Otl Aicher and his team produced many iconic designs, and the 1970s identity for the 1972 Munich Olympics remains one of the most comprehensive and influential designs ever created. Within the same decade, Aicher produced ZDF’s corporate design, a German public-service television broadcaster based in Mainz.
But one of Otl Aicher’s lesser-known works was the identity and publicity for the Gastein Valley. Gastein valley was a resort for the elderly, an Austrian Alpine village in the Austrian state of Salzburg, the valley boasts amazing high-valley views, architecture and picturesque scenery.
The brief was to create a campaign that would unite six rural communities under one identity, change the public’s perception of the valley, and appeal to a younger audience as a resort for winter sports and holidays.
Aicher utilised Austria’s flag colours combined with Adrian Frutiger’s Univers 55 and 57. The design output included a series of posters, stationery, wayfinding systems and other printed publicity. Aicher’s approach reduced visuals to a minimal, but recognisable form, usage of iconography (also seen in his work for Isny), a reduced colour palette and a flow of motion, created by line.
A sample of the identity can be seen in Novum Gebrauchsgraphik, July 1974. Scans below.