Atlas Lamps and Tubes (c.1950s)
Year: Undated (c.1950s)
Format: Playing card
Illustrator: Herbert Leupin (1916-1999)
Client: Atlas Lamps and Tubes
Details: This c.1950s Atlas playing card design was by Herbert Leupin (1916-1999).
Herbert Leupin was born in Beinwil, Switzerland. His drawing skills were recognised early and he studied at the Gewerbeschule vocational school in Basel in 1931. He also had an internship in the studio of Hermann Eidenbenz as a graphic designer, where he gained experience in advertising and photography.
Between 1935 and 1936, Leupin continued his studies in France, taught by poster designer Paul Colin. In 1937, Leupin returned to Switzerland and worked briefly for Donald Brun, before establishing an independent practice.
Leupin initially became known for working in a style known as "Magischer Realismus" (Magic Realism), in which oversized products were depicted in an almost photographic manner. This style was very successful with Basel advertising agencies. He started to develop a more colourful, playful style in the later 1940s, introducing humour and expressive characters to his designs.
He was a prolific poster designer and produced nearly 1000 posters in his lifetime. He won 85 Swiss Poster of The Year awards, and many others internationally including The Medal Award of The Art Directors Club Chicago in 1960. Several of his posters are in the permanent collection of the Museum of Modern Art in New York.