Helvetic Hues | A Pantone Publication

Page 1





PANTONE Helvetic Hues

®


CONTENTS


4

AIGA

50

Herbert Matter

6

PANTONE X AIGA

58

Joseph Müller-Brockmann

8

Helvetic Hues

66

Emil Ruder

10

Otl Aicher

74

Ladislav Sutnar

18

Wim Crouwel

82

Swiss International Style

26

Adrian Frutiger

90

Catalog

34

Walter Herdeg

104

Credits

42

Armin Hofmann


AIGA


AIGA brings design to the world, and the world to designers. As the profession’s oldest and largest professional membership organization for design—with more than 70 chapters and more than 18,000 members—we advance design as a professional craft, strategic advantage, and vital cultural force. From content that defines the global practice to events that value and deepen the impact of design across all disciplines on business, society, and our collective future. From design fans to the profession’s leading practitioners, AIGA members come from all backgrounds, all fields, and all levels of experience—from all around the world. Whether you’re a design enthusiast, student, freelance designer, in-house designer, design educator, design thinker, or a business owner, AIGA is here to welcome you into the wider world of design.

The medal of AIGA—the most distinguished honor in the profession of communication design—has been awarded since 1920 to individuals in recognition of their exceptional achievements to the advancement of the field of design as respected craft, strategic advantage, and vital cultural force. Medals have been awarded to individuals who have set standards of excellence over a lifetime of work or have made individual contributions to innovation within the practice of design. Within this book, there are four AIGA medal recipients, set apart by a palette of gold at the bottom of the page. These golds are picked from each artists original palette in order of appearence.

AIGA 5


PANTONE X AIGA


Pantone and AIGA have partnered to bring together the global authority for color communication and the most influential names of the Swiss International movement. Color and design are inseperable, one influencing the use and meaning of the other. For the 2021 AIGA design conference, it seemed only natural to take a step back and look at the very foundations of design as an art. The designers of the Swiss International movement mastered the idea of reducing an idea to its most basic form. The final product was usually a combination of carefully placed typography supported by a limited color palette or photography. The Swiss International movement sought to create a unifying design stile that could be used around the world in a variety of applications that would always be successful. Pantone was created from the need for a universal and consistent color system. This year, the two of them are presented side by side in a dynamic new palette by designers, for designers.

The palette was formed by carefully picking colors from the works of nine leading designers of the movement and matching them to an existing Pantone swatch. Each individial designer palette works as a part of the larger whole, or can be broken down into smaller swatch sets, showing the versatility of both the colors themselves and the designers who choose to use them. The full designer palettes are shown side by side with some of the works that inspired them. The selected “breakout� palettes on the following pages are grouped based on current design trends. They are shown in use with textures, graphic, industrial and interior design to both inspire the current generations of designers and reinforce the relevence of the designs from the not-so-distant past.

PANTONE X AIGA 7


HELVETIC HUES


HELVETIC HUES 9


above

1972 Munich Olympics: Hurdles poster, Sports Series 1968 -1972, Otl Aicher right

Portrait of Otl Aicher date Unknown

Otl Aicher Aicher spent time fighting in the second world war for the German army, against his own beliefs. The experience affected him greatly and his first contributions as a designer were in an effort to revitalize the public after the devastation of the war. By 1947 Aicher had opened the doors at his own studio, BĂźro Aicher, and had begun accepting work from a ariety of clients. Together with designer Max Bill he established the Hochschule fĂźr Gestaltung in Ulm, Germany and spent many years there as a professor.

Perhaps the most prominent and influential work that he created was the identity system developed for the 1972 Olympics in Munich. The result of several years of work, the graphics were developed on a strict grid system, solely used the typeface Univers and were created from a bright palette developed from the colors of the Bavarian countryside. He was a very proficient typographer and created the Rotis family of typefaces, which include sans-serif, semi-sans, serif and semi-serif iterations. The typefaces were named after the property where he lived and worked from 1972 until his death in 1991.


Orange Squeeze

PANTONE 1365 C

Soft Sun

PANTONE 106 C

Aicher Green

PANTONE 358 C

Sea Glass

PANTONE 2249 C

Deep Teal

PANTONE 5555 C

Blanket Blue

PANTONE 4150 C

Hidden Cove

PANTONE 630 C

Water Gray

PANTONE 401 C

PANTONE

1991 C The Aicher Palette

Aicher 11



Orange Squeeze

PANTONE 1365 C

Soft Sun

PANTONE 106 C

Aicher Green

PANTONE 358 C

Sea Glass

PANTONE 2249 C

PANTONE®

1365 C Orange Squeeze

Deep Teal

PANTONE 5555 C

Blanket Blue

PANTONE 4150 C

Hidden Cove

PANTONE 630 C

PANTONE ® 2249 C Sea Glass

Water Gray

PANTONE 401 C

PANTONE

1991 C The Aicher Palette

PANTONE ® 630 C Hidden Cove

Aicher 13



Deep Teal

PANTONE 5555 C

Water Gray

PANTONE 401 C

Aicher Green

PANTONE 358 C

Aicher 15



Hidden Cove

PANTONE 630 C

Orange Squeeze

PANTONE 1365 C

Deep Teal

PANTONE 5555 C

Aicher 17


above

‘Etienne Martin’ 1963, Wim Crouwel right

Portrait of Wim Crouwel date Unknown

Wim Crouwel Crowel is a graphic designer and typographer born in the Netherlands. In 1963 he founded the studio Total Design, now called Total Identity. His most well known work has been for the Stedelijk Museum. His typography is extremely well planned and based on very strict systems of grids. He has also designed expositions, album covers and identity systems. He has published two typefaces Fodor and Gridnik, digitized versions of both are available from The Foundry.


