'a socially useful profession '
Swiss Design is the new change, the new change in an International Typographical world that developed in Switzerland after the World War 2, and it is also merged with the movements of Bauhaus and Constructivism where we have disciplined and modern styles. This is connected with Brand Identity as well as the US. Designers gave importance to simplicity and that of Form follows function, they gave air to great design, to give the opportunity of showing what Typography is when merging it with other movements. Some great Typeface families are : Sabon, Helvetica, Univers & Frutiger these are some of the most important and powerful fonts.
Above are various typefaces that at that time were the Extreme of design, this resulted to great manifestos, poster design, advertisement, magazines etc. For such powerful solutions these created the perfect way to come up with Corporate Identity and many great logos. Above all this their aim was to communicate through simple space (positive and negative) and that of eliminating expressions.
Beyond is an example of the Helvetica type family with the usage of spectacles, the option of seeing with diverse styles. The great design was improved by these, posters, adverts, commercials, the use of the grid.
The grid system was and still is an important element in the Graphic Design industry, and in these cases one shows Typography is formed into small cubes called the Grid, giving clarity, discipline, whilst the other poster the Lufthansa : is giving both examples, typography and that of Pictures or Photographs.
Beyond is an example of the Helvetica type family with the usage of spectacles, the option of seeing with diverse styles. The great design was improved by these, posters, adverts, commercials, the use of the grid.
The grid system was and still is an important element in the Graphic Design industry, and in these cases one shows Typography is formed into small cubes called the Grid, giving clarity, discipline, whilst the other poster the Lufthansa : is giving both examples, typography and that of Pictures or Photographs.
The principles of Swiss Design
All movements have their own principles, Swiss design has it's own, formulating : Objectivity, Readability & Cleanliness. With these 3 principles, there is also discipline, this comes with the Grid, fine cut lines and boxes - that are easy to follow when reading, it has credibility. Some other aspects that Graphic Design had at this stage was the use of Photography, the use of media, this is so called the rule of thirds or golden ratio.
The Golden Ratio
The idea of what is the Golden Ratio. Left hand side, is a Poster showing the golden ratio and on the right hand side is the same poster without the golden ratio. The difference is that with this designers can compose a better visual, similar to the grid, but in this case it is used for objects, photographs etc. Golden ratio can refine the poster by it's point of interest.
References :
http://www.thinkingwithtype.com/images/Thinking_with_Type_Letter_18.gif - Thinking with type letter. Univers Type Family
http://showinfo.rietveldacademie.nl/univers/images/akzidenz-univers.jpg - Univers
http://www.unostiposduros.com/wp-content/gallery/frutiger/specimen_univers_frutiger_016a.jpg - Univers
http://cdnimg.fonts.net/CatalogImages/23/705311.png - Frutiger Font Family
http://anitacheng.com/portfolio/images/banner.jpg - Frutiger Font Poster
http://36.media.tumblr.com/e506561e7e41ed1273a3418f27aa324f/tumblr_inline_nn6ajpbo3B1t914rs_1280.png - Frutiger (Pyramid)
http://oi42.tinypic.com/16m3mdd.jpg - Helvetica Font family
http://g.fastcompany.net/multisite_files/fastcompany/imagecache/inline-large/inline/2014/01/3025292-inline-kv3200x1800v24.jpg - Helvetica (Specs)
https://media-mediatemple.netdna-ssl.com/wp-content/uploads/images/swiss-graphic-design/grid_system_sample.jpg - Grid System Sample
https://s-media-cache-ak0.pinimg.com/236x/29/3b/63/293b6392dea8a2e7a82b8887b93156e1.jpg - Lufthansa Grid System
http://www.printmag.com/typography/swiss-style-principles-typefaces-designers/attachment/swiss_style_mikejoyce13/ - Swiss Style, Print Magazine
http://www.printmag.com/typography/swiss-style-principles-typefaces-designers/attachment/swissstyle_mikejoyce16/ - Swiss Style, Print Magazine
http://www.printmag.com/wp-content/uploads/SwissStyle_Univers.jpeg - Swiss Style, Univers
http://www.thinkingwithtype.com/images/Thinking_with_Type_Letter_18.gif - Thinking with type letter. Univers Type Family
http://showinfo.rietveldacademie.nl/univers/images/akzidenz-univers.jpg - Univers
http://www.unostiposduros.com/wp-content/gallery/frutiger/specimen_univers_frutiger_016a.jpg - Univers
http://cdnimg.fonts.net/CatalogImages/23/705311.png - Frutiger Font Family
http://anitacheng.com/portfolio/images/banner.jpg - Frutiger Font Poster
http://36.media.tumblr.com/e506561e7e41ed1273a3418f27aa324f/tumblr_inline_nn6ajpbo3B1t914rs_1280.png - Frutiger (Pyramid)
http://oi42.tinypic.com/16m3mdd.jpg - Helvetica Font family
http://g.fastcompany.net/multisite_files/fastcompany/imagecache/inline-large/inline/2014/01/3025292-inline-kv3200x1800v24.jpg - Helvetica (Specs)
https://media-mediatemple.netdna-ssl.com/wp-content/uploads/images/swiss-graphic-design/grid_system_sample.jpg - Grid System Sample
https://s-media-cache-ak0.pinimg.com/236x/29/3b/63/293b6392dea8a2e7a82b8887b93156e1.jpg - Lufthansa Grid System
http://www.printmag.com/typography/swiss-style-principles-typefaces-designers/attachment/swiss_style_mikejoyce13/ - Swiss Style, Print Magazine
http://www.printmag.com/typography/swiss-style-principles-typefaces-designers/attachment/swissstyle_mikejoyce16/ - Swiss Style, Print Magazine
http://www.printmag.com/wp-content/uploads/SwissStyle_Univers.jpeg - Swiss Style, Univers