Elite Design
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Transcript of Elite Design
Elite Designswiss style
Table of Contents
Swiss Design
Grid Systems
Reductive Nature
Negative Space
Geometric Shapes
Asymmetry
Photography
Color
Sans Serif
Master Designers
Ruder
Hofmann
Muumlller-Brockmann
Herdeg
Crouwel
Kepes
Swiss Today
Resources
Credits
4
7
9
11
13
15
17
19
21
22
25
27
29
31
33
35
36
38
41
Often referred to as the International Typographic Style or the International Style the style of design that originated in Switzerland in the 1940s and 50s was the basis of much of the development of graphic design during the mid 20th century Swiss style grew from the Bauhaus andwas a direct response to the atrocities of World War II Led by designers Josef Muumlller-Brockmann at the Zuumlrich School of Arts and Krafts and Armin Hofmann at the Basel School of Design the style favored simplicity legibility and objectivity
Of the many contributions to develop from the two schools were the use of sans serif typography grids and asymmetrical layouts Also stressed was the combination of typography and photography as a means of visual communication The primary influential works were developed as posters which were seen to be the most effective means of communication
Swiss Style
The grid creates a systematic and steady rule for placing objects The elements are placed on the cell borderlines Grids create a visual rhythm They make it easier and more pleasant for the eye to scan the objects on the page Designs that do not use a grid often tend to look unprofessional and cluttered
A grid is an aid for the designer not a goalby itself Therefore it is acceptable when some elements are deliberately not placed exactly in adherence to the grid to create a certain effect The grid simply creates some rhythm and guidance for the eye and is the foundation of any solid design
The grid shown on this spread is a visual example for how our images and text are placed within a grid to show uniformity
Grid S
ystems
Visual rhythm
Placement hierarchy
Structure Contrast
Variable columns rows
Gutters
6 x 12 Golden Grid
Principles
Application
ExamplesPeter Stuyvesant Collectie mdash Crouwel
Elisabeth Tudor mdash Muumlller-Brockmann
Stadttheater mdash Muumlller-Brockmann
7
The highly modern reductive style associated with the Swiss design ethic owes its existence in large part to Josef Muumlller-Brockmann The Swiss reductive look was minimalistic and did not fill the entire workspace with text or imagery Form follows function was the motto of the Swiss This slogan was coined by American architect Louis Sullivan Walter Gropius believed that an objectrsquos design should be dominated by its function
Reductive N
atureLess is more
Form follows function
Minimalistic aesthetic
Backgrounds cropped from photos
Only necessary copy and images
Principles
Application
Examples
9
Lecturis mdash Crouwel
Alchinsky mdash Crouwel
Beethoven mdash Muumlller-Brockmann
Negative S
paceLess is more
Reduction
Spatial hierarchy
Space without images or texts
Breathing room for images and text
Asymmetry
Principles
Application
Examples
11
Leesbaarheid mdash Couwel
Hiroshima mdash Crouwel
Die Deue Haas Grotesk mdash Muumlller-Brockmann
Negative space was used effectively by Swiss designers in drastic ways that had never been done before The minimalistic idea of ldquoless is morerdquo was incorporated into every aspect of their design Negative space was necessary to achieve the ldquoSwissrdquo look
The use of geometric shapes is one of the most important changes that came from Swiss Style Before Swiss Style designers relied on highly representational illustrations to portray the meaning behind their works In order for Swiss designers to rid design of the excess they stripped images down into their most basic forms Swiss designers were masters at using geometric figures to convey meanings emotions and ideas
Geom
etric Shapes
Simplicity
Form follows function
Repetition
Triangles
Perfect circles
Squares
Angles
Principles
Application
Examples
13
BBVG mdash Crouwel
Musica Viva mdash Muumlller-Brockmann
Juni-Festwochen Zuumlrich mdash Muumlller-Brockmann
Swiss Design is also known for their use of asymmetrical layouts Simply stated if a design were to be folded in half each of the halves would not be equal in either visual aspects or balance By default when any given item is asymmetrical everything gravitates towards the greater side
When asymmetry is applied to graphic design andor typography the viewer will automatically focus on the most prevalent side of the layout The use of this strategy can make the difference between a quick glance and a lasting impression
Asym
metry
Direct focus
Visually dynamic
Diagonals
Designs heavy to left right top or bottom
Stray from left to right tradition
Principles
Application
Examples
15
Collectie Bo Boustedt mdash Crouwel
Helmhaus Zuumlrich mdash Muumlller-Brockmann
Kinderspel mdash Muumlller-Brockmann
PhotographyOne important part of the Swiss Style is its
remarkable use of photography Photography was used in place of illustrations and was a better way to show reality Swiss designers dedicated a large portion of their imagery to photography Black and white photos were used to give compositions more contrast and depth which improved the aesthetic of and brought a unique versatility to the design
Add contrast to composition
Alternative to illustration
Black and white imagery
Backgrounds cropped out
Asymmetrical placement of photos
Principles
Application
Examples
17
Giselle mdash Hofmann
Helmhaus Zuumlrich mdash Hofmann
Readfahrer-Achtung mdash Muumlller-Brockmann
19
Color
Swiss design is known for its limited color palette Many designs utilized the power palette consisting of black white and red Typically if any other color was used it was a primary color and it was often used to make a point or define hierarchy Gradients were done away with were replaced with blocks of varying shades of that color
Hierarchy
Conceptual colors
Primary colors
Power palette
Max 3-color palette
Principles
Application
ExamplesPackaging mdash Crouwel
Faculty-Student Exchange mdash Hofmann
Eroumlffnung der Spielzeit mdash Muumlller-Brockmann
Sans S
erifUniversal
Politically neutral
Simplicity
Progressive
Sans serif type
Condensed type
Drastic size weight contrast
Principles
Application
Examples
21
Hnwerkman mdash Crouwel
Hussem en Bouthoorn mdash Crouwel
The Amsterdam Public Library mdash Crouwel
In addition to ridding images of their ornate details Swiss designers rid type of its ornamentation as well Sans serif automatically made serif typefaces feel outdated and overused
Designers used sans serif type for everything from header text to body copy They preferred the clean structured feel that typefaces suchas Azkidenz-Grotesque Helvetica and Univers gave to a design Sans serif was seen as a progressive typeface that embodied the clear simplistic and universal ideals of the swiss style
Master Designers
Swiss designers created the rules for the foundation of modern design Not only were they masters of their chosen style of design but many of them also became teachers As teachers they passed on their knowledge to students They taught their students to love and appreciate Swiss Design and thestudents in turn carried on its traditional values and beauty
These master designers include Emil Ruder Armin Hofmann Josef Muumlller-Brockmann Walter Herdeg Wim Crouwel and Gyoumlrgy Kepes
Emil Ruder
Josef Muumlller-Brockmann
Armin Hofmann
Walter Herdeg
Wim Crouwel
Gyoumlrgy Kepes
Ruder
Born on March 20 1914
Zuumlrich Switzerland
Basel School of Design
Origins
Education
25
Emil Ruder was a typographer and graphic designer who helped Armin Hofmann form the Basel School of Design and establish the style of design known as Swiss Design He taught that above all typographys purpose was to communicate ideas through writing He placed a heavy importance on sans serif typefaces and his work is both clear and concise especially his typography
Like most designers classified as part of the Swiss Design movement he favored asymmetrical compositions placing a high importance on the counters of characters and the negative space of compositions A friend and associate of Hofmann Frutiger and Muumlller-Brockmann Ruder played a key role in the development of graphic design in the 1940s and 50s His style has been emulated by many designers and his use of grids in design has influenced the development of web design on many levels
Hofm
annBorn in 1920
Winterthur Switzerland
School of Arts and Crafts in Zuumlrich
Origins
Education
27
By the age of 27 Armin Hofmann had already completed an apprenticeship in lithography and had begun teaching typography at the Basel School of Design His colleagues and students were integral in adding to work and theories that surrounded the Swiss International Style which stressed a belief in an absolute and universal style of graphic design The style of design they created had a goal of communication above all else practiced new techniques of photo typesetting photo-montage experimental composition and heavily favored sans serif typography
He taught for several years at the Basel School of Design and was not there long before he replaced Emil Ruder as the head of the school The Swiss International Style and Hofmann thought that one of the most efficient forms of communications was the poster and Hofmann spent much of his career designing posters in particularly for the Basel Stadt Theater Just as Emil Ruder and Josef Muumlller-Brockmann did Hofmann wrote a book outlining his philosophies and practices His Graphic Design Manual was and still is a reference book for all graphic designers
Muumlller-B
rockmann
Born on May 9 1914
Rapperswill Switzerland
The University of Zuumlrich
The Kunstgewerbeschule in Zuumlrich
Origins
Education
29
As with most graphic designers that can be classified as part of the Swiss International Style Josef Muumlller-Brockmann was influenced by the ideas of several different design and art movements including Constructivism De Stijl Suprematism and the Bauhaus He is perhaps the most well-known Swiss designer and his name is probably the most easily recognized when talking about the period He was born and raised in Switzerland and by the age of 43 he became a teacher at the Zuumlrich school of arts and crafts
Perhaps his most decisive work was done for the Zuumlrich Town Hall as poster advertisements for its theater productions He published several books including The Graphic Artist and His Problems and Grid Systems in Graphic Design These books provide an in-depth analysis of his work practices and philosophies and provide an excellent foundation for young graphic designers wishing to learn more about the profession He spent most of his life working and teaching even into the early 1990s when he toured the US and Canada speaking about his work
Herdeg
Born in 1908
Zuumlrich Switzerland
The Kunstgewerbeschule in Zuumlrich
Staatliche Akademie der Bildenden Kuumlnste in
Berlin
Origins
Education
31
Walter Herdeg was very much a graphic designer He studied at the Kunstgewerbeschule in Zuumlrich created many different corporate identities (just as the practice was beginning to become a standard) and even formed his own design company with Walter Amstutz What he is best known for however is the creation and publication of Graphis An international journal of visual communication Graphis was first published by Herdeg towards the end of the second World War
The magazine showcases work and interviews from designers and illustrators from all over the world in an effort to share their work with other audiences In the beginning it served as one of what were at the time only a few vessels which exposed the western world to the design work being done in Europe Herdeg served as the editor of the magazine for 246 issues (the magazine is still in publication) as well as the Graphis Design Annuals which showed the best and brightest work from the year prior to their publication Graphis was a seminal force in the shaping of design culture and it continues to educate expand and foster the world of graphic design today
Crouw
elCrowel is a graphic designer and typographer born in the Netherlands In 1963 he founded the studio Total Design now called Total Identity His most well known work has been for the Stedelijk Museum His typography is extremely well planned and based on very strict systems of grids He has also designed expositions album covers and identity systems He has published two typefaces Fodor and Gridnik digitized versions of both are available from The Foundry In addition to his work as graphic designer he was also active in the educational field In the 1950s he worked as a teacher at the Royal Academy for Art and Design in the Southern Netherlands
Born on November 21 1928
Groningen The Netherlands
Fine Arts at Academie Minerva
Gerrit Rietveld Academie
Origins
Education
33
Kepes
Kepes was indeed a man of many faces In his career he has been a designer painter sculptor filmmaker teacher and urban camouflage theorist He has been widely revered for his teaching practices and his book Language of Vision was used as a college textbook for the arts for many years He ran the Color and Light program at the New Bauhas in Chicago (at the invitation of his friend Laszlo Moholy-Nagy) and founded the Center for Advanced Visual Studies at MIT In 1974 he retired from education and returned to painting His teachings and the work of his students (whom included Saul Bass) greatly influenced an entire nation of budding American designers
Born on October 4 1906
Lorinci Hungary
Royal Academy of Fine Arts in Budapest
Origins
Education
35
Swiss Today
This poster was recreated recently for the 1982 Huumlsker Du concert at the New York coliseum by Mike Joyce It is an excellent example of how Swiss Design is still relevant and stylish in todays culture
This poster utilizes several key tactics of Swiss Design The text is a sans serif called Akzidenz-Grotesk and is set in all miniscule letters The color scheme utilizes the Swiss standard of primary colors in this case blue yellow and a hot pink with red overtones The overall feel of the poster is simple universal and reductive
This poster uses geometric shapes such as the triangle circle and square
37
This poster is also an example of Swiss Design living on in the modern age This poster was done in recent years as a redesign for the 1986 concert of Sonic Youth with Firehouse
This poster clearly demonstrates key aspects of Swiss Design The most noticeable of these aspects is the color scheme While green is not a primary color it is a tertiary color and has been known to be used occasionally in Swiss designs This poster takes Swiss color a step further by using repeated geometric circles to show a gradient effect without actually having one solid gradient
The second most noticable Swiss element is the type The type on this poster is sans serif all miniscules and is in strict adherence to the grid
Resources
httpdesignishistorycomhomeswiss
httpswisstypewordpresscom
httpthegridsystemorgweliecompatternsshowPattern
phppatternID=grid-based-layout
httpalysolycomfs297gridsystemphp
httpvangevacomjosef-muller-brockmann
Swiss Design
Grid Systems
If you are interested in more information or images related to Swiss Design here are the links that we used to gather our information Enjoy
httpkubawolfhubpagescomhubSwiss-Graphic-Design
httpsmearedblackinkcomswiss_style_timeline
httpvangevacomjosef-muller-brockmann
Geometric Shapes
httpkubawolfhubpagescomhubSwiss-Graphic-Design
httpflyergoodnessblogspotcom201004wim-crouwel-selected-
graphic-designshtml
httpvangevacomjosef-muller-brockmann
Asymmetry
httpsmashingmagazinecom20090717lessons-from-swiss-style-
graphic-design
httpgraphicmanianetunderstanding-swiss-style-graphic-design
httpwordsandeggswordpresscom
Photography
httperinedwardsdesignscomdev_postswitzerland_1950shtml
httpsmearedblackinkcomswiss_style_timeline
httpdesignersjournalnetjottingsheroes-armin-hofmann
httpcreativeprocomfilesstory_images20110421_swiss_stylejpg
Color
httpflickrcomphotos26378175N052904295317
httpflickrcomphotosblankaposters2524021975
Reductive Nature
httpxuluxfreefrblogimgsPubliciteMonoprixMonop_40jpg
httplucdevroyeorgWimCrouwel-HiroshimaPoster-1957jpg
Negative Space
39
httpguity-novinblogspotcom201107chapter-42-swiss-grade-style-
and-dutchhtml
httpwebexpedition18comarticlesswiss-legacy
httpadviznlnlobject23022
Sans Serif
httpswisstedcom
httprobotmafiacomswissted-by-mike-joyce
httpmanalivedesignblogspotcom
httpdesignspirationnetimage744880057014
Swiss Today
httpdesignishistorycom1940emil-ruder
httpthinkingforalivingorgarchives932
httpdesignspirationnetimage58073547273
httpurbanhonkingcomplazm20090202idea-magazine-lecture-emil-
ruder
Ruder
httpdesignishistorycom1940armin-hofmann
httpaigaorgmedalist-arminhofmann
httpdesignersjournalnetjottingsheroes-armin-hofmann
httpblackbookjunglecokrpimgsaekili7jg_20111222221631(3)jpg
Hofmann
httpdesignishistorycom1940joseph-mueller-brockmann
httpvangevacomjosef-muller-brockmann
httpmatdolphincomblog
httpdesignishistorycom1940walter-herdeg
httpgraphiscomstorep=269
httpaigaorgmedalist-walterherdeg
Herdeg
httpdesignishistorycom1960wim-crouwel
httpenwikipediaorgwikiWim_Crouwel
httpflyergoodnessblogspotcom201004wim-crouwel-selected-
graphic-designshtml
httpdesigners-bookscomp=7154
Crouwel
Kepes
Muumlller-Brockmann
httpdesignishistorycom1940gyorgy-kepes
httpolivertomascombooksvision-value-series-edited-by-gyorgy-
kepes-1965-6
httpgondolatkiadohuimagesnewbookkepes-abszolutjpg
httpszakkoliektfhu
Credits
41
Cover
Katie Brazell
Kayla Decker
Layout
Katie Brazell
Kayla Decker
Table of Contents
Kayla Decker
Katie Brazell
Swiss Style
Katie Brazell
Kayla Decker
Grid Systems
Katie Brazell
Kayla Decker
Reductive Nature
Kayla Decker
Katie Brazell
Negative Space
Katie Brazell
Kayla Decker
Geometric Shapes
Kayla Decker
Katie Brazell
Asymmetry
Katie Brazell
Kayla Decker
Photography
Katie Brazell
Kayla Decker
Color
Kayla Decker
Katie Brazell
Sans Serif
Kayla Decker
Katie Brazell
Master Designers
Katie Brazell
Kayla Decker
Ruder
Katie Brazell
Kayla Decker
Hofmann
Katie Brazell
Kayla Decker
Muumlller-Brockmann
Kayla Decker
Katie Brazell
Herdeg
Kayla Decker
Katie Brazell
Crouwel
Katie Brazell
Kayla Decker
Kepes
Katie Brazell
Kayla Decker
Swiss Today
Kayla Decker
Katie Brazell
More Information
Katie Brazell
Credits
Kayla Decker
Assemblage of Book
Katie Brazell
Kayla Decker
Multiple Images
Provided by
Tim Speaker
Table of Contents
Swiss Design
Grid Systems
Reductive Nature
Negative Space
Geometric Shapes
Asymmetry
Photography
Color
Sans Serif
Master Designers
Ruder
Hofmann
Muumlller-Brockmann
Herdeg
Crouwel
Kepes
Swiss Today
Resources
Credits
4
7
9
11
13
15
17
19
21
22
25
27
29
31
33
35
36
38
41
Often referred to as the International Typographic Style or the International Style the style of design that originated in Switzerland in the 1940s and 50s was the basis of much of the development of graphic design during the mid 20th century Swiss style grew from the Bauhaus andwas a direct response to the atrocities of World War II Led by designers Josef Muumlller-Brockmann at the Zuumlrich School of Arts and Krafts and Armin Hofmann at the Basel School of Design the style favored simplicity legibility and objectivity
Of the many contributions to develop from the two schools were the use of sans serif typography grids and asymmetrical layouts Also stressed was the combination of typography and photography as a means of visual communication The primary influential works were developed as posters which were seen to be the most effective means of communication
Swiss Style
The grid creates a systematic and steady rule for placing objects The elements are placed on the cell borderlines Grids create a visual rhythm They make it easier and more pleasant for the eye to scan the objects on the page Designs that do not use a grid often tend to look unprofessional and cluttered
A grid is an aid for the designer not a goalby itself Therefore it is acceptable when some elements are deliberately not placed exactly in adherence to the grid to create a certain effect The grid simply creates some rhythm and guidance for the eye and is the foundation of any solid design
The grid shown on this spread is a visual example for how our images and text are placed within a grid to show uniformity
Grid S
ystems
Visual rhythm
Placement hierarchy
Structure Contrast
Variable columns rows
Gutters
6 x 12 Golden Grid
Principles
Application
ExamplesPeter Stuyvesant Collectie mdash Crouwel
Elisabeth Tudor mdash Muumlller-Brockmann
Stadttheater mdash Muumlller-Brockmann
7
The highly modern reductive style associated with the Swiss design ethic owes its existence in large part to Josef Muumlller-Brockmann The Swiss reductive look was minimalistic and did not fill the entire workspace with text or imagery Form follows function was the motto of the Swiss This slogan was coined by American architect Louis Sullivan Walter Gropius believed that an objectrsquos design should be dominated by its function
Reductive N
atureLess is more
Form follows function
Minimalistic aesthetic
Backgrounds cropped from photos
Only necessary copy and images
Principles
Application
Examples
9
Lecturis mdash Crouwel
Alchinsky mdash Crouwel
Beethoven mdash Muumlller-Brockmann
Negative S
paceLess is more
Reduction
Spatial hierarchy
Space without images or texts
Breathing room for images and text
Asymmetry
Principles
Application
Examples
11
Leesbaarheid mdash Couwel
Hiroshima mdash Crouwel
Die Deue Haas Grotesk mdash Muumlller-Brockmann
Negative space was used effectively by Swiss designers in drastic ways that had never been done before The minimalistic idea of ldquoless is morerdquo was incorporated into every aspect of their design Negative space was necessary to achieve the ldquoSwissrdquo look
The use of geometric shapes is one of the most important changes that came from Swiss Style Before Swiss Style designers relied on highly representational illustrations to portray the meaning behind their works In order for Swiss designers to rid design of the excess they stripped images down into their most basic forms Swiss designers were masters at using geometric figures to convey meanings emotions and ideas
Geom
etric Shapes
Simplicity
Form follows function
Repetition
Triangles
Perfect circles
Squares
Angles
Principles
Application
Examples
13
BBVG mdash Crouwel
Musica Viva mdash Muumlller-Brockmann
Juni-Festwochen Zuumlrich mdash Muumlller-Brockmann
Swiss Design is also known for their use of asymmetrical layouts Simply stated if a design were to be folded in half each of the halves would not be equal in either visual aspects or balance By default when any given item is asymmetrical everything gravitates towards the greater side
When asymmetry is applied to graphic design andor typography the viewer will automatically focus on the most prevalent side of the layout The use of this strategy can make the difference between a quick glance and a lasting impression
Asym
metry
Direct focus
Visually dynamic
Diagonals
Designs heavy to left right top or bottom
Stray from left to right tradition
Principles
Application
Examples
15
Collectie Bo Boustedt mdash Crouwel
Helmhaus Zuumlrich mdash Muumlller-Brockmann
Kinderspel mdash Muumlller-Brockmann
PhotographyOne important part of the Swiss Style is its
remarkable use of photography Photography was used in place of illustrations and was a better way to show reality Swiss designers dedicated a large portion of their imagery to photography Black and white photos were used to give compositions more contrast and depth which improved the aesthetic of and brought a unique versatility to the design
Add contrast to composition
Alternative to illustration
Black and white imagery
Backgrounds cropped out
Asymmetrical placement of photos
Principles
Application
Examples
17
Giselle mdash Hofmann
Helmhaus Zuumlrich mdash Hofmann
Readfahrer-Achtung mdash Muumlller-Brockmann
19
Color
Swiss design is known for its limited color palette Many designs utilized the power palette consisting of black white and red Typically if any other color was used it was a primary color and it was often used to make a point or define hierarchy Gradients were done away with were replaced with blocks of varying shades of that color
Hierarchy
Conceptual colors
Primary colors
Power palette
Max 3-color palette
Principles
Application
ExamplesPackaging mdash Crouwel
Faculty-Student Exchange mdash Hofmann
Eroumlffnung der Spielzeit mdash Muumlller-Brockmann
Sans S
erifUniversal
Politically neutral
Simplicity
Progressive
Sans serif type
Condensed type
Drastic size weight contrast
Principles
Application
Examples
21
Hnwerkman mdash Crouwel
Hussem en Bouthoorn mdash Crouwel
The Amsterdam Public Library mdash Crouwel
In addition to ridding images of their ornate details Swiss designers rid type of its ornamentation as well Sans serif automatically made serif typefaces feel outdated and overused
Designers used sans serif type for everything from header text to body copy They preferred the clean structured feel that typefaces suchas Azkidenz-Grotesque Helvetica and Univers gave to a design Sans serif was seen as a progressive typeface that embodied the clear simplistic and universal ideals of the swiss style
Master Designers
Swiss designers created the rules for the foundation of modern design Not only were they masters of their chosen style of design but many of them also became teachers As teachers they passed on their knowledge to students They taught their students to love and appreciate Swiss Design and thestudents in turn carried on its traditional values and beauty
These master designers include Emil Ruder Armin Hofmann Josef Muumlller-Brockmann Walter Herdeg Wim Crouwel and Gyoumlrgy Kepes
Emil Ruder
Josef Muumlller-Brockmann
Armin Hofmann
Walter Herdeg
Wim Crouwel
Gyoumlrgy Kepes
Ruder
Born on March 20 1914
Zuumlrich Switzerland
Basel School of Design
Origins
Education
25
Emil Ruder was a typographer and graphic designer who helped Armin Hofmann form the Basel School of Design and establish the style of design known as Swiss Design He taught that above all typographys purpose was to communicate ideas through writing He placed a heavy importance on sans serif typefaces and his work is both clear and concise especially his typography
Like most designers classified as part of the Swiss Design movement he favored asymmetrical compositions placing a high importance on the counters of characters and the negative space of compositions A friend and associate of Hofmann Frutiger and Muumlller-Brockmann Ruder played a key role in the development of graphic design in the 1940s and 50s His style has been emulated by many designers and his use of grids in design has influenced the development of web design on many levels
Hofm
annBorn in 1920
Winterthur Switzerland
School of Arts and Crafts in Zuumlrich
Origins
Education
27
By the age of 27 Armin Hofmann had already completed an apprenticeship in lithography and had begun teaching typography at the Basel School of Design His colleagues and students were integral in adding to work and theories that surrounded the Swiss International Style which stressed a belief in an absolute and universal style of graphic design The style of design they created had a goal of communication above all else practiced new techniques of photo typesetting photo-montage experimental composition and heavily favored sans serif typography
He taught for several years at the Basel School of Design and was not there long before he replaced Emil Ruder as the head of the school The Swiss International Style and Hofmann thought that one of the most efficient forms of communications was the poster and Hofmann spent much of his career designing posters in particularly for the Basel Stadt Theater Just as Emil Ruder and Josef Muumlller-Brockmann did Hofmann wrote a book outlining his philosophies and practices His Graphic Design Manual was and still is a reference book for all graphic designers
Muumlller-B
rockmann
Born on May 9 1914
Rapperswill Switzerland
The University of Zuumlrich
The Kunstgewerbeschule in Zuumlrich
Origins
Education
29
As with most graphic designers that can be classified as part of the Swiss International Style Josef Muumlller-Brockmann was influenced by the ideas of several different design and art movements including Constructivism De Stijl Suprematism and the Bauhaus He is perhaps the most well-known Swiss designer and his name is probably the most easily recognized when talking about the period He was born and raised in Switzerland and by the age of 43 he became a teacher at the Zuumlrich school of arts and crafts
Perhaps his most decisive work was done for the Zuumlrich Town Hall as poster advertisements for its theater productions He published several books including The Graphic Artist and His Problems and Grid Systems in Graphic Design These books provide an in-depth analysis of his work practices and philosophies and provide an excellent foundation for young graphic designers wishing to learn more about the profession He spent most of his life working and teaching even into the early 1990s when he toured the US and Canada speaking about his work
Herdeg
Born in 1908
Zuumlrich Switzerland
The Kunstgewerbeschule in Zuumlrich
Staatliche Akademie der Bildenden Kuumlnste in
Berlin
Origins
Education
31
Walter Herdeg was very much a graphic designer He studied at the Kunstgewerbeschule in Zuumlrich created many different corporate identities (just as the practice was beginning to become a standard) and even formed his own design company with Walter Amstutz What he is best known for however is the creation and publication of Graphis An international journal of visual communication Graphis was first published by Herdeg towards the end of the second World War
The magazine showcases work and interviews from designers and illustrators from all over the world in an effort to share their work with other audiences In the beginning it served as one of what were at the time only a few vessels which exposed the western world to the design work being done in Europe Herdeg served as the editor of the magazine for 246 issues (the magazine is still in publication) as well as the Graphis Design Annuals which showed the best and brightest work from the year prior to their publication Graphis was a seminal force in the shaping of design culture and it continues to educate expand and foster the world of graphic design today
Crouw
elCrowel is a graphic designer and typographer born in the Netherlands In 1963 he founded the studio Total Design now called Total Identity His most well known work has been for the Stedelijk Museum His typography is extremely well planned and based on very strict systems of grids He has also designed expositions album covers and identity systems He has published two typefaces Fodor and Gridnik digitized versions of both are available from The Foundry In addition to his work as graphic designer he was also active in the educational field In the 1950s he worked as a teacher at the Royal Academy for Art and Design in the Southern Netherlands
