When you arrive in Zürich, you arrive with a few certainties: The trams will run like clockwork, the city will be spotless, and at least a third of the population, it seems, will be carrying a Freitag messenger bag. During my weeklong stay in Switzerland this spring, the Freitag bag — with its recycled truck-tarp shell, seatbelt strap, and inner-tube edging — began to seem something like a national accessory, strapped across the chests of everyone from students to curators to actual bike messengers. Founded in 1993 by Swiss graphic-design brothers Markus and Daniel Freitag, the company’s headquarters are now located in the middle of the city, near Zürich’s Hardbrücke station and just a stone’s throw from the tiny flat where the brothers sewed their first bag.
There are more than 20,000 instances of great graphic design housed in the AIGA’s online archives, but for every Pushpin or Chiat\Day, there’s a Swatek Romanoff — a firm that churned out loads of wonderful work in its ’70s/’80s heyday but that isn’t the subject of much chatter among today’s design circles. When we were first putting together ideas for this site, it was Randall Swatek and David Romanoff’s whimsical 1979 “In a Box” series that inspired this column.