Swiss Graphic Design
Swiss Graphic Design
The Origins and Growth of an International Style 1920-1965
Yale University Press, Hardcover, 9780300106763, 271pp.
Publication Date: April 28, 2006
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Swiss graphic design and the Swiss Style are crucial elements in the history of modernism. During the 1920s and 30s, skills traditionally associated with Swiss industry, particularly pharmaceuticals and mechanical engineering, were matched by those of the country's graphic designers, who produced their advertising and technical literature. These pioneering graphic artists saw design as part of industrial production and searched for anonymous, objective visual communication. They chose photographic images rather than illustration, and typefaces that were industrial-looking rather than those designed for books.Written by noted design authority Richard Hollis, this lavishly illustrated volume looks at the uniquely clear graphic language developed by such Swiss designers as Theo Ballmer, Max Bill, Adrian Frutiger, Karl Gerstner, Armin Hoffman, Ernst Keller, Herbert Matter, Josef Muller-Brockmann, and Jan Tschichold. The style of these artists received worldwide admiration for its formal discipline: images and text were organized by geometrical grids. Adopted internationally, the grid and sans serif typefaces such as Helvetica became the classic emblems of Swiss graphic design.Showcasing design work across a range of media, including posters, magazines, exhibition displays, brochures, advertisements, books, and film, this essential book shows how many of the Swiss designers modernist elements remain an indispensable part of today's graphic language.
About the Author
Richard Hollis is a former freelance graphic designer, and worked as a printer, art editor, production manager, teacher and lecturer. He studied art and typography at the Chelsea, Wimbledon and Central Schools of Art, London. From 1958 he taught lithography and design at the London College of Printing and Chelsea School of Art, before working in Paris in the early 1960s. From 1964 to 1967 he was Head of the Graphic Design Department at the West of England College of Art, Bristol, and was for six years Senior Lecturer at the Central School of Art and Design.