Swiss and International Style

Swiss and International Style

The Swiss and International styles are two closely related design movements that emerged in the mid-20th century, primarily in Switzerland, but also in other parts of Europe and the United States. According to (Megg, P. 2012) “The objective clarity of this design movement won converts throughout the world. It remained a major force for over two decades, and its influence continues today.”

These movements were characterized by a focus on simplicity, clarity, and functionality, and they have had a profound influence on graphic design and typography around the world.

Swiss Style principles were based on the idea that design should be functional and communicate a clear message without any extraneous ornamentation. This was achieved through the use of a grid system that allowed for consistent placement of elements on the page, as well as the use of clear, legible typography and a limited color palette. The goal was to create designs that are easy to read and understand, regardless of language or cultural background.

Both Swiss and International Style were heavily influenced by the Bauhaus, a German school of art and design that operated from 1919 to 1933. The Bauhaus emphasized the integration of art and technology and sought to create designs that were functional, efficient, and accessible to all.

The influence of Swiss and International Style can be seen in many aspects of modern design, including advertising, branding, and website design. Many of the design principles and techniques developed by Swiss and International Style designers, such as the use of a grid system, sans-serif typography, and a limited colour palette, continue to be widely used today.

Some of the most influential designers associated with Swiss and International Style include Max Bill, Josef Müller-Brockmann, Armin Hofmann, Adrian Frutiger, and Paul Rand. These designers created iconic works that continue to be studied and celebrated today.

Fig 1. Max Bill, book cover, 1942
Fig 2. Josef Müller-Brockmann, “Musica Viva” concert poster, 1959.
Fig 3. Armin Hofmann, poster for Herman Miller furniture, 1962.
Fig 4. Adrian Frutiger, schematic diagram of the twenty-one Univers fonts, 1954.
Fig 6. Paul Rand, cover for Direction magazine, December 1940
Fig 5. Paul Rand, Jazzways yearbook cover, 1946.

One of the most famous examples of Swiss Style design is the Helvetica typeface, which was developed by Max Miedinger and Eduard Hoffmann in 1957. Helvetica became widely used in graphic design and advertising due to its simple, clean lines and legibility.

Fig 7.
Fig 8.
Fig 9.
Fig 10. The Helvetica book, Otani Hidetsu 2005

Another iconic work of Swiss Style design is Josef Müller-Brockmann’s poster for the Zurich Town Hall in 1955, which features a simple, grid-based layout and bold typography.

Fig 11. Posters for the Zurich Town Hall, Josef Müller-Brockmann(1955)

The influence of Swiss and International Style can also be seen in the work of contemporary designers, such as Jonathan Ive, the chief design officer at Apple, who has cited the movement as a major influence on his work.

The characteristics of Bauhaus:

  1. Grid System: Swiss Style heavily relies on grid systems to create a structured and organized layout. This allows for better alignment, hierarchy, and consistency in design.
  2. Clean Typography: Swiss Style is known for its use of legible, sans-serif typefaces such as Helvetica, Akzidenz-Grotesk, and Univers. These typefaces are known for their simplicity and readability, which are essential in the Swiss Style.
  3. Minimalism: Swiss Style emphasizes simplicity and minimalism, using only essential design elements. Designers often eliminate decorative elements and focus on the content, resulting in a clean and functional design.
  4. Hierarchy: The Swiss Style is characterized by a clear visual hierarchy, which helps to guide the viewer’s eye through the design. This is achieved through the use of scale, contrast, and placement.
  5. Asymmetrical Balance: While many traditional design styles emphasize symmetry, the Swiss Style often employs asymmetrical layouts. This creates dynamic compositions and allows for more flexibility in design.
  6. Objectivity and Rationality: Swiss Style designers prioritize objectivity and rationality in their work. They focus on clear communication, avoiding subjective or emotional design elements.
  7. Use of White Space: Swiss Style designs often feature generous use of white space, which provides a sense of clarity and allows the content to breathe.
  8. Photography and Illustration: Swiss Style designers often use black and white photography and simple illustrations to communicate a message effectively and support the minimalist approach.
  9. Flat Colors and Simple Shapes: Swiss Style designs typically use flat colours and geometric shapes, avoiding gradients and complex patterns.

Bibliography

Meggs, P.B. and Purvis, A.W. (2016) Meggs’ history of Graphic Design. 5th edn. Hoboken, NJ: Wiley.

Pictography

Fig 1 – 6. Meggs, P.B. and Purvis, A.W. (2016) Meggs’ history of Graphic Design. 5th edn. Hoboken, NJ: Wiley.

Fig 7 – 9. Ftnbooks (2021) Helvetica (1957), FTN. Available at: https://ftn-blog.com/2021/10/31/helvetica-1957/ (Accessed: March 19, 2023).

Fig 10. Ōtani Hideaki (2005) Herubechika no hon = the helvetica book. Tōkyō: Emudienu Kōporēshon.

Fig 11.Coles, S. (2012) Posters for the Zurich Town Hall, Fonts in Use. Stephen Coles. Available at: https://fontsinuse.com/uses/1329/posters-for-the-zurich-town-hall (Accessed: March 19, 2023).