Walter Herdeg - St. Moritz

St. Moritz made history in 1937 when the spa and tourism director Walter Amstutz patented the sun symbol in four variants as the town trademark. He was far ahead of his time in realizing the importance of a consistent visual identity. The trademark was designed by the graphic artist Walter Herdeg (1908–1995), whose sun emblem and diagonal handwritten place name were the first visual identity to be created for a tourist destination anywhere in the world.