HANS-ULRICH ALLEMANN > Professor & Designer
From: Laupersdorf (SO), Switzerland. A small farm village in the Balsthal valley, canton Solothurn where he spent his childhood.
Work: Allemann Almquist & Jones Design Consultants & the University of the Arts. Since his retirement from Allemann Almquist & Jones Design Consultants, and his teaching at the University of the Arts, he works in his home studio to draw and paint. He still gets involved in design or education consulting work.
Hobbies: Swimming, biking, hiking, photography, and reading.
Recent books: Fiction: A new German translation of Illusions perdues (Lost I Illusions) by Honoré Balzac. History: Die Geburt eines Stils (The Birth of a Style – the influence of the Basel education model on Swiss Design) by Dorothea Hofmann.
Favorite food from Switzerland: Solothurner Weinsuppe (wine soup), Bratwurst, Rösti and Salad.
Favorite spot in Switzerland: The top of the Rinderberg in Zweisimmen, overlooking the Bernese alpine mountain region.
How much of your design and work in education was influenced by Swiss culture?
Everything! It all began in 1960, with my education at the School of Design Basel, where Armin Hofmann, Emil Ruder, Donald Brun, and Walter Bodmer were my teachers. The teaching philosophy of the Basel program was also the foundation for the graphic design program we built and shaped, over five decades, at the University of the Arts in Philadelphia.
What was your first break?
After the completion of my studies, my first break was finding employment at Halpern advertising agency in Zurich. The design office of the agency had a legendary reputation and the transition from school to practice for me was almost seamless.
What inspires you on a daily basis?
A bike ride, or a walk through nature, listening to music, reading, a good discussion.
How is design similar and different in Switzerland compared to the U.S.?
The difference is that Switzerland has a longer history which, related to education, can be traced back to the Renaissance. But in general design in Europe grew out of the Arts and Crafts movement in the 19th century. In the 20th century the De Stijl movement in Holland, the Bauhaus in Germany, were other major influences. However, the roots of the Swiss design movement can be found at the turn of the 20th century. While trade schools and crafts programs were founded earlier, the Zurich school offered the first Foundation program for art and design in 1887 and Basel followed in 1908. By contrast, in the U.S.A. design grew out of printing and advertising. Even in the mid-60s, educational programs for design were all focused on advertising. The influence of European designers who migrated to the U.S. in the 50s and 60s brought changes about by helping to shape fundamentally different educational programs at various institutions and by working and practicing design in this country. These days, mainly due to the digital technology, the differences in design between Europe, the U.S., and the rest of the world are not as great anymore. The digital media has revolutionized the profession and it has leveled the playing field. It’s a completely different time and a new era.
Are you working on any projects right now?
Occasionally, if my former office calls on me or if an upstart company or a non-profit organization is seeking help, I may get involved in design consulting work. But with my retirement, the creative focus has shifted to doing figure- and landscape drawing and painting studies. It’s where it all began and it’s an old passion of mine. I’m doing this to satisfy my own curiosity, to make discoveries, and to continue my own learning. Since I’m hardly ever satisfied, it is a never-ending process.
Do you have any advice for young people starting out?
They are now entering a profession that has radically changed since my beginnings. The boundaries between different design disciplines are blurred. Communication these days happens in different media and across multiple platforms. All this opened more opportunities and options of specialization then we used to have in our time. My advice to a young person entering the field would be: keep your eyes open, explore, follow your instincts, and find what you would love to do. Dream big, work hard, be passionate about what you do, and never stop learning.
What do you miss most about Switzerland?
I miss the beautiful landscape and above all the magnificent mountains.
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Thank you!