December 20, 2010 § Leave a comment
Swiss style is also called as the International Typographic style. This graphic design appeared in Switzerland in 1950s. The most important characteristics of it are purity, readability and neutrality. There are many other characteristics of this style but they are all based on these three essential ones. The use of grid, having asymmetric layouts and the use of sans-serif typefaces stood out. Also in this style photography became more important than illustrations or drawings. I mentioned that this style is also called International Typographic Style. The reason for that is that the works done with this style had typography as the most important design element.
The typefaces that gained importance are sans serifs such as Helvetica and Univers.
The texts were usually set in narrow columns left aligned with unjustified right. They wanted to create a more geometric and rational look and that’s why photography gained importance. Illustrations and drawings weren’t as compatible as photography with this rational geometric system. And the photographs that gained importance were mostly black and white ones.
Important graphic designers in this style are Ernst Keller, Theo Ballmer, Max Bill and Max Huber. These graphic designers are all known in other avant-garde movements such as De Stijl and constructivism.
This style was used in posters but the main goal was not to create posters with this style. Their aim was to promote this style with these posters.