2nd Olympic Winter Games – St. Moritz 1928

The first Winter Olympics took place in St. Moritz in 1928. Yes, no question about it.

So why does the Original Poster designed by Hugo Laubi say “II. Winter Olympic Games”? Because the International Olympic Committee declared the “International Winter Sports Week” held in Chamonix in 1924 to be the first Winter Olympic Games only retrospectively in 1926.

But even if you dismiss such arguments as nitpicking, Laubi’s poster is still significant in terms of sporting history: It is the first to feature the Olympic rings. Laubi, ever the graphic designer, recognized the symbolic power of this logo, created in 1913, which represented the (at that time only five) continents. After that, no Olympic poster dared not to feature these rings for decades.

Laubi also broke new ground in terms of design: Instead of focusing on competitors and sports as before, he took his cue from Travel Posters – in line with the wishes of the client: the Swiss Federal Railways – to promote the country, the region, and the majestic beauty of the mountain backdrop under a bright blue sky with the Swiss flag and a stylized image of Piz Corvatsch: the natural habitat for the Winter Games.

As no actual poster competition was announced, Hugo Laubi was probably commissioned directly by the publicity department of the Federal Railways. This is entirely plausible when one considers the extraordinary success of his dynamic poster for the International Horse Races on the frozen lake of St. Moritz (see below), which was used for many years and making him the ideal candidate for the job – a poster that is now as rare and sought-after as the one for the Winter Olympics.

on hold till and including 21 February

more on Laubi:

St. Moritz, Engadine – Winter Sports