Why Switzerland 54' is my favourite ever World Cup poster
When envisaging Swiss design, naturally you might consider the traditional pocket knife, Helvetica or a classic railway clock. Efficient, practical and functional. In the 50’s these staples of modern design were becoming popular on a global scale. In one instance, long-established design trends were unceremoniously thrown out the window by the creator of Switzerland’s 1954 world cup poster. A name isn’t apparent from a quick online investigation. However, what this mystery designer did produce, is a enigmatic illustration capturing a dramatic part of world cup history.
Could this poster be unintentionally alluding to events that were yet to happen in the tournament? The context: West Germany had been beaten 8–3 by Hungary early in the group stages. Onto the final, these same two teams met again. The game, mostly played in heavy rain lent an upper hand to the German players who favoured cold and wet weather. With the pitch deteriorating throughout, boots designed by Adi Dassler (founder of some german sportswear company?) proved a big advantage. Helmut Rahn provided a brilliant finish from range to score a late winner, taking West Germany to world cup victory. All Hungarian goalkeeper Grosics could do in that moment was watch hopelessly as the ball passed his outstretched right hand.
The 3–2 victory against their opponents exacting revenge for what had taken place earlier in the tournament and ending an Hungarian unbeaten run spanning 32 consecutive games. The ‘Das Wunder von Bern’ is now seen as a an instrumental part in the rebuilding of the German people’s morale following the conclusion of World War II.
Over the years there’s been a mixture of awesome and awful designs for world cup posters. None quite capture a moment like Switzerland’s 54' effort. Although the image may appear simplistic at first glance, what’s impressive is the emotion drawn across the characters face. Wide eyed and shocked, is this the face of a man who has conceded a goal to decide a world cup final. That, or he’s just seen the price of living in Switzerland. A shadow laid upon the face emphasises his grief. The slight tilted eye brow makes him look almost angry. Well, you would be.
There’s disparity in the realism portrayed by the artist. Simplified shapes which form our man contrast with the net in the foreground which displaces naturally around the ball. The non nondescript gradient background doesn’t add much context to the image. Is that the sky, are they playing in the ocean? It certainly doesn’t help with the poor type legibility.
A main talking point surrounding this design is the goalkeeper’s outfit. What appears to be the keeper’s gloves look more suited to doing the washing up than stopping a football. That’s assuming they are gloves at all, not bare hands. Most goalkeepers didn’t even wear gloves until they gained popularity in the 60’s and 70’s. Another point of contention is his headwear. An initial response might be to think middle eastern, but on closer inspection it’s most likely a baseball cap from a front on angle. The enigma surrounding this poster is only enhanced by leaving elements up to the viewers discretion.
Myself and the Perform Experience Design team will be talking about world cup posters through the years at the Leeds Digital Festival Thursday the 19th this week.