Crouwel Green

PANTONE 4215 C

Pesto

PANTONE 4234 C

Pumpkin Orange

PANTONE 7579 C

Peppermint

PANTONE 1797 C

Milk Chocolate

PANTONE 4261 C

Steel Gray

PANTONE 4276 C

Blue Thread

PANTONE 4150 C

Winter Sky

PANTONE 4141 C

PANTONE

2019 C The Crouwel Palette

Crouwel 19



Crouwel Green

PANTONE 4215 C

Pesto

PANTONE 4234 C

Pumpkin Orange

PANTONE 7579 C

Peppermint

PANTONE 1797 C

PANTONE ® 4234 C Pesto

Milk Chocolate

PANTONE 4261 C

Steel Gray

PANTONE 4276 C

Blue Thread

PANTONE 4150 C

PANTONE ®

4261 C Milk Chocolate

Winter Sky

PANTONE 4141 C

PANTONE

2019 C The Crouwel Palette

PANTONE ® 4141 C Winter Sky

Crouwel 21



Winter Sky

PANTONE 4141 C

Blue Thread

PANTONE 4150 C

Pesto

PANTONE 4234 C

Crouwel Green

PANTONE 4215 C

Crouwel 23



Crouwel Green

PANTONE 4215 C

Pumpkin Orange

PANTONE 7579 C

Peppermint

PANTONE 1797 C

Crouwel 25


above

Godzilla Series 1954 1954, Adrian Frutiger above right

Godzilla Series 1954 1954, Adrian Frutiger right

Portrait of Adrian Frutiger date Unknown

Adrian Frutiger Adrian Frutiger has created some of the most used typefaces of the 20th and 21st century. Athough interested in many fields including woodcut and paper sillhouettes, Frutiger has been passionate about typography for his entire life. Spending most of his career working for Deberny & Peignot updating typefaces and preparing them for photo-typesetting, as well as designing typefaces of his own accord, he has created almost 30 typefaces.

Some of his most famous typefaces include Univers, Frutiger (created for the Charles de Gaulle airport), Egyptienne, Serifa and Avenir. Frutiger is one of only a few typographers whose career spans across hot metal, photographic and digital typesetting. He has also been instrumental in refining his own typefaces to include more weights and true italics, some examples are Frutiger Next and Avenir Next.


Tall Grass

PANTONE 2270 C

Candy Green

PANTONE 2287 C

Lemon Yellow

PANTONE 102 C

Bubblegum

PANTONE 2037 C

Frutiger Peach

PANTONE 1625 C

Sophie Pink

PANTONE 705 C

Dolphin Blue

PANTONE 2225 C

June Blue

PANTONE 285 C

PANTONE

2015 C The Frutiger Palette

Frutiger 27



Tall Grass

PANTONE 2270 C

Candy Green

PANTONE 2287 C

Lemon Yellow

PANTONE 102 C

Bubblegum

PANTONE 2037 C

PANTONE ® 2270 C Tall Grass

Frutiger Peach

PANTONE 1625 C

Sophie Pink

PANTONE 705 C

Dolphin Blue

PANTONE 2225 C

PANTONE ® 102 C Lemon Yellow

June Blue

PANTONE 285 C

PANTONE

2015 C The Frutiger Palette

PANTONE ® 2225 C Dolphin Blue

Frutiger 29



Candy Green

PANTONE 2287 C

Lemon Yellow

PANTONE 102 C

Tall Grass

PANTONE 2270 C

Frutiger 31



June Blue

PANTONE 285 C

Dolphin Blue

PANTONE 2225 C

Frutiger Peach

PANTONE 1625 C

Frutiger 33


above

St. Moritz - Health Spa In A Mountain Climate 1936, Walter Herdeg right

Portrait of Walter Herdeg date Unknown

Walter Herdeg Walter Herdeg was very much a graphic designer. He studied at the Kunstgewerbeschule in ZĂźrich, created many different corporate identities (just as the practice was beginning to become a standard), and even formed his own design company with Walter Amstutz. What he is best known for, however, is the creation and publication of Graphis. An international journal of visual communication, Graphis was first published by Herdeg towards the end of the second World War. The magazine showcases work and interviews from designers and illustrators from all over the world in an effort to share their work with

other audiences. In the beginning it served as one of what were, at the time, only a few vessels which exposed the western world to the design work being done in Europe. Herdeg served as the editor of the magazine for 246 issues (the magazine is still in publication) as well as the Graphis Design Annuals which showed the best and brightest work from the year prior to their publication. Graphis was a seminal force in the shaping of design culture and it continues to educate, expand and foster the world of graphic design today. It is appropriate that the American Institute of Graphic Arts bestow its medal upon him, acknowledging his contributions to exemplary graphic design and illustration.


