The Swiss Style
May 29, 2009
A new graphic design style emerged in Switzerland in the 1950s that would become the predominant graphic style in the world by the ’70s. Because of its strong reliance on typographic elements, the new style came to be known as the International Typographic Style.The style was marked by the use of a mathematical grid to provide an overall orderly and unified structure; sans serif typefaces (especially Helvetica, introduced in 1957) in a flush left and ragged right format; and black and white photography in place of drawn illustration. The overall impression was simple and rational, tightly structured and serious, clear and objective, and harmonious.
Joseph Mueller-Brockman
Armin Hoffman
Fridolin Mueller
Max Bill
