Zermatt – Matterhorn – 4505 m – Switzerland

About this poster

The iconic Matterhorn by Emil Cardinaux is considered to be the first truly modern Swiss poster. This simple and monumental image was originally designed in 1903 as a monocard, a popular turn-of-the-century promotional item in Switzerland about the size of a postcard. Printed as a poster in 1908 with only four words and vibrant colour harmonies, the image was shocking in its directness and monumental grandeur. Inspired by the visually powerful work of Ferdinand Hodler, the Bernese painter Emil Cardinaux designed this avant garde poster with the view of the Matterhorn in the famous “Alpenglow”, which lights up the mountains at sunrise and sunset. The image is reduced to its most essential form of expression and no excess detail is allowed to interfere with the aesthetic value of the subtle play of colour, enhanced by the lithograph printing process. Cardinaux' revolutionary poster freed the travel poster from any realistic constraints and created a more dynamic graphic language. This poster would later influence numerous Swiss artists. This Cardinaux fine stone lithograph is a masterpiece of Swiss poster history and a highly valued collectible for poster lovers.

Artist: Emil Cardinaux