1. 09
IAT 102 Graphic Design

2. 09 The dispute between Bill and Tschichold The Grid
The International Typographic Style
(Swiss Style)

3. The dispute between Max Bill and Jan Tschichold3

4. Typographische Mitteilungen, 1915
Jan Tschichold
Typographische Mitteilungen, 1915

5. Jan Tschichold (Germany): The New Typography, 1928

6. Jan Tschichold (Germany), late works: traditional typography, humanist tradition

7. Max Bill 7

8. typography center aligned
Max Bill
typography
left
aligned
Tschichold
typography
center
aligned 8

9. Traitor! Max Bill typography left aligned Tschichold typography center9

10. typography center aligned
Max Bill:
Asymmetrical Layout
= Progress
typography
left
aligned
Tschichold
typography
center
aligned 10

11. typography center aligned
Max Bill:
Asymmetrical Layout
= Progress
typography
left
aligned
Tschichold:
Symmetry
Or Asymmetry
(according to content)
typography
center
aligned 11

12. Grids

13. Grids are the underlying structure of any document.

14. A grid system helps designers organize information into a coherent pattern.

15. The Purpose of a grid:
The grid helps arranging text, photographs and diagrams in conformity with objective and functional criteria
Order lends credibility and induces confidence
Information presented clear and logically will be read more quickly and better understood/retained

16. Perhaps the most common reason to develop a grid is a necessity for a reusable system for multi-page and/or multi-issue publications.

17. A designer’s task is to provide ways into and out of the sea of words by breaking up text into smaller segments and offering alternate routes through the mass of information.
Typography helps readers navigate through the flow of content.

18. How to work with a grid?

19. 1. Select a type area
= define margins

20. 2. Divide type area into columns

21. 3. Insert horizontal divisions

22. 4. Choose appropriate font sizes
Remember: set the type characters per line

23. 4. Choose appropriate font sizes
Remember: set the type characters per line

24. Examples

25. single-column grid

26. single-column grid

27. multi-column grid

28. multi-column grid

29. modular grid

30. modular grid

31. Josef Müller-Brockmann

33. Source: http://www.facebook.com/SwissGraphicDesign

37. Grid systems in graphic design,
Josef Müller-Brockmann, Niggli, 1981, Zurich

38. 1928
Tschichold
New Typography
50-60ies
Ruder
White Space
1961
Muller-Brockmann
The Grid
1970s
Otl Aicher:
Corporate Identity

39. 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

40. Swiss Design (International Typographic Style) Josef Müller-Brockmann40

41. Swiss Design
(International Typographic Style)
Emil Ruder 41

42. Swiss Design
(International Typographic Style)
Armin Hofmann 42

43. Swiss Design
(International Typographic Style)
Armin Hofmann 43

44. Swiss Design
(International Typographic Style)
Herbert Matter 44

45. Swiss Design
(International Typographic Style)
Herbert Matter 45

46. Swiss Design (International Typographic Style) Josef Müller-Brockmann46

47. Announcements:
Lab D107 (Thursday 4:30)
moved to room 3350 this week

48. fin