Born on November 21 1928
Groningen The Netherlands
Fine Arts at Academie Minerva
Gerrit Rietveld Academie
Origins
Education
33
Kepes
Kepes was indeed a man of many faces In his career he has been a designer painter sculptor filmmaker teacher and urban camouflage theorist He has been widely revered for his teaching practices and his book Language of Vision was used as a college textbook for the arts for many years He ran the Color and Light program at the New Bauhas in Chicago (at the invitation of his friend Laszlo Moholy-Nagy) and founded the Center for Advanced Visual Studies at MIT In 1974 he retired from education and returned to painting His teachings and the work of his students (whom included Saul Bass) greatly influenced an entire nation of budding American designers
Born on October 4 1906
Lorinci Hungary
Royal Academy of Fine Arts in Budapest
Origins
Education
35
Swiss Today
This poster was recreated recently for the 1982 Huumlsker Du concert at the New York coliseum by Mike Joyce It is an excellent example of how Swiss Design is still relevant and stylish in todays culture
This poster utilizes several key tactics of Swiss Design The text is a sans serif called Akzidenz-Grotesk and is set in all miniscule letters The color scheme utilizes the Swiss standard of primary colors in this case blue yellow and a hot pink with red overtones The overall feel of the poster is simple universal and reductive
This poster uses geometric shapes such as the triangle circle and square
37
This poster is also an example of Swiss Design living on in the modern age This poster was done in recent years as a redesign for the 1986 concert of Sonic Youth with Firehouse
This poster clearly demonstrates key aspects of Swiss Design The most noticeable of these aspects is the color scheme While green is not a primary color it is a tertiary color and has been known to be used occasionally in Swiss designs This poster takes Swiss color a step further by using repeated geometric circles to show a gradient effect without actually having one solid gradient
The second most noticable Swiss element is the type The type on this poster is sans serif all miniscules and is in strict adherence to the grid
Resources
httpdesignishistorycomhomeswiss
httpswisstypewordpresscom
httpthegridsystemorgweliecompatternsshowPattern
phppatternID=grid-based-layout
httpalysolycomfs297gridsystemphp
httpvangevacomjosef-muller-brockmann
Swiss Design
Grid Systems
If you are interested in more information or images related to Swiss Design here are the links that we used to gather our information Enjoy
httpkubawolfhubpagescomhubSwiss-Graphic-Design
httpsmearedblackinkcomswiss_style_timeline
httpvangevacomjosef-muller-brockmann
Geometric Shapes
httpkubawolfhubpagescomhubSwiss-Graphic-Design
httpflyergoodnessblogspotcom201004wim-crouwel-selected-
graphic-designshtml
httpvangevacomjosef-muller-brockmann
Asymmetry
httpsmashingmagazinecom20090717lessons-from-swiss-style-
graphic-design
httpgraphicmanianetunderstanding-swiss-style-graphic-design
httpwordsandeggswordpresscom
Photography
httperinedwardsdesignscomdev_postswitzerland_1950shtml
httpsmearedblackinkcomswiss_style_timeline
httpdesignersjournalnetjottingsheroes-armin-hofmann
httpcreativeprocomfilesstory_images20110421_swiss_stylejpg
Color
httpflickrcomphotos26378175N052904295317
httpflickrcomphotosblankaposters2524021975
Reductive Nature
httpxuluxfreefrblogimgsPubliciteMonoprixMonop_40jpg
httplucdevroyeorgWimCrouwel-HiroshimaPoster-1957jpg
Negative Space
39
httpguity-novinblogspotcom201107chapter-42-swiss-grade-style-
and-dutchhtml
httpwebexpedition18comarticlesswiss-legacy
httpadviznlnlobject23022
Sans Serif
httpswisstedcom
httprobotmafiacomswissted-by-mike-joyce
httpmanalivedesignblogspotcom
httpdesignspirationnetimage744880057014
Swiss Today
httpdesignishistorycom1940emil-ruder
httpthinkingforalivingorgarchives932
httpdesignspirationnetimage58073547273
httpurbanhonkingcomplazm20090202idea-magazine-lecture-emil-
ruder
Ruder
httpdesignishistorycom1940armin-hofmann
httpaigaorgmedalist-arminhofmann
httpdesignersjournalnetjottingsheroes-armin-hofmann
httpblackbookjunglecokrpimgsaekili7jg_20111222221631(3)jpg
Hofmann
httpdesignishistorycom1940joseph-mueller-brockmann
httpvangevacomjosef-muller-brockmann
httpmatdolphincomblog
httpdesignishistorycom1940walter-herdeg
httpgraphiscomstorep=269
httpaigaorgmedalist-walterherdeg
Herdeg
httpdesignishistorycom1960wim-crouwel
httpenwikipediaorgwikiWim_Crouwel
httpflyergoodnessblogspotcom201004wim-crouwel-selected-
graphic-designshtml
httpdesigners-bookscomp=7154
Crouwel
Kepes
Muumlller-Brockmann
httpdesignishistorycom1940gyorgy-kepes
httpolivertomascombooksvision-value-series-edited-by-gyorgy-
kepes-1965-6
httpgondolatkiadohuimagesnewbookkepes-abszolutjpg
httpszakkoliektfhu
Credits
41
Cover
Katie Brazell
Kayla Decker
Layout
Katie Brazell
Kayla Decker
Table of Contents
Kayla Decker
Katie Brazell
Swiss Style
Katie Brazell
Kayla Decker
Grid Systems
Katie Brazell
Kayla Decker
Reductive Nature
Kayla Decker
Katie Brazell
Negative Space
Katie Brazell
Kayla Decker
Geometric Shapes
Kayla Decker
Katie Brazell
Asymmetry
Katie Brazell
Kayla Decker
Photography
Katie Brazell
Kayla Decker
Color
Kayla Decker
Katie Brazell
Sans Serif
Kayla Decker
Katie Brazell
Master Designers
Katie Brazell
Kayla Decker
Ruder
Katie Brazell
Kayla Decker
Hofmann
Katie Brazell
Kayla Decker
Muumlller-Brockmann
Kayla Decker
Katie Brazell
Herdeg
Kayla Decker
Katie Brazell
Crouwel
Katie Brazell
Kayla Decker
Kepes
Katie Brazell
Kayla Decker
Swiss Today
Kayla Decker
Katie Brazell
More Information
Katie Brazell
Credits
Kayla Decker
Assemblage of Book
Katie Brazell
Kayla Decker
Multiple Images
Provided by
Tim Speaker
Often referred to as the International Typographic Style or the International Style the style of design that originated in Switzerland in the 1940s and 50s was the basis of much of the development of graphic design during the mid 20th century Swiss style grew from the Bauhaus andwas a direct response to the atrocities of World War II Led by designers Josef Muumlller-Brockmann at the Zuumlrich School of Arts and Krafts and Armin Hofmann at the Basel School of Design the style favored simplicity legibility and objectivity
Of the many contributions to develop from the two schools were the use of sans serif typography grids and asymmetrical layouts Also stressed was the combination of typography and photography as a means of visual communication The primary influential works were developed as posters which were seen to be the most effective means of communication
Swiss Style
The grid creates a systematic and steady rule for placing objects The elements are placed on the cell borderlines Grids create a visual rhythm They make it easier and more pleasant for the eye to scan the objects on the page Designs that do not use a grid often tend to look unprofessional and cluttered
A grid is an aid for the designer not a goalby itself Therefore it is acceptable when some elements are deliberately not placed exactly in adherence to the grid to create a certain effect The grid simply creates some rhythm and guidance for the eye and is the foundation of any solid design
The grid shown on this spread is a visual example for how our images and text are placed within a grid to show uniformity
Grid S
ystems
Visual rhythm
Placement hierarchy
Structure Contrast
Variable columns rows
Gutters
6 x 12 Golden Grid
Principles
Application
ExamplesPeter Stuyvesant Collectie mdash Crouwel
Elisabeth Tudor mdash Muumlller-Brockmann
Stadttheater mdash Muumlller-Brockmann
7
The highly modern reductive style associated with the Swiss design ethic owes its existence in large part to Josef Muumlller-Brockmann The Swiss reductive look was minimalistic and did not fill the entire workspace with text or imagery Form follows function was the motto of the Swiss This slogan was coined by American architect Louis Sullivan Walter Gropius believed that an objectrsquos design should be dominated by its function
Reductive N
atureLess is more
Form follows function
Minimalistic aesthetic
Backgrounds cropped from photos
Only necessary copy and images
Principles
Application
Examples
9
Lecturis mdash Crouwel
Alchinsky mdash Crouwel
Beethoven mdash Muumlller-Brockmann
Negative S
paceLess is more
Reduction
Spatial hierarchy
Space without images or texts
Breathing room for images and text
Asymmetry
Principles
Application
Examples
11
Leesbaarheid mdash Couwel
Hiroshima mdash Crouwel
Die Deue Haas Grotesk mdash Muumlller-Brockmann
Negative space was used effectively by Swiss designers in drastic ways that had never been done before The minimalistic idea of ldquoless is morerdquo was incorporated into every aspect of their design Negative space was necessary to achieve the ldquoSwissrdquo look
The use of geometric shapes is one of the most important changes that came from Swiss Style Before Swiss Style designers relied on highly representational illustrations to portray the meaning behind their works In order for Swiss designers to rid design of the excess they stripped images down into their most basic forms Swiss designers were masters at using geometric figures to convey meanings emotions and ideas
Geom
etric Shapes
Simplicity
Form follows function
Repetition
Triangles
Perfect circles
Squares
Angles
Principles
Application
Examples
13
BBVG mdash Crouwel
Musica Viva mdash Muumlller-Brockmann
Juni-Festwochen Zuumlrich mdash Muumlller-Brockmann
Swiss Design is also known for their use of asymmetrical layouts Simply stated if a design were to be folded in half each of the halves would not be equal in either visual aspects or balance By default when any given item is asymmetrical everything gravitates towards the greater side
When asymmetry is applied to graphic design andor typography the viewer will automatically focus on the most prevalent side of the layout The use of this strategy can make the difference between a quick glance and a lasting impression
Asym
metry
Direct focus
Visually dynamic
Diagonals
Designs heavy to left right top or bottom
Stray from left to right tradition
Principles
Application
Examples
15
Collectie Bo Boustedt mdash Crouwel
Helmhaus Zuumlrich mdash Muumlller-Brockmann
Kinderspel mdash Muumlller-Brockmann
PhotographyOne important part of the Swiss Style is its
remarkable use of photography Photography was used in place of illustrations and was a better way to show reality Swiss designers dedicated a large portion of their imagery to photography Black and white photos were used to give compositions more contrast and depth which improved the aesthetic of and brought a unique versatility to the design
Add contrast to composition
Alternative to illustration
Black and white imagery
Backgrounds cropped out
Asymmetrical placement of photos
Principles
Application
Examples
17
Giselle mdash Hofmann
Helmhaus Zuumlrich mdash Hofmann
Readfahrer-Achtung mdash Muumlller-Brockmann
19
Color
Swiss design is known for its limited color palette Many designs utilized the power palette consisting of black white and red Typically if any other color was used it was a primary color and it was often used to make a point or define hierarchy Gradients were done away with were replaced with blocks of varying shades of that color
Hierarchy
Conceptual colors
Primary colors
Power palette
Max 3-color palette
Principles
Application
ExamplesPackaging mdash Crouwel
Faculty-Student Exchange mdash Hofmann
Eroumlffnung der Spielzeit mdash Muumlller-Brockmann
Sans S
erifUniversal
Politically neutral
Simplicity
Progressive
Sans serif type
Condensed type
Drastic size weight contrast
Principles
Application
Examples
21
Hnwerkman mdash Crouwel
Hussem en Bouthoorn mdash Crouwel
The Amsterdam Public Library mdash Crouwel
In addition to ridding images of their ornate details Swiss designers rid type of its ornamentation as well Sans serif automatically made serif typefaces feel outdated and overused
Designers used sans serif type for everything from header text to body copy They preferred the clean structured feel that typefaces suchas Azkidenz-Grotesque Helvetica and Univers gave to a design Sans serif was seen as a progressive typeface that embodied the clear simplistic and universal ideals of the swiss style
Master Designers
Swiss designers created the rules for the foundation of modern design Not only were they masters of their chosen style of design but many of them also became teachers As teachers they passed on their knowledge to students They taught their students to love and appreciate Swiss Design and thestudents in turn carried on its traditional values and beauty
These master designers include Emil Ruder Armin Hofmann Josef Muumlller-Brockmann Walter Herdeg Wim Crouwel and Gyoumlrgy Kepes
Emil Ruder
Josef Muumlller-Brockmann
Armin Hofmann
Walter Herdeg
Wim Crouwel
Gyoumlrgy Kepes
Ruder
Born on March 20 1914
Zuumlrich Switzerland
Basel School of Design
Origins
Education
25
Emil Ruder was a typographer and graphic designer who helped Armin Hofmann form the Basel School of Design and establish the style of design known as Swiss Design He taught that above all typographys purpose was to communicate ideas through writing He placed a heavy importance on sans serif typefaces and his work is both clear and concise especially his typography
Like most designers classified as part of the Swiss Design movement he favored asymmetrical compositions placing a high importance on the counters of characters and the negative space of compositions A friend and associate of Hofmann Frutiger and Muumlller-Brockmann Ruder played a key role in the development of graphic design in the 1940s and 50s His style has been emulated by many designers and his use of grids in design has influenced the development of web design on many levels
Hofm
annBorn in 1920
Winterthur Switzerland
School of Arts and Crafts in Zuumlrich
Origins
Education
27
By the age of 27 Armin Hofmann had already completed an apprenticeship in lithography and had begun teaching typography at the Basel School of Design His colleagues and students were integral in adding to work and theories that surrounded the Swiss International Style which stressed a belief in an absolute and universal style of graphic design The style of design they created had a goal of communication above all else practiced new techniques of photo typesetting photo-montage experimental composition and heavily favored sans serif typography
He taught for several years at the Basel School of Design and was not there long before he replaced Emil Ruder as the head of the school The Swiss International Style and Hofmann thought that one of the most efficient forms of communications was the poster and Hofmann spent much of his career designing posters in particularly for the Basel Stadt Theater Just as Emil Ruder and Josef Muumlller-Brockmann did Hofmann wrote a book outlining his philosophies and practices His Graphic Design Manual was and still is a reference book for all graphic designers
Muumlller-B
rockmann
Born on May 9 1914
Rapperswill Switzerland
The University of Zuumlrich
The Kunstgewerbeschule in Zuumlrich
Origins
Education
29
As with most graphic designers that can be classified as part of the Swiss International Style Josef Muumlller-Brockmann was influenced by the ideas of several different design and art movements including Constructivism De Stijl Suprematism and the Bauhaus He is perhaps the most well-known Swiss designer and his name is probably the most easily recognized when talking about the period He was born and raised in Switzerland and by the age of 43 he became a teacher at the Zuumlrich school of arts and crafts
Perhaps his most decisive work was done for the Zuumlrich Town Hall as poster advertisements for its theater productions He published several books including The Graphic Artist and His Problems and Grid Systems in Graphic Design These books provide an in-depth analysis of his work practices and philosophies and provide an excellent foundation for young graphic designers wishing to learn more about the profession He spent most of his life working and teaching even into the early 1990s when he toured the US and Canada speaking about his work
Herdeg
Born in 1908
Zuumlrich Switzerland
The Kunstgewerbeschule in Zuumlrich
Staatliche Akademie der Bildenden Kuumlnste in
Berlin
Origins
Education
31
Walter Herdeg was very much a graphic designer He studied at the Kunstgewerbeschule in Zuumlrich created many different corporate identities (just as the practice was beginning to become a standard) and even formed his own design company with Walter Amstutz What he is best known for however is the creation and publication of Graphis An international journal of visual communication Graphis was first published by Herdeg towards the end of the second World War
The magazine showcases work and interviews from designers and illustrators from all over the world in an effort to share their work with other audiences In the beginning it served as one of what were at the time only a few vessels which exposed the western world to the design work being done in Europe Herdeg served as the editor of the magazine for 246 issues (the magazine is still in publication) as well as the Graphis Design Annuals which showed the best and brightest work from the year prior to their publication Graphis was a seminal force in the shaping of design culture and it continues to educate expand and foster the world of graphic design today
Crouw
elCrowel is a graphic designer and typographer born in the Netherlands In 1963 he founded the studio Total Design now called Total Identity His most well known work has been for the Stedelijk Museum His typography is extremely well planned and based on very strict systems of grids He has also designed expositions album covers and identity systems He has published two typefaces Fodor and Gridnik digitized versions of both are available from The Foundry In addition to his work as graphic designer he was also active in the educational field In the 1950s he worked as a teacher at the Royal Academy for Art and Design in the Southern Netherlands
Born on November 21 1928
Groningen The Netherlands
Fine Arts at Academie Minerva
Gerrit Rietveld Academie
Origins
Education
33
Kepes
Kepes was indeed a man of many faces In his career he has been a designer painter sculptor filmmaker teacher and urban camouflage theorist He has been widely revered for his teaching practices and his book Language of Vision was used as a college textbook for the arts for many years He ran the Color and Light program at the New Bauhas in Chicago (at the invitation of his friend Laszlo Moholy-Nagy) and founded the Center for Advanced Visual Studies at MIT In 1974 he retired from education and returned to painting His teachings and the work of his students (whom included Saul Bass) greatly influenced an entire nation of budding American designers
Born on October 4 1906
Lorinci Hungary
Royal Academy of Fine Arts in Budapest
Origins
Education
35
Swiss Today
This poster was recreated recently for the 1982 Huumlsker Du concert at the New York coliseum by Mike Joyce It is an excellent example of how Swiss Design is still relevant and stylish in todays culture
This poster utilizes several key tactics of Swiss Design The text is a sans serif called Akzidenz-Grotesk and is set in all miniscule letters The color scheme utilizes the Swiss standard of primary colors in this case blue yellow and a hot pink with red overtones The overall feel of the poster is simple universal and reductive
This poster uses geometric shapes such as the triangle circle and square
37
This poster is also an example of Swiss Design living on in the modern age This poster was done in recent years as a redesign for the 1986 concert of Sonic Youth with Firehouse
This poster clearly demonstrates key aspects of Swiss Design The most noticeable of these aspects is the color scheme While green is not a primary color it is a tertiary color and has been known to be used occasionally in Swiss designs This poster takes Swiss color a step further by using repeated geometric circles to show a gradient effect without actually having one solid gradient
The second most noticable Swiss element is the type The type on this poster is sans serif all miniscules and is in strict adherence to the grid
Resources
httpdesignishistorycomhomeswiss
httpswisstypewordpresscom
httpthegridsystemorgweliecompatternsshowPattern
phppatternID=grid-based-layout
httpalysolycomfs297gridsystemphp
httpvangevacomjosef-muller-brockmann
Swiss Design
Grid Systems
If you are interested in more information or images related to Swiss Design here are the links that we used to gather our information Enjoy
httpkubawolfhubpagescomhubSwiss-Graphic-Design
httpsmearedblackinkcomswiss_style_timeline
httpvangevacomjosef-muller-brockmann
Geometric Shapes
httpkubawolfhubpagescomhubSwiss-Graphic-Design
httpflyergoodnessblogspotcom201004wim-crouwel-selected-
graphic-designshtml
httpvangevacomjosef-muller-brockmann
Asymmetry
httpsmashingmagazinecom20090717lessons-from-swiss-style-
graphic-design
httpgraphicmanianetunderstanding-swiss-style-graphic-design
httpwordsandeggswordpresscom
Photography
httperinedwardsdesignscomdev_postswitzerland_1950shtml
httpsmearedblackinkcomswiss_style_timeline
httpdesignersjournalnetjottingsheroes-armin-hofmann
httpcreativeprocomfilesstory_images20110421_swiss_stylejpg
Color
httpflickrcomphotos26378175N052904295317
httpflickrcomphotosblankaposters2524021975
Reductive Nature
httpxuluxfreefrblogimgsPubliciteMonoprixMonop_40jpg
httplucdevroyeorgWimCrouwel-HiroshimaPoster-1957jpg
Negative Space
39
httpguity-novinblogspotcom201107chapter-42-swiss-grade-style-
and-dutchhtml
httpwebexpedition18comarticlesswiss-legacy
httpadviznlnlobject23022
Sans Serif
httpswisstedcom
httprobotmafiacomswissted-by-mike-joyce
httpmanalivedesignblogspotcom
httpdesignspirationnetimage744880057014
Swiss Today
httpdesignishistorycom1940emil-ruder
httpthinkingforalivingorgarchives932
httpdesignspirationnetimage58073547273
httpurbanhonkingcomplazm20090202idea-magazine-lecture-emil-
ruder
Ruder
httpdesignishistorycom1940armin-hofmann
httpaigaorgmedalist-arminhofmann
httpdesignersjournalnetjottingsheroes-armin-hofmann
httpblackbookjunglecokrpimgsaekili7jg_20111222221631(3)jpg
Hofmann
httpdesignishistorycom1940joseph-mueller-brockmann
httpvangevacomjosef-muller-brockmann
httpmatdolphincomblog
httpdesignishistorycom1940walter-herdeg
httpgraphiscomstorep=269
httpaigaorgmedalist-walterherdeg
Herdeg
httpdesignishistorycom1960wim-crouwel
httpenwikipediaorgwikiWim_Crouwel
httpflyergoodnessblogspotcom201004wim-crouwel-selected-
graphic-designshtml
httpdesigners-bookscomp=7154
Crouwel
Kepes
Muumlller-Brockmann
httpdesignishistorycom1940gyorgy-kepes
httpolivertomascombooksvision-value-series-edited-by-gyorgy-
kepes-1965-6
httpgondolatkiadohuimagesnewbookkepes-abszolutjpg
httpszakkoliektfhu
Credits
41
Cover
Katie Brazell
Kayla Decker
Layout
Katie Brazell
Kayla Decker
Table of Contents
Kayla Decker
Katie Brazell
Swiss Style
Katie Brazell
Kayla Decker
Grid Systems
Katie Brazell
Kayla Decker
Reductive Nature
Kayla Decker
Katie Brazell
Negative Space
Katie Brazell
Kayla Decker
Geometric Shapes
Kayla Decker
Katie Brazell
Asymmetry
Katie Brazell
Kayla Decker
Photography
Katie Brazell
Kayla Decker
Color
Kayla Decker
Katie Brazell
Sans Serif
Kayla Decker
Katie Brazell
Master Designers
Katie Brazell
Kayla Decker
Ruder
Katie Brazell
Kayla Decker
Hofmann
Katie Brazell
Kayla Decker
Muumlller-Brockmann
Kayla Decker
Katie Brazell
Herdeg
Kayla Decker
Katie Brazell
Crouwel
Katie Brazell
Kayla Decker
Kepes
Katie Brazell
Kayla Decker
Swiss Today
Kayla Decker
Katie Brazell
More Information
Katie Brazell
Credits
Kayla Decker
Assemblage of Book
Katie Brazell
Kayla Decker
Multiple Images
Provided by
Tim Speaker
The grid creates a systematic and steady rule for placing objects The elements are placed on the cell borderlines Grids create a visual rhythm They make it easier and more pleasant for the eye to scan the objects on the page Designs that do not use a grid often tend to look unprofessional and cluttered
A grid is an aid for the designer not a goalby itself Therefore it is acceptable when some elements are deliberately not placed exactly in adherence to the grid to create a certain effect The grid simply creates some rhythm and guidance for the eye and is the foundation of any solid design
The grid shown on this spread is a visual example for how our images and text are placed within a grid to show uniformity
Grid S
ystems
Visual rhythm
Placement hierarchy
Structure Contrast
Variable columns rows
Gutters
6 x 12 Golden Grid
Principles
Application
ExamplesPeter Stuyvesant Collectie mdash Crouwel
Elisabeth Tudor mdash Muumlller-Brockmann
Stadttheater mdash Muumlller-Brockmann
7
The highly modern reductive style associated with the Swiss design ethic owes its existence in large part to Josef Muumlller-Brockmann The Swiss reductive look was minimalistic and did not fill the entire workspace with text or imagery Form follows function was the motto of the Swiss This slogan was coined by American architect Louis Sullivan Walter Gropius believed that an objectrsquos design should be dominated by its function
Reductive N
atureLess is more
Form follows function
Minimalistic aesthetic
Backgrounds cropped from photos
Only necessary copy and images
Principles
Application
Examples
9
Lecturis mdash Crouwel
Alchinsky mdash Crouwel
Beethoven mdash Muumlller-Brockmann
Negative S
paceLess is more
Reduction
Spatial hierarchy
Space without images or texts
Breathing room for images and text
Asymmetry
Principles
Application
Examples
11
Leesbaarheid mdash Couwel
Hiroshima mdash Crouwel
Die Deue Haas Grotesk mdash Muumlller-Brockmann
Negative space was used effectively by Swiss designers in drastic ways that had never been done before The minimalistic idea of ldquoless is morerdquo was incorporated into every aspect of their design Negative space was necessary to achieve the ldquoSwissrdquo look
The use of geometric shapes is one of the most important changes that came from Swiss Style Before Swiss Style designers relied on highly representational illustrations to portray the meaning behind their works In order for Swiss designers to rid design of the excess they stripped images down into their most basic forms Swiss designers were masters at using geometric figures to convey meanings emotions and ideas
Geom
etric Shapes
Simplicity
Form follows function
Repetition
Triangles
Perfect circles
Squares
Angles
Principles
Application
Examples
13
BBVG mdash Crouwel
Musica Viva mdash Muumlller-Brockmann
Juni-Festwochen Zuumlrich mdash Muumlller-Brockmann
Swiss Design is also known for their use of asymmetrical layouts Simply stated if a design were to be folded in half each of the halves would not be equal in either visual aspects or balance By default when any given item is asymmetrical everything gravitates towards the greater side
When asymmetry is applied to graphic design andor typography the viewer will automatically focus on the most prevalent side of the layout The use of this strategy can make the difference between a quick glance and a lasting impression
Asym
metry
Direct focus
Visually dynamic
Diagonals
Designs heavy to left right top or bottom
Stray from left to right tradition
Principles
Application
Examples
15
Collectie Bo Boustedt mdash Crouwel
Helmhaus Zuumlrich mdash Muumlller-Brockmann
Kinderspel mdash Muumlller-Brockmann
PhotographyOne important part of the Swiss Style is its
remarkable use of photography Photography was used in place of illustrations and was a better way to show reality Swiss designers dedicated a large portion of their imagery to photography Black and white photos were used to give compositions more contrast and depth which improved the aesthetic of and brought a unique versatility to the design
Add contrast to composition
Alternative to illustration
Black and white imagery
Backgrounds cropped out
Asymmetrical placement of photos
Principles
Application
Examples
17
Giselle mdash Hofmann
Helmhaus Zuumlrich mdash Hofmann
Readfahrer-Achtung mdash Muumlller-Brockmann
19
Color
Swiss design is known for its limited color palette Many designs utilized the power palette consisting of black white and red Typically if any other color was used it was a primary color and it was often used to make a point or define hierarchy Gradients were done away with were replaced with blocks of varying shades of that color
Hierarchy
Conceptual colors
Primary colors
Power palette
Max 3-color palette
Principles
Application
ExamplesPackaging mdash Crouwel
Faculty-Student Exchange mdash Hofmann
Eroumlffnung der Spielzeit mdash Muumlller-Brockmann
Sans S
erifUniversal
Politically neutral
Simplicity
Progressive
Sans serif type
Condensed type
Drastic size weight contrast
Principles
Application
Examples
21
Hnwerkman mdash Crouwel
Hussem en Bouthoorn mdash Crouwel
The Amsterdam Public Library mdash Crouwel
In addition to ridding images of their ornate details Swiss designers rid type of its ornamentation as well Sans serif automatically made serif typefaces feel outdated and overused
Designers used sans serif type for everything from header text to body copy They preferred the clean structured feel that typefaces suchas Azkidenz-Grotesque Helvetica and Univers gave to a design Sans serif was seen as a progressive typeface that embodied the clear simplistic and universal ideals of the swiss style
Master Designers
Swiss designers created the rules for the foundation of modern design Not only were they masters of their chosen style of design but many of them also became teachers As teachers they passed on their knowledge to students They taught their students to love and appreciate Swiss Design and thestudents in turn carried on its traditional values and beauty
These master designers include Emil Ruder Armin Hofmann Josef Muumlller-Brockmann Walter Herdeg Wim Crouwel and Gyoumlrgy Kepes
Emil Ruder
Josef Muumlller-Brockmann
Armin Hofmann
Walter Herdeg
Wim Crouwel
Gyoumlrgy Kepes
Ruder
Born on March 20 1914
Zuumlrich Switzerland
Basel School of Design
Origins
Education
25
Emil Ruder was a typographer and graphic designer who helped Armin Hofmann form the Basel School of Design and establish the style of design known as Swiss Design He taught that above all typographys purpose was to communicate ideas through writing He placed a heavy importance on sans serif typefaces and his work is both clear and concise especially his typography
Like most designers classified as part of the Swiss Design movement he favored asymmetrical compositions placing a high importance on the counters of characters and the negative space of compositions A friend and associate of Hofmann Frutiger and Muumlller-Brockmann Ruder played a key role in the development of graphic design in the 1940s and 50s His style has been emulated by many designers and his use of grids in design has influenced the development of web design on many levels
