Often referred to as the International Typographic Style or the International Style, the style of design that originated in Switzerland in the 1940s and 50s was the basis of much of the development of graphic design during the mid 20th century. Led by designers Josef Müller-Brockmann at the Zurich School of Arts and Krafts and Armin Hofmann at the Basel School of Design, the style favored simplicity, legibility and objectivity. Of the many contributions to develop from the two schools were the use of, sans-serif typography, grids and asymmetrical layouts. Also stressed was the combination of typography and photography as a means of visual communication. The primary influential works were developed as posters, which were seen to be the most effective means of communication. One of the most important things that Swiss Design brought to the table was its use of grids to structure content in a layout. The idea behind this approach was to help designers take a consistent and organized approach to page layout. Of course, this fits into the Swiss Design ideology of emphasizing orderliness and readability above all else. Another key feature of Swiss Style was the use of sans serif typefaces, such as Akzidenz Grotesk, Helvetica and Univers. These were used as sans serif fonts are completely neutral and designers using these typefaces had three goals; Making it an exceptionally readable font, applying it to longer text or copy and creating a pure font family. I really wanted to include Swiss Style in this project as it’s probably one of the most influential typography movements ever. I love everything about the style, the colours, typography and layout. In my opinion, the posters are somewhat similar to Russian Constructivist designs due to the colour and boldness. Following on from this, I am going to research one particular Swiss design artist and then produce a piece of work in response to the artist.