Ripe Banana

PANTONE 128 C

Squash Yellow

PANTONE 143 C

Brick Red

PANTONE 484 C

Blueberry Pie

PANTONE 3590 C

Herdeg Blue

PANTONE 4153 C

PANTONE

1995 C The Herdeg Palette

Herdeg 35



Ripe Banana

PANTONE 128 C

Squash Yellow

PANTONE 143 C

Brick Red

PANTONE 484 C

Blueberry Pie

PANTONE 3590 C

PANTONE ® 4153 C Herdeg Blue

Herdeg Blue

PANTONE 4153 C

PANTONE

1995 C The Herdeg Palette

PANTONE ® 128 C Ripe Banana

PANTONE ® 484 C Brick Red

Herdeg 37



Brick Red

PANTONE 484 C

Herdeg Blue

PANTONE 4153 C

Blueberry Pie

PANTONE 3590 C

Herdeg 39



Ripe Banana

PANTONE 128 C

Squash Yellow

PANTONE 143 C

Herdeg Blue

PANTONE 4153 C

Herdeg 41


above

Die Schweiz Zur Roemer Zeit 1957, Armin Hofmann above right

Ernst Morgenthaler Gedachtnisausstellung Kunstalle Basel 1962, Armin Hofmann right

Portrait of Armin Hofmann date Unknown

Armin Hofmann By the age of 27 Armin Hofmann had already completed an apprenticeship in lithography and had begun teaching typography at the Basel School of Design. His colleagues and students were integral in adding to work and theories that surrounded the Swiss International Style, which stressed a belief in an absolute and universal style of graphic design. The style of design they created had a goal of communication above all else, practiced new techniques of photo-typesetting, photo-montage and experimental composition and heavily favored sans-serif typography. He taught for several years at the Basel School of Design and he was not there long before he replaced Emil Ruder as the head of the school. The Swiss International Style,

and Hofmann, thought that one of the most efficient forms of communications was the poster and Hofmann spent much of his career designing posters, in particularly for the Basel Stadt Theater. Just as Emil Ruder and Joseph MĂźller-Brockmann did, Hofmann wrote a book outlining his philosophies and practices. His Graphic Design Manual was, and still is, a reference book for all graphic designers. 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. This influence on design as a whole made it appropriate to name him the 2011 Medalist of The American Institute of Graphic Arts.


Coffee

PANTONE 2472 C

Hofmann Red

PANTONE 1815 C

Campfire Orange PANTONE 173 C

Dijon

PANTONE 4018 C

Light Khaki

PANTONE 4535 C

Tinsel

PANTONE 443 C

Denim Dreams

PANTONE 2160 C

Space Blue

PANTONE 4146 C

PANTONE

2020 C The Hofmann Palette

Hofmann 43



Coffee

PANTONE 2472 C

Hofmann Red

PANTONE 1815 C

Campfire Orange PANTONE 173 C

Dijon

PANTONE 4018 C

PANTONE ® 443 C Tinsel

Light Khaki

PANTONE 4535 C

Tinsel

PANTONE 443 C

Denim Dreams

PANTONE 2160 C

PANTONE ® 4018 C Dijon

Space Blue

PANTONE 4146 C

PANTONE

2020 C The Hofmann Palette

Hofmann 45



Denim Dreams

PANTONE 2160 C

Coffee

PANTONE 2472 C

Space Blue

PANTONE 4146 C

Hofmann 47



Light Khaki

PANTONE 4535 C

Campfire Orange PANTONE 173 C

Hofmann Red

PANTONE 1815 C

Hofmann 49


above

Fortune Magazine October 1943 Cover 1943, Herbert Matter right

Portrait of Herbert Matter date Unknown

Herbert Matter Herbert Matter worked with a number of famous designers and artists during his career including Fernand LÊger, Le Courbusier, Charles and Ray Eames, Derberny & Peignot, A.M. Cassandre and Alexey Brodovitch. Matter was a master of using photomontage, color and typography in an expressive manner, transcending the boundaries between art and design. His design work often favored a heavy use of photography. His most recognizable works are the posters he created for the Swiss Tourist Office, but his photography work for Harper’s Bazaar, under the direction of

Brodovitch, is equally impressive. A master in his profession, he began teaching photography and design at Yale in 1952. He continued to teach and work, notable work from his later career includes the identity design for the New Haven Railroad, until he died in 1984. Herbert Matter’s prodigious contribution to the development of photography and design, his lifelong prolificacy and his teaching make it appropriate that he has been named the 1983 Medalist of The American Institute of Graphic Arts.


