The Pictorial Map of Austria (1952): Modern Design and the Marshall Plan

In post-World War II Europe, tourism was not merely a leisure pursuit but a vital engine for economic recovery. A stellar example of this era is the large pictorial map of Austria published in 1952 by the Press- and Information-Service of the Austrian Federal Government. Designed by the young South African artist William G. Slattery, this map transcends its geographic function, serving as a historical document and a graphic masterpiece that celebrates the identity and hospitality of a reborn Austria.

Historical Context: Tourism Under the Wing of the Marshall Plan

To fully appreciate this map, one must understand the geopolitical reality of 1952. At the time, Austria was still occupied and divided into four Allied zones (American, British, French, and Soviet). The decision to produce the map entirely in English was highly strategic: it aimed not only to attract the nascent international tourism market but also to appeal directly to the thousands of British and American military personnel and officials stationed in the country.

Furthermore, the revival of the Austrian tourism sector was heavily subsidized by the United States through the European Recovery Program, universally known as the Marshall Plan. This map thus served as a perfect visual billboard for the country’s successful economic reconstruction and regained stability.

Visual Style and Decorative Vignettes: Between Tradition and Modernity

Visually, the map features a deep, dark green background that evokes Austria’s dense forests and alpine peaks, allowing the bright topography to pop. In the top left corner, the country’s name, “AUSTRIA,” stands out in a clean, geometric modern typeface, framed by a flowing red-and-white ribbon (the national colors) and flanked by a compass rose enclosing Europe, emphasizing Austria’s central position at the heart of the continent.

The true charm of the map lies in the dozens of whimsical, naïve vignettes scattered across the landscape. Slattery adopted a remarkably modern graphic approach for the time: instead of illustrating each location uniquely, he reused specific illustrations as stylized icons, anticipating modern infographics:

• Lakeside Recreation: At all major lake resorts (such as the Wörthersee area in Carinthia or the Salzkammergut), the exact same icon of a bathing or sunbathing figure appears.

• Winter Sports: Skiers dot the snowy peaks of Tyrol and Vorarlberg. To create dynamism and variety, some of these figures are simply printed as mirror images.

• Folklore and Culture: The landscape is populated with figures in traditional attire (Dirndls and Lederhosen), grazing cattle, alpine wildlife, medieval churches, and castles.

Scanning the map’s most famous historic and touristic landmarks reveals highly significant details:

• Vienna (Wien): In the far east, the capital is crowned by the silhouette of St. Stephen’s Cathedral and imperial palaces, surrounded by icons celebrating music, culture, and industry.

• Salzburg: Mozart’s birthplace is highlighted through its Baroque architecture and cultural vignettes that recall the rich tradition of the Salzburg Festival.

• Innsbruck and Tyrol: In the narrow western strip, Innsbruck sits at the center of a lively hub of cable cars, mountaineers, and skiers, cementing the region’s status as a winter sports paradise.

A Deliberate Lack of Realism: The Railways

As a transportation-focused map, the artwork also delineates the Austrian railway network, complete with meticulously drawn ties. However, Slattery willingly sacrificed geographical precision for the sake of visual storytelling. The most amusing detail is found in the west: the train passing through the Arlberg Tunnel. Although the actual tunnel is over 10 kilometers long, the train is drawn so that the locomotive emerges from one end while its tail is still entering the other. This conscious play with proportions enhances the playful, fairytale-like character of the map.

Author Biography: William G. “Bill” Slattery (1929–)

The designer of this masterpiece, William G. Slattery, was born in South Africa in 1929. In the early 1950s, he traveled to Europe to further his artistic studies. During the academic years of 1952 and 1953, he attended the prestigious Academy of Fine Arts in Vienna (Akademie der bildenden Künste Wien). It was during this Viennese stay that the young twenty-something was entrusted with this major commission by the federal government to design the promotional map.

His Viennese period proved to be the launchpad for a brilliant international career in commercial art and advertising. After leaving Austria, Slattery moved to Switzerland, working for several years in Zurich as an art director, where he absorbed the clean lines and modernity of mid-century Swiss graphic design.

He later emigrated to the United States, settling in Atlanta, where he achieved great success as a commercial artist and advertising designer for Delta Air Lines. Today, his 1952 tourist map of Austria remains one of the most sought-after, collected, and admired examples of post-war pictorial cartography.