Swiss Style

Figure 1

This style started in Russia, Netherlands, and Germany in the 1920s but took over in the 1950s being developed by Swedish designers. It had a profound impact on graphic design but also influenced art and architecture. It found his inspiration in the Bauhaus. The main ideas of this style are legibility, simplicity, objectivity.

Figure 2

On Zurich school of Arts and Crafts leaded by Josef Muller-Brockmann and the Basel School of Design leaded by Armin Hofmann was possible the development of the sans serif typography and the grid system . Specific of this period was the use of asymmetrical layout, kinetic type, solid black colours and the use of negative spaces to balance the composition. Also was common the absence of decoration and illustration. Instead of that, was very common the use o photography.

Some of the practitioners of this time were: Wolfgard Weingart considered the father of the punk type. Adrian Frutiger who develop the Univers type. Paul Rand, an American art director, and graphic designer is best known for his logo design as IBM, UPS, NeXT…
Saul Bass has done pieces of artwork for most important filmmakers such as Alfred Hitchcock, Martin Scorsese, Otto Preminger, and others. Most known logos are Continental Airlines, AT&T, Bell System
Massimo Vignelli, the founder of Unimark International, created the most recognizable corporate identity, American Airlines.

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