1/03/2016 By Colleen Sedgwick1

1/03/2016 By Colleen Sedgwick2

Overview

I chose the Swiss (or International Typographic) Style

It began in Europe in the 1920's, was popular in the 1950's and 60's;

It coincided with – the German Bauhaus style, – De Stijl (The Netherlands) and – Constructivism and Suprematism

(Russia) (Smeared Black Ink, 2008; Wikipedia, 2016; International Poster Gallery, 2016).

– Pictured here is the original poster by Brockmann

1/03/2016 By Colleen Sedgwick3

Characteristics of Swiss Style

Its characteristics include 1. sans-serif type, 2. simple shapes, 3. grid-style layouts, 4. 'white' space and bright colours

(Burghart, 2016; Terror, 2009; McCoy, 1994; Tech Samurais, 2013).

5. There are few embellishments 6. Information is organised and

structured so it is readable and concise

7. These characteristics are vital to web design and user-friendly interfaces as they are to other formats (Terror, 2009) and present in the Flat Style.

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Examples of Imagery in Swiss Design

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Influences on Graphic Design

The USA and Australia later adopted this style (McCoy, 1994; Barnum et al, 2012);

it is now so common among corporations (McCoy, 1994), even my employer, Australia Post, uses it.

1/03/2016 By Colleen Sedgwick6

The Australia Post Logo (1)

Dutch post-war graphic artist, Pieter Huveneers designed Australia Post's logo in 1975. He was previously employed by the British Postal Service.

The logo's elements include – a 'P' (for Post), a Postal Horn on the

right hand side (see also the logos for the German and Spanish postal systems,

– a 'fire-engine' red, – a circle, the symbol on the left side of

the text – and the Zurich type family (Miekle and

Pigot, 2012), – designed by Swiss typographer,

Adrian Frutiger (Linotype, 2016) for the lettering (op cit).

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The Australia Post Logo (2)

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Influences on Australia Post over the years

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Elements of Swiss Design

Here we see: Rule of thirds Grid-style layout Sans-serif type Minimalist design Solid colours

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Thumbnail Sketches

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Rough Drafts

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3rd Drafts and Feedback

From the Open Space forum from classmate, Jenet:

Hi ColleenThanks for the valuable feedback on my Surreal design work.I have had a look at your ad designs and presentation on the

Swiss Style.Ad DesignThinking that this style of topography came in around the same

time as Art Deco just after WWI - 1920's and wondering how the ad would look incorporating both the Swiss style topography and Art Deco for some really strong colours other than just the logo. I suppose I feel the background is a little soft for such a strong brand.

Presentation is greatAgain I would consider the Art Deco period with it to bring the

design and research together even more.Colleen this is only my opinion and I am sure you have

researched the topography at great lengths, my ideas are just an add on and something else to think about or to research on how they fitted into the Swiss style around the same time/era.

Kind regardsJenet Stewart

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Another layout style

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More Feedback (this time from Facebook)

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References

Barnum, A, Haddock, S, Hicks, A and Oppen, F (2012): 'Typography' in Graphic Design: Australian Style Manual; McGraw-Hill Australia, pages 115-121 Burghardt, F (2015): Swiss Style Colour Picker, in Swiss Colours, http://swisscolours.net; see also http://www.fabianburghardt.de/swisscolors.html;

Retrieved 23/01/16 at 07:42:52 AM

Bllanka (2016): Muller Brockman, http://www.blanka.co.uk/Design/Muller-Brockmann

Design is History (2016): Swiss Design in http://www.designishistory.com/home/swiss; retrieved 22/01/16 at 13:35:14

French, N (2014): Creating a Swiss-Style Poster, in Lynda.com, http://www.lynda.com/Illustrator-tutorials/Type-Project-Swiss-Style-Ad/173878-2.html

International Poster Gallery (2016): International Typographic Style,http://www.internationalposter.com/about-poster-art/international-typographic.aspx; retrieved 13:36:52 at 13:36:59

Linotype (2014): Zurich Font Family – Designed by Adrian Frutiger, Details and Background Information, in Linotype.com, http://www.linotype.com/1086975/zurich-family.html?site=details; retrieved 23/01/16 at 08:06:08

McCoy, K (1994): ‘Rethinking Modernism, Revising Functionalism’, Looking Closer: Critical Writings on Graphic Design, Bierut, Drenttel, Heller & Holland, eds., Allworth Press, New York, 1994, p. 49.

Miekle, L and Pigot, E (2012): 'Top Ten Australian Logos: 9th – Australia Post' in Desktop Mag: http://desktopmag.com.au/features/top-10-australian-logos-9th/#.VqKYmSp97cv; published September 20, 2012; retrieved 22/01/16 at 13:33:59

Smeared Black Ink (2008): International Typographic Style, in Smearedblackink.com,http://smearedblackink.com/swiss_style_timeline/; retrieved 23/01/16 at 08:55:12

Tech Samurais (2013): A brief history on Flat Design by Rob, 31 s t July 2013 in http://www.dojo.techsamurais.com/?p=1232; retrieved 12th January, 2016.

Terror, D (2009): 'Lessons from Swiss Style Graphic Design' in Smashing Magazine, https://www.smashingmagazine.com/2009/07/lessons-from-Swiss-style-design; published July 17, 2009; retrieved 22/01/16 at 13:45:21

Wikipedia (2016): International Typographic Style, https://en.wikipedia.org/wiki/International_Typographic_Style; updated 7 January 2016, at 02:45; retrieved 22/01/16 at 06:09:42

Wikipedia (2016): Joseph Muller Brockmanhttps://en.wikipedia.org/wiki/Josef_M%C3%BCller-Brockmann