Title, Year

Norm Brief und Milchkasten, c.1963


Carl Bernard Graf (1926-1968)


Metallbau AG, Zürich, Switzerland

Size (h x w), Language

11.75 x 9", German

Advertisement for Norm - metal building components (window sills, wardrobes, doors, letter boxes, etc.). Zürich designer Graf was responsible for Norm designs in the early to mid 1960s including: logo, stationary system, advertising, catalogs and signage. This functional ad (from a series of 6) uses black/white objective photography, a strict grid, ample white space and neutral typography. The result is a strikingly simple, clear product representation that communicates a lot with little means.