Swiss Graphic Design: The Origins and Growth of an International Style, 1920-1965 / Edition 1

Swiss Graphic Design: The Origins and Growth of an International Style, 1920-1965 / Edition 1

by Richard Hollis
Pub. Date:
Yale University Press
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Swiss Graphic Design: The Origins and Growth of an International Style, 1920-1965 / Edition 1

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 Müller-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.

Product Details

ISBN-13: 9780300106763
Publisher: Yale University Press
Publication date: 04/28/2006
Edition description: New Edition
Pages: 272
Product dimensions: 10.50(w) x 8.25(h) x (d)

Table of Contents

1The New Typography: Towards a New Graphic Design 1920-193815
The 'New', the Arts and Crafts Tradition, and the Werkbund Idea
The Bauhaus and Switzerland
Artists as Designers
Art and the New Typography
Principles of the New Typography
Typefaces and Lettering
New Technology, Politics and Social Issues
Graphics and Architecture
Exhibitions and Their Posters
The New Photography and Photo-Graphic Design
Graphic Techniques and Printing Methods
Walter Cyliax and Typographische Monatsblatter
Advertising and Graphics
Advertising and Functionalism
The Profession: Organizations, Competitions, Training
Abstract Art and the Avant-Garde
2The Survival of Modernism: Conflicts and Contradictions 1939-1949121
The Swiss National Exhibition 1939
The Italian Connection
The Magazines
Postwar: Coexistence and Confrontations
3Towards a Swiss Style 1950-1957157
'Individualist' Designers and 'Anonymous' Modernists
Concrete Art, Architecture and Design
The Grid: From Architecture to the Page
The New Generation
Typography and Typefaces
4'New' Graphic Design 1958-1965203
From 'Konstruktive Grafik' to Neue Grafik
Basel: Armin Hofmann and Emil Ruder
TM and 'Integral Typography'
Programmes as Solutions: Karl Gerstner
Aesthetics in Commerce
Trademarks, Logotypes and Corporate Styles
Designers' Books
Art, Commercial Art, and Graphic Design
5An International Style251
Exporting the Swiss Style
Dismantling the Constructive Style
Select Bibliography263
Picture Credits267

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