graphic design pres

1. Swiss type
The International Typographic Style
Graphic Design Movement
1950s-60s
Overview:
Stylistic Influences
Key Artists
Type & Communication
Making an International Style
Megan Byrd

2. The Philosophy
Bauhaus
Germany 1919-1933
Constructivism, The New Typography
What influenced the international style?
Concepts of Swiss Type
• Asymmetrical organization of design elements on a
mathematically constructed grid
• Use of sans-serif type for legibility
• Formula of sameness in approach to problem

3. Armin Hoffman
Design Principles
Strong education and understanding of foundational elements
Key personality of the Swiss Graphic Movement
Visual Communication
Designed posters for cultural events. Aimed for designs to speak to
the content matter through simple, systematic visuals.
Visual elements work in harmony and unity as a whole.

4. Josef Muller-
Brockmann
Photo as an Object
Photographic posters use images as objective symbol. Type works with object.
Designer of Swiss Movement
Visual Information - Music
Concert posters. Visual equivalent to the
music being performed.

5. Type
Sans-serif
Readable. Fit Progressive Spirit. Usable in mathematic approach to design.
Fonts from the Swiss Movement
Akzidenz Grotesk
Berthhold Type Foundry, 1896
Univers
Adrian Frutiger, 1957
Helvetica
Max Miedinger, Eduard Hoffman, 1957

6. Information
Public Message
Readable, understandable, effortless.
Graphic Design as Visual Communication
“It is our job to give language a form, to give it durability and
to ensure that it has a future life.”
Armin Hofmann
Organized Information
Intelligent approach to making diverse information
understandable

7. International Style
Understanding what communicates
Simple san-serif type remains the standard of mass communication
Swiss influence on Graphic Design
Usability
Ideas behind this graphic design movement are easily applied
to web design because of their user-friendly nature.
Poster by Josef Muller-Brockman promoting street safety
Influence continued through 60s/70s
Adopted in America for corporate and institutional identity

8. Questions
Do you think the International Style played an important role
in informing contemporary digital design?
Do you think fonts like Helvetica will remain the typographic
standard of communication? Why or why not?