The Prize of Success

In the small world of Swiss graphic design, prizes such as the Swiss Design Awards (SDA) are followed closely. The winners' works are admired, envied and emulated. The generous prize money allows designers to launch their careers and focus on lesser paid but critically recognised work. Awards thus play the role of bellwethers of the scene. However, criticisms inevitably arise. Speaking in hushed tones, designers speculate as to why a colleague won over another. Rumours have it that jury members favour their inner circles and exclude competitors. Analysing this universe in detail, Jonas Berthod retraces the recent history of the SDA and the emergence of a new design culture in Switzerland.

Jonas Berthod, born in 1988, is a postdoctoral researcher with a focus on Swiss graphic design history. He works as an artistic deputy, lecturer and researcher at ECAL/University of Art and Design Lausanne (HES-SO). After studying graphic design and visual communication at ECAL and the Royal College of Art, he earned a Ph.D. in art history at Universität Bern.