Explanation: Swiss

February 17th, 2011 by Dan Nadel

Swiss: State of mind as opposed to nationality. Insisting on asymmetrical blocks of type or wide margins on a page is “Swiss”. Delivering external harddrive containing 80 GB of perfectly organized files is “Swiss”. Placing typography above all other concerns is “Swiss”. If someone says “I could just lay that out myself, why should I hire a designer?”, the “Swiss” reaction is to beat them about the head with heavy stick. Swiss.

Josef Müller-Brockmann: Musica Viva Concert Poster Zurich Tonhalle, 1959

Armin Hofmann: William Tell Outdoor Theater Poster, 1963

Wolfgang Weingart: The Swiss Poster 1900-1983

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↓ 2 Comments

  1. All right, that is a nice beginning but i’m going to explore that a tiny bit more. Will let you know just what more there is.

  2. That does sound wonderful nonetheless i’m just still not too certain that I favor it. Anyway will look more into it and choose for myself! :)

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