Process Book
Rawia Khansaheb
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the project As a designer I always refer to the Swiss style for inspiration. For that reason I decided to create a book that is some kind of celebration of the Swiss style of design and the designers that are mostly associated with it.
design brief The first step we started with in this project was analyzing the information given to us. Because you should know what you are designing for by knowing what are the needs of the people whatching the performances and the needs of the people offering the performances.
overview
This project will consist of a book that is about some of the most influential designers of the Swiss style and designer that are influenced by Swiss design, which was a graphic design movement that advocates legibility, simplicity and clean design. The book will include designers such as, Armin Hofmann who sees relationship between contrasting elements such as light and dark, soft and hard. MullerBrackmann who advocates absolute universal of graphic design and Herbet Matter designer and photographer. Paul Rand is an American designer who was influenced by swiss design.
primary audience
This book is made for students or people that are interested in Graphic design and would like to learn more about the Swiss Design Style. tone and image
The book would have a graphic approach. Although it is an informative book, I would want it to be more interesting than reading a normal text book about graphic design. The book will be more visual and explores the terms of graphic design such as boldness, form, and contrast. What I want out of the book is for people that are reading it to feel and understand what this style is about before they start reading the text included. visual references
The images included in the book will be images of various examples of each designer’s individual work, which will create contrast in each chapter because of the unique details each designer has. Information from this book will be found from different books from the library and some websites. deliverables
The final outcome of this project would be a huge book. I want the book to show all the design elements that make up Swiss design.
research The first step was narrowing down and choosing four designers to be included in the book.
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armin hofmann
josef m 端 ller brockmann
paul rand
herbert matter
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information I started by gathering information about each designer to familiarize myself with their work and I collected visual references to help me with designing the book
Legendary Swiss graphic designer and educator, Armin Hofmann is recognized for his immeasurable influence on generations of designers, teaching the power and elegance of simplicity and clarity through a timeless aesthetic, always informed by context.
Armin Hofmann was an aesthetically demanding designer. He made his students first do compositional exercises with lines and discs.
Ar min Hof mann Hofmann usually designs posters for cultural events.
Armin Hofmann was an aesthetically demanding designer. He made his students first do compositional exercises with lines and discs.
He believes that geometric elements familiarizes students with written characters
Hofmann refines contours, adds black and white where needed.Hofmann’s lettering were hand drawn rather than typeset in grotesque
Poster for open air ballet . Each element in the poster contributes to its dramatic elegance.
Ar min Hof mann
Together with Emil Ruder promoted “Typographic principles�
It showed new techniques of photo-montage, phototypesetting, experimental composition in general and of course heavily favored sanserif.
He is known for poster design. Simplicity expressed through a minimalist use of fonts.
Author Designer Educator
Josef Muller Brockmann came to prominence in the 1950s and has become best known as a pioneer of the swiss style.
Post constructivist approach to design that relied heavily on strong text image relationship and that was regulated by the use of the grid a system used by graphic designers.
Josef Muller Brock mann
Sans serif type Bold photographs as opposed to illustrations. Minimalist composition dictated by grid.
Today his posters for ZĂźrich town hall promoting concert performances are being looked at as most emblematic of the Swiss style.
Muller Brockmann studied architecture, design and history before working as a freelance graphic designer. He opened his own design studio in 1936 After serving in the second World War.
Earliest indication of emerging swiss style appeared in Muller Brockmann’s 1953 roadsafety poster for the swiss automobile club, title Mind That Child! The Design altered the size of the images to add effects. He used bold white type.
Graphic Designer Illustrator Stage designer Exhibition designer Teacher Writer
Apprenticed as commercial artist and studied at Z端rich.
Josef Muller Brock mann
His design sense of the 1950s aimed to create posters that communicated with the masses.
M端ller-Brockmann was soon established as the leading practitioner and theorist of the Swiss Style, which sought a universal graphic expression through a grid-based design, purged of extraneous illustration and subjective feeling.
M端ller-Brockmann is recognized for his simple designs and his clean use of typography, notably Akzidenz-Grotesk, shapes and colors, which inspires many graphic designers in the 21st century
Muller Brockmann started with Illustration but abandoned it because he realized it does not serve his work.
In 1936 Herbert Matter emigrated to the United States taking with him first hand knowledge of the avant garde movements of Europe.
He shared his knowledge of primary colors, sans-serif type, extensive use of the white of the page and an interest of photography.
Her bert Mat ter
Sans serif type Bold photographs as opposed to illustrations. Minimalist composition dictated by grid.
As a young man he worked for the famous poster designer A M Cassandre. Some of his earliest commissions was for the Swiss National Tourist Office.
Matter believed That mechanically reproduced images most appropriately expressed the industrial culture of the twentieth century.
He was a master in the use of photography, particularly photo montage. cropping preexisting tourist photos to produce montages, in which the figure -ground relationship and the extreme juxtaposition of scale created a dramatic tension
Paul Rand was one of the foremost American graphic designers of the 20th century and helped establish the so-called Swiss Style of design in the United States.
Trained in the 1930s at Pratt Institute, Parsons School of Design, and the Art Students League, he went on to become an educator himself at Cooper Union, Pratt, and later at Yale University, where he taught graphic design in the graduate program from 1956 t1969. He returned to Yale in 1974.
Paul Rand
He was one of the originators of the Swiss Style of graphic design. From 1956 to 1969, and beginning again in 1974, Rand taught design at Yale University in New Haven,
Rand first made a name for himself as an editorial designer, doing work for magazines such as Esquire and Direction
Rand was part of a movement in the 1940’s and 50’s in which American designer’s were coming up with original styles.
He was a major figure in this change that had a focus on freeform layouts that were much less structured than prominent European design. Rand used collage, photography, artwork and unique use of type to engage his audience
process
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