#IXD102- Swiss Typography

The International Typographic Style, also known as the Swiss Style, is a graphic design style that emerged in Russia, the Netherlands, and Germany in the 1920s and was further developed by designers in Switzerland during the 1950s. The International Typographic Style has had a major influence on graphic design as a part of the modernist movement, impacting many design-related fields including architecture and art.

What made Swiss Design stand out was the use of asymmetric layouts, the use of photographs instead of illustration; and, especially, the placement of a mathematically determined grid to determine the placement of design elements which is a method that is still extremely important to this day in web design.

Müller-Brockmann was one of the leading protagonists of Swiss Design in the 1950s. He is admired for his posters which use text, photographs and simple graphics to create striking compositions. He is also well known for his commitment to grid-based design. In his own words he states:

“The grid is an organisational system that enables you to achieve an orderly result at a minimum cost. The task is solved more easily, faster and better.”

I find swiss typography very interesting as the design layout is completely unique. it ignores all common perceptions of typography and creates its own rules with the positioning of the text as well as the use of tones and opacity of the type.

For example, in the bauhaus poster the word is split into two lines, almost creating a new word itself. however the “Haus” section of the word has a lower opacity and has been layered on top of the “bau”, creating a shadow-like effect and therefore instantly causing interest in a rather simplistic poster. the background colour is also always very bold, causing the viewer to instantly be caught in this piece.

 

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