Background
Swiss style is also often referred to as the International Typographic Style or International Style. It originated in Switzerland in the 1940sand 50s and is the basis of much of the development of graphic design during the 20thcentury, and continues to influence this field today with a focus on legibility and simplicity. The characteristics of the Swiss Style include a strong focus on typography, and typographic hierarchy. Swiss design highlights a strong grid structure, and it uses, for the most part, sans-serif fonts. A couple of famous artists that are part of the Swiss Style movement include Josef Muller-Brockmann, Swiss graphic designer and teacher, and Massimo Vignelli, an Italian designer who worked out of New York City. Defining characteristics of this style, also known as Swiss Style, are:
- asymmetric layouts
- strong use of a grid;
- sans serif typefaces (especially Akzidenz Grotesk and Helvetica, naturally!);
- strong typographic hierarchy
- flush left / ragged right type; and
- generally an aim towards clear, clean and structured visual communication.
Brief
Minimalissimo started as a magazine and blog that celebrates minimalism in design. With an aim to inspire creatives and showcase the finest examples of design, art, architecture, fashion, furniture, and product design. Minimalissimo is curating an exhibition that celebrates the merging of the historical Swiss Style design trend, with the modern 21st century Swiss Innovation trend. It will showcase captivating work from famous Swiss designers as well as emerging talent, side by side in a truly unique and innovative exhibition. The exhibition will exist in a physical gallery space and for the first time ever in a digital space, as interactive online exhibition. Minimalissimo requires you to design an invitation to this upcoming exhibition, which will be posted to all Minimalissimo members and which will form the basis of other promotional material for the exhibition aimed at the both the general public and typographic-loving creatives of all levels of experience.
Objective
To bring the conventions of Swisse typography into the modern era
To cement the importance of Swisse typographic conventions
Client Requests
- The invitation must capture the essence of the International Typographic Style, but evolve to be more of a modern interpretation
- Don’t focus on one specific example from thestyle, but get a broad sense of the aesthetic andmodernise it with a Swiss Innovation take
- Place an emphasis on the grids and type hierarchy of the design
- There's no need to be bound by the Minimalissimo style however it’s a good launchpoint — these types of exhibitions can develop their own identity
Demographic
Primary audience is Minimalissimo Members; progressive, educated & liberal-minded creative types whoappreciate cleanlines, refined style and minimalistic aesthetics. The Minimalissimo age range is broadtypically between 25–75+ however, Minimalissimo has done extensive user testing and want to primarily target their audience 20-45 for this exhibition
- Typically this audience is employed within the creative industries
- They are creatively engaged,passionate and international
- This audience has a deep understanding and appreciation of Swiss design
Solution
To push Swisse conventions beyond traditional grids into abstract compositional frameworks
By using algorithms, patterns, arrays & transformations to push typography into a more dynamic abstract representation
