Consider what we have discussed regarding Late Modernism in the USA and The Swiss International Style. Do additional research on the Swiss International Style – it may be a good idea to study some of the known designers of this style and period. As a guide, visit designishistory.com, which gives a brief outline of specific designers and styles – take note that here the Swiss International Style is listed under 1940, which is not incorrect as the style was developed in the late 40s, but flourished in the 50s. Also use additional reference sources of your own and do a write-up of the following:
- Research on the Swiss International Style
After you have done research on the style, give a description of your own. How would you define the style? Do a write-up of about 350 words and discuss the characteristics of the style, the typefaces that were prominent and the philosophy behind it. - Influences on Swiss International Style
Do a write-up of about 350 words on what you think the main influences were on the Swiss International Style. In other words, what motivated designers to create and follow this style? It may be useful to study specific designers, such as Josef Müller-Brockmann and Armin Hofmann, pay attention to what they themselves (or other designers amongst their peers) have said about the philosophy of the style. - Analysis of the Swiss International Style
Read up on the different schools within the Swiss International Style: The Zurich School of Arts and Krafts and The Basel School of Design and do a write-up of the similarities between them and the differences in their approaches. This write-up should be your own conclusions, based on examples of work and stated facts and should be approximately 350 words long.
Swiss International Style
The Swiss International Style started in Switzerland and came from two design-schools: The Kunstgewerbeschule in Zurich, where Josef Müller-Brockmann was the leader, and the Allgemeine Gewerbeschule in Basel, led by Armin Hoffmann. Müller-Brockmann and Hoffmann had both studied under Ernst Keller in Zurich before the second World War. The Swiss International Style started at the end of the 1940s and flourished through the 1950s.
The main focus of the Swiss International Style was that you were to notice the design as little as possible. The message was the only important thing. Cleanliness and structure was the way to achieve this. Grid-structure and mathematical proportions was typical for this style, and this is an important part of design still today.
According to the Swiss International Style typography should be dynamic and functional. Readability was key. Sans serif fonts were widely used. Helvetica is an example of a typical Swiss International Style font that is still used today. In many ways represent the Swiss International Style. It is very popular and is highly readable, clean and simple. Did you also know that the word “Helvetica” means swiss?
The style is recognized by it’s asymmetrical layouts. They also started using photographs in stead of illustrations.
Influences on Swiss International Style
The two leaders of the swiss art schools where the Swiss International Style originates from were both students of Ernst Keller in Zurich before the second World War. Müller-Brockmann was influenced by both De Stijl, Bauhaus, Constructivism and Suprematism. He published several books, among others “Grid Systems in Graphic Design”. Hoffmann was teaching typography at the Basel School of Design already at the age of 27. He also wrote a book to outline his legacy in graphic design: “Graphic Design Manual” which is still a reference book for all graphic designers. He had a strong belief that communication comes before design and experimented with composition and using photos in his work. He was a strong believer in sans-serif typography, and worked much of his career with designing posters, which he felt was the most efficient form of communication.
Resources:
https://en.wikipedia.org/wiki/International_Typographic_Style
https://99designs.no/blog/design-history-movements/swiss-design/
https://www.printmag.com/post/swiss-style-principles-typefaces-designers
http://designishistory.com/home/swiss/
Randis Reflective Journal 