The foundations of Swiss design can be traced back to Jan Tschichold with his Asymmetric balance of elements, Content designed by hierarchy, Intentional white space utilisation with sans serif typography which is what we see commonly in Swiss design
A great example of intentional white space utilisation is the Think Small advert for the beetle, it was a struggling car due to it’s link to Hitler as well as not being really that popular compared to other cars, this advert helped show it’s strength in being small as well as fuel efficiency thanks to the white space in the poster
All this led up to the International Design Style otherwise known as Swiss design,
Honestly, the style is quite simple, as well as it is clean which makes it work and it’s a style we still use today e.g. NY Subway signs
Some Key Figures
The grid system is an aid, not a guarantee. It permits a number of possible uses and each designer can look for a solution appropriate to his personal style. But one must learn how to use the grid; it is an art that requires practice.”
—Josef Müller Brockmann
