Style highlights:
-    sans-serif typography,
-    align text to the left side, right side uneven,
-    mathematical grid lines forming a visual harmony,
-    using white spaces,
-    objective, white&black photography, photomontages,
-    asymmetrical design,
-    bright colour palette,
-    universal symbols.

swiss school

Swiss School, also known as the International Typographic Style, is a trend in graphics, which developed in Switzerland in the 50′s of XIX century. Presented typography was characterized by its transparency, readability and objectivity. Artists of the Swiss School were using  asymmetrical arrangements of the contents, aligning text to the left side, using grids and Sans-Serif font. Grid lines were causing that the text was more legible, clear and easy to understand. Designers were preferring to use photographs in place of illustrations and drawings in graphical projects. Swiss School style can be considered as the first movement that drew attention to the design as far as the text layout is concerned, that is why it is also name International Typographic Style.

The Swiss School was founded as the consequence of the modernist aesthetic of the simple layout with the particular emphasis on the use of text, the negative space and photographs. In fact, this style arose in the 20s of XX century in Russia, Germany and the Netherlands. After the II World War it was developing in Switzerland referring to the Bauhaus art. Designers were drawing inspiration from constructive geometry, photomontage and simple palette of colours. They were aspiring to create the uniform international style, which would be based on clear visual communication.

This style was idealizing simple, geometric shapes and was rendering the images.
Graphics, by applying appropriate layout and text, aroused strong emotions among its viewers such as e.g. a sense of fear. The text was mixed with photos, designers were using different patterns and colours, which created abstract and unusual images. White spaces were being used to help to notice different information and encourage the reader to read the entire text. In Swiss-style the images were not overloaded with the excess of elements. Works of art. were simple, neat and were not distracting the readers. There were also used a different font size to make the text messages more readable. Designers of this style were thinking that an attractive image can be created by using precise, accurate words, the best typeface and patterns, and then they will reach the recipient. Swiss style thanks to its simplicity, clarity of communication, typography and interesting layout gained recognition and up till now is being used.

Representatives:
Ernst Keller, Armin Hofmann, Emil Ruder, Josef Müller-Brockmann.



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