Candy Apple

PANTONE 2350 C

Matter Orange

PANTONE 4011 C

Creamsicle

PANTONE 2017 C

Rain Coat

PANTONE 604 C

Mint

PANTONE 2284 C

Lavender Bliss

PANTONE 2135 C

Swiss Skies

PANTONE 7686 C

Peacock

PANTONE 7477 C

PANTONE

1984 C The Matter Palette

Matter 51



Candy Apple

PANTONE 2350 C

Matter Orange

PANTONE 4011 C

Creamsicle

PANTONE 2017 C

Rain Coat

PANTONE 604 C

PANTONE ®

2135 C Lavender Bliss

Mint

PANTONE 2284 C

Lavender Bliss

PANTONE 2135 C

Swiss Skies

PANTONE 7686 C

PANTONE ® 2284 C Mint

Peacock

PANTONE 7477 C

PANTONE

1984 C The Matter Palette

PANTONE ® 2350 C Candy Apple

Matter 53



Creamsicle

PANTONE 2017 C

Matter Orange

PANTONE 4011 C

Peacock

PANTONE 7477 C

Matter 55



Mint

PANTONE 2284 C

Lavender Bliss

PANTONE 2135 C

Peacock

PANTONE 7477 C

Matter 57


above

Juni-Festwochen Zurich 1957, Joseph Müller-Brockmann above right

Concert Poster For The Zurich Tonhalle 1958, Joseph Müller-Brockmann right

Portrait of Joseph Müller-Brockmann date Unknown

Joseph Müller-Brockmann As with most graphic designers that can be classified as part of the Swiss International Style, Joseph Müller-Brockmann was influenced by the ideas of several different design and art movements including Constructivism, De Stijl, Suprematism and the Bauhaus. He is perhaps the most wellknown Swiss designer and his name is probably the most easily recognized when talking about the period. He was born and raised in Switzerland and by the age of 43 he became a teacher at the Zurich school of arts and crafts.

Perhaps his most decisive work was done for the Zurich Town Hall as poster advertisements for its theater productions. He published several books, including The Graphic Artist and His Problems and Grid Systems in Graphic Design. These books provide an in-depth analysis of his work practices and philosophies, and provide an excellent foundation for young graphic designers wishing to learn more about the profession. He spent most of his life working and teaching, even into the early 1990s when he toured the US and Canada speaking about his work. He died in Zurich in 1996.


Robin Egg

PANTONE 2149 C

Morpho

PANTONE 2211 C

Bright Red

PANTONE Bright Red C

Fresh Flame

PANTONE 2026 C

Sweat Pea

PANTONE 7752 C

Müller-Brockmann Yellow PANTONE 4008 C

Cookie Dough

PANTONE 4005 C

Cocoa

PANTONE 2470 C

PANTONE

1996 C The Müller-Brockmann Palette

Müller-Brockmann 59



Robin Egg

PANTONE 2149 C

Morpho

PANTONE 2211 C

Bright Red

PANTONE Bright Red C

Fresh Flame

PANTONE 2026 C

PANTONE ® 2211 C Morpho

Sweat Pea

PANTONE 7752 C

Müller-Brockmann Yellow PANTONE 4008 C

Cookie Dough

PANTONE 4005 C

PANTONE ® Bright Red C Bright Red

Cocoa

PANTONE 2470 C

PANTONE

1996 C The Müller-Brockmann Palette

PANTONE ®

4008 C Müller-Brockmann Yellow

Müller-Brockmann 61



Müller-Brockmann Yellow PANTONE 4008 C

Robin Egg

PANTONE 2149 C

Bright Red

PANTONE Bright Red C

Müller-Brockmann 63



Morpho

PANTONE 2211 C

Cocoa

PANTONE 2470 C

Müller-Brockmann Yellow PANTONE 4008 C

Cookie Dough

PANTONE 4005 C

Müller-Brockmann 65


above

Plakat, 10 ZĂźrcher Maler - Kunsthalle Basel 1957, Emil Ruder above right

Internationale Ausstellung Das Glas 1955, Emil Ruder right

Portrait of Emil Ruder date Unknown

Emil Ruder Emil Ruder was a typographer and graphic designer who, born in Switzerland in 1914, helped Armin Hofmann form the Basel School of Design and establish the style of design known as Swiss Design. He taught that, above all, typography’s purpose was to communicate ideas through writing. He placed a heavy importance on sansserif typefaces and his work is both clear and concise, especially his typography.

Like most designers classified as part of the Swiss Design movement he favored asymmetrical compositions, placing a high importance on the counters of characters and the negative space of compositions. A friend and associate of Hofmann, Frutiger and MĂźller Brockmann, Ruder played a key role in the development of graphic design in the 1940s and 50s. His style has been emulated by many designers, and his use of grids in design has


Bluebell

PANTONE 653 C

Whale Song

PANTONE 2180 C

Icy Blue

PANTONE 656 C

Ribbon Red

PANTONE 3556 C

Ruder Brown

PANTONE 7522 C

Granola

PANTONE 7509 C

Holiday Green

PANTONE 7743 C

Evergreen

PANTONE 2411 C

PANTONE

1970 C The Ruder Palette

Ruder 67



Bluebell

PANTONE 653 C

Whale Song

PANTONE 2180 C

Icy Blue

PANTONE 656 C

Ribbon Red

PANTONE 3556 C

PANTONE ® 653 C Bluebell

Ruder Brown

PANTONE 7522 C

Granola

PANTONE 7509 C

Holiday Green

PANTONE 7743 C

PANTONE ® 3556 C Ribbon Red

Evergreen

PANTONE 2411 C

PANTONE

1970 C The Ruder Palette

PANTONE ® 7743 C Holiday Green

Ruder 69



Bluebell

PANTONE 653 C

Ruder Brown

PANTONE 7522 C

Icy Blue

PANTONE 656 C

Ruder 71



Whale Song

PANTONE 2180 C

Granola

PANTONE 7509 C

Evergreen

PANTONE 2411 C

Ruder 73


above

Addox Poster 1994, Ladislav Sutnar right

Portrait of Ladislav Sutnar date Unknown

Ladislav Sutnar Sutnar, a Czech designer born in 1897, was one of the first designers to actively practice the field of information design. His work was rooted in rationality and the process of displaying massive amounts of information in a clear and organized manner for easy consumption by the general viewer. He placed a heavy emphasis on typography and primarily used a limited color palette. While he often used punctuation symbols to help organize information one of his signature creations was the idea to place parentheses around the area codes in telephone books.

