International Typographic Style

International Typographic Style

a study of Swiss design and principles

International Typographic Style

a study of Swiss design and principles

by Tyler Wait

Copyright Š 2013 by Tyler Wait

All Rights Reserved

Contents

International Typographic Style

Foreword

1

Wim Crouwel

3

Grid System

11

Josef M端ller-Brockmann

13

Typography

23

Mike Joyce

25

a study of Swiss design and principles

Foreword International Typographic Style has played a huge role in the development of modern design. Since its inception in the 1940’s and 50’s, the Swiss Style has emphasized cleanliness, readability, and objectivity. Typically, Swiss Style features sans-serif typefaces such as Akzidenz-Grotesk, Helvetica, or Univers, asymmetrical compositions, flush left/ragged right text, mathematical grid systems, extreme geometric reduction, and flat areas of color. The philosophy is simple; less is more. Swiss Style demonstrates how a reductive design language can effectively convey a universal and timeless message. Using minimal designs can make the reader focus more on significant details. The fewer the distractions, the better.

This book consists of a collection of work from some of the most impactful designers of the Swiss Style, such as Josef Müller-Brockmann and Wim Crouwel. I’ve also selected a consistent body of work from Mike Joyce; one of my personal favorite comtemporary designers employing simplicity.

International Typographic Style

1

Wim Crouwel Wim Crouwel is a highly influenctial Dutch graphic designer and typographer. Crouwel’s graphic work is especially well known for the use of grid-based layouts and typography that is rooted in the International Typographic Style. Since the beginning of his career, Crouwel has been strongly influenced by the modernist notion of functionalism and simplicity – the beauty in the underlines of a purpose, not beauty as a purpose in itself.

International Typographic Style

3

4

Wim Crouwel

1958

1961

Wim Crouwel

5

6

Wim Crouwel

1966

1977

Wim Crouwel

7

8

Wim Crouwel

1977

1965

Wim Crouwel

9

Grid System The reduction of the number of visual elements used and their incorporation in a grid system creates a sense of compact planning, intelligibility and clarity, and suggests orderliness of design. This orderliness lends credibility to the information and creates clear hierarchy.

Information presented with clear and logically set out titles, subtitles, texts, illustrations and captions will not only be read more quickly and easily but the information will also be better understood and retained in the memory. This is a scientifically proved fact and the designer should bear it constantly in mind.

According to M端ller-Brockmann, the grid typically generates ease in constructing text and illustrative material systematically and logically, organizing text and illustrations in a compact arrangement with its own rhythm, and composing visual material so that it is readily intelligible and structured with a high degree of tension.

International Typographic Style

11

Josef Müller-Brockmann Josef Müller-Brockmann was a Swiss graphic designer and teacher. He 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.

His design sense of the 1950’s aimed to create posters that communicated with the masses. This was no small feat as the pieces had to communicate across a language barrier, with English, French, German and Italian speaking populations in Switzerland alone. Müller-Brockmann was soon established as the leading practitioner and theorist of the Swiss Style.

International Typographic Style

13

14

Josef M端ller-Brockmann

1960

1958

Josef M端ller-Brockmann

15

16

Josef M端ller-Brockmann

1972

1958

Josef M端ller-Brockmann

17

18

Josef M端ller-Brockmann

1967

1963

Josef M端ller-Brockmann

19

20

Josef M端ller-Brockmann

1955

1962

Josef M端ller-Brockmann

21

Typography Typography is the core element of visual communication. It is the most direct and easiest route for the message to be delivered. Typefaces should be presented in the most simple, expressive, and universally understood manner. For Swiss Style artists, the usage of letters in the simplest way possible is the best way to do it. Simplicity was held in high regards because it successfully created a better understanding on a universal level. Akzidenz-Grotesk quickly became the face of Swiss Style because of its level of clarity and precision.

International Typographic Style

23

Mike Joyce Mike Joyce is a contemporary graphic designer and teacher from New York City. He is the founder of Stereotype Design; a studio specializing in projects for the entertainment industry.

In 2012, he launched swissted.com, a personal project combining his love of Swiss graphic design and punk rock by redesigning old show flyers into hundreds of International Typographic Style posters.

International Typographic Style

25

26

Mike Joyce

2012

2012

Mike Joyce

27

28

Mike Joyce

2012

2012

Mike Joyce

29

30

Mike Joyce

2012

2012

Mike Joyce

31

Text Sources

Grid Systems in Graphic Design Typographie: A Manual of Design

Josef M端ller Brockmann Emil Ruder

Image Sources and Recommended Designers

Wim Crouwel Josef M端ller-Brockmann Mike Joyce Emil Ruder Paul Rand Max Bill Armin Hofmann Jan Tschichold

International Typographic Style

a study of Swiss design and principles

Colophon

This book was created by Tyler Wait under the supervision of Jennifer McKnight as an assignment in Advanced Problems 1 in the fall semester of 2013 at University of Missouri – Saint Louis. Pages were composed in InDesign CS5. Type is set in Akzidenz–Grotesk.

International Typographic Style

a study of Swiss design and principles