Hofm
annBorn in 1920
Winterthur Switzerland
School of Arts and Crafts in Zuumlrich
Origins
Education
27
By the age of 27 Armin Hofmann had already completed an apprenticeship in lithography and had begun teaching typography at the Basel School of Design His colleagues and students were integral in adding to work and theories that surrounded the Swiss International Style which stressed a belief in an absolute and universal style of graphic design The style of design they created had a goal of communication above all else practiced new techniques of photo typesetting photo-montage experimental composition and heavily favored sans serif typography
He taught for several years at the Basel School of Design and was not there long before he replaced Emil Ruder as the head of the school The Swiss International Style and Hofmann thought that one of the most efficient forms of communications was the poster and Hofmann spent much of his career designing posters in particularly for the Basel Stadt Theater Just as Emil Ruder and Josef Muumlller-Brockmann did Hofmann wrote a book outlining his philosophies and practices His Graphic Design Manual was and still is a reference book for all graphic designers
Muumlller-B
rockmann
Born on May 9 1914
Rapperswill Switzerland
The University of Zuumlrich
The Kunstgewerbeschule in Zuumlrich
Origins
Education
29
As with most graphic designers that can be classified as part of the Swiss International Style Josef Muumlller-Brockmann was influenced by the ideas of several different design and art movements including Constructivism De Stijl Suprematism and the Bauhaus He is perhaps the most well-known Swiss designer and his name is probably the most easily recognized when talking about the period He was born and raised in Switzerland and by the age of 43 he became a teacher at the Zuumlrich school of arts and crafts
Perhaps his most decisive work was done for the Zuumlrich Town Hall as poster advertisements for its theater productions He published several books including The Graphic Artist and His Problems and Grid Systems in Graphic Design These books provide an in-depth analysis of his work practices and philosophies and provide an excellent foundation for young graphic designers wishing to learn more about the profession He spent most of his life working and teaching even into the early 1990s when he toured the US and Canada speaking about his work
Herdeg
Born in 1908
Zuumlrich Switzerland
The Kunstgewerbeschule in Zuumlrich
Staatliche Akademie der Bildenden Kuumlnste in
Berlin
Origins
Education
31
Walter Herdeg was very much a graphic designer He studied at the Kunstgewerbeschule in Zuumlrich created many different corporate identities (just as the practice was beginning to become a standard) and even formed his own design company with Walter Amstutz What he is best known for however is the creation and publication of Graphis An international journal of visual communication Graphis was first published by Herdeg towards the end of the second World War
The magazine showcases work and interviews from designers and illustrators from all over the world in an effort to share their work with other audiences In the beginning it served as one of what were at the time only a few vessels which exposed the western world to the design work being done in Europe Herdeg served as the editor of the magazine for 246 issues (the magazine is still in publication) as well as the Graphis Design Annuals which showed the best and brightest work from the year prior to their publication Graphis was a seminal force in the shaping of design culture and it continues to educate expand and foster the world of graphic design today
Crouw
elCrowel is a graphic designer and typographer born in the Netherlands In 1963 he founded the studio Total Design now called Total Identity His most well known work has been for the Stedelijk Museum His typography is extremely well planned and based on very strict systems of grids He has also designed expositions album covers and identity systems He has published two typefaces Fodor and Gridnik digitized versions of both are available from The Foundry In addition to his work as graphic designer he was also active in the educational field In the 1950s he worked as a teacher at the Royal Academy for Art and Design in the Southern Netherlands
Born on November 21 1928
Groningen The Netherlands
Fine Arts at Academie Minerva
Gerrit Rietveld Academie
Origins
Education
33
Kepes
Kepes was indeed a man of many faces In his career he has been a designer painter sculptor filmmaker teacher and urban camouflage theorist He has been widely revered for his teaching practices and his book Language of Vision was used as a college textbook for the arts for many years He ran the Color and Light program at the New Bauhas in Chicago (at the invitation of his friend Laszlo Moholy-Nagy) and founded the Center for Advanced Visual Studies at MIT In 1974 he retired from education and returned to painting His teachings and the work of his students (whom included Saul Bass) greatly influenced an entire nation of budding American designers
Born on October 4 1906
Lorinci Hungary
Royal Academy of Fine Arts in Budapest
Origins
Education
35
Swiss Today
This poster was recreated recently for the 1982 Huumlsker Du concert at the New York coliseum by Mike Joyce It is an excellent example of how Swiss Design is still relevant and stylish in todays culture
This poster utilizes several key tactics of Swiss Design The text is a sans serif called Akzidenz-Grotesk and is set in all miniscule letters The color scheme utilizes the Swiss standard of primary colors in this case blue yellow and a hot pink with red overtones The overall feel of the poster is simple universal and reductive
This poster uses geometric shapes such as the triangle circle and square
37
This poster is also an example of Swiss Design living on in the modern age This poster was done in recent years as a redesign for the 1986 concert of Sonic Youth with Firehouse
This poster clearly demonstrates key aspects of Swiss Design The most noticeable of these aspects is the color scheme While green is not a primary color it is a tertiary color and has been known to be used occasionally in Swiss designs This poster takes Swiss color a step further by using repeated geometric circles to show a gradient effect without actually having one solid gradient
The second most noticable Swiss element is the type The type on this poster is sans serif all miniscules and is in strict adherence to the grid
Resources
httpdesignishistorycomhomeswiss
httpswisstypewordpresscom
httpthegridsystemorgweliecompatternsshowPattern
phppatternID=grid-based-layout
httpalysolycomfs297gridsystemphp
httpvangevacomjosef-muller-brockmann
Swiss Design
Grid Systems
If you are interested in more information or images related to Swiss Design here are the links that we used to gather our information Enjoy
httpkubawolfhubpagescomhubSwiss-Graphic-Design
httpsmearedblackinkcomswiss_style_timeline
httpvangevacomjosef-muller-brockmann
Geometric Shapes
httpkubawolfhubpagescomhubSwiss-Graphic-Design
httpflyergoodnessblogspotcom201004wim-crouwel-selected-
graphic-designshtml
httpvangevacomjosef-muller-brockmann
Asymmetry
httpsmashingmagazinecom20090717lessons-from-swiss-style-
graphic-design
httpgraphicmanianetunderstanding-swiss-style-graphic-design
httpwordsandeggswordpresscom
Photography
httperinedwardsdesignscomdev_postswitzerland_1950shtml
httpsmearedblackinkcomswiss_style_timeline
httpdesignersjournalnetjottingsheroes-armin-hofmann
httpcreativeprocomfilesstory_images20110421_swiss_stylejpg
Color
httpflickrcomphotos26378175N052904295317
httpflickrcomphotosblankaposters2524021975
Reductive Nature
httpxuluxfreefrblogimgsPubliciteMonoprixMonop_40jpg
httplucdevroyeorgWimCrouwel-HiroshimaPoster-1957jpg
Negative Space
39
httpguity-novinblogspotcom201107chapter-42-swiss-grade-style-
and-dutchhtml
httpwebexpedition18comarticlesswiss-legacy
httpadviznlnlobject23022
Sans Serif
httpswisstedcom
httprobotmafiacomswissted-by-mike-joyce
httpmanalivedesignblogspotcom
httpdesignspirationnetimage744880057014
Swiss Today
httpdesignishistorycom1940emil-ruder
httpthinkingforalivingorgarchives932
httpdesignspirationnetimage58073547273
httpurbanhonkingcomplazm20090202idea-magazine-lecture-emil-
ruder
Ruder
httpdesignishistorycom1940armin-hofmann
httpaigaorgmedalist-arminhofmann
httpdesignersjournalnetjottingsheroes-armin-hofmann
httpblackbookjunglecokrpimgsaekili7jg_20111222221631(3)jpg
Hofmann
httpdesignishistorycom1940joseph-mueller-brockmann
httpvangevacomjosef-muller-brockmann
httpmatdolphincomblog
httpdesignishistorycom1940walter-herdeg
httpgraphiscomstorep=269
httpaigaorgmedalist-walterherdeg
Herdeg
httpdesignishistorycom1960wim-crouwel
httpenwikipediaorgwikiWim_Crouwel
httpflyergoodnessblogspotcom201004wim-crouwel-selected-
graphic-designshtml
httpdesigners-bookscomp=7154
Crouwel
Kepes
Muumlller-Brockmann
httpdesignishistorycom1940gyorgy-kepes
httpolivertomascombooksvision-value-series-edited-by-gyorgy-
kepes-1965-6
httpgondolatkiadohuimagesnewbookkepes-abszolutjpg
httpszakkoliektfhu
Credits
41
Cover
Katie Brazell
Kayla Decker
Layout
Katie Brazell
Kayla Decker
Table of Contents
Kayla Decker
Katie Brazell
Swiss Style
Katie Brazell
Kayla Decker
Grid Systems
Katie Brazell
Kayla Decker
Reductive Nature
Kayla Decker
Katie Brazell
Negative Space
Katie Brazell
Kayla Decker
Geometric Shapes
Kayla Decker
Katie Brazell
Asymmetry
Katie Brazell
Kayla Decker
Photography
Katie Brazell
Kayla Decker
Color
Kayla Decker
Katie Brazell
Sans Serif
Kayla Decker
Katie Brazell
Master Designers
Katie Brazell
Kayla Decker
Ruder
Katie Brazell
Kayla Decker
Hofmann
Katie Brazell
Kayla Decker
Muumlller-Brockmann
Kayla Decker
Katie Brazell
Herdeg
Kayla Decker
Katie Brazell
Crouwel
Katie Brazell
Kayla Decker
Kepes
Katie Brazell
Kayla Decker
Swiss Today
Kayla Decker
Katie Brazell
More Information
Katie Brazell
Credits
Kayla Decker
Assemblage of Book
Katie Brazell
Kayla Decker
Multiple Images
Provided by
Tim Speaker
The highly modern reductive style associated with the Swiss design ethic owes its existence in large part to Josef Muumlller-Brockmann The Swiss reductive look was minimalistic and did not fill the entire workspace with text or imagery Form follows function was the motto of the Swiss This slogan was coined by American architect Louis Sullivan Walter Gropius believed that an objectrsquos design should be dominated by its function
Reductive N
atureLess is more
Form follows function
Minimalistic aesthetic
Backgrounds cropped from photos
Only necessary copy and images
Principles
Application
Examples
9
Lecturis mdash Crouwel
Alchinsky mdash Crouwel
Beethoven mdash Muumlller-Brockmann
Negative S
paceLess is more
Reduction
Spatial hierarchy
Space without images or texts
Breathing room for images and text
Asymmetry
Principles
Application
Examples
11
Leesbaarheid mdash Couwel
Hiroshima mdash Crouwel
Die Deue Haas Grotesk mdash Muumlller-Brockmann
Negative space was used effectively by Swiss designers in drastic ways that had never been done before The minimalistic idea of ldquoless is morerdquo was incorporated into every aspect of their design Negative space was necessary to achieve the ldquoSwissrdquo look
The use of geometric shapes is one of the most important changes that came from Swiss Style Before Swiss Style designers relied on highly representational illustrations to portray the meaning behind their works In order for Swiss designers to rid design of the excess they stripped images down into their most basic forms Swiss designers were masters at using geometric figures to convey meanings emotions and ideas
Geom
etric Shapes
Simplicity
Form follows function
Repetition
Triangles
Perfect circles
Squares
Angles
Principles
Application
Examples
13
BBVG mdash Crouwel
Musica Viva mdash Muumlller-Brockmann
Juni-Festwochen Zuumlrich mdash Muumlller-Brockmann
Swiss Design is also known for their use of asymmetrical layouts Simply stated if a design were to be folded in half each of the halves would not be equal in either visual aspects or balance By default when any given item is asymmetrical everything gravitates towards the greater side
When asymmetry is applied to graphic design andor typography the viewer will automatically focus on the most prevalent side of the layout The use of this strategy can make the difference between a quick glance and a lasting impression
Asym
metry
Direct focus
Visually dynamic
Diagonals
Designs heavy to left right top or bottom
Stray from left to right tradition
Principles
Application
Examples
15
Collectie Bo Boustedt mdash Crouwel
Helmhaus Zuumlrich mdash Muumlller-Brockmann
Kinderspel mdash Muumlller-Brockmann
PhotographyOne important part of the Swiss Style is its
remarkable use of photography Photography was used in place of illustrations and was a better way to show reality Swiss designers dedicated a large portion of their imagery to photography Black and white photos were used to give compositions more contrast and depth which improved the aesthetic of and brought a unique versatility to the design
Add contrast to composition
Alternative to illustration
Black and white imagery
Backgrounds cropped out
Asymmetrical placement of photos
Principles
Application
Examples
17
Giselle mdash Hofmann
Helmhaus Zuumlrich mdash Hofmann
Readfahrer-Achtung mdash Muumlller-Brockmann
19
Color
Swiss design is known for its limited color palette Many designs utilized the power palette consisting of black white and red Typically if any other color was used it was a primary color and it was often used to make a point or define hierarchy Gradients were done away with were replaced with blocks of varying shades of that color
Hierarchy
Conceptual colors
Primary colors
Power palette
Max 3-color palette
Principles
Application
ExamplesPackaging mdash Crouwel
Faculty-Student Exchange mdash Hofmann
Eroumlffnung der Spielzeit mdash Muumlller-Brockmann
Sans S
erifUniversal
Politically neutral
Simplicity
Progressive
Sans serif type
Condensed type
Drastic size weight contrast
Principles
Application
Examples
21
Hnwerkman mdash Crouwel
Hussem en Bouthoorn mdash Crouwel
The Amsterdam Public Library mdash Crouwel
In addition to ridding images of their ornate details Swiss designers rid type of its ornamentation as well Sans serif automatically made serif typefaces feel outdated and overused
Designers used sans serif type for everything from header text to body copy They preferred the clean structured feel that typefaces suchas Azkidenz-Grotesque Helvetica and Univers gave to a design Sans serif was seen as a progressive typeface that embodied the clear simplistic and universal ideals of the swiss style
Master Designers
Swiss designers created the rules for the foundation of modern design Not only were they masters of their chosen style of design but many of them also became teachers As teachers they passed on their knowledge to students They taught their students to love and appreciate Swiss Design and thestudents in turn carried on its traditional values and beauty
These master designers include Emil Ruder Armin Hofmann Josef Muumlller-Brockmann Walter Herdeg Wim Crouwel and Gyoumlrgy Kepes
Emil Ruder
Josef Muumlller-Brockmann
Armin Hofmann
Walter Herdeg
Wim Crouwel
Gyoumlrgy Kepes
Ruder
Born on March 20 1914
Zuumlrich Switzerland
Basel School of Design
Origins
Education
25
Emil Ruder was a typographer and graphic designer who helped Armin Hofmann form the Basel School of Design and establish the style of design known as Swiss Design He taught that above all typographys purpose was to communicate ideas through writing He placed a heavy importance on sans serif typefaces and his work is both clear and concise especially his typography
Like most designers classified as part of the Swiss Design movement he favored asymmetrical compositions placing a high importance on the counters of characters and the negative space of compositions A friend and associate of Hofmann Frutiger and Muumlller-Brockmann Ruder played a key role in the development of graphic design in the 1940s and 50s His style has been emulated by many designers and his use of grids in design has influenced the development of web design on many levels
Hofm
annBorn in 1920
Winterthur Switzerland
School of Arts and Crafts in Zuumlrich
Origins
Education
27
By the age of 27 Armin Hofmann had already completed an apprenticeship in lithography and had begun teaching typography at the Basel School of Design His colleagues and students were integral in adding to work and theories that surrounded the Swiss International Style which stressed a belief in an absolute and universal style of graphic design The style of design they created had a goal of communication above all else practiced new techniques of photo typesetting photo-montage experimental composition and heavily favored sans serif typography
He taught for several years at the Basel School of Design and was not there long before he replaced Emil Ruder as the head of the school The Swiss International Style and Hofmann thought that one of the most efficient forms of communications was the poster and Hofmann spent much of his career designing posters in particularly for the Basel Stadt Theater Just as Emil Ruder and Josef Muumlller-Brockmann did Hofmann wrote a book outlining his philosophies and practices His Graphic Design Manual was and still is a reference book for all graphic designers
Muumlller-B
rockmann
Born on May 9 1914
Rapperswill Switzerland
The University of Zuumlrich
The Kunstgewerbeschule in Zuumlrich
Origins
Education
29
As with most graphic designers that can be classified as part of the Swiss International Style Josef Muumlller-Brockmann was influenced by the ideas of several different design and art movements including Constructivism De Stijl Suprematism and the Bauhaus He is perhaps the most well-known Swiss designer and his name is probably the most easily recognized when talking about the period He was born and raised in Switzerland and by the age of 43 he became a teacher at the Zuumlrich school of arts and crafts
Perhaps his most decisive work was done for the Zuumlrich Town Hall as poster advertisements for its theater productions He published several books including The Graphic Artist and His Problems and Grid Systems in Graphic Design These books provide an in-depth analysis of his work practices and philosophies and provide an excellent foundation for young graphic designers wishing to learn more about the profession He spent most of his life working and teaching even into the early 1990s when he toured the US and Canada speaking about his work
Herdeg
Born in 1908
Zuumlrich Switzerland
The Kunstgewerbeschule in Zuumlrich
Staatliche Akademie der Bildenden Kuumlnste in
Berlin
Origins
Education
31
Walter Herdeg was very much a graphic designer He studied at the Kunstgewerbeschule in Zuumlrich created many different corporate identities (just as the practice was beginning to become a standard) and even formed his own design company with Walter Amstutz What he is best known for however is the creation and publication of Graphis An international journal of visual communication Graphis was first published by Herdeg towards the end of the second World War
The magazine showcases work and interviews from designers and illustrators from all over the world in an effort to share their work with other audiences In the beginning it served as one of what were at the time only a few vessels which exposed the western world to the design work being done in Europe Herdeg served as the editor of the magazine for 246 issues (the magazine is still in publication) as well as the Graphis Design Annuals which showed the best and brightest work from the year prior to their publication Graphis was a seminal force in the shaping of design culture and it continues to educate expand and foster the world of graphic design today
Crouw
elCrowel is a graphic designer and typographer born in the Netherlands In 1963 he founded the studio Total Design now called Total Identity His most well known work has been for the Stedelijk Museum His typography is extremely well planned and based on very strict systems of grids He has also designed expositions album covers and identity systems He has published two typefaces Fodor and Gridnik digitized versions of both are available from The Foundry In addition to his work as graphic designer he was also active in the educational field In the 1950s he worked as a teacher at the Royal Academy for Art and Design in the Southern Netherlands
Born on November 21 1928
Groningen The Netherlands
Fine Arts at Academie Minerva
Gerrit Rietveld Academie
Origins
Education
33
Kepes
Kepes was indeed a man of many faces In his career he has been a designer painter sculptor filmmaker teacher and urban camouflage theorist He has been widely revered for his teaching practices and his book Language of Vision was used as a college textbook for the arts for many years He ran the Color and Light program at the New Bauhas in Chicago (at the invitation of his friend Laszlo Moholy-Nagy) and founded the Center for Advanced Visual Studies at MIT In 1974 he retired from education and returned to painting His teachings and the work of his students (whom included Saul Bass) greatly influenced an entire nation of budding American designers
Born on October 4 1906
Lorinci Hungary
Royal Academy of Fine Arts in Budapest
Origins
Education
35
Swiss Today
This poster was recreated recently for the 1982 Huumlsker Du concert at the New York coliseum by Mike Joyce It is an excellent example of how Swiss Design is still relevant and stylish in todays culture
This poster utilizes several key tactics of Swiss Design The text is a sans serif called Akzidenz-Grotesk and is set in all miniscule letters The color scheme utilizes the Swiss standard of primary colors in this case blue yellow and a hot pink with red overtones The overall feel of the poster is simple universal and reductive
This poster uses geometric shapes such as the triangle circle and square
37
This poster is also an example of Swiss Design living on in the modern age This poster was done in recent years as a redesign for the 1986 concert of Sonic Youth with Firehouse
This poster clearly demonstrates key aspects of Swiss Design The most noticeable of these aspects is the color scheme While green is not a primary color it is a tertiary color and has been known to be used occasionally in Swiss designs This poster takes Swiss color a step further by using repeated geometric circles to show a gradient effect without actually having one solid gradient
The second most noticable Swiss element is the type The type on this poster is sans serif all miniscules and is in strict adherence to the grid
Resources
httpdesignishistorycomhomeswiss
httpswisstypewordpresscom
httpthegridsystemorgweliecompatternsshowPattern
phppatternID=grid-based-layout
httpalysolycomfs297gridsystemphp
httpvangevacomjosef-muller-brockmann
Swiss Design
Grid Systems
If you are interested in more information or images related to Swiss Design here are the links that we used to gather our information Enjoy
httpkubawolfhubpagescomhubSwiss-Graphic-Design
httpsmearedblackinkcomswiss_style_timeline
httpvangevacomjosef-muller-brockmann
Geometric Shapes
httpkubawolfhubpagescomhubSwiss-Graphic-Design
httpflyergoodnessblogspotcom201004wim-crouwel-selected-
graphic-designshtml
httpvangevacomjosef-muller-brockmann
Asymmetry
httpsmashingmagazinecom20090717lessons-from-swiss-style-
graphic-design
httpgraphicmanianetunderstanding-swiss-style-graphic-design
httpwordsandeggswordpresscom
Photography
httperinedwardsdesignscomdev_postswitzerland_1950shtml
httpsmearedblackinkcomswiss_style_timeline
httpdesignersjournalnetjottingsheroes-armin-hofmann
httpcreativeprocomfilesstory_images20110421_swiss_stylejpg
Color
httpflickrcomphotos26378175N052904295317
httpflickrcomphotosblankaposters2524021975
Reductive Nature
httpxuluxfreefrblogimgsPubliciteMonoprixMonop_40jpg
httplucdevroyeorgWimCrouwel-HiroshimaPoster-1957jpg
Negative Space
39
httpguity-novinblogspotcom201107chapter-42-swiss-grade-style-
and-dutchhtml
httpwebexpedition18comarticlesswiss-legacy
httpadviznlnlobject23022
Sans Serif
httpswisstedcom
httprobotmafiacomswissted-by-mike-joyce
httpmanalivedesignblogspotcom
httpdesignspirationnetimage744880057014
Swiss Today
httpdesignishistorycom1940emil-ruder
httpthinkingforalivingorgarchives932
httpdesignspirationnetimage58073547273
httpurbanhonkingcomplazm20090202idea-magazine-lecture-emil-
ruder
Ruder
httpdesignishistorycom1940armin-hofmann
httpaigaorgmedalist-arminhofmann
httpdesignersjournalnetjottingsheroes-armin-hofmann
httpblackbookjunglecokrpimgsaekili7jg_20111222221631(3)jpg
Hofmann
httpdesignishistorycom1940joseph-mueller-brockmann
httpvangevacomjosef-muller-brockmann
httpmatdolphincomblog
httpdesignishistorycom1940walter-herdeg
httpgraphiscomstorep=269
httpaigaorgmedalist-walterherdeg
Herdeg
httpdesignishistorycom1960wim-crouwel
httpenwikipediaorgwikiWim_Crouwel
httpflyergoodnessblogspotcom201004wim-crouwel-selected-
graphic-designshtml
httpdesigners-bookscomp=7154
Crouwel
Kepes
Muumlller-Brockmann
httpdesignishistorycom1940gyorgy-kepes
httpolivertomascombooksvision-value-series-edited-by-gyorgy-
kepes-1965-6
httpgondolatkiadohuimagesnewbookkepes-abszolutjpg
httpszakkoliektfhu
Credits
41
Cover
Katie Brazell
Kayla Decker
Layout
Katie Brazell
Kayla Decker
Table of Contents
Kayla Decker
Katie Brazell
Swiss Style
Katie Brazell
Kayla Decker
Grid Systems
Katie Brazell
Kayla Decker
Reductive Nature
Kayla Decker
Katie Brazell
Negative Space
Katie Brazell
Kayla Decker
Geometric Shapes
Kayla Decker
Katie Brazell
Asymmetry
Katie Brazell
Kayla Decker
Photography
Katie Brazell
Kayla Decker
Color
Kayla Decker
Katie Brazell
Sans Serif
Kayla Decker
Katie Brazell
Master Designers
Katie Brazell
Kayla Decker
Ruder
Katie Brazell
Kayla Decker
Hofmann
Katie Brazell
Kayla Decker
Muumlller-Brockmann
Kayla Decker
Katie Brazell
Herdeg
Kayla Decker
Katie Brazell
Crouwel
Katie Brazell
Kayla Decker
Kepes
Katie Brazell
Kayla Decker
Swiss Today
Kayla Decker
Katie Brazell
More Information
Katie Brazell
Credits
Kayla Decker
Assemblage of Book
Katie Brazell
Kayla Decker
Multiple Images
Provided by
Tim Speaker
Negative S
paceLess is more
Reduction
Spatial hierarchy
Space without images or texts
Breathing room for images and text
Asymmetry
Principles
Application
Examples
11
Leesbaarheid mdash Couwel
Hiroshima mdash Crouwel
Die Deue Haas Grotesk mdash Muumlller-Brockmann
Negative space was used effectively by Swiss designers in drastic ways that had never been done before The minimalistic idea of ldquoless is morerdquo was incorporated into every aspect of their design Negative space was necessary to achieve the ldquoSwissrdquo look
The use of geometric shapes is one of the most important changes that came from Swiss Style Before Swiss Style designers relied on highly representational illustrations to portray the meaning behind their works In order for Swiss designers to rid design of the excess they stripped images down into their most basic forms Swiss designers were masters at using geometric figures to convey meanings emotions and ideas
Geom
etric Shapes
Simplicity
Form follows function
Repetition
Triangles
Perfect circles
Squares
Angles
Principles
Application
Examples
13
BBVG mdash Crouwel
Musica Viva mdash Muumlller-Brockmann
Juni-Festwochen Zuumlrich mdash Muumlller-Brockmann
Swiss Design is also known for their use of asymmetrical layouts Simply stated if a design were to be folded in half each of the halves would not be equal in either visual aspects or balance By default when any given item is asymmetrical everything gravitates towards the greater side
When asymmetry is applied to graphic design andor typography the viewer will automatically focus on the most prevalent side of the layout The use of this strategy can make the difference between a quick glance and a lasting impression
Asym
metry
Direct focus
Visually dynamic
Diagonals
Designs heavy to left right top or bottom
Stray from left to right tradition
Principles
Application
Examples
15
Collectie Bo Boustedt mdash Crouwel
Helmhaus Zuumlrich mdash Muumlller-Brockmann
Kinderspel mdash Muumlller-Brockmann
PhotographyOne important part of the Swiss Style is its
remarkable use of photography Photography was used in place of illustrations and was a better way to show reality Swiss designers dedicated a large portion of their imagery to photography Black and white photos were used to give compositions more contrast and depth which improved the aesthetic of and brought a unique versatility to the design
Add contrast to composition
Alternative to illustration
Black and white imagery
Backgrounds cropped out
Asymmetrical placement of photos
Principles
Application
Examples
17
Giselle mdash Hofmann
Helmhaus Zuumlrich mdash Hofmann
Readfahrer-Achtung mdash Muumlller-Brockmann
19
Color
Swiss design is known for its limited color palette Many designs utilized the power palette consisting of black white and red Typically if any other color was used it was a primary color and it was often used to make a point or define hierarchy Gradients were done away with were replaced with blocks of varying shades of that color
Hierarchy
Conceptual colors
Primary colors
Power palette
Max 3-color palette
Principles
Application
ExamplesPackaging mdash Crouwel
Faculty-Student Exchange mdash Hofmann
Eroumlffnung der Spielzeit mdash Muumlller-Brockmann
Sans S
erifUniversal
Politically neutral
Simplicity
Progressive
Sans serif type
Condensed type
Drastic size weight contrast
Principles
Application
Examples
21
Hnwerkman mdash Crouwel
Hussem en Bouthoorn mdash Crouwel
The Amsterdam Public Library mdash Crouwel
In addition to ridding images of their ornate details Swiss designers rid type of its ornamentation as well Sans serif automatically made serif typefaces feel outdated and overused
Designers used sans serif type for everything from header text to body copy They preferred the clean structured feel that typefaces suchas Azkidenz-Grotesque Helvetica and Univers gave to a design Sans serif was seen as a progressive typeface that embodied the clear simplistic and universal ideals of the swiss style
Master Designers
Swiss designers created the rules for the foundation of modern design Not only were they masters of their chosen style of design but many of them also became teachers As teachers they passed on their knowledge to students They taught their students to love and appreciate Swiss Design and thestudents in turn carried on its traditional values and beauty
These master designers include Emil Ruder Armin Hofmann Josef Muumlller-Brockmann Walter Herdeg Wim Crouwel and Gyoumlrgy Kepes
Emil Ruder
Josef Muumlller-Brockmann
Armin Hofmann
Walter Herdeg
Wim Crouwel
Gyoumlrgy Kepes
Ruder
Born on March 20 1914
Zuumlrich Switzerland
Basel School of Design
Origins
Education
25