Sutnar left a legacy of work and writing that prove his vitality as a designer and his passion for design. Many designers can claim to have one or more pieces in the pantheon, but few can claim, as Sutnar can, that these works are as viable today as they were when first conceived. Many design students—knowingly or not—have borrowed and applied his signature graphics to a post-Modern style. Because of this legacy, he has been named the 1995 Medalist of The American Institute of Graphic Arts.


Ruby Rose

PANTONE 3517 C

Sprinkle Red

PANTONE 179 C

Swallowtail

PANTONE 107 C

Green Taffy

PANTONE 359 C

Sutnar Blue

PANTONE 291 C

Macaw

PANTONE 2170 C

Midnight Dive

PANTONE 2119 C

Swiss Black

PANTONE 532 C

PANTONE

1976 C The Sutnar Palette

Ruder 75



Ruby Rose

PANTONE 3517 C

Sprinkle Red

PANTONE 179 C

Swallowtail

PANTONE 107 C

Green Taffy

PANTONE 359 C

PANTONE ® 179 C Sprinkle Red

Sutnar Blue

PANTONE 291 C

Macaw

PANTONE 2170 C

Midnight Dive

PANTONE 2119 C

PANTONE ® 107 C Swallowtail

Swiss Black

PANTONE 532 C

PANTONE

1976 C The Sutnar Palette

PANTONE ® 291 C Sutnar Blue

Sutnar 77



Sprinkle Red

PANTONE 179 C

Ruby Rose

PANTONE 3517 C

Swiss Black

PANTONE 532 C

Sutnar 79



Swallowtail

PANTONE 107 C

Sutnar Blue

PANTONE 291 C

Midnight Dive

PANTONE 2119 C

Sutnar 81


right

The Rock Posters date Unknown, by Mike Joyce above

Zurich Town Hall Poster 1955 by Joseph MĂźller-Brockmann

Swiss International Style Often referred to as the International Typographic Style or the International Style, the style of design that originated in Switzerland in the 1940s and 50s was the basis of much of the development of graphic design during the mid 20th century. Led by designers Josef MĂźller-Brockmann at the Zurich School of Arts and Krafts and Armin Hofmann at the Basel School of Design, the style favored simplicity, legibility and objectivity.

Of the many contributions to develop from the two schools were the use of, sans-serif typography, grids and asymmetrical layouts. Also stressed was the combination of typography and photography as a means of visual communication. The primary influential works were developed as posters, which were seen to be the most effective means of communication.


Herdeg Blue

PANTONE 4153 C

Sutnar Blue

PANTONE 291 C

Frutiger Peach

PANTONE 1625 C

Ruder Brown

PANTONE 7522 C

Müller-Brockmann Yellow

PANTONE 4008 C

Matter Orange

PANTONE 4011 C

Hofmann Red

PANTONE 1815 C

Aicher Green

PANTONE 358 C

Crouwel Green

PANTONE 4215 C

PANTONE

1940 C The Swiss Palette

Swiss 83



Herdeg Blue

PANTONE 4153 C

Sutnar Blue

PANTONE 291 C

Frutiger Peach

PANTONE 1625 C

Ruder Brown

PANTONE 7522 C

PANTONE 速 4153 C Herdeg Blue

M端ller-Brockmann Yellow

PANTONE 4008 C

Matter Orange

PANTONE 4011 C

Hofmann Red

PANTONE 1815 C

PANTONE 速 358 C Aicher Green

Aicher Green

PANTONE 358 C

Crouwel Green

PANTONE 4215 C

PANTONE

1940 C The Swiss Palette

PANTONE 速 1625 C Frutiger Peach

Swiss 85



Herdeg Blue

PANTONE 4153 C

Frutiger Peach

PANTONE 1625 C

Sutnar Blue

PANTONE 291 C

Swiss 87



Hofmann Red

PANTONE 1815 C

Aicher Green

PANTONE 358 C

Crouwel Green

PANTONE 4215 C

Swiss 89


CATALOG


CATALOG 91


The Swiss Palette can be yours as well! Choose an item paired with a swatch from the Swiss International Design palette comprised of one color from each featured designer, as seen on pg 83. Items are a limited time offer; also available on the Pantone website.

