Notes on MM110 - Lecture 8 - Graphic Design - Swiss Style

Overview of International Style and Graphic Design

  • Education context: Lecture number eight by Professor Curtis Stage at Los Angeles Mission College.
  • Focus areas: International Style, Post-War Modernism, Swiss design, and Japanese influences in graphic design.

Development of Swiss Design

  • Influenced by the Bauhaus movement post-World War II, aiming for a unique identity.
  • Initial term: New Typography; later changed to International Typographic Style and commonly referred to as Swiss design.
  • Key aspects:
    • Mathematical grid layout: Emphasis on structure and alignment in typography and graphics.
    • Consistent spacing between textual and visual elements.
    • Use of sans-serif typefaces: Predominantly Helvetica, with alignment typically being flush left.
    • Reduction of illustrations: Transition to black and white photography, emphasizing simplicity and clarity.

Design Principles in Swiss Style

  • Effective use of open space: Importance of negative space and overall design balance.
  • Contrast in size: Varying text sizes, enhancing visual hierarchy and interest.
  • Focus on legibility: Clear, readable fonts preferred; deviations are rare.
  • Influenced by two main Swiss design schools in Basel and Zurich.
  • Prominent figures: Armin Hofmann, Emil Ruder, and Josef Müller-Brockmann, all students of Ernst Keller.

Application and Impact of Swiss Design

  • Poster design as a tool for cultural institution advertising; became integral in corporate identities.
  • Characteristics include exploration of contrast, rhythm, and visual form.
  • Adaptation for international needs, making it appealing across various cultures.

Richard Paul Lohse and Expansion of Style

  • Lohse’s work: Incorporation of bright colors and bold geometric patterns.
  • Connection to the Op Art movement, predating it by creating visually stimulating designs.
  • His designs contributed to recognition of Swiss designers in the global market.

Role of Swiss Design in Corporate Identity

  • Erik Nitsche: Worked with General Dynamics, integrating organic forms with structural design; conveyed abstract concepts through visual means.
  • Use of colors gradients and geometrical elements to symbolize speed and growth.

Emil Ruder's Contributions

  • Advocated for design as a form of order and control.
  • Known for clear typographic innovation that remains influential in modern design.
  • Exploration of positive and negative space, overlapping geometric shapes.

Japanese Design Influences

  • Post-war Japan transformed into a modern consumerist society.
  • Artists like Yusaku Kamekura drew from Swiss design, incorporating vibrant colors along with geometric shapes.
  • Kamekura: Known for corporate identity, including the Nikon logo, and influential in modernizing Japanese graphics.
  • Ikko Tanaka: Blended Swiss and traditional Japanese influences, avoiding a fixed style and focusing on simplicity.

Conclusion and Future Focus

  • Connection of Swiss design principles to future graphic design trends in the late 1960s and beyond.
  • Exploration of how these styles influenced later movements within graphic design.