Swiss design began in Switzerland in 1950’s and 1960’s and was the new standard for graphic design. It is also known as “Typology” style. This style of art, rather than focusing on illustrations to display its art, concentrated more on typology. This was the new style of visual communication which eventually spread out throughout the entire world. This art work was used in posters to deliver the message to the public sector. Designers of Swiss Art sought out an innovative effective art work to impress the whole world. The use of mathematical grids and asymmetrical layouts and Sans serif font were used. Emphasis was put on the ‘cleanliness, objectivity and readability’. With this in mind, all designs started by the use of a mathematical grid “the most legible and harmonious means for structuring information”. Text was later applied and San Serif type fonts were chosen to illustrate the work of art. The most widely known font was Helvetica, named after the Latin word for Switzerland. The font reflects the tidy and organised minds of the Swiss! It is a fact that reading styles and speeds are influenced by the font, Sans Serif fonts slow the reader, making the message to remain longer in the consciousness. Helvetica is now so common a family of fonts that you cannot get through a day without seeing something using that font.
Teachers of this style argued that students should concentrate on contents, and not add embellished or “artistic” graphics. This makes the message clearer and easier to understand, doing away with distractions, and allowing an information full design to impart its message.
Posters using these fonts and styles are still in vogue today and are used to transmit and communicate the wanted message. This has been carried on by current graphic artists who are eager to express their political views, feelings, ideology and so on and so forth because they know the great value of the power of message passing in poster design. Concentrating on typology left a deep influence on today’s graphic designers, as the latter understand even today that this is a great technique to capture the public’s immediate attention.
Swiss Design : Design Is History. 2016. Swiss Design : Design Is History. [ONLINE] Available at:http://www.designishistory.com/home/swiss/. [Accessed 02 February 2016].
International Typographic Style – Wikipedia, the free encyclopedia. 2016. International Typographic Style – Wikipedia, the free encyclopedia. [ONLINE] Available at:https://en.wikipedia.org/wiki/International_Typographic_Style. [Accessed 02 February 2016].
Swiss Style: The Principles, the Typefaces & the Designers – Print Magazine. 2016. Swiss Style: The Principles, the Typefaces & the Designers – Print Magazine. [ONLINE] Available at:http://www.printmag.com/typography/swiss-style-principles-typefaces-designers/. [Accessed 02 February 2016].