International Typographic Style (1950s)

The early stages of Swiss style or is also known as international typographic style can be credited by two key individuals; Armin Hoffmann and Josef Muller-Brockmann. At the heart of both their designs styles lies at converging system at thinking about, and approaching composition. They thought about uniformity and geometry, consider negative space, use to grid system and popularised sans-serif type. To the untrained designer the grid may appear rigid, but it is a versatile tool that establishes a meaningful, logical, and consistent organisation of information on a page. Type could be flush left, and ragged right but maintained uniformity by lining into the grid. Swiss style led to rejection of serif typography, preferring faces like Akzidenz-Grotesk, Univers and most of all Helvetica introduced in 1957. The aim of new design was to create neutral typeface that had great clarity with no intrinsic meaning in its form. Helvetica was able to achieve that neutrality and gained wide usage in just few decades. Over time the international typographic style spread to United States and the rest of Europe. Its universal message of simplicity, legibility and objectivity still informs designs today.

Akzidenz-Grotesk designed in 1896 for the H. Berthold AG type foundry. The face was a hallmark of the modernist Swiss Style.

Typographic magazine cover and one can see the strict grid system at work. It was designed by Carlo Vivarelli in 1958.

Such type was designed by Edward Hoffman and Max Miedinger in 1961. 

A poster done in 1959 by Armin Hofmann. An organic, kinetic and soft photographic images contrasts intensely with geometric, static, and hard-edged typographic shapes.

Such poster designed by Josef Muller-Brockmann in 1972 shows, coloured squares march in musical rhythm on the titles white diamond. Typography and shapes align in harmonious juxtaposition. 

Reference 

Beacon College Students., 2011. Graphic Design Guide. International/Swiss, [blog] 15 June. Available at: <http://graphicdesignguide.wordpress.com/international-style/> [Accessed December 2013].