Graphik
MAGAZINE ISSUE 2 JULY 2017
SWISS STYLE AND THE HELVETICA
HELVETICA’S REIGN IN INTERNATIONAL TYPOGRAPHIC
It’s ubiquitous because it
fulfills so many demands
for modern type.
– Simon Garfield
Swiss Style, more formally known as
Gary Huswitt’s film about Helvetica
International Typographic Style, was
documents it’s use in society and its effect
a central European design trend that
on the way that information has been
emerged out Switzerland in the 1950’s.
communicated since the typeface was
Key characteristics of this trend is
created. From city signage to luxury brand
asymmetric layouts, san-serif typefaces
advertisement, Helvetica is intergrated
and use of grid. The trend formed out of
into our everday lives and can be seen
the determination to present information
everywhere we look even though we don’t
objectively. Whilst there were a few
directly notice it.
typefaces commonly associated with Swiss Style, Helvetica made the biggest
Cyrus Highsmith, a type designer based in
impact and is still widely used and
New York, set himself a challenge to avoid
revered.
Helvetica for a day. His life that day was vastly impaired by not being able to eat at a
Max Miedinger and Eduard Hoffmann
restaurant because of the menu, not being
created Helvetica in 1957 but did not
able to get home on public transport, not
imagine that it would be one of the worlds
being able to surf the internet and not being
most ubiquitous typefaces nor that it would
able to pay for things in cash as the new US
inspire a film. When creating Helvetica,
dollar bills are adorned in Helvetica.
Miedinger and Hoffmann set out to make a typeface that was neutral, had immense
This challenge put forward the question of
clarity and could be used in a variety of
whether you need a typeface like Helvetica
contexts from signage to paragraphs of
to assist contemporary urban processes.
small text.
H Graphik Issue 2 July 2017 AUD $15.99 NZD $17.99