133 SWISS TYPOGRAPHY

• three principles of swiss typography

  cleanliness, readability, objectivity
• preferences for clarity and structure based on rigid rules

  order, mathematical proportions, rigid grid structure
• what design movement emerged from switzerland and germany during the 1950s?


  swiss design or the international typographic style
• what won the swiss design movement converts throughout the world?

  its objective clarity
• who were the pioneers of the swiss style? (4)

  ernst keller, max bill, josef-muller brockmann, armin hofmann
• visual characteristics of the swiss style include

  a unity of design, objective photography, the use of sans serif typography
• other key elements of the swiss style

  asymmetrical layouts, the use of photography rather than illustrations, the use of white space
• the swiss style is known for its ____, ____, and ____

  clarity, simplicity, objectivity
• what does it mean to appreciate the swiss style?

  to appreciate the typefaces that started it all
• those who taugh swiss style argued that design should focus on ____ and not on ____ ____

  content and not decorative extras
• how does swiss style eliminate distractions for the viewer and allows the information-heavy design to be read and studied rather than seen and admired?

  by stripping away the embellishments
• the ____ marked the separation of design from fine art, and with it, the birth of grid-based design

  19th century
• one of the main masters of swiss design, recognized for his simple designs and clean use of typography, shapes, and colors

  josef muller-brockmann
• josef muller brockmann's work was founded on strict proportional guidelines, called ____ _____ _____

  the golden section
• neue grafik in english is called the ____ ____ ____ ____

  new graphic design journal
• why did some designers superimpose the golden section on the camera lens?

  so the models and objects would line up perfectly in the frame
• the strongest work was ____ and ____

  dynamic, piercing
• color was used to ____ ____, ____ a ____ ____, and ____ ____ ____

  to highlight information, create a focal point, large color fields
• swiss style: functional (uses black and white photography)

  straightforward, objective, sharp
• one of the most popular and commonly used typefaces because it works well when used in a variety of ways

  helvetica
• what made helvetica so popular today?

  it is ubiquitous because it fulfills so many demands for modern type
• who created the helvetica font?

  max miedinger
• what was helvetica's original name?

  neue haas grotesk
• designers take lessons from the swiss styles applying the norms on simple yet artistically and clearly delivered messages by (8):

  preserving uniformity and geometry,

  allowing wider spacing,

  using of grid systems,

  structuring information,

  keeping minimalism,

  using sans serif fonts,

  using different font sizes,

  using of effective photography