1. 08
IAT 102 Graphic Design

2. 08 Swiss Style Armin Hofmann Adrian Frutiger: Univers-Font
Wolfgang Weingart: Typo-Punk
Design Basics

3. What are the Principles of Swiss Design?
(International Typographic Style)

4. 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

5. 1928
Tschichold
New Typography
50-60ies
Ruder
White Space
1961
Muller-Brockmann
The Grid
1970s
Otl Aicher:
Corporate Identity

6. Armin Hoffman

7. Armin Hoffman

8. Armin Hoffman
“The viewers do not know it – but they can feel it”

10. Font Design (Swiss Style)

13. 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.

14. Univers,
Adrian Frutiger, 1957

18. Helvetica,
(Neue Haas Grotesk),
Max Miedlinger
1957

21. Swiss Design (International Typographic Style)
asymmetrical organization
grid
objective photography
clear and factual
sans serif typography
Poster “the good shape”
Emil Ruder

27. Wolfgang Weingart, Punk-Typographer

28. What are these Swiss designers best known for?
(Tschichold, Ruder, Muller-Brockmann, Otl Aicher)

29. 1928
Tschichold
New Typography
50-60ies
Ruder
White Space
1961
Muller-Brockmann
The Grid
1970s
Otl Aicher:
Corporate Identity

30. Design Basics

31. How do you lead users through information by visual means?

32. Style-Hints (or elements for good design):
Hierarchy
Balance
Consistency / Repetition
Contrast
White space
Gestalt-principles

33. hierarchy

34. What is the most important information?
What should you see first?
Second?
hierarchy

36. balance

37. balance - symmetry

38. balance - asymmetry

39. balance – symmetry or asymmetry

40. contrast

41. visual contrast

42. Gestalt-principles: Proximity Similarity Good continuation Closure
Uniform Connectedness
Figure Ground

43. Proximity Information Design, Andres Wanner 2010
Information Design, Andres Wanner 2010

44. Similarity
Information Design, Andres Wanner 2010

45. Good continuation
Information Design, Andres Wanner 2010

46. Closure
Information Design, Andres Wanner 2010

47. Uniform Connectedness
Information Design, Andres Wanner 2010

48. figure/ground

50. Proximity Information Design, Andres Wanner 2010
Information Design, Andres Wanner 2010

52. Good continuation
Information Design, Andres Wanner 2010

54. figure/ground

55. figure/ground

56. figure/ground

60. figure/ground

63. Announcements
Next week:
- quiz: all lectures + Lupton: GRID chapter
This week: midterm-marks
Please review IN DETAIL!
your marks count as accepted, if you don’t dispute them before July 10th
Questions, feedback, etc:
Angela’s informal office hour, today 9:30-11 Mezzanine
Erin, Leah office hours

64. fin