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0 8. IAT 102 Graphic Design. 0 8. Swiss Style Armin Hofmann Adrian Frutiger: Univers-Font Wolfgang Weingart: Typo-Punk Design Basics. What are the Principles of Swiss Design? (International Typographic Style). Swiss Design (International Typographic Style) asymmetrical organization - PowerPoint PPT Presentation
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IAT 102 Graphic Design
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Swiss Style
Armin Hofmann
Adrian Frutiger: Univers-Font
Wolfgang Weingart: Typo-Punk
Design Basics
What are the Principles of Swiss Design?
(International Typographic Style)
Armin Hofmann, 1954
Swiss Design
(International Typographic Style)
- asymmetrical organization
- grid
- objective photography
- clear and factual
- sans serif typography
Herbert Matter, Max Bill, Otl Aicher, Emil Ruder, Armin Hofmann,
Josef Müller-Brockmann
- (Chapter 18, Meggs)
1928 TschicholdNew Typography
50-60ies RuderWhite Space
1961Muller-BrockmannThe Grid
1970sOtl Aicher:Corporate Identity
Armin Hoffman
Armin Hoffman
Armin Hoffman
“The viewers do not know it – but they can feel it”
Font Design (Swiss Style)
Leading refers to the thin strips of lead that divide the horizontal lines of type.
A font size is determined by the entire piece of metal.Therefore, not all 10pt. fonts look exactly the same - they can have differing x-heights.
Univers, Adrian Frutiger, 1957
Helvetica,
(Neue Haas Grotesk),
Max Miedlinger
1957
http://www.anyonecanswiss.com/
Swiss Design
(International Typographic Style)
- asymmetrical organization
- grid
- objective photography
- clear and factual
- sans serif typography
Poster “the good shape”Emil Ruder
Wolfgang Weingart, Punk-Typographer
What are these Swiss designers best known for?
(Tschichold, Ruder, Muller-Brockmann, Otl Aicher)
1928 TschicholdNew Typography
50-60ies RuderWhite Space
1961Muller-BrockmannThe Grid
1970sOtl Aicher:Corporate Identity
Design Basics
How do you lead users through information by visual means?
Hierarchy
Balance
Consistency / Repetition
Contrast
White space
Gestalt-principles
Style-Hints (or elements for good design):
hierarchy
What is the most important information?
What should you see first?
Second?
hierarchy
balance
balance - symmetry
balance - asymmetry
balance – symmetry or asymmetry
contrast
visual contrast
Proximity
Similarity
Good continuation
Closure
Uniform Connectedness
Figure Ground
Gestalt-principles:
Proximity
Information Design, Andres Wanner 2010
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Similarity
Information Design, Andres Wanner 2010
Good continuation
Information Design, Andres Wanner 2010
Closure
Information Design, Andres Wanner 2010
Uniform Connectedness
Information Design, Andres Wanner 2010
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figure/ground
Proximity
Information Design, Andres Wanner 2010
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Good continuation
Information Design, Andres Wanner 2010
figure/ground
figure/ground
figure/ground
figure/ground
Announcements
Next week:- quiz: all lectures + Lupton: GRID chapter
This week: midterm-marks- Please review IN DETAIL!- your marks count as accepted, if you don’t dispute them before July 10th
Questions, feedback, etc:- Angela’s informal office hour, today 9:30-11 Blenz @ Mezzanine- Erin, Leah office hours
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