Armin Vogt (*1938)
Armin Vogt's talent for drawing led him to train as a graphic designer at the Josef Schnyder studio and the Zurich School of Applied Arts in 1954, to Paris in 1960 to work for the magazine L'Action and the Galeries Lafayette department store, and to Milan in 1962 to work for the fashion magazine Novità (since 1966 Vogue Italia) and in 1963 as art director at the internationally active advertising agency Jean Reiwald AG in Basel. In 1969, he founded the G Galerie, in 1970 his own studio, and in 1984, together with the Swiss Graphic Designers' Association, Chamaeleon Verlag. He is a member of various graphic design associations, serves on juries, sits on professional and art commissions, trains apprentices, and teaches at the School of Design in Basel.
He designs logos, brands, advertisements, posters, publications, packaging, and three-dimensional objects for Kambly, Cilag, Coop Switzerland, Migros, F. Hoffmann-La Roche AG, Byk Gulden in Konstanz, and kitchen manufacturer Bruno Piatti. In 1967, he designed the memorable logo for Fiat (the letters FIAT in italics in rhombuses), the advertising, the building signage, the entire brand, right down to Fiat chocolate. In 1998, he was responsible for the visual identity of the Basel transport company, including trams and buses, with the spiral as its symbol and a refreshed green color.
His work is not characterized by a "Vogt style," but rather by an attitude and a desire for simplicity and clarity. Armin Vogt approaches each task with a fresh perspective. Content, target audience, medium, message, and medium set the direction; the solution is sought step by step in concentrations and abstractions, changed, discarded, and found in simple designs, invisible basic orders, and rules of the game—manifold, with the spirit of cheerful discipline.