Emil Ruder was a typographer and graphic designer who helped Armin Hofmann form the Basel School of Design and establish the style of design known as Swiss Design He taught that above all typographys purpose was to communicate ideas through writing He placed a heavy importance on sans serif typefaces and his work is both clear and concise especially his typography
Like most designers classified as part of the Swiss Design movement he favored asymmetrical compositions placing a high importance on the counters of characters and the negative space of compositions A friend and associate of Hofmann Frutiger and Muumlller-Brockmann Ruder played a key role in the development of graphic design in the 1940s and 50s His style has been emulated by many designers and his use of grids in design has influenced the development of web design on many levels
Hofm
annBorn in 1920
Winterthur Switzerland
School of Arts and Crafts in Zuumlrich
Origins
Education
27
By the age of 27 Armin Hofmann had already completed an apprenticeship in lithography and had begun teaching typography at the Basel School of Design His colleagues and students were integral in adding to work and theories that surrounded the Swiss International Style which stressed a belief in an absolute and universal style of graphic design The style of design they created had a goal of communication above all else practiced new techniques of photo typesetting photo-montage experimental composition and heavily favored sans serif typography
He taught for several years at the Basel School of Design and was not there long before he replaced Emil Ruder as the head of the school The Swiss International Style and Hofmann thought that one of the most efficient forms of communications was the poster and Hofmann spent much of his career designing posters in particularly for the Basel Stadt Theater Just as Emil Ruder and Josef Muumlller-Brockmann did Hofmann wrote a book outlining his philosophies and practices His Graphic Design Manual was and still is a reference book for all graphic designers
Muumlller-B
rockmann
Born on May 9 1914
Rapperswill Switzerland
The University of Zuumlrich
The Kunstgewerbeschule in Zuumlrich
Origins
Education
29
As with most graphic designers that can be classified as part of the Swiss International Style Josef Muumlller-Brockmann was influenced by the ideas of several different design and art movements including Constructivism De Stijl Suprematism and the Bauhaus He is perhaps the most well-known Swiss designer and his name is probably the most easily recognized when talking about the period He was born and raised in Switzerland and by the age of 43 he became a teacher at the Zuumlrich school of arts and crafts
Perhaps his most decisive work was done for the Zuumlrich Town Hall as poster advertisements for its theater productions He published several books including The Graphic Artist and His Problems and Grid Systems in Graphic Design These books provide an in-depth analysis of his work practices and philosophies and provide an excellent foundation for young graphic designers wishing to learn more about the profession He spent most of his life working and teaching even into the early 1990s when he toured the US and Canada speaking about his work
Herdeg
Born in 1908
Zuumlrich Switzerland
The Kunstgewerbeschule in Zuumlrich
Staatliche Akademie der Bildenden Kuumlnste in
Berlin
Origins
Education
31
Walter Herdeg was very much a graphic designer He studied at the Kunstgewerbeschule in Zuumlrich created many different corporate identities (just as the practice was beginning to become a standard) and even formed his own design company with Walter Amstutz What he is best known for however is the creation and publication of Graphis An international journal of visual communication Graphis was first published by Herdeg towards the end of the second World War
The magazine showcases work and interviews from designers and illustrators from all over the world in an effort to share their work with other audiences In the beginning it served as one of what were at the time only a few vessels which exposed the western world to the design work being done in Europe Herdeg served as the editor of the magazine for 246 issues (the magazine is still in publication) as well as the Graphis Design Annuals which showed the best and brightest work from the year prior to their publication Graphis was a seminal force in the shaping of design culture and it continues to educate expand and foster the world of graphic design today
Crouw
elCrowel is a graphic designer and typographer born in the Netherlands In 1963 he founded the studio Total Design now called Total Identity His most well known work has been for the Stedelijk Museum His typography is extremely well planned and based on very strict systems of grids He has also designed expositions album covers and identity systems He has published two typefaces Fodor and Gridnik digitized versions of both are available from The Foundry In addition to his work as graphic designer he was also active in the educational field In the 1950s he worked as a teacher at the Royal Academy for Art and Design in the Southern Netherlands
Born on November 21 1928
Groningen The Netherlands
Fine Arts at Academie Minerva
Gerrit Rietveld Academie
Origins
Education
33
Kepes
Kepes was indeed a man of many faces In his career he has been a designer painter sculptor filmmaker teacher and urban camouflage theorist He has been widely revered for his teaching practices and his book Language of Vision was used as a college textbook for the arts for many years He ran the Color and Light program at the New Bauhas in Chicago (at the invitation of his friend Laszlo Moholy-Nagy) and founded the Center for Advanced Visual Studies at MIT In 1974 he retired from education and returned to painting His teachings and the work of his students (whom included Saul Bass) greatly influenced an entire nation of budding American designers
Born on October 4 1906
Lorinci Hungary
Royal Academy of Fine Arts in Budapest
Origins
Education
35
Swiss Today
This poster was recreated recently for the 1982 Huumlsker Du concert at the New York coliseum by Mike Joyce It is an excellent example of how Swiss Design is still relevant and stylish in todays culture
This poster utilizes several key tactics of Swiss Design The text is a sans serif called Akzidenz-Grotesk and is set in all miniscule letters The color scheme utilizes the Swiss standard of primary colors in this case blue yellow and a hot pink with red overtones The overall feel of the poster is simple universal and reductive
This poster uses geometric shapes such as the triangle circle and square
37
This poster is also an example of Swiss Design living on in the modern age This poster was done in recent years as a redesign for the 1986 concert of Sonic Youth with Firehouse
This poster clearly demonstrates key aspects of Swiss Design The most noticeable of these aspects is the color scheme While green is not a primary color it is a tertiary color and has been known to be used occasionally in Swiss designs This poster takes Swiss color a step further by using repeated geometric circles to show a gradient effect without actually having one solid gradient
The second most noticable Swiss element is the type The type on this poster is sans serif all miniscules and is in strict adherence to the grid
Resources
httpdesignishistorycomhomeswiss
httpswisstypewordpresscom
httpthegridsystemorgweliecompatternsshowPattern
phppatternID=grid-based-layout
httpalysolycomfs297gridsystemphp
httpvangevacomjosef-muller-brockmann
Swiss Design
Grid Systems
If you are interested in more information or images related to Swiss Design here are the links that we used to gather our information Enjoy
httpkubawolfhubpagescomhubSwiss-Graphic-Design
httpsmearedblackinkcomswiss_style_timeline
httpvangevacomjosef-muller-brockmann
Geometric Shapes
httpkubawolfhubpagescomhubSwiss-Graphic-Design
httpflyergoodnessblogspotcom201004wim-crouwel-selected-
graphic-designshtml
httpvangevacomjosef-muller-brockmann
Asymmetry
httpsmashingmagazinecom20090717lessons-from-swiss-style-
graphic-design
httpgraphicmanianetunderstanding-swiss-style-graphic-design
httpwordsandeggswordpresscom
Photography
httperinedwardsdesignscomdev_postswitzerland_1950shtml
httpsmearedblackinkcomswiss_style_timeline
httpdesignersjournalnetjottingsheroes-armin-hofmann
httpcreativeprocomfilesstory_images20110421_swiss_stylejpg
Color
httpflickrcomphotos26378175N052904295317
httpflickrcomphotosblankaposters2524021975
Reductive Nature
httpxuluxfreefrblogimgsPubliciteMonoprixMonop_40jpg
httplucdevroyeorgWimCrouwel-HiroshimaPoster-1957jpg
Negative Space
39
httpguity-novinblogspotcom201107chapter-42-swiss-grade-style-
and-dutchhtml
httpwebexpedition18comarticlesswiss-legacy
httpadviznlnlobject23022
Sans Serif
httpswisstedcom
httprobotmafiacomswissted-by-mike-joyce
httpmanalivedesignblogspotcom
httpdesignspirationnetimage744880057014
Swiss Today
httpdesignishistorycom1940emil-ruder
httpthinkingforalivingorgarchives932
httpdesignspirationnetimage58073547273
httpurbanhonkingcomplazm20090202idea-magazine-lecture-emil-
ruder
Ruder
httpdesignishistorycom1940armin-hofmann
httpaigaorgmedalist-arminhofmann
httpdesignersjournalnetjottingsheroes-armin-hofmann
httpblackbookjunglecokrpimgsaekili7jg_20111222221631(3)jpg
Hofmann
httpdesignishistorycom1940joseph-mueller-brockmann
httpvangevacomjosef-muller-brockmann
httpmatdolphincomblog
httpdesignishistorycom1940walter-herdeg
httpgraphiscomstorep=269
httpaigaorgmedalist-walterherdeg
Herdeg
httpdesignishistorycom1960wim-crouwel
httpenwikipediaorgwikiWim_Crouwel
httpflyergoodnessblogspotcom201004wim-crouwel-selected-
graphic-designshtml
httpdesigners-bookscomp=7154
Crouwel
Kepes
Muumlller-Brockmann
httpdesignishistorycom1940gyorgy-kepes
httpolivertomascombooksvision-value-series-edited-by-gyorgy-
kepes-1965-6
httpgondolatkiadohuimagesnewbookkepes-abszolutjpg
httpszakkoliektfhu
Credits
41
Cover
Katie Brazell
Kayla Decker
Layout
Katie Brazell
Kayla Decker
Table of Contents
Kayla Decker
Katie Brazell
Swiss Style
Katie Brazell
Kayla Decker
Grid Systems
Katie Brazell
Kayla Decker
Reductive Nature
Kayla Decker
Katie Brazell
Negative Space
Katie Brazell
Kayla Decker
Geometric Shapes
Kayla Decker
Katie Brazell
Asymmetry
Katie Brazell
Kayla Decker
Photography
Katie Brazell
Kayla Decker
Color
Kayla Decker
Katie Brazell
Sans Serif
Kayla Decker
Katie Brazell
Master Designers
Katie Brazell
Kayla Decker
Ruder
Katie Brazell
Kayla Decker
Hofmann
Katie Brazell
Kayla Decker
Muumlller-Brockmann
Kayla Decker
Katie Brazell
Herdeg
Kayla Decker
Katie Brazell
Crouwel
Katie Brazell
Kayla Decker
Kepes
Katie Brazell
Kayla Decker
Swiss Today
Kayla Decker
Katie Brazell
More Information
Katie Brazell
Credits
Kayla Decker
Assemblage of Book
Katie Brazell
Kayla Decker
Multiple Images
Provided by
Tim Speaker
The use of geometric shapes is one of the most important changes that came from Swiss Style Before Swiss Style designers relied on highly representational illustrations to portray the meaning behind their works In order for Swiss designers to rid design of the excess they stripped images down into their most basic forms Swiss designers were masters at using geometric figures to convey meanings emotions and ideas
Geom
etric Shapes
Simplicity
Form follows function
Repetition
Triangles
Perfect circles
Squares
Angles
Principles
Application
Examples
13
BBVG mdash Crouwel
Musica Viva mdash Muumlller-Brockmann
Juni-Festwochen Zuumlrich mdash Muumlller-Brockmann
Swiss Design is also known for their use of asymmetrical layouts Simply stated if a design were to be folded in half each of the halves would not be equal in either visual aspects or balance By default when any given item is asymmetrical everything gravitates towards the greater side
When asymmetry is applied to graphic design andor typography the viewer will automatically focus on the most prevalent side of the layout The use of this strategy can make the difference between a quick glance and a lasting impression
Asym
metry
Direct focus
Visually dynamic
Diagonals
Designs heavy to left right top or bottom
Stray from left to right tradition
Principles
Application
Examples
15
Collectie Bo Boustedt mdash Crouwel
Helmhaus Zuumlrich mdash Muumlller-Brockmann
Kinderspel mdash Muumlller-Brockmann
PhotographyOne important part of the Swiss Style is its
remarkable use of photography Photography was used in place of illustrations and was a better way to show reality Swiss designers dedicated a large portion of their imagery to photography Black and white photos were used to give compositions more contrast and depth which improved the aesthetic of and brought a unique versatility to the design
Add contrast to composition
Alternative to illustration
Black and white imagery
Backgrounds cropped out
Asymmetrical placement of photos
Principles
Application
Examples
17
Giselle mdash Hofmann
Helmhaus Zuumlrich mdash Hofmann
Readfahrer-Achtung mdash Muumlller-Brockmann
19
Color
Swiss design is known for its limited color palette Many designs utilized the power palette consisting of black white and red Typically if any other color was used it was a primary color and it was often used to make a point or define hierarchy Gradients were done away with were replaced with blocks of varying shades of that color
Hierarchy
Conceptual colors
Primary colors
Power palette
Max 3-color palette
Principles
Application
ExamplesPackaging mdash Crouwel
Faculty-Student Exchange mdash Hofmann
Eroumlffnung der Spielzeit mdash Muumlller-Brockmann
Sans S
erifUniversal
Politically neutral
Simplicity
Progressive
Sans serif type
Condensed type
Drastic size weight contrast
Principles
Application
Examples
21
Hnwerkman mdash Crouwel
Hussem en Bouthoorn mdash Crouwel
The Amsterdam Public Library mdash Crouwel
In addition to ridding images of their ornate details Swiss designers rid type of its ornamentation as well Sans serif automatically made serif typefaces feel outdated and overused
Designers used sans serif type for everything from header text to body copy They preferred the clean structured feel that typefaces suchas Azkidenz-Grotesque Helvetica and Univers gave to a design Sans serif was seen as a progressive typeface that embodied the clear simplistic and universal ideals of the swiss style
Master Designers
Swiss designers created the rules for the foundation of modern design Not only were they masters of their chosen style of design but many of them also became teachers As teachers they passed on their knowledge to students They taught their students to love and appreciate Swiss Design and thestudents in turn carried on its traditional values and beauty
These master designers include Emil Ruder Armin Hofmann Josef Muumlller-Brockmann Walter Herdeg Wim Crouwel and Gyoumlrgy Kepes
Emil Ruder
Josef Muumlller-Brockmann
Armin Hofmann
Walter Herdeg
Wim Crouwel
Gyoumlrgy Kepes
Ruder
Born on March 20 1914
Zuumlrich Switzerland
Basel School of Design
Origins
Education
25
Emil Ruder was a typographer and graphic designer who helped Armin Hofmann form the Basel School of Design and establish the style of design known as Swiss Design He taught that above all typographys purpose was to communicate ideas through writing He placed a heavy importance on sans serif typefaces and his work is both clear and concise especially his typography
Like most designers classified as part of the Swiss Design movement he favored asymmetrical compositions placing a high importance on the counters of characters and the negative space of compositions A friend and associate of Hofmann Frutiger and Muumlller-Brockmann Ruder played a key role in the development of graphic design in the 1940s and 50s His style has been emulated by many designers and his use of grids in design has influenced the development of web design on many levels
Hofm
annBorn in 1920
Winterthur Switzerland
School of Arts and Crafts in Zuumlrich
Origins
Education
27
By the age of 27 Armin Hofmann had already completed an apprenticeship in lithography and had begun teaching typography at the Basel School of Design His colleagues and students were integral in adding to work and theories that surrounded the Swiss International Style which stressed a belief in an absolute and universal style of graphic design The style of design they created had a goal of communication above all else practiced new techniques of photo typesetting photo-montage experimental composition and heavily favored sans serif typography
He taught for several years at the Basel School of Design and was not there long before he replaced Emil Ruder as the head of the school The Swiss International Style and Hofmann thought that one of the most efficient forms of communications was the poster and Hofmann spent much of his career designing posters in particularly for the Basel Stadt Theater Just as Emil Ruder and Josef Muumlller-Brockmann did Hofmann wrote a book outlining his philosophies and practices His Graphic Design Manual was and still is a reference book for all graphic designers
Muumlller-B
rockmann
Born on May 9 1914
Rapperswill Switzerland
The University of Zuumlrich
The Kunstgewerbeschule in Zuumlrich
Origins
Education
29
As with most graphic designers that can be classified as part of the Swiss International Style Josef Muumlller-Brockmann was influenced by the ideas of several different design and art movements including Constructivism De Stijl Suprematism and the Bauhaus He is perhaps the most well-known Swiss designer and his name is probably the most easily recognized when talking about the period He was born and raised in Switzerland and by the age of 43 he became a teacher at the Zuumlrich school of arts and crafts
Perhaps his most decisive work was done for the Zuumlrich Town Hall as poster advertisements for its theater productions He published several books including The Graphic Artist and His Problems and Grid Systems in Graphic Design These books provide an in-depth analysis of his work practices and philosophies and provide an excellent foundation for young graphic designers wishing to learn more about the profession He spent most of his life working and teaching even into the early 1990s when he toured the US and Canada speaking about his work
Herdeg
Born in 1908
Zuumlrich Switzerland
The Kunstgewerbeschule in Zuumlrich
Staatliche Akademie der Bildenden Kuumlnste in
Berlin
Origins
Education
31
Walter Herdeg was very much a graphic designer He studied at the Kunstgewerbeschule in Zuumlrich created many different corporate identities (just as the practice was beginning to become a standard) and even formed his own design company with Walter Amstutz What he is best known for however is the creation and publication of Graphis An international journal of visual communication Graphis was first published by Herdeg towards the end of the second World War
The magazine showcases work and interviews from designers and illustrators from all over the world in an effort to share their work with other audiences In the beginning it served as one of what were at the time only a few vessels which exposed the western world to the design work being done in Europe Herdeg served as the editor of the magazine for 246 issues (the magazine is still in publication) as well as the Graphis Design Annuals which showed the best and brightest work from the year prior to their publication Graphis was a seminal force in the shaping of design culture and it continues to educate expand and foster the world of graphic design today
Crouw
elCrowel is a graphic designer and typographer born in the Netherlands In 1963 he founded the studio Total Design now called Total Identity His most well known work has been for the Stedelijk Museum His typography is extremely well planned and based on very strict systems of grids He has also designed expositions album covers and identity systems He has published two typefaces Fodor and Gridnik digitized versions of both are available from The Foundry In addition to his work as graphic designer he was also active in the educational field In the 1950s he worked as a teacher at the Royal Academy for Art and Design in the Southern Netherlands
Born on November 21 1928
Groningen The Netherlands
Fine Arts at Academie Minerva
Gerrit Rietveld Academie
Origins
Education
33
Kepes
Kepes was indeed a man of many faces In his career he has been a designer painter sculptor filmmaker teacher and urban camouflage theorist He has been widely revered for his teaching practices and his book Language of Vision was used as a college textbook for the arts for many years He ran the Color and Light program at the New Bauhas in Chicago (at the invitation of his friend Laszlo Moholy-Nagy) and founded the Center for Advanced Visual Studies at MIT In 1974 he retired from education and returned to painting His teachings and the work of his students (whom included Saul Bass) greatly influenced an entire nation of budding American designers
Born on October 4 1906
Lorinci Hungary
Royal Academy of Fine Arts in Budapest
Origins
Education
35
Swiss Today
This poster was recreated recently for the 1982 Huumlsker Du concert at the New York coliseum by Mike Joyce It is an excellent example of how Swiss Design is still relevant and stylish in todays culture
This poster utilizes several key tactics of Swiss Design The text is a sans serif called Akzidenz-Grotesk and is set in all miniscule letters The color scheme utilizes the Swiss standard of primary colors in this case blue yellow and a hot pink with red overtones The overall feel of the poster is simple universal and reductive
This poster uses geometric shapes such as the triangle circle and square
37
This poster is also an example of Swiss Design living on in the modern age This poster was done in recent years as a redesign for the 1986 concert of Sonic Youth with Firehouse
This poster clearly demonstrates key aspects of Swiss Design The most noticeable of these aspects is the color scheme While green is not a primary color it is a tertiary color and has been known to be used occasionally in Swiss designs This poster takes Swiss color a step further by using repeated geometric circles to show a gradient effect without actually having one solid gradient
The second most noticable Swiss element is the type The type on this poster is sans serif all miniscules and is in strict adherence to the grid
Resources
httpdesignishistorycomhomeswiss
httpswisstypewordpresscom
httpthegridsystemorgweliecompatternsshowPattern
phppatternID=grid-based-layout
httpalysolycomfs297gridsystemphp
httpvangevacomjosef-muller-brockmann
Swiss Design
Grid Systems
If you are interested in more information or images related to Swiss Design here are the links that we used to gather our information Enjoy
httpkubawolfhubpagescomhubSwiss-Graphic-Design
httpsmearedblackinkcomswiss_style_timeline
httpvangevacomjosef-muller-brockmann
Geometric Shapes
httpkubawolfhubpagescomhubSwiss-Graphic-Design
httpflyergoodnessblogspotcom201004wim-crouwel-selected-
graphic-designshtml
httpvangevacomjosef-muller-brockmann
Asymmetry
httpsmashingmagazinecom20090717lessons-from-swiss-style-
graphic-design
httpgraphicmanianetunderstanding-swiss-style-graphic-design
httpwordsandeggswordpresscom
Photography
httperinedwardsdesignscomdev_postswitzerland_1950shtml
httpsmearedblackinkcomswiss_style_timeline
httpdesignersjournalnetjottingsheroes-armin-hofmann
httpcreativeprocomfilesstory_images20110421_swiss_stylejpg
Color
httpflickrcomphotos26378175N052904295317
httpflickrcomphotosblankaposters2524021975
Reductive Nature
httpxuluxfreefrblogimgsPubliciteMonoprixMonop_40jpg
httplucdevroyeorgWimCrouwel-HiroshimaPoster-1957jpg
Negative Space
39
httpguity-novinblogspotcom201107chapter-42-swiss-grade-style-
and-dutchhtml
httpwebexpedition18comarticlesswiss-legacy
httpadviznlnlobject23022
Sans Serif
httpswisstedcom
httprobotmafiacomswissted-by-mike-joyce
httpmanalivedesignblogspotcom
httpdesignspirationnetimage744880057014
Swiss Today
httpdesignishistorycom1940emil-ruder
httpthinkingforalivingorgarchives932
httpdesignspirationnetimage58073547273
httpurbanhonkingcomplazm20090202idea-magazine-lecture-emil-
ruder
Ruder
httpdesignishistorycom1940armin-hofmann
httpaigaorgmedalist-arminhofmann
httpdesignersjournalnetjottingsheroes-armin-hofmann
httpblackbookjunglecokrpimgsaekili7jg_20111222221631(3)jpg
Hofmann
httpdesignishistorycom1940joseph-mueller-brockmann
httpvangevacomjosef-muller-brockmann
httpmatdolphincomblog
httpdesignishistorycom1940walter-herdeg
httpgraphiscomstorep=269
httpaigaorgmedalist-walterherdeg
Herdeg
httpdesignishistorycom1960wim-crouwel
httpenwikipediaorgwikiWim_Crouwel
httpflyergoodnessblogspotcom201004wim-crouwel-selected-
graphic-designshtml
httpdesigners-bookscomp=7154
Crouwel
Kepes
Muumlller-Brockmann
httpdesignishistorycom1940gyorgy-kepes
httpolivertomascombooksvision-value-series-edited-by-gyorgy-
kepes-1965-6
httpgondolatkiadohuimagesnewbookkepes-abszolutjpg
httpszakkoliektfhu
Credits
41
Cover
Katie Brazell
Kayla Decker
Layout
Katie Brazell
Kayla Decker
Table of Contents
Kayla Decker
Katie Brazell
Swiss Style
Katie Brazell
Kayla Decker
Grid Systems
Katie Brazell
Kayla Decker
Reductive Nature
Kayla Decker
Katie Brazell
Negative Space
Katie Brazell
Kayla Decker
Geometric Shapes
Kayla Decker
Katie Brazell
Asymmetry
Katie Brazell
Kayla Decker
Photography
Katie Brazell
Kayla Decker
Color
Kayla Decker
Katie Brazell
Sans Serif
Kayla Decker
Katie Brazell
Master Designers
Katie Brazell
Kayla Decker
Ruder
Katie Brazell
Kayla Decker
Hofmann
Katie Brazell
Kayla Decker
Muumlller-Brockmann
Kayla Decker
Katie Brazell
Herdeg
Kayla Decker
Katie Brazell
Crouwel
Katie Brazell
Kayla Decker
Kepes
Katie Brazell
Kayla Decker
Swiss Today
Kayla Decker
Katie Brazell
More Information
Katie Brazell
Credits
Kayla Decker
Assemblage of Book
Katie Brazell
Kayla Decker
Multiple Images
Provided by
Tim Speaker
Swiss Design is also known for their use of asymmetrical layouts Simply stated if a design were to be folded in half each of the halves would not be equal in either visual aspects or balance By default when any given item is asymmetrical everything gravitates towards the greater side
When asymmetry is applied to graphic design andor typography the viewer will automatically focus on the most prevalent side of the layout The use of this strategy can make the difference between a quick glance and a lasting impression
Asym
metry
Direct focus
Visually dynamic
Diagonals
Designs heavy to left right top or bottom
Stray from left to right tradition
Principles
Application
Examples
15
Collectie Bo Boustedt mdash Crouwel
Helmhaus Zuumlrich mdash Muumlller-Brockmann
Kinderspel mdash Muumlller-Brockmann
PhotographyOne important part of the Swiss Style is its
remarkable use of photography Photography was used in place of illustrations and was a better way to show reality Swiss designers dedicated a large portion of their imagery to photography Black and white photos were used to give compositions more contrast and depth which improved the aesthetic of and brought a unique versatility to the design
Add contrast to composition
Alternative to illustration
Black and white imagery
Backgrounds cropped out
Asymmetrical placement of photos
Principles
Application
Examples
17
Giselle mdash Hofmann
Helmhaus Zuumlrich mdash Hofmann
Readfahrer-Achtung mdash Muumlller-Brockmann
19
Color
Swiss design is known for its limited color palette Many designs utilized the power palette consisting of black white and red Typically if any other color was used it was a primary color and it was often used to make a point or define hierarchy Gradients were done away with were replaced with blocks of varying shades of that color
Hierarchy
Conceptual colors
Primary colors
Power palette
Max 3-color palette
Principles
Application
ExamplesPackaging mdash Crouwel
Faculty-Student Exchange mdash Hofmann
Eroumlffnung der Spielzeit mdash Muumlller-Brockmann
Sans S
erifUniversal
Politically neutral
Simplicity
Progressive
Sans serif type
Condensed type
Drastic size weight contrast
Principles
Application
Examples
21
Hnwerkman mdash Crouwel
Hussem en Bouthoorn mdash Crouwel
The Amsterdam Public Library mdash Crouwel
In addition to ridding images of their ornate details Swiss designers rid type of its ornamentation as well Sans serif automatically made serif typefaces feel outdated and overused
Designers used sans serif type for everything from header text to body copy They preferred the clean structured feel that typefaces suchas Azkidenz-Grotesque Helvetica and Univers gave to a design Sans serif was seen as a progressive typeface that embodied the clear simplistic and universal ideals of the swiss style
Master Designers
Swiss designers created the rules for the foundation of modern design Not only were they masters of their chosen style of design but many of them also became teachers As teachers they passed on their knowledge to students They taught their students to love and appreciate Swiss Design and thestudents in turn carried on its traditional values and beauty
These master designers include Emil Ruder Armin Hofmann Josef Muumlller-Brockmann Walter Herdeg Wim Crouwel and Gyoumlrgy Kepes
Emil Ruder
Josef Muumlller-Brockmann
Armin Hofmann
Walter Herdeg
Wim Crouwel
Gyoumlrgy Kepes
Ruder
Born on March 20 1914
Zuumlrich Switzerland
Basel School of Design
Origins
Education
25
Emil Ruder was a typographer and graphic designer who helped Armin Hofmann form the Basel School of Design and establish the style of design known as Swiss Design He taught that above all typographys purpose was to communicate ideas through writing He placed a heavy importance on sans serif typefaces and his work is both clear and concise especially his typography
Like most designers classified as part of the Swiss Design movement he favored asymmetrical compositions placing a high importance on the counters of characters and the negative space of compositions A friend and associate of Hofmann Frutiger and Muumlller-Brockmann Ruder played a key role in the development of graphic design in the 1940s and 50s His style has been emulated by many designers and his use of grids in design has influenced the development of web design on many levels
Hofm
annBorn in 1920
Winterthur Switzerland
School of Arts and Crafts in Zuumlrich
Origins
Education
27
By the age of 27 Armin Hofmann had already completed an apprenticeship in lithography and had begun teaching typography at the Basel School of Design His colleagues and students were integral in adding to work and theories that surrounded the Swiss International Style which stressed a belief in an absolute and universal style of graphic design The style of design they created had a goal of communication above all else practiced new techniques of photo typesetting photo-montage experimental composition and heavily favored sans serif typography
He taught for several years at the Basel School of Design and was not there long before he replaced Emil Ruder as the head of the school The Swiss International Style and Hofmann thought that one of the most efficient forms of communications was the poster and Hofmann spent much of his career designing posters in particularly for the Basel Stadt Theater Just as Emil Ruder and Josef Muumlller-Brockmann did Hofmann wrote a book outlining his philosophies and practices His Graphic Design Manual was and still is a reference book for all graphic designers
