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helmut schmid born in Austria in 1942. He apprenticed as type compositor in germany, and then studied under emil ruder, robert buechler and kurt hauert at the AGS (basel school of design) in switzerland. he has worked in the field of visual design in sweden, canada, japan and germany, where he designed printed matter with conviction for the social democrat chancellors willy brandt and helmut schmidt. his poster serie 'politypographien' were exhibited at pieter brattinga's beautiful print gallery, amsterdam in 1978. helmut schmid now designs in osaka, japan with the duality of informative and free form. in 1980 he designed the bilingual biscriptual packaging identity of ethical drugs for otsuka pharmaceutical (still in use). in 1980 he also designed the brand identity of the Japanese hit drink 'pocari sweat' and in 1993 the very successful 'demisoda' drink for korea. In 1987 he designed the wordmark and basic identity for the newly established IPSA cosmetics. He designed the wordmark for AYURA cosmetics and wordmarks for shiseido cosmetics products including 'uv white'. right now he is working on a bilingual biscriptual typographic packaging identity for a pharmaceutical company in china. helmut schmid has written numerous essays on typography for international magazines such as tm, idea, graphic design, grafisk revy and baseline. in 1980 he edited and designed 'typography today' (republished in 2003, revised and with extended pages and material). in 1997 he published 'the road to basel', the fourth in his series 'typographic reflections'. 'the road to basel' (out of print) is a book of 96 pages and with contributions by students of emil ruder in german, english and Japanese. since 1967 he has been a contributor to the swiss magazine tm (typographische monatsblaetter). schmid edited and designed the most recent issue, tm 1.2003, under the theme: japanese typography and swiss typography with texts by japanese designers, critics and publishers in german, japanese and english. helmut schmid is lecturer at KDU (Kobe Design University) since 2000. member of AGI and ATYPI and member of the organizing commitee of the Seoul Typography Biennale 2001 (TypoJanchi).