A


B

C

A

Pantone Mug Sutnar Blue 291 C $19.99

B

Pantone Mug Hofmann Red 1815 C $19.99

C

Pantone Mug Crouwel Green 4215 C $19.99

CATALOG 93


A


C

B

D

A

Pantone Journal Lined Ruder Brown 7522 C $14.99

B

Pantone Weekly Planner Herdeg Blue 4153 C $14.99

C

Pantone Journal Grid Aicher Green 358 C $14.99

D

Pantone Journal Lined Muller-Brockmann Yellow 4008 C $14.99

CATALOG 95


A


D

B

C

A

Pantone Pen Set of Four Sutnar Blue 291 C, Herdeg Blue 4153 C Frutiger Pink 1625 C, Ruder Brown 7522 C $9.99

B

Pantone Pen Set of Two Herdeg Blue 4153 C Sutnar Blue 291 C $4.99

C

Pantone Pen Crouwel Green 4215 C $2.99

D

Pantone Pen Hofmann Red 1815 C $2.99

CATALOG 97


A


C B

D

E A

Pantone Helvetic Hues Tee Herdeg Blue 4153 C $24.99

B

Pantone Helvetic Hues Tee Crouwel Green 4215 C $24.99

C

Pantone Helvetic Hues Tee Muller-Brockmann Yellow 4008 C $24.99

D

Pantone Helvetic Hues Tee Ruder Brown 7522 C $24.99

E

Pantone Helvetic Hues Tee Aicher Green 358 C $24.99

CATALOG 99


A


B

A

Pantone Travel Bottle Sutnar Blue 291 C $24.99

B

Pantone Notes Hofmann Red 1815 C $8.99

C

Pantone Ornament Crouwel Green 4215 C $14.99

C

CATALOG 101


Helvetic Hues

The following color swatches are now available for purchase at pantone.com/swiss-palette. These colors are sold for individual use and business use.

The Aicher Palette

401 C

Water Gray

630 C

Hidden Cove

4150 C

5555 C

2249 C

358 C

106 C

1365 C

4276 C

4261 C

1797 C

7579 C

4234 C

4215 C

705 C

1625 C

2037 C

102 C

2287 C

2270 C

Blanket Blue

Deep Teal

Sea Glass

Aicher Green

Soft Sun

Orange Squeeze

The Crouwel Palette

4141 C

Winter Sky

4150 C

Blue Thread

Steel Gray

Milk Chocolate

Peppermint

Pumpkin Orange

Pesto

Crouwel Green

The Frutiger Palette

285 C

June Blue

2225 C

Dolphin Blue

Sophie Pink

Frutiger Peach

Bubblegum

Lemon Yellow

Candy Green

Tall Grass

The Herdeg Palette

4153 C

3590 C

Herdeg Blue

Blueberry Pie

484 C

143 C

Brick Red

128 C

Squash Yellow

Ripe Banana

The Hofmann Palette

4146 C

Space Blue

2160 C

Denim Dreams

443 C Tinsel

4535 C

Light Khaki

4018 C Dijon

173 C

Campfire Orange

1815 C

Hofmann Red

2472 C Coffee


The Matter Palette

7477 C

Peacock

7686 C

Swiss Skies

2135 C

Lavender Bliss

2284 C

604 C

Mint

2017 C

Rain Coat

Creamsicle

4011 C

Matter Orange

2350 C

Candy Apple

The Müller-Brockmann Palette

2470 C Cocoa

4005 C

Cookie Dough

4008 C

Müller-Brockmann Yellow

7752 C

2026 C

Sweat Pea

Fresh Flame

Bright Red C Bright Red

2211 C

2149 C

Morpho

Robin Egg

The Ruder Palette

2411 C

Evergreen

7743 C

Holiday Green

7509 C Granola

7522 C

Ruder Brown

3556 C

Ribbon Red

656 C

Icy Blue

2180 C

Whale Song

653 C

Bluebell

The Sutnar Palette

532 C

Swiss Black

2119 C

Midnight Dive

2170 C Macaw

291 C

359 C

Sutnar Blue

Green Taffy

107 C

Swallowtail

179 C

Sprinkle Red

3517 C

Ruby Rose

The Swiss Palette

4215 C

Crouwel Green

358 C

Aicher Green

1815 C

Hofmann Red

4011 C

Matter Orange

4008 C

7522 C

Müller-Brockmann Ruder Brown Yellow

1625 C

Frutiger Peach

291 C

Sutnar Blue

4153 C

Herdeg Blue

CATALOG 103


CREDITS


Lisa Bishop

12-13 16-17 20-21 24-25 28-29

32-33 36-37 40-41 44-45 48-49

52-53 56-57 60-61 64-65 68-69

72-73 76-77 80-81 84-85 88-89

92-101 106-107

Shelby Parker

10-11 12-13 18-19 20-21 26-27

28-29 34-35 36-37 42-43 44-45

50-51 52-53 58-59 60-61 66-67

68-69 74-75 76-77 82-83 84-85

92-101 102-103 106-107

Melea Sangl

14-15 22-23 30-31 38-39 46-47

54-55 62-63 70-71 78-79 86-87

92-93 94-95 96-97 98-99 100-101

Rebecca Tepen

0-1 2-3 4-5 6-7 8-9

90-91 92-93 94-95 96-97 98-99

100-101 104-105 108-109 Cover

This publication was a collaborative effort between all team members in all aspects of research, design, typesetting, and image sourcing.

