Erbe, Schöpferische Gegenwart” and its French-language counterpart “Bâle, Suisse, trésors du passé forces neuves du présent.”[2][5] The posters were printed by Wassermann AG, Basel, with photography by Max Mathys.[2]
Hofmann’s 1968 poster designs for Verkehrsverein Basel are documented in the Basel poster collection as offset prints measuring 100 x 70 cm.[5] These works reflect Hofmann’s broader approach to poster design, which emphasized reductive, form-first visual language.[6]
In 2021, Basel Tourismus introduced a new corporate identity under the word-image brand “This is Basel,” developed by the Basel agency Kreisvier.[7] The new identity was described as “younger, fresher and more colorful,” and was rolled out across the organization’s website, print media, guest brochures and stationery.[7] The rebranding aimed to attract a younger, internationally oriented audience.[8]
Meaning and Symbolism
Documented symbolism for the Verkehrsverein Basel mark is limited. The organization’s early promotional positioning was captured in the claim “Das Goldene Tor der Schweiz” (The Golden Gate of Switzerland), which acknowledged Basel’s role as a transit point rather than a destination.[9] The 2021 “This is Basel” identity was designed to convey confidence and cultural diversity, according to Basel Tourismus marketing director Christoph Bosshardt.[10]
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.
