Swiss Graphic Design: The Origins and Growth of an International Style, 1920-1965
Swiss graphic design and "the Swiss Style” are crucial elements in the history of modernism. During the 1920s and ’30s, skills traditionally associated with Swiss industry, particularly pharmaceuticals and mechanical engineering, were matched by those of the country’s graphic designers, who produced their advertising and technical literature. These pioneering graphic artists saw design as part of industrial production and searched for anonymous, objective visual communication. They chose photographic images rather than illustration, and typefaces that were industrial-looking rather than those designed for books. Written by noted design authority Richard Hollis, this lavishly illustrated volume looks at the uniquely clear graphic language developed by such Swiss designers as Theo Ballmer, Max Bill, Adrian Frutiger, Karl Gerstner, Armin Hoffman, Ernst Keller, Herbert Matter, Josef M ller-Brockmann, and Jan Tschichold. The style of these artists received worldwide admiration for its formal discipline: images and text were organized by geometrical grids. Adopted internationally, the grid and sans serif typefaces such as Helvetica became the classic emblems of Swiss graphic design. Showcasing design work across a range of media, including posters, magazines, exhibition displays, brochures, advertisements, books, and film, this essential book shows how many of the Swiss designers’ modernist elements remain an indispensable part of today’s graphic language.
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Abstract advertisement designed aesthetic Akzidenz Grotesk Allgemeine Gewerbeschule Allianz architect Architecture Armin Hofmann avant-garde Basel Bauhaus Bill's brochure Burchartz Carlo Vivarelli catalogue colour commercial Concrete art Concrete artists Constructivism Constructivist cover Dalang Ddermatt designed by Max Doesburg Elementare elements Emil Ruder Ernst Keller example Film freelance Gauchat Geigy geometrical German grid grotesque Hannes Meyer Herbert Matter Hermann Eidenbenz ideas illustrations industry issue Jan Tschichold Karl Gerstner layout lettering Lissitzky Lissitzky's lithographic logotype Lohse's lowercase lsee magazine Max Bill Modernism Modernist Moholy-Nagy Monotype grotesque Neuburg Neue Grafik painter painting photograph Printed letterpress produced programme published rectangle reproduced Richard Paul Lohse sanserif Schweizer shows Sigfried Giedion space square standard Stankowski student studio Swiss designers Swiss graphic design Swiss style Swiss Werkbund Switzerland Theo Ballmer trademark typeface typeset Typographische Monatsblatter typography Univers Velde visual Walter Cyliax Werk Wohnbedarf Wolfgang Weingart words Zurich Kunstgewerbemuseum Zurich Kunstgewerbeschule