Swiss
style 1950’s and 60’s
Introduce
geometric abstraction to the design community
1936-45,
Swiss nationalism
Swiss
culture embodied the rationalism and logic conveyed by geometric abstraction
Tschichold
Left Germany
for Switzerland because of the Nazi party
Swiss
culture was conservative, he feared becoming decadent Bolshevik
Typographische
Gestaltung (Typographic Design) book
Richard Paul Lohse
Swiss designer, International style as anti-fascism
Max bill
Anton Stankowski
New
Typefaces
Akzidenz Grotesk
Bertihold AG type foundry
Functionalist ethos, not too stylized
Helvetica
Eduard Hoffman – planner (Haas Foundry); Max Meidinger – drawings
Univers
Edward Frutiger; Deberny & Pignot foundry
Color coded diagram to visualize categories (Remey
Peignot) – numbered weights by widths
Phototypesetting (introduced by berthold)
Zurich
Josef
Muller-Brockman, illustrator
Used akzidenz grotesk to make and ‘accident gauge’ to
deal with emotional undercurrent
Taste for musical composition – Beethoven poster
Max Bill
Theoretically minded Swiss artist, rebuked Tshichold for
betraying his own principles
“music model” – clean clear music… pure form and color
is visual pleasure
Hans Nueburg
Bouillon cubes – overlapping to link everything together
Anton Stankowski
Photomontage and constructivist principles
Photo for super bouillon
Paul Lohse
Editor of magazine construction
and habitation
Sans serif lettering with orthogonal grid, dramatic
scale diffences, overlapping colors.
Nue
Grafik – graphic design journal
Akzidenz
grotesk in two type weights (swiss style says never mix typefaces), modular
grid
Design
in Basel
More
likely to break the rules
Armin Hoffman
Poster Designer, professor at the Allgemeine
Gewerbeschule
Ballet poeter, Giselle, typophoto
Emil Ruder
Professor. Used type as image, tapestry exhibition and
Typographic Monthly
Karl Gerstner
Studied under Hoffman and Ruder. Flexible grid,
unjustified ranged left type
Giegy Today – square format book to celebrate the
company (Marcus Kutter)
GGK – influential adverizing agency
International
Style and Corporate Identity
Semiotics
(signs and symbols that convey meaning) at the HfG school
How
ideas signify in society
Lufthansa
(Aicher), Deutche Bank (Stankowski),
Munich
Olympics
Isoptype
– International Sustem of Typographic Picture Education (Icons)
England
Stanley Morrison
Times new roman
Tschichold
Set of typographic an composition rules for the penguin
Dante – clean and well balanced
Herbert Spencer
Typographica. Editor and designer. Eclectic and Avant
garde. Photogram cover
Alan Fletcher
British graphic designer. Studied under albers and Rand
Logo for Rueters; Victoria and Fletcher Museum
American
Innovaors
Alvin Lustig
Fortune magazine. Full bleed
images
Saul Bass
Los Angeles. Film posters, The
Man With the Golden Arm – title sequence
International
Style in America
Container
Corporation of America - Paepcke
Corporate
identity movement – advertising campaigns and redesign
Great
Ideas Advertising Campaign – people not to think of the product , but what
they’re about
Paul
Rand
New
york city. created new type for logos. design manuals
IBM
Logo, ABC, UPS, Westinghouse, CBS (eye logo),
Proposed
Longevity a opposed to other graphic design
Enron –
tilted E
Unimark
International
Massimo
Vignelli, Noorda, Eckerstrom
Helvetica
American
Airlines, NYCTA (color coded modular system),
Golden
Age of Logos
Lester
Beall, Saul Bass, Tom Geismar
Corporate
Architecture
Mies
van der Rohe, Phillip Johnson
Bauhaus
inspiration
Skyscrapers
in the 50’s
Stability,
efficiency, power and sophistication