Muumlller-B
rockmann
Born on May 9 1914
Rapperswill Switzerland
The University of Zuumlrich
The Kunstgewerbeschule in Zuumlrich
Origins
Education
29
As with most graphic designers that can be classified as part of the Swiss International Style Josef Muumlller-Brockmann was influenced by the ideas of several different design and art movements including Constructivism De Stijl Suprematism and the Bauhaus He is perhaps the most well-known Swiss designer and his name is probably the most easily recognized when talking about the period He was born and raised in Switzerland and by the age of 43 he became a teacher at the Zuumlrich school of arts and crafts
Perhaps his most decisive work was done for the Zuumlrich Town Hall as poster advertisements for its theater productions He published several books including The Graphic Artist and His Problems and Grid Systems in Graphic Design These books provide an in-depth analysis of his work practices and philosophies and provide an excellent foundation for young graphic designers wishing to learn more about the profession He spent most of his life working and teaching even into the early 1990s when he toured the US and Canada speaking about his work
Herdeg
Born in 1908
Zuumlrich Switzerland
The Kunstgewerbeschule in Zuumlrich
Staatliche Akademie der Bildenden Kuumlnste in
Berlin
Origins
Education
31
Walter Herdeg was very much a graphic designer He studied at the Kunstgewerbeschule in Zuumlrich created many different corporate identities (just as the practice was beginning to become a standard) and even formed his own design company with Walter Amstutz What he is best known for however is the creation and publication of Graphis An international journal of visual communication Graphis was first published by Herdeg towards the end of the second World War
The magazine showcases work and interviews from designers and illustrators from all over the world in an effort to share their work with other audiences In the beginning it served as one of what were at the time only a few vessels which exposed the western world to the design work being done in Europe Herdeg served as the editor of the magazine for 246 issues (the magazine is still in publication) as well as the Graphis Design Annuals which showed the best and brightest work from the year prior to their publication Graphis was a seminal force in the shaping of design culture and it continues to educate expand and foster the world of graphic design today
Crouw
elCrowel is a graphic designer and typographer born in the Netherlands In 1963 he founded the studio Total Design now called Total Identity His most well known work has been for the Stedelijk Museum His typography is extremely well planned and based on very strict systems of grids He has also designed expositions album covers and identity systems He has published two typefaces Fodor and Gridnik digitized versions of both are available from The Foundry In addition to his work as graphic designer he was also active in the educational field In the 1950s he worked as a teacher at the Royal Academy for Art and Design in the Southern Netherlands
Born on November 21 1928
Groningen The Netherlands
Fine Arts at Academie Minerva
Gerrit Rietveld Academie
Origins
Education
33
Kepes
Kepes was indeed a man of many faces In his career he has been a designer painter sculptor filmmaker teacher and urban camouflage theorist He has been widely revered for his teaching practices and his book Language of Vision was used as a college textbook for the arts for many years He ran the Color and Light program at the New Bauhas in Chicago (at the invitation of his friend Laszlo Moholy-Nagy) and founded the Center for Advanced Visual Studies at MIT In 1974 he retired from education and returned to painting His teachings and the work of his students (whom included Saul Bass) greatly influenced an entire nation of budding American designers
Born on October 4 1906
Lorinci Hungary
Royal Academy of Fine Arts in Budapest
Origins
Education
35
Swiss Today
This poster was recreated recently for the 1982 Huumlsker Du concert at the New York coliseum by Mike Joyce It is an excellent example of how Swiss Design is still relevant and stylish in todays culture
This poster utilizes several key tactics of Swiss Design The text is a sans serif called Akzidenz-Grotesk and is set in all miniscule letters The color scheme utilizes the Swiss standard of primary colors in this case blue yellow and a hot pink with red overtones The overall feel of the poster is simple universal and reductive
This poster uses geometric shapes such as the triangle circle and square
37
This poster is also an example of Swiss Design living on in the modern age This poster was done in recent years as a redesign for the 1986 concert of Sonic Youth with Firehouse
This poster clearly demonstrates key aspects of Swiss Design The most noticeable of these aspects is the color scheme While green is not a primary color it is a tertiary color and has been known to be used occasionally in Swiss designs This poster takes Swiss color a step further by using repeated geometric circles to show a gradient effect without actually having one solid gradient
The second most noticable Swiss element is the type The type on this poster is sans serif all miniscules and is in strict adherence to the grid
Resources
httpdesignishistorycomhomeswiss
httpswisstypewordpresscom
httpthegridsystemorgweliecompatternsshowPattern
phppatternID=grid-based-layout
httpalysolycomfs297gridsystemphp
httpvangevacomjosef-muller-brockmann
Swiss Design
Grid Systems
If you are interested in more information or images related to Swiss Design here are the links that we used to gather our information Enjoy
httpkubawolfhubpagescomhubSwiss-Graphic-Design
httpsmearedblackinkcomswiss_style_timeline
httpvangevacomjosef-muller-brockmann
Geometric Shapes
httpkubawolfhubpagescomhubSwiss-Graphic-Design
httpflyergoodnessblogspotcom201004wim-crouwel-selected-
graphic-designshtml
httpvangevacomjosef-muller-brockmann
Asymmetry
httpsmashingmagazinecom20090717lessons-from-swiss-style-
graphic-design
httpgraphicmanianetunderstanding-swiss-style-graphic-design
httpwordsandeggswordpresscom
Photography
httperinedwardsdesignscomdev_postswitzerland_1950shtml
httpsmearedblackinkcomswiss_style_timeline
httpdesignersjournalnetjottingsheroes-armin-hofmann
httpcreativeprocomfilesstory_images20110421_swiss_stylejpg
Color
httpflickrcomphotos26378175N052904295317
httpflickrcomphotosblankaposters2524021975
Reductive Nature
httpxuluxfreefrblogimgsPubliciteMonoprixMonop_40jpg
httplucdevroyeorgWimCrouwel-HiroshimaPoster-1957jpg
Negative Space
39
httpguity-novinblogspotcom201107chapter-42-swiss-grade-style-
and-dutchhtml
httpwebexpedition18comarticlesswiss-legacy
httpadviznlnlobject23022
Sans Serif
httpswisstedcom
httprobotmafiacomswissted-by-mike-joyce
httpmanalivedesignblogspotcom
httpdesignspirationnetimage744880057014
Swiss Today
httpdesignishistorycom1940emil-ruder
httpthinkingforalivingorgarchives932
httpdesignspirationnetimage58073547273
httpurbanhonkingcomplazm20090202idea-magazine-lecture-emil-
ruder
Ruder
httpdesignishistorycom1940armin-hofmann
httpaigaorgmedalist-arminhofmann
httpdesignersjournalnetjottingsheroes-armin-hofmann
httpblackbookjunglecokrpimgsaekili7jg_20111222221631(3)jpg
Hofmann
httpdesignishistorycom1940joseph-mueller-brockmann
httpvangevacomjosef-muller-brockmann
httpmatdolphincomblog
httpdesignishistorycom1940walter-herdeg
httpgraphiscomstorep=269
httpaigaorgmedalist-walterherdeg
Herdeg
httpdesignishistorycom1960wim-crouwel
httpenwikipediaorgwikiWim_Crouwel
httpflyergoodnessblogspotcom201004wim-crouwel-selected-
graphic-designshtml
httpdesigners-bookscomp=7154
Crouwel
Kepes
Muumlller-Brockmann
httpdesignishistorycom1940gyorgy-kepes
httpolivertomascombooksvision-value-series-edited-by-gyorgy-
kepes-1965-6
httpgondolatkiadohuimagesnewbookkepes-abszolutjpg
httpszakkoliektfhu
Credits
41
Cover
Katie Brazell
Kayla Decker
Layout
Katie Brazell
Kayla Decker
Table of Contents
Kayla Decker
Katie Brazell
Swiss Style
Katie Brazell
Kayla Decker
Grid Systems
Katie Brazell
Kayla Decker
Reductive Nature
Kayla Decker
Katie Brazell
Negative Space
Katie Brazell
Kayla Decker
Geometric Shapes
Kayla Decker
Katie Brazell
Asymmetry
Katie Brazell
Kayla Decker
Photography
Katie Brazell
Kayla Decker
Color
Kayla Decker
Katie Brazell
Sans Serif
Kayla Decker
Katie Brazell
Master Designers
Katie Brazell
Kayla Decker
Ruder
Katie Brazell
Kayla Decker
Hofmann
Katie Brazell
Kayla Decker
Muumlller-Brockmann
Kayla Decker
Katie Brazell
Herdeg
Kayla Decker
Katie Brazell
Crouwel
Katie Brazell
Kayla Decker
Kepes
Katie Brazell
Kayla Decker
Swiss Today
Kayla Decker
Katie Brazell
More Information
Katie Brazell
Credits
Kayla Decker
Assemblage of Book
Katie Brazell
Kayla Decker
Multiple Images
Provided by
Tim Speaker
PhotographyOne important part of the Swiss Style is its
remarkable use of photography Photography was used in place of illustrations and was a better way to show reality Swiss designers dedicated a large portion of their imagery to photography Black and white photos were used to give compositions more contrast and depth which improved the aesthetic of and brought a unique versatility to the design
Add contrast to composition
Alternative to illustration
Black and white imagery
Backgrounds cropped out
Asymmetrical placement of photos
Principles
Application
Examples
17
Giselle mdash Hofmann
Helmhaus Zuumlrich mdash Hofmann
Readfahrer-Achtung mdash Muumlller-Brockmann
19
Color
Swiss design is known for its limited color palette Many designs utilized the power palette consisting of black white and red Typically if any other color was used it was a primary color and it was often used to make a point or define hierarchy Gradients were done away with were replaced with blocks of varying shades of that color
Hierarchy
Conceptual colors
Primary colors
Power palette
Max 3-color palette
Principles
Application
ExamplesPackaging mdash Crouwel
Faculty-Student Exchange mdash Hofmann
Eroumlffnung der Spielzeit mdash Muumlller-Brockmann
Sans S
erifUniversal
Politically neutral
Simplicity
Progressive
Sans serif type
Condensed type
Drastic size weight contrast
Principles
Application
Examples
21
Hnwerkman mdash Crouwel
Hussem en Bouthoorn mdash Crouwel
The Amsterdam Public Library mdash Crouwel
In addition to ridding images of their ornate details Swiss designers rid type of its ornamentation as well Sans serif automatically made serif typefaces feel outdated and overused
Designers used sans serif type for everything from header text to body copy They preferred the clean structured feel that typefaces suchas Azkidenz-Grotesque Helvetica and Univers gave to a design Sans serif was seen as a progressive typeface that embodied the clear simplistic and universal ideals of the swiss style
Master Designers
Swiss designers created the rules for the foundation of modern design Not only were they masters of their chosen style of design but many of them also became teachers As teachers they passed on their knowledge to students They taught their students to love and appreciate Swiss Design and thestudents in turn carried on its traditional values and beauty
These master designers include Emil Ruder Armin Hofmann Josef Muumlller-Brockmann Walter Herdeg Wim Crouwel and Gyoumlrgy Kepes
Emil Ruder
Josef Muumlller-Brockmann
Armin Hofmann
Walter Herdeg
Wim Crouwel
Gyoumlrgy Kepes
Ruder
Born on March 20 1914
Zuumlrich Switzerland
Basel School of Design
Origins
Education
25
Emil Ruder was a typographer and graphic designer who helped Armin Hofmann form the Basel School of Design and establish the style of design known as Swiss Design He taught that above all typographys purpose was to communicate ideas through writing He placed a heavy importance on sans serif typefaces and his work is both clear and concise especially his typography
Like most designers classified as part of the Swiss Design movement he favored asymmetrical compositions placing a high importance on the counters of characters and the negative space of compositions A friend and associate of Hofmann Frutiger and Muumlller-Brockmann Ruder played a key role in the development of graphic design in the 1940s and 50s His style has been emulated by many designers and his use of grids in design has influenced the development of web design on many levels
Hofm
annBorn in 1920
Winterthur Switzerland
School of Arts and Crafts in Zuumlrich
Origins
Education
27
By the age of 27 Armin Hofmann had already completed an apprenticeship in lithography and had begun teaching typography at the Basel School of Design His colleagues and students were integral in adding to work and theories that surrounded the Swiss International Style which stressed a belief in an absolute and universal style of graphic design The style of design they created had a goal of communication above all else practiced new techniques of photo typesetting photo-montage experimental composition and heavily favored sans serif typography
He taught for several years at the Basel School of Design and was not there long before he replaced Emil Ruder as the head of the school The Swiss International Style and Hofmann thought that one of the most efficient forms of communications was the poster and Hofmann spent much of his career designing posters in particularly for the Basel Stadt Theater Just as Emil Ruder and Josef Muumlller-Brockmann did Hofmann wrote a book outlining his philosophies and practices His Graphic Design Manual was and still is a reference book for all graphic designers
Muumlller-B
rockmann
Born on May 9 1914
Rapperswill Switzerland
The University of Zuumlrich
The Kunstgewerbeschule in Zuumlrich
Origins
Education
29
As with most graphic designers that can be classified as part of the Swiss International Style Josef Muumlller-Brockmann was influenced by the ideas of several different design and art movements including Constructivism De Stijl Suprematism and the Bauhaus He is perhaps the most well-known Swiss designer and his name is probably the most easily recognized when talking about the period He was born and raised in Switzerland and by the age of 43 he became a teacher at the Zuumlrich school of arts and crafts
Perhaps his most decisive work was done for the Zuumlrich Town Hall as poster advertisements for its theater productions He published several books including The Graphic Artist and His Problems and Grid Systems in Graphic Design These books provide an in-depth analysis of his work practices and philosophies and provide an excellent foundation for young graphic designers wishing to learn more about the profession He spent most of his life working and teaching even into the early 1990s when he toured the US and Canada speaking about his work
Herdeg
Born in 1908
Zuumlrich Switzerland
The Kunstgewerbeschule in Zuumlrich
Staatliche Akademie der Bildenden Kuumlnste in
Berlin
Origins
Education
31
Walter Herdeg was very much a graphic designer He studied at the Kunstgewerbeschule in Zuumlrich created many different corporate identities (just as the practice was beginning to become a standard) and even formed his own design company with Walter Amstutz What he is best known for however is the creation and publication of Graphis An international journal of visual communication Graphis was first published by Herdeg towards the end of the second World War
The magazine showcases work and interviews from designers and illustrators from all over the world in an effort to share their work with other audiences In the beginning it served as one of what were at the time only a few vessels which exposed the western world to the design work being done in Europe Herdeg served as the editor of the magazine for 246 issues (the magazine is still in publication) as well as the Graphis Design Annuals which showed the best and brightest work from the year prior to their publication Graphis was a seminal force in the shaping of design culture and it continues to educate expand and foster the world of graphic design today
Crouw
elCrowel is a graphic designer and typographer born in the Netherlands In 1963 he founded the studio Total Design now called Total Identity His most well known work has been for the Stedelijk Museum His typography is extremely well planned and based on very strict systems of grids He has also designed expositions album covers and identity systems He has published two typefaces Fodor and Gridnik digitized versions of both are available from The Foundry In addition to his work as graphic designer he was also active in the educational field In the 1950s he worked as a teacher at the Royal Academy for Art and Design in the Southern Netherlands
Born on November 21 1928
Groningen The Netherlands
Fine Arts at Academie Minerva
Gerrit Rietveld Academie
Origins
Education
33
Kepes
Kepes was indeed a man of many faces In his career he has been a designer painter sculptor filmmaker teacher and urban camouflage theorist He has been widely revered for his teaching practices and his book Language of Vision was used as a college textbook for the arts for many years He ran the Color and Light program at the New Bauhas in Chicago (at the invitation of his friend Laszlo Moholy-Nagy) and founded the Center for Advanced Visual Studies at MIT In 1974 he retired from education and returned to painting His teachings and the work of his students (whom included Saul Bass) greatly influenced an entire nation of budding American designers
Born on October 4 1906
Lorinci Hungary
Royal Academy of Fine Arts in Budapest
Origins
Education
35
Swiss Today
This poster was recreated recently for the 1982 Huumlsker Du concert at the New York coliseum by Mike Joyce It is an excellent example of how Swiss Design is still relevant and stylish in todays culture
This poster utilizes several key tactics of Swiss Design The text is a sans serif called Akzidenz-Grotesk and is set in all miniscule letters The color scheme utilizes the Swiss standard of primary colors in this case blue yellow and a hot pink with red overtones The overall feel of the poster is simple universal and reductive
This poster uses geometric shapes such as the triangle circle and square
37
This poster is also an example of Swiss Design living on in the modern age This poster was done in recent years as a redesign for the 1986 concert of Sonic Youth with Firehouse
This poster clearly demonstrates key aspects of Swiss Design The most noticeable of these aspects is the color scheme While green is not a primary color it is a tertiary color and has been known to be used occasionally in Swiss designs This poster takes Swiss color a step further by using repeated geometric circles to show a gradient effect without actually having one solid gradient
The second most noticable Swiss element is the type The type on this poster is sans serif all miniscules and is in strict adherence to the grid
Resources
httpdesignishistorycomhomeswiss
httpswisstypewordpresscom
httpthegridsystemorgweliecompatternsshowPattern
phppatternID=grid-based-layout
httpalysolycomfs297gridsystemphp
httpvangevacomjosef-muller-brockmann
Swiss Design
Grid Systems
If you are interested in more information or images related to Swiss Design here are the links that we used to gather our information Enjoy
httpkubawolfhubpagescomhubSwiss-Graphic-Design
httpsmearedblackinkcomswiss_style_timeline
httpvangevacomjosef-muller-brockmann
Geometric Shapes
httpkubawolfhubpagescomhubSwiss-Graphic-Design
httpflyergoodnessblogspotcom201004wim-crouwel-selected-
graphic-designshtml
httpvangevacomjosef-muller-brockmann
Asymmetry
httpsmashingmagazinecom20090717lessons-from-swiss-style-
graphic-design
httpgraphicmanianetunderstanding-swiss-style-graphic-design
httpwordsandeggswordpresscom
Photography
httperinedwardsdesignscomdev_postswitzerland_1950shtml
httpsmearedblackinkcomswiss_style_timeline
httpdesignersjournalnetjottingsheroes-armin-hofmann
httpcreativeprocomfilesstory_images20110421_swiss_stylejpg
Color
httpflickrcomphotos26378175N052904295317
httpflickrcomphotosblankaposters2524021975
Reductive Nature
httpxuluxfreefrblogimgsPubliciteMonoprixMonop_40jpg
httplucdevroyeorgWimCrouwel-HiroshimaPoster-1957jpg
Negative Space
39
httpguity-novinblogspotcom201107chapter-42-swiss-grade-style-
and-dutchhtml
httpwebexpedition18comarticlesswiss-legacy
httpadviznlnlobject23022
Sans Serif
httpswisstedcom
httprobotmafiacomswissted-by-mike-joyce
httpmanalivedesignblogspotcom
httpdesignspirationnetimage744880057014
Swiss Today
httpdesignishistorycom1940emil-ruder
httpthinkingforalivingorgarchives932
httpdesignspirationnetimage58073547273
httpurbanhonkingcomplazm20090202idea-magazine-lecture-emil-
ruder
Ruder
httpdesignishistorycom1940armin-hofmann
httpaigaorgmedalist-arminhofmann
httpdesignersjournalnetjottingsheroes-armin-hofmann
httpblackbookjunglecokrpimgsaekili7jg_20111222221631(3)jpg
Hofmann
httpdesignishistorycom1940joseph-mueller-brockmann
httpvangevacomjosef-muller-brockmann
httpmatdolphincomblog
httpdesignishistorycom1940walter-herdeg
httpgraphiscomstorep=269
httpaigaorgmedalist-walterherdeg
Herdeg
httpdesignishistorycom1960wim-crouwel
httpenwikipediaorgwikiWim_Crouwel
httpflyergoodnessblogspotcom201004wim-crouwel-selected-
graphic-designshtml
httpdesigners-bookscomp=7154
Crouwel
Kepes
Muumlller-Brockmann
httpdesignishistorycom1940gyorgy-kepes
httpolivertomascombooksvision-value-series-edited-by-gyorgy-
kepes-1965-6
httpgondolatkiadohuimagesnewbookkepes-abszolutjpg
httpszakkoliektfhu
Credits
41
Cover
Katie Brazell
Kayla Decker
Layout
Katie Brazell
Kayla Decker
Table of Contents
Kayla Decker
Katie Brazell
Swiss Style
Katie Brazell
Kayla Decker
Grid Systems
Katie Brazell
Kayla Decker
Reductive Nature
Kayla Decker
Katie Brazell
Negative Space
Katie Brazell
Kayla Decker
Geometric Shapes
Kayla Decker
Katie Brazell
Asymmetry
Katie Brazell
Kayla Decker
Photography
Katie Brazell
Kayla Decker
Color
Kayla Decker
Katie Brazell
Sans Serif
Kayla Decker
Katie Brazell
Master Designers
Katie Brazell
Kayla Decker
Ruder
Katie Brazell
Kayla Decker
Hofmann
Katie Brazell
Kayla Decker
Muumlller-Brockmann
Kayla Decker
Katie Brazell
Herdeg
Kayla Decker
Katie Brazell
Crouwel
Katie Brazell
Kayla Decker
Kepes
Katie Brazell
Kayla Decker
Swiss Today
Kayla Decker
Katie Brazell
More Information
Katie Brazell
Credits
Kayla Decker
Assemblage of Book
Katie Brazell
Kayla Decker
Multiple Images
Provided by
Tim Speaker
19
Color
Swiss design is known for its limited color palette Many designs utilized the power palette consisting of black white and red Typically if any other color was used it was a primary color and it was often used to make a point or define hierarchy Gradients were done away with were replaced with blocks of varying shades of that color
Hierarchy
Conceptual colors
Primary colors
Power palette
Max 3-color palette
Principles
Application
ExamplesPackaging mdash Crouwel
Faculty-Student Exchange mdash Hofmann
Eroumlffnung der Spielzeit mdash Muumlller-Brockmann
Sans S
erifUniversal
Politically neutral
Simplicity
Progressive
Sans serif type
Condensed type
Drastic size weight contrast
Principles
Application
Examples
21
Hnwerkman mdash Crouwel
Hussem en Bouthoorn mdash Crouwel
The Amsterdam Public Library mdash Crouwel
In addition to ridding images of their ornate details Swiss designers rid type of its ornamentation as well Sans serif automatically made serif typefaces feel outdated and overused
Designers used sans serif type for everything from header text to body copy They preferred the clean structured feel that typefaces suchas Azkidenz-Grotesque Helvetica and Univers gave to a design Sans serif was seen as a progressive typeface that embodied the clear simplistic and universal ideals of the swiss style
Master Designers
Swiss designers created the rules for the foundation of modern design Not only were they masters of their chosen style of design but many of them also became teachers As teachers they passed on their knowledge to students They taught their students to love and appreciate Swiss Design and thestudents in turn carried on its traditional values and beauty
These master designers include Emil Ruder Armin Hofmann Josef Muumlller-Brockmann Walter Herdeg Wim Crouwel and Gyoumlrgy Kepes
Emil Ruder
Josef Muumlller-Brockmann
Armin Hofmann
Walter Herdeg
Wim Crouwel
Gyoumlrgy Kepes
Ruder
Born on March 20 1914
Zuumlrich Switzerland
Basel School of Design
Origins
Education
25
Emil Ruder was a typographer and graphic designer who helped Armin Hofmann form the Basel School of Design and establish the style of design known as Swiss Design He taught that above all typographys purpose was to communicate ideas through writing He placed a heavy importance on sans serif typefaces and his work is both clear and concise especially his typography
Like most designers classified as part of the Swiss Design movement he favored asymmetrical compositions placing a high importance on the counters of characters and the negative space of compositions A friend and associate of Hofmann Frutiger and Muumlller-Brockmann Ruder played a key role in the development of graphic design in the 1940s and 50s His style has been emulated by many designers and his use of grids in design has influenced the development of web design on many levels
Hofm
annBorn in 1920
Winterthur Switzerland
School of Arts and Crafts in Zuumlrich
Origins
Education
27
By the age of 27 Armin Hofmann had already completed an apprenticeship in lithography and had begun teaching typography at the Basel School of Design His colleagues and students were integral in adding to work and theories that surrounded the Swiss International Style which stressed a belief in an absolute and universal style of graphic design The style of design they created had a goal of communication above all else practiced new techniques of photo typesetting photo-montage experimental composition and heavily favored sans serif typography
He taught for several years at the Basel School of Design and was not there long before he replaced Emil Ruder as the head of the school The Swiss International Style and Hofmann thought that one of the most efficient forms of communications was the poster and Hofmann spent much of his career designing posters in particularly for the Basel Stadt Theater Just as Emil Ruder and Josef Muumlller-Brockmann did Hofmann wrote a book outlining his philosophies and practices His Graphic Design Manual was and still is a reference book for all graphic designers
Muumlller-B
rockmann
Born on May 9 1914
Rapperswill Switzerland
The University of Zuumlrich
The Kunstgewerbeschule in Zuumlrich
Origins
Education
29
As with most graphic designers that can be classified as part of the Swiss International Style Josef Muumlller-Brockmann was influenced by the ideas of several different design and art movements including Constructivism De Stijl Suprematism and the Bauhaus He is perhaps the most well-known Swiss designer and his name is probably the most easily recognized when talking about the period He was born and raised in Switzerland and by the age of 43 he became a teacher at the Zuumlrich school of arts and crafts
Perhaps his most decisive work was done for the Zuumlrich Town Hall as poster advertisements for its theater productions He published several books including The Graphic Artist and His Problems and Grid Systems in Graphic Design These books provide an in-depth analysis of his work practices and philosophies and provide an excellent foundation for young graphic designers wishing to learn more about the profession He spent most of his life working and teaching even into the early 1990s when he toured the US and Canada speaking about his work
Herdeg
Born in 1908
Zuumlrich Switzerland
The Kunstgewerbeschule in Zuumlrich
Staatliche Akademie der Bildenden Kuumlnste in
Berlin
Origins
Education
31
Walter Herdeg was very much a graphic designer He studied at the Kunstgewerbeschule in Zuumlrich created many different corporate identities (just as the practice was beginning to become a standard) and even formed his own design company with Walter Amstutz What he is best known for however is the creation and publication of Graphis An international journal of visual communication Graphis was first published by Herdeg towards the end of the second World War
The magazine showcases work and interviews from designers and illustrators from all over the world in an effort to share their work with other audiences In the beginning it served as one of what were at the time only a few vessels which exposed the western world to the design work being done in Europe Herdeg served as the editor of the magazine for 246 issues (the magazine is still in publication) as well as the Graphis Design Annuals which showed the best and brightest work from the year prior to their publication Graphis was a seminal force in the shaping of design culture and it continues to educate expand and foster the world of graphic design today
Crouw
elCrowel is a graphic designer and typographer born in the Netherlands In 1963 he founded the studio Total Design now called Total Identity His most well known work has been for the Stedelijk Museum His typography is extremely well planned and based on very strict systems of grids He has also designed expositions album covers and identity systems He has published two typefaces Fodor and Gridnik digitized versions of both are available from The Foundry In addition to his work as graphic designer he was also active in the educational field In the 1950s he worked as a teacher at the Royal Academy for Art and Design in the Southern Netherlands
Born on November 21 1928
Groningen The Netherlands
Fine Arts at Academie Minerva
Gerrit Rietveld Academie
Origins
Education
33
Kepes
Kepes was indeed a man of many faces In his career he has been a designer painter sculptor filmmaker teacher and urban camouflage theorist He has been widely revered for his teaching practices and his book Language of Vision was used as a college textbook for the arts for many years He ran the Color and Light program at the New Bauhas in Chicago (at the invitation of his friend Laszlo Moholy-Nagy) and founded the Center for Advanced Visual Studies at MIT In 1974 he retired from education and returned to painting His teachings and the work of his students (whom included Saul Bass) greatly influenced an entire nation of budding American designers
Born on October 4 1906
Lorinci Hungary
Royal Academy of Fine Arts in Budapest
Origins
Education
35
Swiss Today
This poster was recreated recently for the 1982 Huumlsker Du concert at the New York coliseum by Mike Joyce It is an excellent example of how Swiss Design is still relevant and stylish in todays culture
This poster utilizes several key tactics of Swiss Design The text is a sans serif called Akzidenz-Grotesk and is set in all miniscule letters The color scheme utilizes the Swiss standard of primary colors in this case blue yellow and a hot pink with red overtones The overall feel of the poster is simple universal and reductive
