Swiss Design

This style originated in Switzerland, post-World War 2. Although the name used is Swiss Design, historians prefer to call this style “International Style of Design”. It emerged from other designs, such as; De Stijl, Constructivism, Bauhaus, and The New Typography. Although it emerged from these movements, their political and historical contexts weren’t effected in this movement (Swiss Design). It can be seen as a reaction to the Nazi Germany because of the geometric abstraction feature it has.

The designers who were in this style, didn't looked as designers as artist but they saw them as communicators. Their idea of a design was to be clear and in order without any room for personal expression, with an attitude to make it socially useful together with universal and scientific.

The difference from other art movements is that the Swiss Design favours minimalism; it has designs which are clean and free from ornamentation with all the unnecessary things. In the same context their design abstraction is made by simple geometric shapes and to present a clear message typographic grids are used.

Swiss Design Poster example

The most preferred typeface used in the Swiss style was a sans-serif, flush left with a ragged right edge, and the name was Akzidenz Grotesk but this name was later on changed to what is known today, the Helvetica.

 

Helvetica Font

Some Graphic Designers within this movement:

Ernst Keller was born in 1891 in Aarau, Switzerland. With his several training programs that he established, in both design and typography, he was called the father of Swiss graphics.

Ernst Keller Work

Theo Ballmer was born in 1902 in Switzerland. He was a student of Ernst Keller an also attended in the Bauhaus school.

Theo Ballmer

Theo Ballmer Work

Max Bill was born in 1908 in Winterthur, Switzerland. Known for his sophisticated and disciplined advertising designs.

Max Bill

Max Bill Work

Max Huber was born in 1919 in Switzerland. He used to attend the Zurich School of Arts and Crafts.

Max Huber

Max Huber Work

References:

Vanseo Design, 22^nd July 2013, Swiss Design (online):- http://vanseodesign.com/web-design/swiss-design/ (Accessed on 3rd February 2016)

History Graphic Design, 2015, Ernst Keller (online):- http://www.historygraphicdesign.com/the-age-of-information/the-international-typographic-style/805-ernst-keller (Accessed on 3rd February 2016)

Britannica, 23^rd January 2015, Max Bill (online):- http://www.britannica.com/biography/Max-Bill (Accessed on 3rd February 2016)

Icon of graphics, n.d, Max Huber (online):- http://www.iconofgraphics.com/Max-Huber/ (Accessed on 3rd February 2016)