From Helmut Schmid’s typographic experiments in Basel, Switzerland, to his election campaign posters in West Germany and his packaging and logotypes for Japanese brands, this publication gathers Schmid’s impressive oeuvre. It documents the stupendous precision and simplicity in his designs, which brilliantly and poetically shape a form of communication that transcends continents and cultures. Schmid’s own comments accompany his works and his lecture “Design is Attitude” reveals his design approach.