This poster uses geometric shapes such as the triangle circle and square
37
This poster is also an example of Swiss Design living on in the modern age This poster was done in recent years as a redesign for the 1986 concert of Sonic Youth with Firehouse
This poster clearly demonstrates key aspects of Swiss Design The most noticeable of these aspects is the color scheme While green is not a primary color it is a tertiary color and has been known to be used occasionally in Swiss designs This poster takes Swiss color a step further by using repeated geometric circles to show a gradient effect without actually having one solid gradient
The second most noticable Swiss element is the type The type on this poster is sans serif all miniscules and is in strict adherence to the grid
Resources
httpdesignishistorycomhomeswiss
httpswisstypewordpresscom
httpthegridsystemorgweliecompatternsshowPattern
phppatternID=grid-based-layout
httpalysolycomfs297gridsystemphp
httpvangevacomjosef-muller-brockmann
Swiss Design
Grid Systems
If you are interested in more information or images related to Swiss Design here are the links that we used to gather our information Enjoy
httpkubawolfhubpagescomhubSwiss-Graphic-Design
httpsmearedblackinkcomswiss_style_timeline
httpvangevacomjosef-muller-brockmann
Geometric Shapes
httpkubawolfhubpagescomhubSwiss-Graphic-Design
httpflyergoodnessblogspotcom201004wim-crouwel-selected-
graphic-designshtml
httpvangevacomjosef-muller-brockmann
Asymmetry
httpsmashingmagazinecom20090717lessons-from-swiss-style-
graphic-design
httpgraphicmanianetunderstanding-swiss-style-graphic-design
httpwordsandeggswordpresscom
Photography
httperinedwardsdesignscomdev_postswitzerland_1950shtml
httpsmearedblackinkcomswiss_style_timeline
httpdesignersjournalnetjottingsheroes-armin-hofmann
httpcreativeprocomfilesstory_images20110421_swiss_stylejpg
Color
httpflickrcomphotos26378175N052904295317
httpflickrcomphotosblankaposters2524021975
Reductive Nature
httpxuluxfreefrblogimgsPubliciteMonoprixMonop_40jpg
httplucdevroyeorgWimCrouwel-HiroshimaPoster-1957jpg
Negative Space
39
httpguity-novinblogspotcom201107chapter-42-swiss-grade-style-
and-dutchhtml
httpwebexpedition18comarticlesswiss-legacy
httpadviznlnlobject23022
Sans Serif
httpswisstedcom
httprobotmafiacomswissted-by-mike-joyce
httpmanalivedesignblogspotcom
httpdesignspirationnetimage744880057014
Swiss Today
httpdesignishistorycom1940emil-ruder
httpthinkingforalivingorgarchives932
httpdesignspirationnetimage58073547273
httpurbanhonkingcomplazm20090202idea-magazine-lecture-emil-
ruder
Ruder
httpdesignishistorycom1940armin-hofmann
httpaigaorgmedalist-arminhofmann
httpdesignersjournalnetjottingsheroes-armin-hofmann
httpblackbookjunglecokrpimgsaekili7jg_20111222221631(3)jpg
Hofmann
httpdesignishistorycom1940joseph-mueller-brockmann
httpvangevacomjosef-muller-brockmann
httpmatdolphincomblog
httpdesignishistorycom1940walter-herdeg
httpgraphiscomstorep=269
httpaigaorgmedalist-walterherdeg
Herdeg
httpdesignishistorycom1960wim-crouwel
httpenwikipediaorgwikiWim_Crouwel
httpflyergoodnessblogspotcom201004wim-crouwel-selected-
graphic-designshtml
httpdesigners-bookscomp=7154
Crouwel
Kepes
Muumlller-Brockmann
httpdesignishistorycom1940gyorgy-kepes
httpolivertomascombooksvision-value-series-edited-by-gyorgy-
kepes-1965-6
httpgondolatkiadohuimagesnewbookkepes-abszolutjpg
httpszakkoliektfhu
Credits
41
Cover
Katie Brazell
Kayla Decker
Layout
Katie Brazell
Kayla Decker
Table of Contents
Kayla Decker
Katie Brazell
Swiss Style
Katie Brazell
Kayla Decker
Grid Systems
Katie Brazell
Kayla Decker
Reductive Nature
Kayla Decker
Katie Brazell
Negative Space
Katie Brazell
Kayla Decker
Geometric Shapes
Kayla Decker
Katie Brazell
Asymmetry
Katie Brazell
Kayla Decker
Photography
Katie Brazell
Kayla Decker
Color
Kayla Decker
Katie Brazell
Sans Serif
Kayla Decker
Katie Brazell
Master Designers
Katie Brazell
Kayla Decker
Ruder
Katie Brazell
Kayla Decker
Hofmann
Katie Brazell
Kayla Decker
Muumlller-Brockmann
Kayla Decker
Katie Brazell
Herdeg
Kayla Decker
Katie Brazell
Crouwel
Katie Brazell
Kayla Decker
Kepes
Katie Brazell
Kayla Decker
Swiss Today
Kayla Decker
Katie Brazell
More Information
Katie Brazell
Credits
Kayla Decker
Assemblage of Book
Katie Brazell
Kayla Decker
Multiple Images
Provided by
Tim Speaker
Sans S
erifUniversal
Politically neutral
Simplicity
Progressive
Sans serif type
Condensed type
Drastic size weight contrast
Principles
Application
Examples
21
Hnwerkman mdash Crouwel
Hussem en Bouthoorn mdash Crouwel
The Amsterdam Public Library mdash Crouwel
In addition to ridding images of their ornate details Swiss designers rid type of its ornamentation as well Sans serif automatically made serif typefaces feel outdated and overused
Designers used sans serif type for everything from header text to body copy They preferred the clean structured feel that typefaces suchas Azkidenz-Grotesque Helvetica and Univers gave to a design Sans serif was seen as a progressive typeface that embodied the clear simplistic and universal ideals of the swiss style
Master Designers
Swiss designers created the rules for the foundation of modern design Not only were they masters of their chosen style of design but many of them also became teachers As teachers they passed on their knowledge to students They taught their students to love and appreciate Swiss Design and thestudents in turn carried on its traditional values and beauty
These master designers include Emil Ruder Armin Hofmann Josef Muumlller-Brockmann Walter Herdeg Wim Crouwel and Gyoumlrgy Kepes
Emil Ruder
Josef Muumlller-Brockmann
Armin Hofmann
Walter Herdeg
Wim Crouwel
Gyoumlrgy Kepes
Ruder
Born on March 20 1914
Zuumlrich Switzerland
Basel School of Design
Origins
Education
25
Emil Ruder was a typographer and graphic designer who helped Armin Hofmann form the Basel School of Design and establish the style of design known as Swiss Design He taught that above all typographys purpose was to communicate ideas through writing He placed a heavy importance on sans serif typefaces and his work is both clear and concise especially his typography
Like most designers classified as part of the Swiss Design movement he favored asymmetrical compositions placing a high importance on the counters of characters and the negative space of compositions A friend and associate of Hofmann Frutiger and Muumlller-Brockmann Ruder played a key role in the development of graphic design in the 1940s and 50s His style has been emulated by many designers and his use of grids in design has influenced the development of web design on many levels
Hofm
annBorn in 1920
Winterthur Switzerland
School of Arts and Crafts in Zuumlrich
Origins
Education
27
By the age of 27 Armin Hofmann had already completed an apprenticeship in lithography and had begun teaching typography at the Basel School of Design His colleagues and students were integral in adding to work and theories that surrounded the Swiss International Style which stressed a belief in an absolute and universal style of graphic design The style of design they created had a goal of communication above all else practiced new techniques of photo typesetting photo-montage experimental composition and heavily favored sans serif typography
He taught for several years at the Basel School of Design and was not there long before he replaced Emil Ruder as the head of the school The Swiss International Style and Hofmann thought that one of the most efficient forms of communications was the poster and Hofmann spent much of his career designing posters in particularly for the Basel Stadt Theater Just as Emil Ruder and Josef Muumlller-Brockmann did Hofmann wrote a book outlining his philosophies and practices His Graphic Design Manual was and still is a reference book for all graphic designers
Muumlller-B
rockmann
Born on May 9 1914
Rapperswill Switzerland
The University of Zuumlrich
The Kunstgewerbeschule in Zuumlrich
Origins
Education
29
As with most graphic designers that can be classified as part of the Swiss International Style Josef Muumlller-Brockmann was influenced by the ideas of several different design and art movements including Constructivism De Stijl Suprematism and the Bauhaus He is perhaps the most well-known Swiss designer and his name is probably the most easily recognized when talking about the period He was born and raised in Switzerland and by the age of 43 he became a teacher at the Zuumlrich school of arts and crafts
Perhaps his most decisive work was done for the Zuumlrich Town Hall as poster advertisements for its theater productions He published several books including The Graphic Artist and His Problems and Grid Systems in Graphic Design These books provide an in-depth analysis of his work practices and philosophies and provide an excellent foundation for young graphic designers wishing to learn more about the profession He spent most of his life working and teaching even into the early 1990s when he toured the US and Canada speaking about his work
Herdeg
Born in 1908
Zuumlrich Switzerland
The Kunstgewerbeschule in Zuumlrich
Staatliche Akademie der Bildenden Kuumlnste in
Berlin
Origins
Education
31
Walter Herdeg was very much a graphic designer He studied at the Kunstgewerbeschule in Zuumlrich created many different corporate identities (just as the practice was beginning to become a standard) and even formed his own design company with Walter Amstutz What he is best known for however is the creation and publication of Graphis An international journal of visual communication Graphis was first published by Herdeg towards the end of the second World War
The magazine showcases work and interviews from designers and illustrators from all over the world in an effort to share their work with other audiences In the beginning it served as one of what were at the time only a few vessels which exposed the western world to the design work being done in Europe Herdeg served as the editor of the magazine for 246 issues (the magazine is still in publication) as well as the Graphis Design Annuals which showed the best and brightest work from the year prior to their publication Graphis was a seminal force in the shaping of design culture and it continues to educate expand and foster the world of graphic design today
Crouw
elCrowel is a graphic designer and typographer born in the Netherlands In 1963 he founded the studio Total Design now called Total Identity His most well known work has been for the Stedelijk Museum His typography is extremely well planned and based on very strict systems of grids He has also designed expositions album covers and identity systems He has published two typefaces Fodor and Gridnik digitized versions of both are available from The Foundry In addition to his work as graphic designer he was also active in the educational field In the 1950s he worked as a teacher at the Royal Academy for Art and Design in the Southern Netherlands
Born on November 21 1928
Groningen The Netherlands
Fine Arts at Academie Minerva
Gerrit Rietveld Academie
Origins
Education
33
Kepes
Kepes was indeed a man of many faces In his career he has been a designer painter sculptor filmmaker teacher and urban camouflage theorist He has been widely revered for his teaching practices and his book Language of Vision was used as a college textbook for the arts for many years He ran the Color and Light program at the New Bauhas in Chicago (at the invitation of his friend Laszlo Moholy-Nagy) and founded the Center for Advanced Visual Studies at MIT In 1974 he retired from education and returned to painting His teachings and the work of his students (whom included Saul Bass) greatly influenced an entire nation of budding American designers
Born on October 4 1906
Lorinci Hungary
Royal Academy of Fine Arts in Budapest
Origins
Education
35
Swiss Today
This poster was recreated recently for the 1982 Huumlsker Du concert at the New York coliseum by Mike Joyce It is an excellent example of how Swiss Design is still relevant and stylish in todays culture
This poster utilizes several key tactics of Swiss Design The text is a sans serif called Akzidenz-Grotesk and is set in all miniscule letters The color scheme utilizes the Swiss standard of primary colors in this case blue yellow and a hot pink with red overtones The overall feel of the poster is simple universal and reductive
This poster uses geometric shapes such as the triangle circle and square
37
This poster is also an example of Swiss Design living on in the modern age This poster was done in recent years as a redesign for the 1986 concert of Sonic Youth with Firehouse
This poster clearly demonstrates key aspects of Swiss Design The most noticeable of these aspects is the color scheme While green is not a primary color it is a tertiary color and has been known to be used occasionally in Swiss designs This poster takes Swiss color a step further by using repeated geometric circles to show a gradient effect without actually having one solid gradient
The second most noticable Swiss element is the type The type on this poster is sans serif all miniscules and is in strict adherence to the grid
Resources
httpdesignishistorycomhomeswiss
httpswisstypewordpresscom
httpthegridsystemorgweliecompatternsshowPattern
phppatternID=grid-based-layout
httpalysolycomfs297gridsystemphp
httpvangevacomjosef-muller-brockmann
Swiss Design
Grid Systems
If you are interested in more information or images related to Swiss Design here are the links that we used to gather our information Enjoy
httpkubawolfhubpagescomhubSwiss-Graphic-Design
httpsmearedblackinkcomswiss_style_timeline
httpvangevacomjosef-muller-brockmann
Geometric Shapes
httpkubawolfhubpagescomhubSwiss-Graphic-Design
httpflyergoodnessblogspotcom201004wim-crouwel-selected-
graphic-designshtml
httpvangevacomjosef-muller-brockmann
Asymmetry
httpsmashingmagazinecom20090717lessons-from-swiss-style-
graphic-design
httpgraphicmanianetunderstanding-swiss-style-graphic-design
httpwordsandeggswordpresscom
Photography
httperinedwardsdesignscomdev_postswitzerland_1950shtml
httpsmearedblackinkcomswiss_style_timeline
httpdesignersjournalnetjottingsheroes-armin-hofmann
httpcreativeprocomfilesstory_images20110421_swiss_stylejpg
Color
httpflickrcomphotos26378175N052904295317
httpflickrcomphotosblankaposters2524021975
Reductive Nature
httpxuluxfreefrblogimgsPubliciteMonoprixMonop_40jpg
httplucdevroyeorgWimCrouwel-HiroshimaPoster-1957jpg
Negative Space
39
httpguity-novinblogspotcom201107chapter-42-swiss-grade-style-
and-dutchhtml
httpwebexpedition18comarticlesswiss-legacy
httpadviznlnlobject23022
Sans Serif
httpswisstedcom
httprobotmafiacomswissted-by-mike-joyce
httpmanalivedesignblogspotcom
httpdesignspirationnetimage744880057014
Swiss Today
httpdesignishistorycom1940emil-ruder
httpthinkingforalivingorgarchives932
httpdesignspirationnetimage58073547273
httpurbanhonkingcomplazm20090202idea-magazine-lecture-emil-
ruder
Ruder
httpdesignishistorycom1940armin-hofmann
httpaigaorgmedalist-arminhofmann
httpdesignersjournalnetjottingsheroes-armin-hofmann
httpblackbookjunglecokrpimgsaekili7jg_20111222221631(3)jpg
Hofmann
httpdesignishistorycom1940joseph-mueller-brockmann
httpvangevacomjosef-muller-brockmann
httpmatdolphincomblog
httpdesignishistorycom1940walter-herdeg
httpgraphiscomstorep=269
httpaigaorgmedalist-walterherdeg
Herdeg
httpdesignishistorycom1960wim-crouwel
httpenwikipediaorgwikiWim_Crouwel
httpflyergoodnessblogspotcom201004wim-crouwel-selected-
graphic-designshtml
httpdesigners-bookscomp=7154
Crouwel
Kepes
Muumlller-Brockmann
httpdesignishistorycom1940gyorgy-kepes
httpolivertomascombooksvision-value-series-edited-by-gyorgy-
kepes-1965-6
httpgondolatkiadohuimagesnewbookkepes-abszolutjpg
httpszakkoliektfhu
Credits
41
Cover
Katie Brazell
Kayla Decker
Layout
Katie Brazell
Kayla Decker
Table of Contents
Kayla Decker
Katie Brazell
Swiss Style
Katie Brazell
Kayla Decker
Grid Systems
Katie Brazell
Kayla Decker
Reductive Nature
Kayla Decker
Katie Brazell
Negative Space
Katie Brazell
Kayla Decker
Geometric Shapes
Kayla Decker
Katie Brazell
Asymmetry
Katie Brazell
Kayla Decker
Photography
Katie Brazell
Kayla Decker
Color
Kayla Decker
Katie Brazell
Sans Serif
Kayla Decker
Katie Brazell
Master Designers
Katie Brazell
Kayla Decker
Ruder
Katie Brazell
Kayla Decker
Hofmann
Katie Brazell
Kayla Decker
Muumlller-Brockmann
Kayla Decker
Katie Brazell
Herdeg
Kayla Decker
Katie Brazell
Crouwel
Katie Brazell
Kayla Decker
Kepes
Katie Brazell
Kayla Decker
Swiss Today
Kayla Decker
Katie Brazell
More Information
Katie Brazell
Credits
Kayla Decker
Assemblage of Book
Katie Brazell
Kayla Decker
Multiple Images
Provided by
Tim Speaker
Master Designers
Swiss designers created the rules for the foundation of modern design Not only were they masters of their chosen style of design but many of them also became teachers As teachers they passed on their knowledge to students They taught their students to love and appreciate Swiss Design and thestudents in turn carried on its traditional values and beauty
These master designers include Emil Ruder Armin Hofmann Josef Muumlller-Brockmann Walter Herdeg Wim Crouwel and Gyoumlrgy Kepes
Emil Ruder
Josef Muumlller-Brockmann
Armin Hofmann
Walter Herdeg
Wim Crouwel
Gyoumlrgy Kepes
Ruder
Born on March 20 1914
Zuumlrich Switzerland
Basel School of Design
Origins
Education
25
Emil Ruder was a typographer and graphic designer who helped Armin Hofmann form the Basel School of Design and establish the style of design known as Swiss Design He taught that above all typographys purpose was to communicate ideas through writing He placed a heavy importance on sans serif typefaces and his work is both clear and concise especially his typography
Like most designers classified as part of the Swiss Design movement he favored asymmetrical compositions placing a high importance on the counters of characters and the negative space of compositions A friend and associate of Hofmann Frutiger and Muumlller-Brockmann Ruder played a key role in the development of graphic design in the 1940s and 50s His style has been emulated by many designers and his use of grids in design has influenced the development of web design on many levels
Hofm
annBorn in 1920
Winterthur Switzerland
School of Arts and Crafts in Zuumlrich
Origins
Education
27
By the age of 27 Armin Hofmann had already completed an apprenticeship in lithography and had begun teaching typography at the Basel School of Design His colleagues and students were integral in adding to work and theories that surrounded the Swiss International Style which stressed a belief in an absolute and universal style of graphic design The style of design they created had a goal of communication above all else practiced new techniques of photo typesetting photo-montage experimental composition and heavily favored sans serif typography
He taught for several years at the Basel School of Design and was not there long before he replaced Emil Ruder as the head of the school The Swiss International Style and Hofmann thought that one of the most efficient forms of communications was the poster and Hofmann spent much of his career designing posters in particularly for the Basel Stadt Theater Just as Emil Ruder and Josef Muumlller-Brockmann did Hofmann wrote a book outlining his philosophies and practices His Graphic Design Manual was and still is a reference book for all graphic designers
Muumlller-B
rockmann
Born on May 9 1914
Rapperswill Switzerland
The University of Zuumlrich
The Kunstgewerbeschule in Zuumlrich
Origins
Education
29
As with most graphic designers that can be classified as part of the Swiss International Style Josef Muumlller-Brockmann was influenced by the ideas of several different design and art movements including Constructivism De Stijl Suprematism and the Bauhaus He is perhaps the most well-known Swiss designer and his name is probably the most easily recognized when talking about the period He was born and raised in Switzerland and by the age of 43 he became a teacher at the Zuumlrich school of arts and crafts
Perhaps his most decisive work was done for the Zuumlrich Town Hall as poster advertisements for its theater productions He published several books including The Graphic Artist and His Problems and Grid Systems in Graphic Design These books provide an in-depth analysis of his work practices and philosophies and provide an excellent foundation for young graphic designers wishing to learn more about the profession He spent most of his life working and teaching even into the early 1990s when he toured the US and Canada speaking about his work
Herdeg
Born in 1908
Zuumlrich Switzerland
The Kunstgewerbeschule in Zuumlrich
Staatliche Akademie der Bildenden Kuumlnste in
Berlin
Origins
Education
31
Walter Herdeg was very much a graphic designer He studied at the Kunstgewerbeschule in Zuumlrich created many different corporate identities (just as the practice was beginning to become a standard) and even formed his own design company with Walter Amstutz What he is best known for however is the creation and publication of Graphis An international journal of visual communication Graphis was first published by Herdeg towards the end of the second World War
The magazine showcases work and interviews from designers and illustrators from all over the world in an effort to share their work with other audiences In the beginning it served as one of what were at the time only a few vessels which exposed the western world to the design work being done in Europe Herdeg served as the editor of the magazine for 246 issues (the magazine is still in publication) as well as the Graphis Design Annuals which showed the best and brightest work from the year prior to their publication Graphis was a seminal force in the shaping of design culture and it continues to educate expand and foster the world of graphic design today
Crouw
elCrowel is a graphic designer and typographer born in the Netherlands In 1963 he founded the studio Total Design now called Total Identity His most well known work has been for the Stedelijk Museum His typography is extremely well planned and based on very strict systems of grids He has also designed expositions album covers and identity systems He has published two typefaces Fodor and Gridnik digitized versions of both are available from The Foundry In addition to his work as graphic designer he was also active in the educational field In the 1950s he worked as a teacher at the Royal Academy for Art and Design in the Southern Netherlands
Born on November 21 1928
Groningen The Netherlands
Fine Arts at Academie Minerva
Gerrit Rietveld Academie
Origins
Education
33
Kepes
Kepes was indeed a man of many faces In his career he has been a designer painter sculptor filmmaker teacher and urban camouflage theorist He has been widely revered for his teaching practices and his book Language of Vision was used as a college textbook for the arts for many years He ran the Color and Light program at the New Bauhas in Chicago (at the invitation of his friend Laszlo Moholy-Nagy) and founded the Center for Advanced Visual Studies at MIT In 1974 he retired from education and returned to painting His teachings and the work of his students (whom included Saul Bass) greatly influenced an entire nation of budding American designers
Born on October 4 1906
Lorinci Hungary
Royal Academy of Fine Arts in Budapest
Origins
Education
35
Swiss Today
This poster was recreated recently for the 1982 Huumlsker Du concert at the New York coliseum by Mike Joyce It is an excellent example of how Swiss Design is still relevant and stylish in todays culture
This poster utilizes several key tactics of Swiss Design The text is a sans serif called Akzidenz-Grotesk and is set in all miniscule letters The color scheme utilizes the Swiss standard of primary colors in this case blue yellow and a hot pink with red overtones The overall feel of the poster is simple universal and reductive
This poster uses geometric shapes such as the triangle circle and square
37
This poster is also an example of Swiss Design living on in the modern age This poster was done in recent years as a redesign for the 1986 concert of Sonic Youth with Firehouse
This poster clearly demonstrates key aspects of Swiss Design The most noticeable of these aspects is the color scheme While green is not a primary color it is a tertiary color and has been known to be used occasionally in Swiss designs This poster takes Swiss color a step further by using repeated geometric circles to show a gradient effect without actually having one solid gradient
The second most noticable Swiss element is the type The type on this poster is sans serif all miniscules and is in strict adherence to the grid
Resources
httpdesignishistorycomhomeswiss
httpswisstypewordpresscom
httpthegridsystemorgweliecompatternsshowPattern
phppatternID=grid-based-layout
httpalysolycomfs297gridsystemphp
httpvangevacomjosef-muller-brockmann
Swiss Design
Grid Systems
If you are interested in more information or images related to Swiss Design here are the links that we used to gather our information Enjoy
httpkubawolfhubpagescomhubSwiss-Graphic-Design
httpsmearedblackinkcomswiss_style_timeline
httpvangevacomjosef-muller-brockmann
Geometric Shapes
httpkubawolfhubpagescomhubSwiss-Graphic-Design
httpflyergoodnessblogspotcom201004wim-crouwel-selected-
graphic-designshtml
httpvangevacomjosef-muller-brockmann
Asymmetry
httpsmashingmagazinecom20090717lessons-from-swiss-style-
graphic-design
httpgraphicmanianetunderstanding-swiss-style-graphic-design
httpwordsandeggswordpresscom
Photography
httperinedwardsdesignscomdev_postswitzerland_1950shtml
httpsmearedblackinkcomswiss_style_timeline
httpdesignersjournalnetjottingsheroes-armin-hofmann
httpcreativeprocomfilesstory_images20110421_swiss_stylejpg
Color
httpflickrcomphotos26378175N052904295317
httpflickrcomphotosblankaposters2524021975
Reductive Nature
httpxuluxfreefrblogimgsPubliciteMonoprixMonop_40jpg
httplucdevroyeorgWimCrouwel-HiroshimaPoster-1957jpg
Negative Space
39
httpguity-novinblogspotcom201107chapter-42-swiss-grade-style-
and-dutchhtml
httpwebexpedition18comarticlesswiss-legacy
httpadviznlnlobject23022
Sans Serif
httpswisstedcom
httprobotmafiacomswissted-by-mike-joyce
httpmanalivedesignblogspotcom
httpdesignspirationnetimage744880057014
Swiss Today
httpdesignishistorycom1940emil-ruder
httpthinkingforalivingorgarchives932
httpdesignspirationnetimage58073547273
httpurbanhonkingcomplazm20090202idea-magazine-lecture-emil-
ruder
Ruder
httpdesignishistorycom1940armin-hofmann
httpaigaorgmedalist-arminhofmann
httpdesignersjournalnetjottingsheroes-armin-hofmann
httpblackbookjunglecokrpimgsaekili7jg_20111222221631(3)jpg
Hofmann
httpdesignishistorycom1940joseph-mueller-brockmann
httpvangevacomjosef-muller-brockmann
httpmatdolphincomblog
httpdesignishistorycom1940walter-herdeg
httpgraphiscomstorep=269
httpaigaorgmedalist-walterherdeg
Herdeg
httpdesignishistorycom1960wim-crouwel
httpenwikipediaorgwikiWim_Crouwel
httpflyergoodnessblogspotcom201004wim-crouwel-selected-
graphic-designshtml
httpdesigners-bookscomp=7154
Crouwel
Kepes
Muumlller-Brockmann
httpdesignishistorycom1940gyorgy-kepes
httpolivertomascombooksvision-value-series-edited-by-gyorgy-
kepes-1965-6
httpgondolatkiadohuimagesnewbookkepes-abszolutjpg
httpszakkoliektfhu
Credits
41
Cover
Katie Brazell
Kayla Decker
Layout
Katie Brazell
Kayla Decker
Table of Contents
Kayla Decker
Katie Brazell
Swiss Style
Katie Brazell
Kayla Decker
Grid Systems
Katie Brazell
Kayla Decker
Reductive Nature
Kayla Decker
Katie Brazell
Negative Space
Katie Brazell
Kayla Decker
Geometric Shapes
Kayla Decker
Katie Brazell
Asymmetry
Katie Brazell
Kayla Decker
Photography
Katie Brazell
Kayla Decker
Color
Kayla Decker
Katie Brazell
Sans Serif
Kayla Decker
Katie Brazell
Master Designers
Katie Brazell
Kayla Decker
Ruder
Katie Brazell
Kayla Decker
Hofmann
Katie Brazell
Kayla Decker
Muumlller-Brockmann
Kayla Decker
Katie Brazell
Herdeg
Kayla Decker
Katie Brazell
Crouwel
Katie Brazell
Kayla Decker
Kepes
Katie Brazell
Kayla Decker
Swiss Today
Kayla Decker
Katie Brazell
More Information
Katie Brazell
Credits
Kayla Decker
Assemblage of Book
Katie Brazell
Kayla Decker
Multiple Images
Provided by
Tim Speaker
Ruder
Born on March 20 1914
Zuumlrich Switzerland
Basel School of Design
Origins
Education
25
Emil Ruder was a typographer and graphic designer who helped Armin Hofmann form the Basel School of Design and establish the style of design known as Swiss Design He taught that above all typographys purpose was to communicate ideas through writing He placed a heavy importance on sans serif typefaces and his work is both clear and concise especially his typography
Like most designers classified as part of the Swiss Design movement he favored asymmetrical compositions placing a high importance on the counters of characters and the negative space of compositions A friend and associate of Hofmann Frutiger and Muumlller-Brockmann Ruder played a key role in the development of graphic design in the 1940s and 50s His style has been emulated by many designers and his use of grids in design has influenced the development of web design on many levels
Hofm
annBorn in 1920
Winterthur Switzerland
School of Arts and Crafts in Zuumlrich
Origins
Education
27
By the age of 27 Armin Hofmann had already completed an apprenticeship in lithography and had begun teaching typography at the Basel School of Design His colleagues and students were integral in adding to work and theories that surrounded the Swiss International Style which stressed a belief in an absolute and universal style of graphic design The style of design they created had a goal of communication above all else practiced new techniques of photo typesetting photo-montage experimental composition and heavily favored sans serif typography
He taught for several years at the Basel School of Design and was not there long before he replaced Emil Ruder as the head of the school The Swiss International Style and Hofmann thought that one of the most efficient forms of communications was the poster and Hofmann spent much of his career designing posters in particularly for the Basel Stadt Theater Just as Emil Ruder and Josef Muumlller-Brockmann did Hofmann wrote a book outlining his philosophies and practices His Graphic Design Manual was and still is a reference book for all graphic designers
Muumlller-B
rockmann
Born on May 9 1914
Rapperswill Switzerland
The University of Zuumlrich
The Kunstgewerbeschule in Zuumlrich
Origins
Education
29
As with most graphic designers that can be classified as part of the Swiss International Style Josef Muumlller-Brockmann was influenced by the ideas of several different design and art movements including Constructivism De Stijl Suprematism and the Bauhaus He is perhaps the most well-known Swiss designer and his name is probably the most easily recognized when talking about the period He was born and raised in Switzerland and by the age of 43 he became a teacher at the Zuumlrich school of arts and crafts
