The International Typographic Style or Swiss design
originated in Switzerland in the 1940s and 50s after World War 2. The Swiss
typographic style was the basis of much of the development of graphic design
during the mid 20th century. The International Typographic style developed and
was influenced by previous avant-garde design, combining elements of Russian
constructivism, Dutch De Stijl, New Typography t and the Bauhaus. The overall
impression of the new style revolved around simplicity and rationality, tightly
structured, clear, objective and harmonious.
Swiss Design view toward graphic design was to present complex
information in structured and unified manner. The use of the Grid was a strong
concept for the Swiss Designers. The pioneer figure which highly contributed
and evolved the style were Ernst Keller, Theo Ballmer, Max Bill and Max Huber.
Their work characteristics included reliance on the grid layout, the use of San
Serif typeface (Helvetica 1961), narrow text columns which were set Ranged-Left
and photography serving as the only source imagery on the page.
Characteristics of the style
The use of a mathematical grid
sans serif typefaces (especially Helvetica, introduced in 1961)
flush left and ragged right format; and
black and white photography
The international typographic style popularity starting growing
and it extended till the 60’s and 70’s when new influences evolved the style
further thanks to the influence of l designers Emil Ruder and Armin Hofmann
(the Basel School of Design) and Josef Muller-Brockman(Zurich School of Arts
and Krafts) which refined the style and
brought it in to a new level of sophistication.
The International style was to set the graphic design guidelines
which would influence later styles. Spanning to the post-modernist style having
evolved and manipulated and part of the corporate design suggest further influence for the future of
Graphic design sector.
The Thames and Hudson
Dictionary of Graphic
design and Designers
1992-98 Thames and Hudson Ltd, London UK
All
accessed 22/1/2014 1830
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