Term
| international typographic style |
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Definition
(swiss design)
OBJECTIVE CLARITY + socially useful & important
not personal
elements asymmetric
organized with underlying mathematical grid
> aided legibility + type hiearchy
objective photography and copy
straightforward and factual content
san serif typography > akzidenz grotesk & helvetica
flush left, rag right copy blocks
B&W, 2D surface, primarliy 2-colors
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Poster for an Exhibit on American Architecture
MAX BILL
1945, Switzerland
underlying grid:
"to contain and harmonized disparate elements into a cohesive whole"
art conKrote
dynamic/energetic |
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Definition
Schematic diagram of the 21 fonts that comprise
the Univers typeface family
ADRIAN FRUTIGER
1954, Paris
3 years developing Univers
altered "optically" programmed
system maintained uniformity in tone even in:
different weights, widths or upper/lower-case
combination in same composition
font: one variation of typeface
italic, oblique |
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Poster for the production of Giselle
ARMIN HOFFMAN
1959, Switzerland
simple, direct relationship between contrasting elements
hard/soft, black/white, static/dynamic, high contrast
rule of thirds
BASEL institute |
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Poster for production of the story of William Tell
ARMIN HOFFMAN
1963, Switzerland
high contrasts:
hard/soft, b/w, static/dynamic
photo adds depth
perspective > foreshadowing
communicators NOT designers |
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Poster for Basel, and the Future of its City Streets Exhibit
ARMIN HOFFMAN
1961, Switzerland
no photographic material
does image mean anything?
what are the contrasts here? |
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Poster for Musica Viva Concert
JOSEF MULLER-BROCKMAN
1959, Switzerland
"structure of music"
theorist + designer
photographic images + typographic elements
pre-determined grids
"complete" spatial harmony in his compositions:
mathematical principles to guide
size, placement, structure of negative space
use of title/type hiearchy & paragraph spacing
tilted
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Public Awareness Poster "Less Noise"
JOSEF MULLER-BROCKMANN
1960, Switzerland
great impact due to scale and placement between the typography
red type emphasis of noise pollution
"type as noise" influence from futurists
type + image |
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Poster for der Film Exhibition
JOSEF MULLER-BROCKMANN
1960, Switzerland
3:5 ratio derived from the golden meaning
"most beautifully proportional rectangle by greeks"
15 rectangular modules, 3x5
overlapping simulates transition between rolls of film |
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US National Park publication system
MASSIMO VIGNELLI
1977, USA
helvetica and new times roman > 10 title formats |
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Poster for Automobile Races
MAX HUBER
1948, Italy
photomontage
transparent inks, z-axis, speed, mobility
what is swiss about this composition?
sense of balance + order "admidst the chaos"
*compare to pneumatik by LASZLO MAHOLY-NAGY
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Lotteria di Monza Poster
MAX HUBER
1957, Italy
photomontage
transparent inks, asymmetrical balance & illusion of dimensional space
*compare to LAZSLO MAHOLY-NAGY |
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means to understand how people are informed
basis of meaning
cultural-social-religious-religious-psychological
belief systems: origin signs & symbols
semantics > meaning of signs & symbols
syntactics > relationship or rules of combination order of icons
pragmatics > psychology of interaction with viewer |
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