Scribd
Upload
2K views39 pages

Swiss Style

The document discusses the International Typographic Style, also known as the Swiss Style. It was developed in the 1950s in Switzerland and was characterized by cleanliness, readability and objectivity. Key aspects included asymmetric layouts, use of grids, flush left/ragged right text, typography as the primary design element, and use of sans-serif typefaces. Several influential Swiss designers are profiled, including Adrian Frutiger who designed the widely used typefaces Univers and Frutiger. Max Miedinger designed Helvetica, while Max Bill founded the Ulm School of Design and influenced clarity and proportions in design.

Uploaded by

alexroka
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF or read online on Scribd
2K views39 pages

Swiss Style

The document discusses the International Typographic Style, also known as the Swiss Style. It was developed in the 1950s in Switzerland and was characterized by cleanliness, readability and objectivity. Key aspects included asymmetric layouts, use of grids, flush left/ragged right text, typography as the primary design element, and use of sans-serif typefaces. Several influential Swiss designers are profiled, including Adrian Frutiger who designed the widely used typefaces Univers and Frutiger. Max Miedinger designed Helvetica, while Max Bill founded the Ulm School of Design and influenced clarity and proportions in design.

Uploaded by

alexroka
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF or read online on Scribd

///

International
Typographic
Style

///
International Typographic Style

• “Swiss Style”

• 1950’s

• Cleanliness,
readability,
objectivity
Aesthetics

• Asymmetric layouts

• Use of grid

• Flush left ragged right


text

• Prefer photography

• Typography as primary
design element

• San-serif typefaces
Aesthetics
Typefaces // Type Designers

• Akzidenz Grotesk

• 1st san-serif typeface


widely used

• 1800’s

• Firmin Didot

• Influenced neo-grotesk
typefaces
Adrian Frutiger

• Born 1928

• Switzerland

• Kunstgewerbeschule

• Egyptienne 1956
Adrian Frutiger
Adrian Frutiger

• Univers

• 1954

• Clear lines & legibility

• Classification system
Adrian Frutiger

• Unique Classification System

• Adopted by other type designers


Univers

• Popular in 60’s & 70’s

• Swiss International
Airlines

• Deutsche Bank

• GE

• Apple
Adrian Frutiger

• Frutiger 1954

• Commissioned by the
Charles De Gaulle
International Airport
Folio

• Konrad Bauer &


Walter Baum

• 1957

• Closest relative to
Akzidenz-Grotesk
Resemblance
Max Miedinger

• 1910 - 1980

• Zurich, Switzerland

• Kunstgewerbeschule

• Globus Typographer
Max Miedinger

• Helvetica

• 1957

• “cutting-edge swiss
technology”
Max Bill

• 1908 - 1994

• Bauhaus

• 1994 became teacher


at School of Arts in
Zurich

• Watch designs for


Junghans
Junghans
Max Bill

• 1953 found Ulm School


of Design

• Most decisive influence


on Swiss design

• Clarity & precise


proportions
Max Bill
Max Bill
Ulmer Hocker
Max Bill
Emil Ruder

• 1914-1970

• Basel School of Design

• 1962 International
Center for the
Typographic Arts in
New York

• Published Typographie
Emil Ruder
Emil Ruder
Emil Ruder
Armin Hoffman

• 1947 Basel School of


Design

• Absolute and
universal graphic
expression

• Teacher at Yale

• 1965 Graphic Design


Manual
Armin Hoffman
Armin Hoffman
Armin Hoffman
Josef Müller-Brockmann

• 1914 - 1996

• Kunstgewerbeschule

• 1936 graphic design


studio in Zurich (22)

• 1951 concert posters


for the Tonhalle
Josef Müller-Brockmann
Hans Neuburg
Theo Ballmer
Other Examples
Japanese Examples

International Typographic Style /// ///
• “Swiss Style” • 1950’s • Cleanliness, readability, objectivity International Typographic Style
• Asymmetric layouts • Use of grid • Flush left ragged right text • Prefer photography • Typography as primary design
Aesthetics
Typefaces // Type Designers • Akzidenz Grotesk • 1st san-serif typeface widely used • 1800’s • Firmin Didot • Influence
• Born 1928 • Switzerland • Kunstgewerbeschule • Egyptienne 1956 Adrian Frutiger
Adrian Frutiger
• Univers • 1954 • Clear lines & legibility • Classification system Adrian Frutiger
• Unique Classification System • Adopted by other type designers Adrian Frutiger

You might also like