The Swiss Typographic Style, also known as Swiss Design, was a movement that swept the globe during the 1950s. It began at a time when nations were devastated by the cruelty of war and were rebuilding and reexamining tradition, forcing change and innovation.
This style explored the importance of typography and its precise means to communicate, while simultaneously stripping away all elements down to the basics. They continuously questioned the need for other visual graphic elements outside of typography, as well as exalted the importance of negative space and its impact on composition.
When graphic elements are in fact used, there is always a precise reason, and these elements are reduced down to their most basic geometric shape. Color is used sparingly, and is bright and concentrated when used.
Main Design Aspects:
- Using font size as a tool for readability, impact, and rhythm
- Readability and legibility: using typography to communicate
- Precision
- Grids
- The importance of negative space
- Hierarchy