CATALOG 105


IMAGES Anshu A unsplash.com/photos/xavTePNAGUw

Dennis Cortés unsplash.com/photos/_veirRXwPOQ

Fleur Kaan unsplash.com/photos/oUDtnpzrghU

Alexandru Acea unsplash.com/photos/rM-3w8B6qz4

Curology unsplash.com/photos/X1sIr53DhzA

Ilnur Kalimullin unsplash.com/photos/VWUzEiSp8NU

Mark Adriane unsplash.com/photos/A4cBY6vUnA0

Customerbox unsplash.com/photos/hjshvwa1URM

Lefteris Kallergis unsplash.com/photos/etWlaoFnTl4

Erol Ahmed unsplash.com/photos/XsQ8nUKpAO4

Customerbox unsplash.com/photos/zep5axcGd5s

Suraj Kardile unsplash.com/photos/pgQIZCyRTYg

Alabaster Co unsplash.com/photos/ulDKjftGa-E

Anton Darius unsplash.com/photos/IuQKQxZs-TA Dane Deaner unsplash.com/photos/wkC8EX8y9Mc

Dastan Khdir unsplash.com/photos/wUEWjTNZWJ8

Cesira Alvarado unsplash.com/photos/tNkoH1d1uz8 Filipe Alves unsplash.com/photos/_-V1uKUiu0M Miguel Andrade unsplash.com/photos/potCPE_Cw8A Yau Anthony unsplash.com/photos/P7djwgEgdl4 Omid Armin unsplash.com/photos/ApYDy4ur8JQ Christy Ash unsplash.com/photos/8esBL5DAZmk Dimitry B unsplash.com/photos/fKVpSqRSAFw John Baker unsplash.com/photos/O0TJxneMyts Alex Batonisashvili unsplash.com/photos/GlU-bGYgLlg Beazy unsplash.com/photos/60SnthS09Ao Paolo Bendandi unsplash.com/photos/VVe3zOZM88E Larisa Birta unsplash.com/photos/yGwW8BkvrWk The Blowup unsplash.com/photos/X5gIdTDxkYU Vanessa Bucceri unsplash.com/photos/dq77J0ZRLYE John Cameron unsplash.com/photos/BKkeurJTEHo Rahul Chakraborty unsplash.com/photos/NKSnOmFOKLw Laura Chouette unsplash.com/photos/f8dO_BFf8sg Clinique Breakup With Breakouts www.sephora.com/product/clinique-breakup-with-breakouts Collov Home Design unsplash.com/photos/UUsQk_9bdR8

Marine Dumay unsplash.com/photos/kXOPcslsae8 Christoffer Engström unsplash.com/photos/aIrsqi5Ir68 Matheus Ferrero unsplash.com/photos/iLgCeJ5wZjk Kyla Flanagan unsplash.com/photos/ZwvqNPDDlqU Vincent Giersch unsplash.com/photos/Jky9coxzeHI Kyle Glenn unsplash.com/photos/gcw_WWu_uBQ Kai Gradert unsplash.com/photos/kspmyZjGwBU Svetlana Gumerova unsplash.com/photos/oUXXwRdI0TI Carrie Hays unsplash.com/photos/mdLoaKr9vt8 Taylor Heery unsplash.com/photos/QLRhj6w9xcE Hello Lightbulb unsplash.com/photos/YC8qqp50BdA Joshua Hibbert unsplash.com/photos/QtgML9sbgYg Sonnie Hiles unsplash.com/photos/L0BaowhFe4c Vicky Hladynets unsplash.com/photos/2Slt6VNTeSQ Kam Idris unsplash.com/photos/_HqHX3LBN18 Jaanus Jagomägi unsplash.com/photos/rm_SplLlHjE Katsia Jazwinska unsplash.com/photos/zSgzGRdJmMY Steve Johnson unsplash.com/photos/QFqpeY0r-IU KOBU Agency unsplash.com/photos/VPns8NTMv_U

Daniel Kim unsplash.com/photos/rvzaNnIUWsQ Ali Shah Lakhani unsplash.com/photos/dwbzzB03gUE Christian Lambert unsplash.com/photos/yyQ9RJ1b7Uo Jason Leung unsplash.com/photos/DmD8HVOjy4c Fransiskus Filbert Mangundap unsplash.com/photos/LnrNbu-DeIc Mike Marquez unsplash.com/photos/OcQIkSAVQR4 Marra unsplash.com/photos/m7fT6OreZfI Folco Masi unsplash.com/photos/s_rK5vte6AE Derick McKinney unsplash.com/photos/O4EW1tuvWEo Bogomil Mihaylov unsplash.com/photos/IrBdbd6h_v8 Felicity Mikellides unsplash.com/photos/t0fwmrd5xc8 Daniel Minárik unsplash.com/photos/TU-FpKZlaGg Chan Hyuk Moon unsplash.com/photos/ULUNsi4L21Q Fred Moon unsplash.com/photos/eu9VsGh12Gc Mae Mu unsplash.com/photos/_-E_2D-wgjg Roy Muz unsplash.com/photos/n2QtwJ_CDNc Neutrogena Oil-Free Acne Wash Foaming Scrub www.target.com/p/neutrogena-oil-free-acnewash-pink-grapefruit-foaming-scrub Denys Nevozhai unsplash.com/photos/ximaoISHL5Q


