Swiss International (jan 1, 1940 – jan 1, 1980)
Description:
Swiss/International Graphic Design Style: 1940's - 1980'sWhat is Swiss International?
Swiss Design was a movement that took the majority of it's place in the 1950s in two Swiss art schools, the kunstgewerbeschule in Zurich, led by Josef Müller-Brockmann, and the Allgemeine Gewerbeschule in Basel, led by Armin Hofmann. Both of these instructors had studied with the great Ernst Keller in Zurich before World War II.
Their style, which was called the International Typographic Style at the time, was guided by the ethos that design should be as invisible as possible. All traces of the designer’s subjectivity should be suppressed in order to let the “content” of a work shine through. It is similar to the axiom of architectural modernism that form should follow function.
Aesthetic style:
-Use of negative space
-Very 'clean' and simple
-Sans serif fonts favoured
-Asymmetrical layouts
Famous Practitioners:
Josef Muller Brockmann
Considered one of the most well-known Swiss designers. Swiss born and bred.
At age 43 started teaching at Zurich School of Arts and Crafts.
Ernst Keller
Widely recognised as a major pioneer of Swiss typography design.
Began teaching at Zurich School of Arts at age 27 (1918).
His designs were thought of as revolutionary for the time period.
His style of design conveys an easily readable and easy to understand message which would be used for the majority of WWII culture.
Technology
Added to timeline:
Date:
jan 1, 1940
jan 1, 1980
~ 40 years