Perhaps his most decisive work was done for the Zuumlrich Town Hall as poster advertisements for its theater productions He published several books including The Graphic Artist and His Problems and Grid Systems in Graphic Design These books provide an in-depth analysis of his work practices and philosophies and provide an excellent foundation for young graphic designers wishing to learn more about the profession He spent most of his life working and teaching even into the early 1990s when he toured the US and Canada speaking about his work
Herdeg
Born in 1908
Zuumlrich Switzerland
The Kunstgewerbeschule in Zuumlrich
Staatliche Akademie der Bildenden Kuumlnste in
Berlin
Origins
Education
31
Walter Herdeg was very much a graphic designer He studied at the Kunstgewerbeschule in Zuumlrich created many different corporate identities (just as the practice was beginning to become a standard) and even formed his own design company with Walter Amstutz What he is best known for however is the creation and publication of Graphis An international journal of visual communication Graphis was first published by Herdeg towards the end of the second World War
The magazine showcases work and interviews from designers and illustrators from all over the world in an effort to share their work with other audiences In the beginning it served as one of what were at the time only a few vessels which exposed the western world to the design work being done in Europe Herdeg served as the editor of the magazine for 246 issues (the magazine is still in publication) as well as the Graphis Design Annuals which showed the best and brightest work from the year prior to their publication Graphis was a seminal force in the shaping of design culture and it continues to educate expand and foster the world of graphic design today
Crouw
elCrowel is a graphic designer and typographer born in the Netherlands In 1963 he founded the studio Total Design now called Total Identity His most well known work has been for the Stedelijk Museum His typography is extremely well planned and based on very strict systems of grids He has also designed expositions album covers and identity systems He has published two typefaces Fodor and Gridnik digitized versions of both are available from The Foundry In addition to his work as graphic designer he was also active in the educational field In the 1950s he worked as a teacher at the Royal Academy for Art and Design in the Southern Netherlands
Born on November 21 1928
Groningen The Netherlands
Fine Arts at Academie Minerva
Gerrit Rietveld Academie
Origins
Education
33
Kepes
Kepes was indeed a man of many faces In his career he has been a designer painter sculptor filmmaker teacher and urban camouflage theorist He has been widely revered for his teaching practices and his book Language of Vision was used as a college textbook for the arts for many years He ran the Color and Light program at the New Bauhas in Chicago (at the invitation of his friend Laszlo Moholy-Nagy) and founded the Center for Advanced Visual Studies at MIT In 1974 he retired from education and returned to painting His teachings and the work of his students (whom included Saul Bass) greatly influenced an entire nation of budding American designers
Born on October 4 1906
Lorinci Hungary
Royal Academy of Fine Arts in Budapest
Origins
Education
35
Swiss Today
This poster was recreated recently for the 1982 Huumlsker Du concert at the New York coliseum by Mike Joyce It is an excellent example of how Swiss Design is still relevant and stylish in todays culture
This poster utilizes several key tactics of Swiss Design The text is a sans serif called Akzidenz-Grotesk and is set in all miniscule letters The color scheme utilizes the Swiss standard of primary colors in this case blue yellow and a hot pink with red overtones The overall feel of the poster is simple universal and reductive
This poster uses geometric shapes such as the triangle circle and square
37
This poster is also an example of Swiss Design living on in the modern age This poster was done in recent years as a redesign for the 1986 concert of Sonic Youth with Firehouse
This poster clearly demonstrates key aspects of Swiss Design The most noticeable of these aspects is the color scheme While green is not a primary color it is a tertiary color and has been known to be used occasionally in Swiss designs This poster takes Swiss color a step further by using repeated geometric circles to show a gradient effect without actually having one solid gradient
The second most noticable Swiss element is the type The type on this poster is sans serif all miniscules and is in strict adherence to the grid
Resources
httpdesignishistorycomhomeswiss
httpswisstypewordpresscom
httpthegridsystemorgweliecompatternsshowPattern
phppatternID=grid-based-layout
httpalysolycomfs297gridsystemphp
httpvangevacomjosef-muller-brockmann
Swiss Design
Grid Systems
If you are interested in more information or images related to Swiss Design here are the links that we used to gather our information Enjoy
httpkubawolfhubpagescomhubSwiss-Graphic-Design
httpsmearedblackinkcomswiss_style_timeline
httpvangevacomjosef-muller-brockmann
Geometric Shapes
httpkubawolfhubpagescomhubSwiss-Graphic-Design
httpflyergoodnessblogspotcom201004wim-crouwel-selected-
graphic-designshtml
httpvangevacomjosef-muller-brockmann
Asymmetry
httpsmashingmagazinecom20090717lessons-from-swiss-style-
graphic-design
httpgraphicmanianetunderstanding-swiss-style-graphic-design
httpwordsandeggswordpresscom
Photography
httperinedwardsdesignscomdev_postswitzerland_1950shtml
httpsmearedblackinkcomswiss_style_timeline
httpdesignersjournalnetjottingsheroes-armin-hofmann
httpcreativeprocomfilesstory_images20110421_swiss_stylejpg
Color
httpflickrcomphotos26378175N052904295317
httpflickrcomphotosblankaposters2524021975
Reductive Nature
httpxuluxfreefrblogimgsPubliciteMonoprixMonop_40jpg
httplucdevroyeorgWimCrouwel-HiroshimaPoster-1957jpg
Negative Space
39
httpguity-novinblogspotcom201107chapter-42-swiss-grade-style-
and-dutchhtml
httpwebexpedition18comarticlesswiss-legacy
httpadviznlnlobject23022
Sans Serif
httpswisstedcom
httprobotmafiacomswissted-by-mike-joyce
httpmanalivedesignblogspotcom
httpdesignspirationnetimage744880057014
Swiss Today
httpdesignishistorycom1940emil-ruder
httpthinkingforalivingorgarchives932
httpdesignspirationnetimage58073547273
httpurbanhonkingcomplazm20090202idea-magazine-lecture-emil-
ruder
Ruder
httpdesignishistorycom1940armin-hofmann
httpaigaorgmedalist-arminhofmann
httpdesignersjournalnetjottingsheroes-armin-hofmann
httpblackbookjunglecokrpimgsaekili7jg_20111222221631(3)jpg
Hofmann
httpdesignishistorycom1940joseph-mueller-brockmann
httpvangevacomjosef-muller-brockmann
httpmatdolphincomblog
httpdesignishistorycom1940walter-herdeg
httpgraphiscomstorep=269
httpaigaorgmedalist-walterherdeg
Herdeg
httpdesignishistorycom1960wim-crouwel
httpenwikipediaorgwikiWim_Crouwel
httpflyergoodnessblogspotcom201004wim-crouwel-selected-
graphic-designshtml
httpdesigners-bookscomp=7154
Crouwel
Kepes
Muumlller-Brockmann
httpdesignishistorycom1940gyorgy-kepes
httpolivertomascombooksvision-value-series-edited-by-gyorgy-
kepes-1965-6
httpgondolatkiadohuimagesnewbookkepes-abszolutjpg
httpszakkoliektfhu
Credits
41
Cover
Katie Brazell
Kayla Decker
Layout
Katie Brazell
Kayla Decker
Table of Contents
Kayla Decker
Katie Brazell
Swiss Style
Katie Brazell
Kayla Decker
Grid Systems
Katie Brazell
Kayla Decker
Reductive Nature
Kayla Decker
Katie Brazell
Negative Space
Katie Brazell
Kayla Decker
Geometric Shapes
Kayla Decker
Katie Brazell
Asymmetry
Katie Brazell
Kayla Decker
Photography
Katie Brazell
Kayla Decker
Color
Kayla Decker
Katie Brazell
Sans Serif
Kayla Decker
Katie Brazell
Master Designers
Katie Brazell
Kayla Decker
Ruder
Katie Brazell
Kayla Decker
Hofmann
Katie Brazell
Kayla Decker
Muumlller-Brockmann
Kayla Decker
Katie Brazell
Herdeg
Kayla Decker
Katie Brazell
Crouwel
Katie Brazell
Kayla Decker
Kepes
Katie Brazell
Kayla Decker
Swiss Today
Kayla Decker
Katie Brazell
More Information
Katie Brazell
Credits
Kayla Decker
Assemblage of Book
Katie Brazell
Kayla Decker
Multiple Images
Provided by
Tim Speaker
Hofm
annBorn in 1920
Winterthur Switzerland
School of Arts and Crafts in Zuumlrich
Origins
Education
27
By the age of 27 Armin Hofmann had already completed an apprenticeship in lithography and had begun teaching typography at the Basel School of Design His colleagues and students were integral in adding to work and theories that surrounded the Swiss International Style which stressed a belief in an absolute and universal style of graphic design The style of design they created had a goal of communication above all else practiced new techniques of photo typesetting photo-montage experimental composition and heavily favored sans serif typography
He taught for several years at the Basel School of Design and was not there long before he replaced Emil Ruder as the head of the school The Swiss International Style and Hofmann thought that one of the most efficient forms of communications was the poster and Hofmann spent much of his career designing posters in particularly for the Basel Stadt Theater Just as Emil Ruder and Josef Muumlller-Brockmann did Hofmann wrote a book outlining his philosophies and practices His Graphic Design Manual was and still is a reference book for all graphic designers
Muumlller-B
rockmann
Born on May 9 1914
Rapperswill Switzerland
The University of Zuumlrich
The Kunstgewerbeschule in Zuumlrich
Origins
Education
29
As with most graphic designers that can be classified as part of the Swiss International Style Josef Muumlller-Brockmann was influenced by the ideas of several different design and art movements including Constructivism De Stijl Suprematism and the Bauhaus He is perhaps the most well-known Swiss designer and his name is probably the most easily recognized when talking about the period He was born and raised in Switzerland and by the age of 43 he became a teacher at the Zuumlrich school of arts and crafts
Perhaps his most decisive work was done for the Zuumlrich Town Hall as poster advertisements for its theater productions He published several books including The Graphic Artist and His Problems and Grid Systems in Graphic Design These books provide an in-depth analysis of his work practices and philosophies and provide an excellent foundation for young graphic designers wishing to learn more about the profession He spent most of his life working and teaching even into the early 1990s when he toured the US and Canada speaking about his work
Herdeg
Born in 1908
Zuumlrich Switzerland
The Kunstgewerbeschule in Zuumlrich
Staatliche Akademie der Bildenden Kuumlnste in
Berlin
Origins
Education
31
Walter Herdeg was very much a graphic designer He studied at the Kunstgewerbeschule in Zuumlrich created many different corporate identities (just as the practice was beginning to become a standard) and even formed his own design company with Walter Amstutz What he is best known for however is the creation and publication of Graphis An international journal of visual communication Graphis was first published by Herdeg towards the end of the second World War
The magazine showcases work and interviews from designers and illustrators from all over the world in an effort to share their work with other audiences In the beginning it served as one of what were at the time only a few vessels which exposed the western world to the design work being done in Europe Herdeg served as the editor of the magazine for 246 issues (the magazine is still in publication) as well as the Graphis Design Annuals which showed the best and brightest work from the year prior to their publication Graphis was a seminal force in the shaping of design culture and it continues to educate expand and foster the world of graphic design today
Crouw
elCrowel is a graphic designer and typographer born in the Netherlands In 1963 he founded the studio Total Design now called Total Identity His most well known work has been for the Stedelijk Museum His typography is extremely well planned and based on very strict systems of grids He has also designed expositions album covers and identity systems He has published two typefaces Fodor and Gridnik digitized versions of both are available from The Foundry In addition to his work as graphic designer he was also active in the educational field In the 1950s he worked as a teacher at the Royal Academy for Art and Design in the Southern Netherlands
Born on November 21 1928
Groningen The Netherlands
Fine Arts at Academie Minerva
Gerrit Rietveld Academie
Origins
Education
33
Kepes
Kepes was indeed a man of many faces In his career he has been a designer painter sculptor filmmaker teacher and urban camouflage theorist He has been widely revered for his teaching practices and his book Language of Vision was used as a college textbook for the arts for many years He ran the Color and Light program at the New Bauhas in Chicago (at the invitation of his friend Laszlo Moholy-Nagy) and founded the Center for Advanced Visual Studies at MIT In 1974 he retired from education and returned to painting His teachings and the work of his students (whom included Saul Bass) greatly influenced an entire nation of budding American designers
Born on October 4 1906
Lorinci Hungary
Royal Academy of Fine Arts in Budapest
Origins
Education
35
Swiss Today
This poster was recreated recently for the 1982 Huumlsker Du concert at the New York coliseum by Mike Joyce It is an excellent example of how Swiss Design is still relevant and stylish in todays culture
This poster utilizes several key tactics of Swiss Design The text is a sans serif called Akzidenz-Grotesk and is set in all miniscule letters The color scheme utilizes the Swiss standard of primary colors in this case blue yellow and a hot pink with red overtones The overall feel of the poster is simple universal and reductive
This poster uses geometric shapes such as the triangle circle and square
37
This poster is also an example of Swiss Design living on in the modern age This poster was done in recent years as a redesign for the 1986 concert of Sonic Youth with Firehouse
This poster clearly demonstrates key aspects of Swiss Design The most noticeable of these aspects is the color scheme While green is not a primary color it is a tertiary color and has been known to be used occasionally in Swiss designs This poster takes Swiss color a step further by using repeated geometric circles to show a gradient effect without actually having one solid gradient
The second most noticable Swiss element is the type The type on this poster is sans serif all miniscules and is in strict adherence to the grid
Resources
httpdesignishistorycomhomeswiss
httpswisstypewordpresscom
httpthegridsystemorgweliecompatternsshowPattern
phppatternID=grid-based-layout
httpalysolycomfs297gridsystemphp
httpvangevacomjosef-muller-brockmann
Swiss Design
Grid Systems
If you are interested in more information or images related to Swiss Design here are the links that we used to gather our information Enjoy
httpkubawolfhubpagescomhubSwiss-Graphic-Design
httpsmearedblackinkcomswiss_style_timeline
httpvangevacomjosef-muller-brockmann
Geometric Shapes
httpkubawolfhubpagescomhubSwiss-Graphic-Design
httpflyergoodnessblogspotcom201004wim-crouwel-selected-
graphic-designshtml
httpvangevacomjosef-muller-brockmann
Asymmetry
httpsmashingmagazinecom20090717lessons-from-swiss-style-
graphic-design
httpgraphicmanianetunderstanding-swiss-style-graphic-design
httpwordsandeggswordpresscom
Photography
httperinedwardsdesignscomdev_postswitzerland_1950shtml
httpsmearedblackinkcomswiss_style_timeline
httpdesignersjournalnetjottingsheroes-armin-hofmann
httpcreativeprocomfilesstory_images20110421_swiss_stylejpg
Color
httpflickrcomphotos26378175N052904295317
httpflickrcomphotosblankaposters2524021975
Reductive Nature
httpxuluxfreefrblogimgsPubliciteMonoprixMonop_40jpg
httplucdevroyeorgWimCrouwel-HiroshimaPoster-1957jpg
Negative Space
39
httpguity-novinblogspotcom201107chapter-42-swiss-grade-style-
and-dutchhtml
httpwebexpedition18comarticlesswiss-legacy
httpadviznlnlobject23022
Sans Serif
httpswisstedcom
httprobotmafiacomswissted-by-mike-joyce
httpmanalivedesignblogspotcom
httpdesignspirationnetimage744880057014
Swiss Today
httpdesignishistorycom1940emil-ruder
httpthinkingforalivingorgarchives932
httpdesignspirationnetimage58073547273
httpurbanhonkingcomplazm20090202idea-magazine-lecture-emil-
ruder
Ruder
httpdesignishistorycom1940armin-hofmann
httpaigaorgmedalist-arminhofmann
httpdesignersjournalnetjottingsheroes-armin-hofmann
httpblackbookjunglecokrpimgsaekili7jg_20111222221631(3)jpg
Hofmann
httpdesignishistorycom1940joseph-mueller-brockmann
httpvangevacomjosef-muller-brockmann
httpmatdolphincomblog
httpdesignishistorycom1940walter-herdeg
httpgraphiscomstorep=269
httpaigaorgmedalist-walterherdeg
Herdeg
httpdesignishistorycom1960wim-crouwel
httpenwikipediaorgwikiWim_Crouwel
httpflyergoodnessblogspotcom201004wim-crouwel-selected-
graphic-designshtml
httpdesigners-bookscomp=7154
Crouwel
Kepes
Muumlller-Brockmann
httpdesignishistorycom1940gyorgy-kepes
httpolivertomascombooksvision-value-series-edited-by-gyorgy-
kepes-1965-6
httpgondolatkiadohuimagesnewbookkepes-abszolutjpg
httpszakkoliektfhu
Credits
41
Cover
Katie Brazell
Kayla Decker
Layout
Katie Brazell
Kayla Decker
Table of Contents
Kayla Decker
Katie Brazell
Swiss Style
Katie Brazell
Kayla Decker
Grid Systems
Katie Brazell
Kayla Decker
Reductive Nature
Kayla Decker
Katie Brazell
Negative Space
Katie Brazell
Kayla Decker
Geometric Shapes
Kayla Decker
Katie Brazell
Asymmetry
Katie Brazell
Kayla Decker
Photography
Katie Brazell
Kayla Decker
Color
Kayla Decker
Katie Brazell
Sans Serif
Kayla Decker
Katie Brazell
Master Designers
Katie Brazell
Kayla Decker
Ruder
Katie Brazell
Kayla Decker
Hofmann
Katie Brazell
Kayla Decker
Muumlller-Brockmann
Kayla Decker
Katie Brazell
Herdeg
Kayla Decker
Katie Brazell
Crouwel
Katie Brazell
Kayla Decker
Kepes
Katie Brazell
Kayla Decker
Swiss Today
Kayla Decker
Katie Brazell
More Information
Katie Brazell
Credits
Kayla Decker
Assemblage of Book
Katie Brazell
Kayla Decker
Multiple Images
Provided by
Tim Speaker
Muumlller-B
rockmann
Born on May 9 1914
Rapperswill Switzerland
The University of Zuumlrich
The Kunstgewerbeschule in Zuumlrich
Origins
Education
29
As with most graphic designers that can be classified as part of the Swiss International Style Josef Muumlller-Brockmann was influenced by the ideas of several different design and art movements including Constructivism De Stijl Suprematism and the Bauhaus He is perhaps the most well-known Swiss designer and his name is probably the most easily recognized when talking about the period He was born and raised in Switzerland and by the age of 43 he became a teacher at the Zuumlrich school of arts and crafts
Perhaps his most decisive work was done for the Zuumlrich Town Hall as poster advertisements for its theater productions He published several books including The Graphic Artist and His Problems and Grid Systems in Graphic Design These books provide an in-depth analysis of his work practices and philosophies and provide an excellent foundation for young graphic designers wishing to learn more about the profession He spent most of his life working and teaching even into the early 1990s when he toured the US and Canada speaking about his work
Herdeg
Born in 1908
Zuumlrich Switzerland
The Kunstgewerbeschule in Zuumlrich
Staatliche Akademie der Bildenden Kuumlnste in
Berlin
Origins
Education
31
Walter Herdeg was very much a graphic designer He studied at the Kunstgewerbeschule in Zuumlrich created many different corporate identities (just as the practice was beginning to become a standard) and even formed his own design company with Walter Amstutz What he is best known for however is the creation and publication of Graphis An international journal of visual communication Graphis was first published by Herdeg towards the end of the second World War
The magazine showcases work and interviews from designers and illustrators from all over the world in an effort to share their work with other audiences In the beginning it served as one of what were at the time only a few vessels which exposed the western world to the design work being done in Europe Herdeg served as the editor of the magazine for 246 issues (the magazine is still in publication) as well as the Graphis Design Annuals which showed the best and brightest work from the year prior to their publication Graphis was a seminal force in the shaping of design culture and it continues to educate expand and foster the world of graphic design today
Crouw
elCrowel is a graphic designer and typographer born in the Netherlands In 1963 he founded the studio Total Design now called Total Identity His most well known work has been for the Stedelijk Museum His typography is extremely well planned and based on very strict systems of grids He has also designed expositions album covers and identity systems He has published two typefaces Fodor and Gridnik digitized versions of both are available from The Foundry In addition to his work as graphic designer he was also active in the educational field In the 1950s he worked as a teacher at the Royal Academy for Art and Design in the Southern Netherlands
Born on November 21 1928
Groningen The Netherlands
Fine Arts at Academie Minerva
Gerrit Rietveld Academie
Origins
Education
33
Kepes
Kepes was indeed a man of many faces In his career he has been a designer painter sculptor filmmaker teacher and urban camouflage theorist He has been widely revered for his teaching practices and his book Language of Vision was used as a college textbook for the arts for many years He ran the Color and Light program at the New Bauhas in Chicago (at the invitation of his friend Laszlo Moholy-Nagy) and founded the Center for Advanced Visual Studies at MIT In 1974 he retired from education and returned to painting His teachings and the work of his students (whom included Saul Bass) greatly influenced an entire nation of budding American designers
Born on October 4 1906
Lorinci Hungary
Royal Academy of Fine Arts in Budapest
Origins
Education
35
Swiss Today
This poster was recreated recently for the 1982 Huumlsker Du concert at the New York coliseum by Mike Joyce It is an excellent example of how Swiss Design is still relevant and stylish in todays culture
This poster utilizes several key tactics of Swiss Design The text is a sans serif called Akzidenz-Grotesk and is set in all miniscule letters The color scheme utilizes the Swiss standard of primary colors in this case blue yellow and a hot pink with red overtones The overall feel of the poster is simple universal and reductive
This poster uses geometric shapes such as the triangle circle and square
37
This poster is also an example of Swiss Design living on in the modern age This poster was done in recent years as a redesign for the 1986 concert of Sonic Youth with Firehouse
This poster clearly demonstrates key aspects of Swiss Design The most noticeable of these aspects is the color scheme While green is not a primary color it is a tertiary color and has been known to be used occasionally in Swiss designs This poster takes Swiss color a step further by using repeated geometric circles to show a gradient effect without actually having one solid gradient
The second most noticable Swiss element is the type The type on this poster is sans serif all miniscules and is in strict adherence to the grid
Resources
httpdesignishistorycomhomeswiss
httpswisstypewordpresscom
httpthegridsystemorgweliecompatternsshowPattern
phppatternID=grid-based-layout
httpalysolycomfs297gridsystemphp
httpvangevacomjosef-muller-brockmann
Swiss Design
Grid Systems
If you are interested in more information or images related to Swiss Design here are the links that we used to gather our information Enjoy
httpkubawolfhubpagescomhubSwiss-Graphic-Design
httpsmearedblackinkcomswiss_style_timeline
httpvangevacomjosef-muller-brockmann
Geometric Shapes
httpkubawolfhubpagescomhubSwiss-Graphic-Design
httpflyergoodnessblogspotcom201004wim-crouwel-selected-
graphic-designshtml
httpvangevacomjosef-muller-brockmann
Asymmetry
httpsmashingmagazinecom20090717lessons-from-swiss-style-
graphic-design
httpgraphicmanianetunderstanding-swiss-style-graphic-design
httpwordsandeggswordpresscom
Photography
httperinedwardsdesignscomdev_postswitzerland_1950shtml
httpsmearedblackinkcomswiss_style_timeline
httpdesignersjournalnetjottingsheroes-armin-hofmann
httpcreativeprocomfilesstory_images20110421_swiss_stylejpg
Color
httpflickrcomphotos26378175N052904295317
httpflickrcomphotosblankaposters2524021975
Reductive Nature
httpxuluxfreefrblogimgsPubliciteMonoprixMonop_40jpg
httplucdevroyeorgWimCrouwel-HiroshimaPoster-1957jpg
Negative Space
39
httpguity-novinblogspotcom201107chapter-42-swiss-grade-style-
and-dutchhtml
httpwebexpedition18comarticlesswiss-legacy
httpadviznlnlobject23022
Sans Serif
httpswisstedcom
httprobotmafiacomswissted-by-mike-joyce
httpmanalivedesignblogspotcom
httpdesignspirationnetimage744880057014
Swiss Today
httpdesignishistorycom1940emil-ruder
httpthinkingforalivingorgarchives932
httpdesignspirationnetimage58073547273
httpurbanhonkingcomplazm20090202idea-magazine-lecture-emil-
ruder
Ruder
httpdesignishistorycom1940armin-hofmann
httpaigaorgmedalist-arminhofmann
httpdesignersjournalnetjottingsheroes-armin-hofmann
httpblackbookjunglecokrpimgsaekili7jg_20111222221631(3)jpg
Hofmann
httpdesignishistorycom1940joseph-mueller-brockmann
httpvangevacomjosef-muller-brockmann
httpmatdolphincomblog
httpdesignishistorycom1940walter-herdeg
httpgraphiscomstorep=269
httpaigaorgmedalist-walterherdeg
Herdeg
httpdesignishistorycom1960wim-crouwel
httpenwikipediaorgwikiWim_Crouwel
httpflyergoodnessblogspotcom201004wim-crouwel-selected-
graphic-designshtml
httpdesigners-bookscomp=7154
Crouwel
Kepes
Muumlller-Brockmann
httpdesignishistorycom1940gyorgy-kepes
httpolivertomascombooksvision-value-series-edited-by-gyorgy-
kepes-1965-6
httpgondolatkiadohuimagesnewbookkepes-abszolutjpg
httpszakkoliektfhu
Credits
41
Cover
Katie Brazell
Kayla Decker
Layout
Katie Brazell
Kayla Decker
Table of Contents
Kayla Decker
Katie Brazell
Swiss Style
Katie Brazell
Kayla Decker
Grid Systems
Katie Brazell
Kayla Decker
Reductive Nature
Kayla Decker
Katie Brazell
Negative Space
Katie Brazell
Kayla Decker
Geometric Shapes
Kayla Decker
Katie Brazell
Asymmetry
Katie Brazell
Kayla Decker
Photography
Katie Brazell
Kayla Decker
Color
Kayla Decker
Katie Brazell
Sans Serif
Kayla Decker
Katie Brazell
Master Designers
Katie Brazell
Kayla Decker
Ruder
Katie Brazell
Kayla Decker
Hofmann
Katie Brazell
Kayla Decker
Muumlller-Brockmann
Kayla Decker
Katie Brazell
Herdeg
Kayla Decker
Katie Brazell
Crouwel
Katie Brazell
Kayla Decker
Kepes
Katie Brazell
Kayla Decker
Swiss Today
Kayla Decker
Katie Brazell
More Information
Katie Brazell
Credits
Kayla Decker
Assemblage of Book
Katie Brazell
Kayla Decker
Multiple Images
Provided by
Tim Speaker
Herdeg
Born in 1908
Zuumlrich Switzerland
The Kunstgewerbeschule in Zuumlrich
Staatliche Akademie der Bildenden Kuumlnste in
Berlin
Origins
Education
31
Walter Herdeg was very much a graphic designer He studied at the Kunstgewerbeschule in Zuumlrich created many different corporate identities (just as the practice was beginning to become a standard) and even formed his own design company with Walter Amstutz What he is best known for however is the creation and publication of Graphis An international journal of visual communication Graphis was first published by Herdeg towards the end of the second World War
The magazine showcases work and interviews from designers and illustrators from all over the world in an effort to share their work with other audiences In the beginning it served as one of what were at the time only a few vessels which exposed the western world to the design work being done in Europe Herdeg served as the editor of the magazine for 246 issues (the magazine is still in publication) as well as the Graphis Design Annuals which showed the best and brightest work from the year prior to their publication Graphis was a seminal force in the shaping of design culture and it continues to educate expand and foster the world of graphic design today
Crouw
elCrowel is a graphic designer and typographer born in the Netherlands In 1963 he founded the studio Total Design now called Total Identity His most well known work has been for the Stedelijk Museum His typography is extremely well planned and based on very strict systems of grids He has also designed expositions album covers and identity systems He has published two typefaces Fodor and Gridnik digitized versions of both are available from The Foundry In addition to his work as graphic designer he was also active in the educational field In the 1950s he worked as a teacher at the Royal Academy for Art and Design in the Southern Netherlands
Born on November 21 1928
Groningen The Netherlands
Fine Arts at Academie Minerva
Gerrit Rietveld Academie
Origins
Education
33
Kepes
Kepes was indeed a man of many faces In his career he has been a designer painter sculptor filmmaker teacher and urban camouflage theorist He has been widely revered for his teaching practices and his book Language of Vision was used as a college textbook for the arts for many years He ran the Color and Light program at the New Bauhas in Chicago (at the invitation of his friend Laszlo Moholy-Nagy) and founded the Center for Advanced Visual Studies at MIT In 1974 he retired from education and returned to painting His teachings and the work of his students (whom included Saul Bass) greatly influenced an entire nation of budding American designers
Born on October 4 1906
Lorinci Hungary
Royal Academy of Fine Arts in Budapest
Origins
Education
35
Swiss Today
This poster was recreated recently for the 1982 Huumlsker Du concert at the New York coliseum by Mike Joyce It is an excellent example of how Swiss Design is still relevant and stylish in todays culture
This poster utilizes several key tactics of Swiss Design The text is a sans serif called Akzidenz-Grotesk and is set in all miniscule letters The color scheme utilizes the Swiss standard of primary colors in this case blue yellow and a hot pink with red overtones The overall feel of the poster is simple universal and reductive
This poster uses geometric shapes such as the triangle circle and square
37
This poster is also an example of Swiss Design living on in the modern age This poster was done in recent years as a redesign for the 1986 concert of Sonic Youth with Firehouse
This poster clearly demonstrates key aspects of Swiss Design The most noticeable of these aspects is the color scheme While green is not a primary color it is a tertiary color and has been known to be used occasionally in Swiss designs This poster takes Swiss color a step further by using repeated geometric circles to show a gradient effect without actually having one solid gradient
The second most noticable Swiss element is the type The type on this poster is sans serif all miniscules and is in strict adherence to the grid
