international typographic style | swiss style | basel school of design

key terms:

international typographic style/ swiss style
ernst keller
max bill
theo ballmer
josef mueller- brockmann: grid systems in graphic design (1968) book
adrian frutiger: univers (1954)
helvetica, 1950s
armin hoffmann
neue graphik (design journal)

international typographic style:
-emphasized an asymmetrical organization of elements of design
-organized all elements on a mathematically constructed grid
-sans-serif typefaces were mostly used
-orderly, objective clarity & order
-asymmetrical layout
-rejecting central axis
-flush left (left justified), ragged right

-photography > illustration

-good design --> good society

-reassuring

• movement defined design as a socially useful & important activity
• critics complained that the style is based on a formula & the results are too similar to each other
• advocates argue that the formula allows for a perfection of style & results are only limited by the designer’s skills
• personal expression was rejected- problem solving was embraced
• designers were conduits for spreading information in society

_________________________________

• location: ZURICH, switzerland, 1950s
• swiss style came from constructivism, de stijl, bauhaus, & tschichold's new typography
• a.k.a. "grid system" style- underlying grid

swiss style poster
1950
asymmetrical layout
built on grid
unadorned approach to presenting content
simple, clear
sans serif typography

asymmetrical organization
on mathematically ordered grid
photography
text had to clearly & factually present information
free from claims & propaganda

ernst keller:

-professor at zurich school of applied arts
-solution to design problem should emerge from content
-don't superimpose your ideas
-bold geometric form & text

theo ballmer:

-zurich school of applied arts- taught by keller

visible grid

max bill:

-instrumental in disseminating swiss style

-zurich school of applied arts

-advocates pure modernism

-writes a manifesto for an art that easily connects w swiss style type & based on controlled mathematical construction- art was to have no meaning

manifesto

type lines up at center but asymmetrical

• WWII is underway- switzerland is still neutral

neue grafik (new graphic) design journal- 1959
most important journal about swiss international style

josef muller-brockmann: 

-name is synonymous w swiss international design

-zurich school of applied arts

-opens own studio

-influenced by constructivism, de stijl, bauhaus, etc. but filtered them into distilled version of the style

tried to create method to show music in a mathematical way

safety poster from swiss automobile club
concerned about the growing number of vehicles & accidents

brockmann's book (1968)
structured layout, justifying words

brockmann's book: the graphic artist & his design problems (1961)

"the grid system is an aid, not a guarantee. it permits a number of possible uses & each designer can look for a solution appropriate to his personal style"

____________________________________ 

• BASEL, switzerland 

basel school of design:

-another school like bauhaus & zurich's school of applied arts

-est. 1968

-center for disseminating swiss style

-modern architecture

-founders: emil ruder & armin hofmann

armin hofmann:

cleanliness
readability
photography
presents info clearly & logically
limited color range

emil ruder:

"typography has one plain duty before it & that is to convey information in writing" -emil ruder