Week 10. Swiss Design

This week we studied such an interesting design style called Swiss Design which was originated in 1940-50's. Let's look a bit deeply what Swiss Design really is :

Swiss Design is widely admired for its clean lines, objectivity, and readability. It has enjoyed massive impact on graphic design as a whole, especially with the modernist movement. A study in minimalism, Swiss Design tended to emphasize typography in its works. To discover this movement's roots, we have to travel all the way back to 1896, when the Berlin-based Berthold Type Foundry came out with its Akzidenz Grotesk Typeface in an effort to—you guessed it—represent an objective design style. This event was the spark that led to the evolution of what would eventually become the Swiss style: a movement interested in communicating its message clearly and in a way that was universally direct.

If I were to describe Swiss Style graphic design in less than a sentence, I would say it’s the marriage of functionality and a refined aesthetic that produces the brainchild of loud minimalism. Defining elements of Swiss Style include:

-“Form follows function”

-Grid system

-Asymmetrical layouts

-Sans serif type (alright, Helvetica)

-Photography

-Precision

-Geometric abstraction

-Simplicity

-Objectivity

Some examples of this Style of Design :

In the lesson, we were also explained that there is such a thing that colors, shapes and phrases can be associated with a brand or company. On our personal experience, we were convinced of this and tried to create a couple of examples :

Apple

Nike

Nike

RayBan

If you think about it, in fact this topic is very relevant today. And it’s much easier for the designer to create a logo or brand for the company in the style of Swiss Design. Just like for an ordinary person, such a style is easier to perceive. It is immediately remembered and absorbed quickly in the head.