Thoa Ngo unsplash.com/photos/wLokRshzph0

Steady Hand Co. unsplash.com/photos/GJU7o9ZEYfQ

Oriento unsplash.com/photos/Af-poQroTuo

Storiès unsplash.com/photos/mFTOFzUKdl0

Elodie Oudot unsplash.com/photos/omsF3_gCCIY

Joshua Sukoff unsplash.com/photos/T579_hCQKqg

Thanos Pal unsplash.com/photos/lPZZXH9sjZU

Mason Summers unsplash.com/photos/XTZtQGSXhH4

Oriol Pascual unsplash.com/photos/IBn5PRUk0gI

Note Thanun unsplash.com/photos/jyazwB4x8AA

Arthur Pereira unsplash.com/photos/0oB1h0MA_ZA

Laura Thonne unsplash.com/photos/YHgNY2_VX70

Angela Pham unsplash.com/photos/0PfDk7hhrdE

Joe Tillman unsplash.com/photos/mwD-WZmkD_A

The Printable Cøncept unsplash.com/photos/KWylPhCFMaY

Sam Dan Truong unsplash.com/photos/ju2NgSoR6pA

Elena Putina unsplash.com/photos/HOyTMmO4RnA

Ricardo Utsumi unsplash.com/photos/1ZpAnkD6PCk

Roo Raggio unsplash.com/photos/84NhYJL1GnE

Amanda Vick unsplash.com/photos/PKuD1V9Fhrg

Nirmal Raj unsplash.com/photos/A4MZu2OZ-M0

Milada Vigerova unsplash.com/photos/30TPVZ0tAIQ

Marina Reich unsplash.com/photos/HYZLZYJfkIk

Michael Widell unsplash.com/photos/N5GEO3v3FlA

Jametlene Reskp unsplash.com/photos/Zqm5-arg6iY

Lydia Williams unsplash.com/photos/nt15WhHOqlk

Andrew Ridley unsplash.com/photos/jR4Zf-riEjI

Chase Wilson unsplash.com/photos/j1XtUqZffAI

Grant Ritchie unsplash.com/photos/cHVefeaqez0 Rocknwool unsplash.com/photos/JgDbCod2gg4

Whitney Wright unsplash.com/photos/Nrz18y9kgPU

Reuben Rohard unsplash.com/photos/JMXbyCIEPMc Zach Rowlandson unsplash.com/photos/w5MSZZf48kM Vlad Sargu unsplash.com/photos/5zZW5KxCDSU Wil Seaman unsplash.com/photos/VDLtbWHNDoU Jannet Serhan unsplash.com/photos/kJu97Xq9dLY Kari Shea unsplash.com/photos/cpEO3HoKdKM Siora Photography unsplash.com/photos/plWPlN-Uaik Dan Smedley unsplash.com/photos/k5uXZniydCg Markus Spiske unsplash.com/photos/abGKoOcOHOw

Ceyda Çiftci unsplash.com/photos/qEAqFAizgKo

Marvintinglin. “Adrian Frutiger.” Marvintinglin, 27 Oct. 2015, marvintinglin.wordpress. com/2015/10/26/testing/. Matter, Herbert. “Posters.” Herbert Matter® Official Site, 2019, herbertmatter.org/welcome/ posters. Purcell, Kerry William. Josef Müller-Brockmann . London: Phaidon Press, 2006. Print. Roberts, Caroline. Graphic Design Visionaries . London: Laurence King Publishing, 2016. Print. SFMOMA. “Aicher, Otl.” SFMOMA, 14 July 2020, www.sfmoma.org/artist/Otl_Aicher/. Spread. “Ruder Typography Ruder Philosophy.” SPREAD, 19 Dec. 2018, page-spread. com/idea-333-ruder-typography-ruder-philosophy/. TypeRoom. “In Grid We Trust: Emil Ruder Aka the Iconic Pioneer of Swiss Style.” TypeRoom, www.typeroom.eu/in-grid-we-trust-emil-ruderaka-the-iconic-pioneer-of-swiss-style. “Walter Herdeg (1908-1995) , ST. MORITZ.” , ST. MORITZ | Christie’s, www.christies.com/ lotfinder/Lot/walter-herdeg-1908-1995-st-moritz-5969317-details.aspx.

MOCKUPS Freepik freepik.com/free-psd/chromatees-tshirt-mockup Behance behance.net/freemockupsdesign

ARTIST WORK Designculture. “Wim Crouwel.” Designculture, 2016, www.designculture.it/interview/ wim-crouwel.html. Dj. “Heroes – Armin Hofmann.” Designers Journal, 6 Mar. 2012, www.designersjournal. net/jottings/designheroes/heroes-arminhofmann.

COPY Design is History designishistory.com AIGA aiga.org/medal

Edettlin, Ned. “Adrian Frutiger Posters.” Ned Ettlin, www.nedettlin.com/pier/v5vvpnxlg0f1b7tkpzkooa3a1khuk3.

Hofmann, Armin. “Armin Hofmann. Giselle, Basler Freilichtspiele. 1959: MoMA.” The Museum of Modern Art, www.moma.org/ collection/works/6775.

CREDITS 107




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