How the Swiss Style Conquered the World by Design

by Saul Edmonds
swiss-grid-me-web.jpg

How the Swiss Style Conquered the World by Design

or When the Swiss Style Became the International Style

‘I haven’t changed my mind about modernism from the first day I ever did it. It means integrity; it means honesty; it means the absence of sentimentality and the absence of nostalgia; it means simplicity; it means clarity. That’s what modernism means to me.’ (Paul Rand)

The seeds of the Swiss Style of graphic design grew from the Modernists and Constructivists of Europe during the 1920’s. By the 1960’s the Swiss Style had so grown in prominence it was known as The International Style.

Quite simply, the Swiss Style conquered the world by design.

  • What is the Swiss Style?
  • Function that informs.
  • Progressive.
  • A Modernistic Simplicity.

It is all about attention to detail, precision, technique and clarity. It comes as no surprise to learn that posters, printing, identity and clean typography lay at the heart of this revolutionary style.

The Swiss Style seeks to communicate directly with the viewer/ user.

Observe geometric patterns of shape and line, boldness of colour and text as abstracted form. Usability was the Neue.

Grid Systems and Whitespaces

Grid systems provide a logical, mathematical framework for the meaningful display of graphical elements The structural use of the grid is fundamental to the Swiss Style and typography in particular is a key reference.

Grid = Information = Organization = Communication

Whitespaces effectively filter and delineate information.

Maximum impact achieved with minimal design.

‘Perfection is not when there is nothing left to add, but when there is nothing left to remove.’ (Antoine de Saint-Exupéry)

Minimalism + Constructivism

The foundation of the Swiss Style lay in the De Stijl movement.

Aesthetic fundamentals or

Objective Geometry + Purity of Form

When less is more than simplicity alone.

Sans-serif typefaces

A core characteristic of the Swiss Style is the use of sans-serif typefaces such as Akzidenz Grotesk and Neue Haas Grotesk (or Helvetica).

Typography was a tool of communication - not a tool of expression. Contrasting font sizes for visual impact.

Type as interface to content.

‘The meaning is in the content of the text and not in the typeface.’

(Gary Hustwit)

Check out the following references:

Swiss Graphic Design History

International Typographic Style


Contact Roundhouse Now! 
Book an obligation free consultation to find out more and learn how to leverage mobile technology to grow your opportunities and business revenue.

Saulke (1).png

Get to know Saul Edmonds & Roundhouse

As Creative Director & Roundhouse Founder Saul Edmonds has over 20 years professional design and digital experience. 

He is an expert on Brand, Website and App Development. He has worked with clients across all industry groups - including startups, small business, government and entrepreneurs - on projects of all sizes and budgets.

Saul and his team can help you grow your business and discover new possibilities with :

  • strategic brand design
  • web design & development
  • app design and development 
  • digital marketing 
  • creative engagement 

    Saul Edmonds believes that every project begins with a story. 

    Saul and his team offer a one to one, tailored service - where he works with you closely to develop innovative solutions that will take your business to the next level. 

    Find out how Saul can help you turn your ideas into reality.

    Book an obligation free consultation with Saul Edmonds for ideas and strategies to take your business or project to the next level. Click here to arrange your booking.

    Phone : +617 1300 727 749
    email : us@roundhouse.cc

    • Learn about our web design here.
    • Learn about our app development here.
    • See our brand and logo portfolio here.

    Connect with Saul Edmonds on Linkedin here or Google+ here.
    Connect with Roundhouse on Google+ here.

    by Saul Edmonds