A5/12: Heinz Schwabe

Available for Pre-Order. Shipping starts October 15th, 2026.

Designing the »Wirtschaftswunder«

Starting in the 1950s, the »Wirtschaftswunder« (economic miracle) transformed the Federal Republic of Germany from a wasteland into one of the world’s leading industrial nations at a breathtaking pace. From the beginning of the postwar era, graphic designer Heinz Schwabe (1910–1988) helped shape the visual spirit of the times. His works include the City of Berlin’s first postwar stamps, election posters for chancellor Konrad Adenauer, Mercedes-Benz advertisements, the wordmark of Wienerwald restaurant chain, and the Eurocheque logo, which is still widely used today.

This book is the first to systematically document the complete body of work of this unjustly forgotten designer. Drawn from Schwabe’s personal estate, the book brings together approximately 700 illustrations, including sketches, printed materials, logos, packaging, and historical documents, many of which have never been published before. These materials offer vivid insights into analog graphic design methods. A detailed biographical essay recounts the designer’s fascinating life story, from his professional beginnings in the Weimar Republic through the 1980s.

»The new orientation of German economy with its occasionally almost hectic competition, its sudden development of new outlets and markets have brought about an entirely new situation and along with it novel working conditions for the graphic artist. (…) The clarity and precision of design (…) prove that Heinz Schwabe has an exceptional talent for combining the various wishes of the clients and technical requirements into designs of most memorable visual effect.« (Eberhard Hölscher, Gebrauchsgraphik, 1967)