ABC Verlag, Zürich. 1963. First edition. 128 pp. Square 4to (25,5 x 26 cm). Hard bound. Glossy cover boards. White leather spine with letters stamped in black. A nice copy. Distributor logotype on lable on inside back cover (R Matton). 163 b/w illustrations. This is an early example of how Place branding was executed in Switzerland. In the city of Zürich, the largest city in Switzerland, the administrative authority needed an abundance of printed matter and graphic work for both internal and external requirements. Where necessary the city of Zürich must express the official character but it has to be restrained and in good taste. No doubt the crafted Swiss style make this happen in this visual credit for the city of Zürich.