#swissstyle

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THE INTERNATIONAL TYPOGRAPHIC STYLE/SWISS STYLE

(MONDAY 4TH MAY 2020)

The International Typographic Style, also known as ‘Swiss Style’ was a graphic design movement that first emerged in Germany, Russia and the Netherlands in the 1920s. It was popularised again in Switzerland in the 1950s, leading to its renaming (even though both titles are interchangeable and are still used today). It evolved as part of the modernist graphic movement and it emphasises cleanliness, readability and objectivity. The style is often reflected in asymmetrical layouts, grids, sans-serif typefaces (including Akzidenz-Grotesk) and ‘flush left’ typographic alignment. The style was initially dubbed ‘The International Typographic Style’ as many early works would feature typography as the primary design element alongside written text. Influences of this movement can still be seen in the contemporary world, in design strategy and theory. It has also been linked to the evolution of other design movements including the Dutch artistic movement, ‘De Stijl’, Bauhaus (the German-based movement) and Constructivism (Russian art and architecture philosophy). 

I did consider The International Typographic Style when I was reselecting my topic for the ‘Ask Me Anything’ Project. It was on list, however, slipped my mind during class discussion. Researching it now is making me question my topic choice of the typeface, ‘Akzidenz-Grotesk’. I will not be changing my topic again though. 

I have been questioning my zine’s final presentation since I re-chose. When I was initially choosing between Hokusai and charcoal, I had a clear direction of presentation in mind, however, since I have changed to exploring a typeface, my direction has seemed a bit foggier. My research into The International Typographic Style may offer me a presentation format. Akzidenz-Grotesk was largely popularised during the movement, and therefore, the zine’s design could reflect this style, considering how significant it was. When I was previously looking for presentation ideas, I thought I would explore digital illustration, reflecting the modern world and the typeface’s existence. However, illustrations were not as popular during the The International Typographic Style and therefore, I am now leaning more towards visually reflecting the movement that made the typeface internationally popular, in my presentation. 

I found these music posters by Mike Joyce, inspired by the Swiss Style, when I was trying to gain an understanding of the visual style of the movement. It is clear how prevalent the use of bold type and shapes are across the designs, and images and illustrations are not evident at all.

https://www.printmag.com/typography/swiss-style-principles-typefaces-designers/

https://99designs.com.au/blog/design-history-movements/swiss-design/

https://www.printmag.com/typography/swiss-style-principles-typefaces-designers/

https://medium.com/@charchitgarg27/international-typographic-style-cd99a24721ad