The de sig n
m sual co munic a t ion f vi so on
redefined the fou o nd wh at s i er
experimental SIMPLICITY
1 with
International Swiss Style
950‘s
B A C K TO B A S I C S This movement was the beginning of 20th century graphic design. The style originated from Switzerland evolving off the Bauhaus art movement and embodied cleanliness and objectivity. The Swiss style was an authentic pursue for simplicity by denoting the notion ‘less is more’. Compositions were asymmetrical and there was strong references to mathematical grid systems. Typography was similarly reduced and what emerged was sansserif typography. ‘Helvetica’ (Univers) which is considered the most iconic and well known type, emerged from this movement. This design era shows how a reductive design language can ultimately convey a universal and timeless message.
U H BE X A R M
was experimental with image inclusion. He would mix unframed flat photographic and typographic elements with strips of colour. This technique would often emphasize a specific feeling or even represent rhythm and speed.
RO S
M
A
RI
E T ISSI
&
S I E G F R I E D O D E R M AT T
had their own stylistic ideals and judged their work by their own standards and not industry expectation. Renowned for their playful sense of form and manipulation of space. They would make dramatic cropping of photographs and division of space on a page.
SAUL BASS
Had a distinctive minimal style which had a profound effect on cinematic culture and the perception of type. He introduced the ‘kinetic type’, which involved words that dashed and moved across the screen. He went on to create dozens of iconic film posters which include The Shinning, The Man with the Golden Arm and Anatomy of Murder.
These designers have set perpetual design foundations by pushing the boundaries and breaking the rules. The simplification of graphics and information on a page is a technique and trend widely used within the contemporary design world. The 1950’s brought with it a brave new visual language that has revolutionised the graphic design world and still plays a big role in
visual
COMMUNICATION.