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0 8. IAT 102 Graphic Design. 0 8. Swiss Style Armin Hofmann Adrian Frutiger: Univers-Font Wolfgang Weingart: Typo-Punk Design Basics. What are the Principles of Swiss Design? (International Typographic Style). Swiss Design (International Typographic Style) asymmetrical organization
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08 IAT 102 Graphic Design
08 Swiss Style Armin Hofmann Adrian Frutiger: Univers-Font Wolfgang Weingart: Typo-Punk Design Basics
What are the Principles of Swiss Design? • (International Typographic Style)
Swiss Design • (International Typographic Style) • asymmetrical organization • grid • objective photography • clear and factual • sans serif typography • Herbert Matter, Max Bill, Otl Aicher, Emil Ruder, Armin Hofmann, Josef Müller-Brockmann • (Chapter 18, Meggs) Armin Hofmann, 1954
1928 Tschichold New Typography 50-60ies Ruder White Space 1961 Muller-Brockmann The Grid 1970s Otl Aicher: Corporate Identity
Armin Hoffman “The viewers do not know it – but they can feel it”
Leading refers to the thin strips of lead that divide the horizontal lines of type. A font size is determined by the entire piece of metal. Therefore, not all 10pt. fonts look exactly the same - they can have differing x-heights.
Univers, Adrian Frutiger, 1957
Helvetica, (Neue Haas Grotesk), Max Miedlinger 1957
Swiss Design • (International Typographic Style) • asymmetrical organization • grid • objective photography • clear and factual • sans serif typography • Poster “the good shape” • Emil Ruder
What are these Swiss designers best known for? • (Tschichold, Ruder, Muller-Brockmann, Otl Aicher)
1928 Tschichold New Typography 50-60ies Ruder White Space 1961 Muller-Brockmann The Grid 1970s Otl Aicher: Corporate Identity
Style-Hints (or elements for good design): Hierarchy Balance Consistency / Repetition Contrast White space Gestalt-principles
What is the most important information? What should you see first? Second? hierarchy
Gestalt-principles: Proximity Similarity Good continuation Closure Uniform Connectedness Figure Ground
Proximity http://psychology.about.com/od/sensationandperception/ss/gestaltlaws.htm Information Design, Andres Wanner 2010
Similarity Information Design, Andres Wanner 2010
Good continuation Information Design, Andres Wanner 2010
Closure Information Design, Andres Wanner 2010
Uniform Connectedness http://www.andyrutledge.com/gestalt-principles-3.php Information Design, Andres Wanner 2010
Proximity http://psychology.about.com/od/sensationandperception/ss/gestaltlaws.htm Information Design, Andres Wanner 2010