Swiss Style (design)

They were created based on graphic concepts identified by the Bauhaus school, Russian constructivism, and the International Typographic Style.

[8] The basic principles of the Swiss style include minimalist graphics, the use of a modular grid system, asymmetrical layout and sans-serif fonts.

One of Keller's students was Josef Müller-Brockmann, who perfected the modular grid system and made it the basis of both the Swiss style and modern graphic design.

[16] In 1913, on the initiative of Henry van de Velde, the Swiss Werkbund was founded, the purpose of which was to spread the ideas of new art and craft in Switzerland.

These basic principles include techniques such as the use of modular grids, asymmetrical layout, choosing simple sans-serif fonts, left alignment, and white space on the page.

[27][28] The idea of a modular grid arose at the beginning of the 20th century and was adjusted within the framework of the International Typographic Style in the 1920s and 1930s.

One of the most famous typefaces was Helvetica, developed in 1957 by the Swiss typographer Max Miedinger with the participation of Eduard Hoffmann.

The Swiss school made asymmetry the basis of the graphic style, improving the techniques of asymmetrical layout and creating its stable standard.

The use of empty space is another technique inherited from the Swiss School in the tradition of the International Typographic Style.

This technique was used within the framework of the International Typographic Style, as well as in the graphic systems of Russian constructivism and the Bauhaus tradition.

This stage in the development of the Swiss style is associated with the name of Ernst Keller, who taught at the School of Applied Arts in Zürich from 1918.

The activities of Ernst Keller are considered an early stage in the formation and development of the Swiss school.

The activities of the main masters of the Swiss school – such as Armin Hofmann, Josef Müller-Brockmann, and Emil Ruder – are associated with this period.

[35] From 1958 to 1965, the Neue Grafik magazine was published, which defined the principles, basis and character of the Swiss style.

One of the editors, Joseph Müller-Brockmann, "sought an absolute and universal form of graphic expression through objective presentation, communicating with the audience without the interference of the designer's subjective feelings or propaganda techniques of persuasion.

"[36] It is generally accepted that the universal nature of Swiss graphics had a fundamental influence on the formation of corporate identity.

After World War II, the Swiss style was used by large corporations and official institutions in the United States.

Large corporations have used the Swiss style as a basis, focusing on its simplicity and intuitive understanding across cultures.

In fact, the Swiss school defined the basic principles and appearance of the modern graphics system.