The contemporary isms can be found in Joseph Binder’s (1898–1972) early works. The Austrian graphic designer who wrote a book about his theory of colors emphasized the fact that the “construction of forms” always has to be accompanied by “harmony in the contrast.” In his poster for the Raxbahn from 1927 both elements congenially come together. A deep blue contrasts with the red of the typography. The letter “b” turns into an arrow that extends to the tip of the mountain range and thereby symbolizes technology and progress brought by the cable car. Binder emigrated to the USA in the mid 1930s. There he made his breakthrough with his poster for the 1939 New York World’s Fair, which at the time sold the highest number of copies ever sold worldwide. The bequest of Joseph Binder’s graphic works with more than 8 000 objects is today kept in the MAK Library and Works on Paper Collection.