The International Typographic Style, also known as the Swiss Style, is a graphic design style that originated in Switzerland in the 1950s. It is characterised by a clean, modern design aesthetic, use of sans-serif typefaces, and a grid-based layout.
The International Typographic Style places a strong emphasis on clarity, simplicity, and readability, and it is often used for corporate design, advertising, and other forms of visual communication. Swiss style is notable for its use of typography as the primary means of communication, and it is often associated with the work of design pioneers such as Josef Müller-Brockmann, Armin Hofmann, and Emil Ruder.
In addition to its influence on graphic design, the International Typographic Style has also had a significant impact on other areas of design, including architecture, product design, and website design. It remains an important and influential design movement to this day.
Emil Ruder was a Swiss graphic designer and typographer who is known for his contributions to the International Typographic Style. Ruder was a pioneer of the International Typographic Style and is considered one of the most influential graphic designers of the 20th century. He is known for his simple, clean, and modern design aesthetic, and for his use of sans-serif typefaces and a grid-based layout. His design work was characterized by an emphasis on clarity, simplicity, and readability, and he was a strong advocate for the use of typography as a means of communication.
Ruder was a teacher and writer; teaching that, above all, typography's purpose was to communicate ideas through writing. "Typographie: A Manual of Design" is considered a classic text on graphic design and typography. In it, he outlined his philosophy of design and the principles of the International Typographic Style.