Resources
httpdesignishistorycomhomeswiss
httpswisstypewordpresscom
httpthegridsystemorgweliecompatternsshowPattern
phppatternID=grid-based-layout
httpalysolycomfs297gridsystemphp
httpvangevacomjosef-muller-brockmann
Swiss Design
Grid Systems
If you are interested in more information or images related to Swiss Design here are the links that we used to gather our information Enjoy
httpkubawolfhubpagescomhubSwiss-Graphic-Design
httpsmearedblackinkcomswiss_style_timeline
httpvangevacomjosef-muller-brockmann
Geometric Shapes
httpkubawolfhubpagescomhubSwiss-Graphic-Design
httpflyergoodnessblogspotcom201004wim-crouwel-selected-
graphic-designshtml
httpvangevacomjosef-muller-brockmann
Asymmetry
httpsmashingmagazinecom20090717lessons-from-swiss-style-
graphic-design
httpgraphicmanianetunderstanding-swiss-style-graphic-design
httpwordsandeggswordpresscom
Photography
httperinedwardsdesignscomdev_postswitzerland_1950shtml
httpsmearedblackinkcomswiss_style_timeline
httpdesignersjournalnetjottingsheroes-armin-hofmann
httpcreativeprocomfilesstory_images20110421_swiss_stylejpg
Color
httpflickrcomphotos26378175N052904295317
httpflickrcomphotosblankaposters2524021975
Reductive Nature
httpxuluxfreefrblogimgsPubliciteMonoprixMonop_40jpg
httplucdevroyeorgWimCrouwel-HiroshimaPoster-1957jpg
Negative Space
39
httpguity-novinblogspotcom201107chapter-42-swiss-grade-style-
and-dutchhtml
httpwebexpedition18comarticlesswiss-legacy
httpadviznlnlobject23022
Sans Serif
httpswisstedcom
httprobotmafiacomswissted-by-mike-joyce
httpmanalivedesignblogspotcom
httpdesignspirationnetimage744880057014
Swiss Today
httpdesignishistorycom1940emil-ruder
httpthinkingforalivingorgarchives932
httpdesignspirationnetimage58073547273
httpurbanhonkingcomplazm20090202idea-magazine-lecture-emil-
ruder
Ruder
httpdesignishistorycom1940armin-hofmann
httpaigaorgmedalist-arminhofmann
httpdesignersjournalnetjottingsheroes-armin-hofmann
httpblackbookjunglecokrpimgsaekili7jg_20111222221631(3)jpg
Hofmann
httpdesignishistorycom1940joseph-mueller-brockmann
httpvangevacomjosef-muller-brockmann
httpmatdolphincomblog
httpdesignishistorycom1940walter-herdeg
httpgraphiscomstorep=269
httpaigaorgmedalist-walterherdeg
Herdeg
httpdesignishistorycom1960wim-crouwel
httpenwikipediaorgwikiWim_Crouwel
httpflyergoodnessblogspotcom201004wim-crouwel-selected-
graphic-designshtml
httpdesigners-bookscomp=7154
Crouwel
Kepes
Muumlller-Brockmann
httpdesignishistorycom1940gyorgy-kepes
httpolivertomascombooksvision-value-series-edited-by-gyorgy-
kepes-1965-6
httpgondolatkiadohuimagesnewbookkepes-abszolutjpg
httpszakkoliektfhu
Credits
41
Cover
Katie Brazell
Kayla Decker
Layout
Katie Brazell
Kayla Decker
Table of Contents
Kayla Decker
Katie Brazell
Swiss Style
Katie Brazell
Kayla Decker
Grid Systems
Katie Brazell
Kayla Decker
Reductive Nature
Kayla Decker
Katie Brazell
Negative Space
Katie Brazell
Kayla Decker
Geometric Shapes
Kayla Decker
Katie Brazell
Asymmetry
Katie Brazell
Kayla Decker
Photography
Katie Brazell
Kayla Decker
Color
Kayla Decker
Katie Brazell
Sans Serif
Kayla Decker
Katie Brazell
Master Designers
Katie Brazell
Kayla Decker
Ruder
Katie Brazell
Kayla Decker
Hofmann
Katie Brazell
Kayla Decker
Muumlller-Brockmann
Kayla Decker
Katie Brazell
Herdeg
Kayla Decker
Katie Brazell
Crouwel
Katie Brazell
Kayla Decker
Kepes
Katie Brazell
Kayla Decker
Swiss Today
Kayla Decker
Katie Brazell
More Information
Katie Brazell
Credits
Kayla Decker
Assemblage of Book
Katie Brazell
Kayla Decker
Multiple Images
Provided by
Tim Speaker
Crouw
elCrowel is a graphic designer and typographer born in the Netherlands In 1963 he founded the studio Total Design now called Total Identity His most well known work has been for the Stedelijk Museum His typography is extremely well planned and based on very strict systems of grids He has also designed expositions album covers and identity systems He has published two typefaces Fodor and Gridnik digitized versions of both are available from The Foundry In addition to his work as graphic designer he was also active in the educational field In the 1950s he worked as a teacher at the Royal Academy for Art and Design in the Southern Netherlands
Born on November 21 1928
Groningen The Netherlands
Fine Arts at Academie Minerva
Gerrit Rietveld Academie
Origins
Education
33
Kepes
Kepes was indeed a man of many faces In his career he has been a designer painter sculptor filmmaker teacher and urban camouflage theorist He has been widely revered for his teaching practices and his book Language of Vision was used as a college textbook for the arts for many years He ran the Color and Light program at the New Bauhas in Chicago (at the invitation of his friend Laszlo Moholy-Nagy) and founded the Center for Advanced Visual Studies at MIT In 1974 he retired from education and returned to painting His teachings and the work of his students (whom included Saul Bass) greatly influenced an entire nation of budding American designers
Born on October 4 1906
Lorinci Hungary
Royal Academy of Fine Arts in Budapest
Origins
Education
35
Swiss Today
This poster was recreated recently for the 1982 Huumlsker Du concert at the New York coliseum by Mike Joyce It is an excellent example of how Swiss Design is still relevant and stylish in todays culture
This poster utilizes several key tactics of Swiss Design The text is a sans serif called Akzidenz-Grotesk and is set in all miniscule letters The color scheme utilizes the Swiss standard of primary colors in this case blue yellow and a hot pink with red overtones The overall feel of the poster is simple universal and reductive
This poster uses geometric shapes such as the triangle circle and square
37
This poster is also an example of Swiss Design living on in the modern age This poster was done in recent years as a redesign for the 1986 concert of Sonic Youth with Firehouse
This poster clearly demonstrates key aspects of Swiss Design The most noticeable of these aspects is the color scheme While green is not a primary color it is a tertiary color and has been known to be used occasionally in Swiss designs This poster takes Swiss color a step further by using repeated geometric circles to show a gradient effect without actually having one solid gradient
The second most noticable Swiss element is the type The type on this poster is sans serif all miniscules and is in strict adherence to the grid
Resources
httpdesignishistorycomhomeswiss
httpswisstypewordpresscom
httpthegridsystemorgweliecompatternsshowPattern
phppatternID=grid-based-layout
httpalysolycomfs297gridsystemphp
httpvangevacomjosef-muller-brockmann
Swiss Design
Grid Systems
If you are interested in more information or images related to Swiss Design here are the links that we used to gather our information Enjoy
httpkubawolfhubpagescomhubSwiss-Graphic-Design
httpsmearedblackinkcomswiss_style_timeline
httpvangevacomjosef-muller-brockmann
Geometric Shapes
httpkubawolfhubpagescomhubSwiss-Graphic-Design
httpflyergoodnessblogspotcom201004wim-crouwel-selected-
graphic-designshtml
httpvangevacomjosef-muller-brockmann
Asymmetry
httpsmashingmagazinecom20090717lessons-from-swiss-style-
graphic-design
httpgraphicmanianetunderstanding-swiss-style-graphic-design
httpwordsandeggswordpresscom
Photography
httperinedwardsdesignscomdev_postswitzerland_1950shtml
httpsmearedblackinkcomswiss_style_timeline
httpdesignersjournalnetjottingsheroes-armin-hofmann
httpcreativeprocomfilesstory_images20110421_swiss_stylejpg
Color
httpflickrcomphotos26378175N052904295317
httpflickrcomphotosblankaposters2524021975
Reductive Nature
httpxuluxfreefrblogimgsPubliciteMonoprixMonop_40jpg
httplucdevroyeorgWimCrouwel-HiroshimaPoster-1957jpg
Negative Space
39
httpguity-novinblogspotcom201107chapter-42-swiss-grade-style-
and-dutchhtml
httpwebexpedition18comarticlesswiss-legacy
httpadviznlnlobject23022
Sans Serif
httpswisstedcom
httprobotmafiacomswissted-by-mike-joyce
httpmanalivedesignblogspotcom
httpdesignspirationnetimage744880057014
Swiss Today
httpdesignishistorycom1940emil-ruder
httpthinkingforalivingorgarchives932
httpdesignspirationnetimage58073547273
httpurbanhonkingcomplazm20090202idea-magazine-lecture-emil-
ruder
Ruder
httpdesignishistorycom1940armin-hofmann
httpaigaorgmedalist-arminhofmann
httpdesignersjournalnetjottingsheroes-armin-hofmann
httpblackbookjunglecokrpimgsaekili7jg_20111222221631(3)jpg
Hofmann
httpdesignishistorycom1940joseph-mueller-brockmann
httpvangevacomjosef-muller-brockmann
httpmatdolphincomblog
httpdesignishistorycom1940walter-herdeg
httpgraphiscomstorep=269
httpaigaorgmedalist-walterherdeg
Herdeg
httpdesignishistorycom1960wim-crouwel
httpenwikipediaorgwikiWim_Crouwel
httpflyergoodnessblogspotcom201004wim-crouwel-selected-
graphic-designshtml
httpdesigners-bookscomp=7154
Crouwel
Kepes
Muumlller-Brockmann
httpdesignishistorycom1940gyorgy-kepes
httpolivertomascombooksvision-value-series-edited-by-gyorgy-
kepes-1965-6
httpgondolatkiadohuimagesnewbookkepes-abszolutjpg
httpszakkoliektfhu
Credits
41
Cover
Katie Brazell
Kayla Decker
Layout
Katie Brazell
Kayla Decker
Table of Contents
Kayla Decker
Katie Brazell
Swiss Style
Katie Brazell
Kayla Decker
Grid Systems
Katie Brazell
Kayla Decker
Reductive Nature
Kayla Decker
Katie Brazell
Negative Space
Katie Brazell
Kayla Decker
Geometric Shapes
Kayla Decker
Katie Brazell
Asymmetry
Katie Brazell
Kayla Decker
Photography
Katie Brazell
Kayla Decker
Color
Kayla Decker
Katie Brazell
Sans Serif
Kayla Decker
Katie Brazell
Master Designers
Katie Brazell
Kayla Decker
Ruder
Katie Brazell
Kayla Decker
Hofmann
Katie Brazell
Kayla Decker
Muumlller-Brockmann
Kayla Decker
Katie Brazell
Herdeg
Kayla Decker
Katie Brazell
Crouwel
Katie Brazell
Kayla Decker
Kepes
Katie Brazell
Kayla Decker
Swiss Today
Kayla Decker
Katie Brazell
More Information
Katie Brazell
Credits
Kayla Decker
Assemblage of Book
Katie Brazell
Kayla Decker
Multiple Images
Provided by
Tim Speaker
Kepes
Kepes was indeed a man of many faces In his career he has been a designer painter sculptor filmmaker teacher and urban camouflage theorist He has been widely revered for his teaching practices and his book Language of Vision was used as a college textbook for the arts for many years He ran the Color and Light program at the New Bauhas in Chicago (at the invitation of his friend Laszlo Moholy-Nagy) and founded the Center for Advanced Visual Studies at MIT In 1974 he retired from education and returned to painting His teachings and the work of his students (whom included Saul Bass) greatly influenced an entire nation of budding American designers
Born on October 4 1906
Lorinci Hungary
Royal Academy of Fine Arts in Budapest
Origins
Education
35
Swiss Today
This poster was recreated recently for the 1982 Huumlsker Du concert at the New York coliseum by Mike Joyce It is an excellent example of how Swiss Design is still relevant and stylish in todays culture
This poster utilizes several key tactics of Swiss Design The text is a sans serif called Akzidenz-Grotesk and is set in all miniscule letters The color scheme utilizes the Swiss standard of primary colors in this case blue yellow and a hot pink with red overtones The overall feel of the poster is simple universal and reductive
This poster uses geometric shapes such as the triangle circle and square
37
This poster is also an example of Swiss Design living on in the modern age This poster was done in recent years as a redesign for the 1986 concert of Sonic Youth with Firehouse
This poster clearly demonstrates key aspects of Swiss Design The most noticeable of these aspects is the color scheme While green is not a primary color it is a tertiary color and has been known to be used occasionally in Swiss designs This poster takes Swiss color a step further by using repeated geometric circles to show a gradient effect without actually having one solid gradient
The second most noticable Swiss element is the type The type on this poster is sans serif all miniscules and is in strict adherence to the grid
Resources
httpdesignishistorycomhomeswiss
httpswisstypewordpresscom
httpthegridsystemorgweliecompatternsshowPattern
phppatternID=grid-based-layout
httpalysolycomfs297gridsystemphp
httpvangevacomjosef-muller-brockmann
Swiss Design
Grid Systems
If you are interested in more information or images related to Swiss Design here are the links that we used to gather our information Enjoy
httpkubawolfhubpagescomhubSwiss-Graphic-Design
httpsmearedblackinkcomswiss_style_timeline
httpvangevacomjosef-muller-brockmann
Geometric Shapes
httpkubawolfhubpagescomhubSwiss-Graphic-Design
httpflyergoodnessblogspotcom201004wim-crouwel-selected-
graphic-designshtml
httpvangevacomjosef-muller-brockmann
Asymmetry
httpsmashingmagazinecom20090717lessons-from-swiss-style-
graphic-design
httpgraphicmanianetunderstanding-swiss-style-graphic-design
httpwordsandeggswordpresscom
Photography
httperinedwardsdesignscomdev_postswitzerland_1950shtml
httpsmearedblackinkcomswiss_style_timeline
httpdesignersjournalnetjottingsheroes-armin-hofmann
httpcreativeprocomfilesstory_images20110421_swiss_stylejpg
Color
httpflickrcomphotos26378175N052904295317
httpflickrcomphotosblankaposters2524021975
Reductive Nature
httpxuluxfreefrblogimgsPubliciteMonoprixMonop_40jpg
httplucdevroyeorgWimCrouwel-HiroshimaPoster-1957jpg
Negative Space
39
httpguity-novinblogspotcom201107chapter-42-swiss-grade-style-
and-dutchhtml
httpwebexpedition18comarticlesswiss-legacy
httpadviznlnlobject23022
Sans Serif
httpswisstedcom
httprobotmafiacomswissted-by-mike-joyce
httpmanalivedesignblogspotcom
httpdesignspirationnetimage744880057014
Swiss Today
httpdesignishistorycom1940emil-ruder
httpthinkingforalivingorgarchives932
httpdesignspirationnetimage58073547273
httpurbanhonkingcomplazm20090202idea-magazine-lecture-emil-
ruder
Ruder
httpdesignishistorycom1940armin-hofmann
httpaigaorgmedalist-arminhofmann
httpdesignersjournalnetjottingsheroes-armin-hofmann
httpblackbookjunglecokrpimgsaekili7jg_20111222221631(3)jpg
Hofmann
httpdesignishistorycom1940joseph-mueller-brockmann
httpvangevacomjosef-muller-brockmann
httpmatdolphincomblog
httpdesignishistorycom1940walter-herdeg
httpgraphiscomstorep=269
httpaigaorgmedalist-walterherdeg
Herdeg
httpdesignishistorycom1960wim-crouwel
httpenwikipediaorgwikiWim_Crouwel
httpflyergoodnessblogspotcom201004wim-crouwel-selected-
graphic-designshtml
httpdesigners-bookscomp=7154
Crouwel
Kepes
Muumlller-Brockmann
httpdesignishistorycom1940gyorgy-kepes
httpolivertomascombooksvision-value-series-edited-by-gyorgy-
kepes-1965-6
httpgondolatkiadohuimagesnewbookkepes-abszolutjpg
httpszakkoliektfhu
Credits
41
Cover
Katie Brazell
Kayla Decker
Layout
Katie Brazell
Kayla Decker
Table of Contents
Kayla Decker
Katie Brazell
Swiss Style
Katie Brazell
Kayla Decker
Grid Systems
Katie Brazell
Kayla Decker
Reductive Nature
Kayla Decker
Katie Brazell
Negative Space
Katie Brazell
Kayla Decker
Geometric Shapes
Kayla Decker
Katie Brazell
Asymmetry
Katie Brazell
Kayla Decker
Photography
Katie Brazell
Kayla Decker
Color
Kayla Decker
Katie Brazell
Sans Serif
Kayla Decker
Katie Brazell
Master Designers
Katie Brazell
Kayla Decker
Ruder
Katie Brazell
Kayla Decker
Hofmann
Katie Brazell
Kayla Decker
Muumlller-Brockmann
Kayla Decker
Katie Brazell
Herdeg
Kayla Decker
Katie Brazell
Crouwel
Katie Brazell
Kayla Decker
Kepes
Katie Brazell
Kayla Decker
Swiss Today
Kayla Decker
Katie Brazell
More Information
Katie Brazell
Credits
Kayla Decker
Assemblage of Book
Katie Brazell
Kayla Decker
Multiple Images
Provided by
Tim Speaker
Swiss Today
This poster was recreated recently for the 1982 Huumlsker Du concert at the New York coliseum by Mike Joyce It is an excellent example of how Swiss Design is still relevant and stylish in todays culture
This poster utilizes several key tactics of Swiss Design The text is a sans serif called Akzidenz-Grotesk and is set in all miniscule letters The color scheme utilizes the Swiss standard of primary colors in this case blue yellow and a hot pink with red overtones The overall feel of the poster is simple universal and reductive
This poster uses geometric shapes such as the triangle circle and square
37
This poster is also an example of Swiss Design living on in the modern age This poster was done in recent years as a redesign for the 1986 concert of Sonic Youth with Firehouse
This poster clearly demonstrates key aspects of Swiss Design The most noticeable of these aspects is the color scheme While green is not a primary color it is a tertiary color and has been known to be used occasionally in Swiss designs This poster takes Swiss color a step further by using repeated geometric circles to show a gradient effect without actually having one solid gradient
The second most noticable Swiss element is the type The type on this poster is sans serif all miniscules and is in strict adherence to the grid
Resources
httpdesignishistorycomhomeswiss
httpswisstypewordpresscom
httpthegridsystemorgweliecompatternsshowPattern
phppatternID=grid-based-layout
httpalysolycomfs297gridsystemphp
httpvangevacomjosef-muller-brockmann
Swiss Design
Grid Systems
If you are interested in more information or images related to Swiss Design here are the links that we used to gather our information Enjoy
httpkubawolfhubpagescomhubSwiss-Graphic-Design
httpsmearedblackinkcomswiss_style_timeline
httpvangevacomjosef-muller-brockmann
Geometric Shapes
httpkubawolfhubpagescomhubSwiss-Graphic-Design
httpflyergoodnessblogspotcom201004wim-crouwel-selected-
graphic-designshtml
httpvangevacomjosef-muller-brockmann
Asymmetry
httpsmashingmagazinecom20090717lessons-from-swiss-style-
graphic-design
httpgraphicmanianetunderstanding-swiss-style-graphic-design
httpwordsandeggswordpresscom
Photography
httperinedwardsdesignscomdev_postswitzerland_1950shtml
httpsmearedblackinkcomswiss_style_timeline
httpdesignersjournalnetjottingsheroes-armin-hofmann
httpcreativeprocomfilesstory_images20110421_swiss_stylejpg
Color
httpflickrcomphotos26378175N052904295317
httpflickrcomphotosblankaposters2524021975
Reductive Nature
httpxuluxfreefrblogimgsPubliciteMonoprixMonop_40jpg
httplucdevroyeorgWimCrouwel-HiroshimaPoster-1957jpg
Negative Space
39
httpguity-novinblogspotcom201107chapter-42-swiss-grade-style-
and-dutchhtml
httpwebexpedition18comarticlesswiss-legacy
httpadviznlnlobject23022
Sans Serif
httpswisstedcom
httprobotmafiacomswissted-by-mike-joyce
httpmanalivedesignblogspotcom
httpdesignspirationnetimage744880057014
Swiss Today
httpdesignishistorycom1940emil-ruder
httpthinkingforalivingorgarchives932
httpdesignspirationnetimage58073547273
httpurbanhonkingcomplazm20090202idea-magazine-lecture-emil-
ruder
Ruder
httpdesignishistorycom1940armin-hofmann
httpaigaorgmedalist-arminhofmann
httpdesignersjournalnetjottingsheroes-armin-hofmann
httpblackbookjunglecokrpimgsaekili7jg_20111222221631(3)jpg
Hofmann
httpdesignishistorycom1940joseph-mueller-brockmann
httpvangevacomjosef-muller-brockmann
httpmatdolphincomblog
httpdesignishistorycom1940walter-herdeg
httpgraphiscomstorep=269
httpaigaorgmedalist-walterherdeg
Herdeg
httpdesignishistorycom1960wim-crouwel
httpenwikipediaorgwikiWim_Crouwel
httpflyergoodnessblogspotcom201004wim-crouwel-selected-
graphic-designshtml
httpdesigners-bookscomp=7154
Crouwel
Kepes
Muumlller-Brockmann
httpdesignishistorycom1940gyorgy-kepes
httpolivertomascombooksvision-value-series-edited-by-gyorgy-
kepes-1965-6
httpgondolatkiadohuimagesnewbookkepes-abszolutjpg
httpszakkoliektfhu
Credits
41
Cover
Katie Brazell
Kayla Decker
Layout
Katie Brazell
Kayla Decker
Table of Contents
Kayla Decker
Katie Brazell
Swiss Style
Katie Brazell
Kayla Decker
Grid Systems
Katie Brazell
Kayla Decker
Reductive Nature
Kayla Decker
Katie Brazell
Negative Space
Katie Brazell
Kayla Decker
Geometric Shapes
Kayla Decker
Katie Brazell
Asymmetry
Katie Brazell
Kayla Decker
Photography
Katie Brazell
Kayla Decker
Color
Kayla Decker
Katie Brazell
Sans Serif
Kayla Decker
Katie Brazell
Master Designers
Katie Brazell
Kayla Decker
Ruder
Katie Brazell
Kayla Decker
Hofmann
Katie Brazell
Kayla Decker
Muumlller-Brockmann
Kayla Decker
Katie Brazell
Herdeg
Kayla Decker
Katie Brazell
Crouwel
Katie Brazell
Kayla Decker
Kepes
Katie Brazell
Kayla Decker
Swiss Today
Kayla Decker
Katie Brazell
More Information
Katie Brazell
Credits
Kayla Decker
Assemblage of Book
Katie Brazell
Kayla Decker
Multiple Images
Provided by
Tim Speaker
37
This poster is also an example of Swiss Design living on in the modern age This poster was done in recent years as a redesign for the 1986 concert of Sonic Youth with Firehouse
This poster clearly demonstrates key aspects of Swiss Design The most noticeable of these aspects is the color scheme While green is not a primary color it is a tertiary color and has been known to be used occasionally in Swiss designs This poster takes Swiss color a step further by using repeated geometric circles to show a gradient effect without actually having one solid gradient
The second most noticable Swiss element is the type The type on this poster is sans serif all miniscules and is in strict adherence to the grid
Resources
httpdesignishistorycomhomeswiss
httpswisstypewordpresscom
httpthegridsystemorgweliecompatternsshowPattern
phppatternID=grid-based-layout
httpalysolycomfs297gridsystemphp
httpvangevacomjosef-muller-brockmann
Swiss Design
Grid Systems
If you are interested in more information or images related to Swiss Design here are the links that we used to gather our information Enjoy
httpkubawolfhubpagescomhubSwiss-Graphic-Design
httpsmearedblackinkcomswiss_style_timeline
httpvangevacomjosef-muller-brockmann
Geometric Shapes
httpkubawolfhubpagescomhubSwiss-Graphic-Design
httpflyergoodnessblogspotcom201004wim-crouwel-selected-
graphic-designshtml
httpvangevacomjosef-muller-brockmann
Asymmetry
httpsmashingmagazinecom20090717lessons-from-swiss-style-
graphic-design
httpgraphicmanianetunderstanding-swiss-style-graphic-design
httpwordsandeggswordpresscom
Photography
httperinedwardsdesignscomdev_postswitzerland_1950shtml
httpsmearedblackinkcomswiss_style_timeline
httpdesignersjournalnetjottingsheroes-armin-hofmann
httpcreativeprocomfilesstory_images20110421_swiss_stylejpg
Color
httpflickrcomphotos26378175N052904295317
httpflickrcomphotosblankaposters2524021975
Reductive Nature
httpxuluxfreefrblogimgsPubliciteMonoprixMonop_40jpg
httplucdevroyeorgWimCrouwel-HiroshimaPoster-1957jpg
Negative Space
39
httpguity-novinblogspotcom201107chapter-42-swiss-grade-style-
and-dutchhtml
httpwebexpedition18comarticlesswiss-legacy
httpadviznlnlobject23022
Sans Serif
httpswisstedcom
httprobotmafiacomswissted-by-mike-joyce
httpmanalivedesignblogspotcom
httpdesignspirationnetimage744880057014
Swiss Today
httpdesignishistorycom1940emil-ruder
httpthinkingforalivingorgarchives932
httpdesignspirationnetimage58073547273
httpurbanhonkingcomplazm20090202idea-magazine-lecture-emil-
ruder
Ruder
httpdesignishistorycom1940armin-hofmann
httpaigaorgmedalist-arminhofmann
httpdesignersjournalnetjottingsheroes-armin-hofmann
httpblackbookjunglecokrpimgsaekili7jg_20111222221631(3)jpg
Hofmann
httpdesignishistorycom1940joseph-mueller-brockmann
httpvangevacomjosef-muller-brockmann
httpmatdolphincomblog
httpdesignishistorycom1940walter-herdeg
httpgraphiscomstorep=269
httpaigaorgmedalist-walterherdeg
Herdeg
httpdesignishistorycom1960wim-crouwel
httpenwikipediaorgwikiWim_Crouwel
httpflyergoodnessblogspotcom201004wim-crouwel-selected-
graphic-designshtml
httpdesigners-bookscomp=7154
Crouwel
Kepes
Muumlller-Brockmann
httpdesignishistorycom1940gyorgy-kepes
httpolivertomascombooksvision-value-series-edited-by-gyorgy-
kepes-1965-6
httpgondolatkiadohuimagesnewbookkepes-abszolutjpg
httpszakkoliektfhu
Credits
41
Cover
Katie Brazell
Kayla Decker
Layout
Katie Brazell
Kayla Decker
Table of Contents
Kayla Decker
Katie Brazell
Swiss Style
Katie Brazell
Kayla Decker
Grid Systems
Katie Brazell
Kayla Decker
Reductive Nature
Kayla Decker
Katie Brazell
Negative Space
Katie Brazell
Kayla Decker
Geometric Shapes
Kayla Decker
Katie Brazell
Asymmetry
Katie Brazell
Kayla Decker
Photography
Katie Brazell
Kayla Decker
Color
Kayla Decker
Katie Brazell
Sans Serif
Kayla Decker
Katie Brazell
Master Designers
Katie Brazell
Kayla Decker
Ruder
Katie Brazell
Kayla Decker
Hofmann
Katie Brazell
Kayla Decker
Muumlller-Brockmann
Kayla Decker
Katie Brazell
Herdeg
Kayla Decker
Katie Brazell
Crouwel
Katie Brazell
Kayla Decker
Kepes
Katie Brazell
Kayla Decker
Swiss Today
Kayla Decker
Katie Brazell
More Information
Katie Brazell
Credits
Kayla Decker
Assemblage of Book
Katie Brazell
Kayla Decker
Multiple Images
Provided by
Tim Speaker
Resources
httpdesignishistorycomhomeswiss
httpswisstypewordpresscom
httpthegridsystemorgweliecompatternsshowPattern
phppatternID=grid-based-layout
httpalysolycomfs297gridsystemphp
httpvangevacomjosef-muller-brockmann
Swiss Design
Grid Systems
If you are interested in more information or images related to Swiss Design here are the links that we used to gather our information Enjoy
httpkubawolfhubpagescomhubSwiss-Graphic-Design
httpsmearedblackinkcomswiss_style_timeline
httpvangevacomjosef-muller-brockmann
Geometric Shapes
httpkubawolfhubpagescomhubSwiss-Graphic-Design
httpflyergoodnessblogspotcom201004wim-crouwel-selected-
graphic-designshtml
httpvangevacomjosef-muller-brockmann
Asymmetry
httpsmashingmagazinecom20090717lessons-from-swiss-style-
graphic-design
httpgraphicmanianetunderstanding-swiss-style-graphic-design
httpwordsandeggswordpresscom
Photography
httperinedwardsdesignscomdev_postswitzerland_1950shtml
httpsmearedblackinkcomswiss_style_timeline
httpdesignersjournalnetjottingsheroes-armin-hofmann
httpcreativeprocomfilesstory_images20110421_swiss_stylejpg
Color
httpflickrcomphotos26378175N052904295317
httpflickrcomphotosblankaposters2524021975
Reductive Nature
httpxuluxfreefrblogimgsPubliciteMonoprixMonop_40jpg
httplucdevroyeorgWimCrouwel-HiroshimaPoster-1957jpg
Negative Space
39
httpguity-novinblogspotcom201107chapter-42-swiss-grade-style-
and-dutchhtml
httpwebexpedition18comarticlesswiss-legacy
httpadviznlnlobject23022
Sans Serif
httpswisstedcom
httprobotmafiacomswissted-by-mike-joyce
httpmanalivedesignblogspotcom
httpdesignspirationnetimage744880057014
Swiss Today
httpdesignishistorycom1940emil-ruder
httpthinkingforalivingorgarchives932
httpdesignspirationnetimage58073547273
httpurbanhonkingcomplazm20090202idea-magazine-lecture-emil-
ruder
Ruder
httpdesignishistorycom1940armin-hofmann
httpaigaorgmedalist-arminhofmann
httpdesignersjournalnetjottingsheroes-armin-hofmann
httpblackbookjunglecokrpimgsaekili7jg_20111222221631(3)jpg
Hofmann
httpdesignishistorycom1940joseph-mueller-brockmann
httpvangevacomjosef-muller-brockmann
httpmatdolphincomblog
httpdesignishistorycom1940walter-herdeg
httpgraphiscomstorep=269
httpaigaorgmedalist-walterherdeg
Herdeg
httpdesignishistorycom1960wim-crouwel
httpenwikipediaorgwikiWim_Crouwel
httpflyergoodnessblogspotcom201004wim-crouwel-selected-
graphic-designshtml
httpdesigners-bookscomp=7154
Crouwel
Kepes
Muumlller-Brockmann
httpdesignishistorycom1940gyorgy-kepes
httpolivertomascombooksvision-value-series-edited-by-gyorgy-
kepes-1965-6
httpgondolatkiadohuimagesnewbookkepes-abszolutjpg
httpszakkoliektfhu
Credits
41
Cover
Katie Brazell
Kayla Decker
Layout
Katie Brazell
Kayla Decker
Table of Contents
Kayla Decker
Katie Brazell
Swiss Style
Katie Brazell
Kayla Decker
Grid Systems
Katie Brazell
Kayla Decker
Reductive Nature
Kayla Decker
Katie Brazell
Negative Space
Katie Brazell
Kayla Decker
Geometric Shapes
Kayla Decker
Katie Brazell
Asymmetry
Katie Brazell
Kayla Decker
Photography
Katie Brazell
Kayla Decker
Color
Kayla Decker
Katie Brazell
Sans Serif
Kayla Decker
Katie Brazell
Master Designers
Katie Brazell
Kayla Decker
Ruder
Katie Brazell
Kayla Decker
Hofmann
Katie Brazell
Kayla Decker
Muumlller-Brockmann
Kayla Decker
Katie Brazell
Herdeg
Kayla Decker
Katie Brazell
Crouwel
Katie Brazell
Kayla Decker
Kepes
Katie Brazell
Kayla Decker
Swiss Today
Kayla Decker
Katie Brazell
More Information
Katie Brazell
Credits
Kayla Decker
Assemblage of Book
Katie Brazell
Kayla Decker
Multiple Images
Provided by
Tim Speaker
39
httpguity-novinblogspotcom201107chapter-42-swiss-grade-style-
and-dutchhtml
httpwebexpedition18comarticlesswiss-legacy
httpadviznlnlobject23022
Sans Serif
httpswisstedcom
httprobotmafiacomswissted-by-mike-joyce
httpmanalivedesignblogspotcom
httpdesignspirationnetimage744880057014
Swiss Today
httpdesignishistorycom1940emil-ruder
httpthinkingforalivingorgarchives932
httpdesignspirationnetimage58073547273
httpurbanhonkingcomplazm20090202idea-magazine-lecture-emil-
ruder
Ruder
httpdesignishistorycom1940armin-hofmann
httpaigaorgmedalist-arminhofmann
httpdesignersjournalnetjottingsheroes-armin-hofmann
httpblackbookjunglecokrpimgsaekili7jg_20111222221631(3)jpg
Hofmann
httpdesignishistorycom1940joseph-mueller-brockmann
httpvangevacomjosef-muller-brockmann
httpmatdolphincomblog
httpdesignishistorycom1940walter-herdeg
httpgraphiscomstorep=269
httpaigaorgmedalist-walterherdeg
Herdeg
httpdesignishistorycom1960wim-crouwel
httpenwikipediaorgwikiWim_Crouwel
httpflyergoodnessblogspotcom201004wim-crouwel-selected-
graphic-designshtml
httpdesigners-bookscomp=7154
Crouwel
Kepes
Muumlller-Brockmann
httpdesignishistorycom1940gyorgy-kepes
httpolivertomascombooksvision-value-series-edited-by-gyorgy-
kepes-1965-6
httpgondolatkiadohuimagesnewbookkepes-abszolutjpg
httpszakkoliektfhu
Credits
41
Cover
Katie Brazell
Kayla Decker
Layout
Katie Brazell
Kayla Decker
Table of Contents
Kayla Decker
Katie Brazell
Swiss Style
Katie Brazell
Kayla Decker
Grid Systems
Katie Brazell
Kayla Decker
Reductive Nature
Kayla Decker
Katie Brazell
Negative Space
Katie Brazell
Kayla Decker
Geometric Shapes
Kayla Decker
Katie Brazell
Asymmetry
Katie Brazell
Kayla Decker
Photography
Katie Brazell
Kayla Decker
Color
Kayla Decker
Katie Brazell
Sans Serif
Kayla Decker
Katie Brazell
Master Designers
Katie Brazell
Kayla Decker
Ruder
Katie Brazell
Kayla Decker
Hofmann
Katie Brazell
Kayla Decker
Muumlller-Brockmann
Kayla Decker
Katie Brazell
Herdeg
Kayla Decker
Katie Brazell
Crouwel
Katie Brazell
Kayla Decker
Kepes
Katie Brazell
Kayla Decker
Swiss Today
Kayla Decker
Katie Brazell
More Information
Katie Brazell
Credits
Kayla Decker
Assemblage of Book
Katie Brazell
Kayla Decker
Multiple Images
Provided by
Tim Speaker
Credits
41
Cover
Katie Brazell
Kayla Decker
Layout
Katie Brazell
Kayla Decker
Table of Contents
Kayla Decker
Katie Brazell
Swiss Style
Katie Brazell
Kayla Decker
Grid Systems
Katie Brazell
Kayla Decker
Reductive Nature
Kayla Decker
Katie Brazell
Negative Space
Katie Brazell
Kayla Decker
Geometric Shapes
Kayla Decker
Katie Brazell
Asymmetry
Katie Brazell
Kayla Decker
Photography
Katie Brazell
Kayla Decker
Color
Kayla Decker
Katie Brazell
Sans Serif
Kayla Decker
Katie Brazell
Master Designers
Katie Brazell
Kayla Decker
Ruder
Katie Brazell
Kayla Decker
Hofmann
Katie Brazell
Kayla Decker
Muumlller-Brockmann
Kayla Decker
Katie Brazell
Herdeg
Kayla Decker
Katie Brazell
Crouwel
Katie Brazell
Kayla Decker
Kepes
Katie Brazell
Kayla Decker
Swiss Today
Kayla Decker
Katie Brazell
More Information
Katie Brazell
Credits
Kayla Decker
Assemblage of Book
Katie Brazell
Kayla Decker
Multiple Images
Provided by
Tim Speaker