2nd version of this presentation :)

1. 5/03/2016 By Colleen Sedgwick 1

2. 5/03/2016 By Colleen Sedgwick 2
Overview
 I chose the Swiss (or International
Typographic) Style
 It began in Europe in the 1920's,
was popular in the 1950's and 60's;
 It coincided with
 the German Bauhaus style,
 De Stijl (The Netherlands) and
 Constructivism and
Suprematism (Russia) (Smeared
Black Ink, 2008; Wikipedia,
2016; International Poster
Gallery, 2016).
 Pictured here is the original
poster by Brockmann

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Characteristics of Swiss Style
Its characteristics include
1. sans-serif type,
2. simple shapes,
3. grid-style layouts,
4. 'white' space and bright colours
(Burghart, 2016; Terror, 2009;
McCoy, 1994; Tech Samurais, 2013).
5. There are few embellishments
6. Information is organised and
structured so it is readable and
concise
7. These characteristics are vital to
web design and user-friendly
interfaces as they are to other
formats (Terror, 2009) and present
in the Flat Style.

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Examples of Imagery in Swiss
Design

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Influences on Graphic Design
 The USA and Australia later adopted this
style (McCoy, 1994; Barnum et al, 2012);
 it is now so common among corporations
(McCoy, 1994), even my employer,
Australia Post, uses it.

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The Australia Post Logo (1)
 Dutch post-war graphic artist,
Pieter Huveneers designed
Australia Post's logo in 1975. He
was previously employed by the
British Postal Service.
 The logo's elements include
 a 'P' (for Post), a Postal Horn on
the right hand side (see also the
logos for the German and Spanish
postal systems,
 a 'fire-engine' red,
 a circle, the symbol on the left side
of the text
 and the Zurich type family (Miekle
and Pigot, 2012),
 designed by Swiss typographer,
Adrian Frutiger (Linotype, 2016)
for the lettering (op cit).

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The Australia Post Logo (2)

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Influences on Australia Post over the
years

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Elements of Swiss Design
Here we see:
 Rule of thirds
 Grid-style layout
 Sans-serif type
 Minimalist design
 Solid colours

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Thumbnail Sketches

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Rough Drafts

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3rd Drafts and Feedback
From the Open Space forum from classmate, Jenet:
Hi Colleen
Thanks for the valuable feedback on my Surreal design
work.
I have had a look at your ad designs and presentation on
the Swiss Style.
Ad Design
Thinking that this style of topography came in around the
same time as Art Deco just after WWI - 1920's and
wondering how the ad would look incorporating both
the Swiss style topography and Art Deco for some
really strong colours other than just the logo. I
suppose I feel the background is a little soft for such a
strong brand.
Presentation is great
Again I would consider the Art Deco period with it to bring
the design and research together even more.
Colleen this is only my opinion and I am sure you have
researched the topography at great lengths, my ideas
are just an add on and something else to think about
or to research on how they fitted into the Swiss style
around the same time/era.
Kind regards
Jenet Stewart

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Another layout style

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More Feedback
(this time from Facebook)

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References
 Barnum, A, Haddock, S, Hicks, A and Oppen, F (2012): 'Typography' in Graphic Design: Australian Style Manual; McGraw-Hill Australia, pages 115-121
 Burghardt, F (2015): Swiss Style Colour Picker, in Swiss Colours, http://swisscolours.net; see also http://www.fabianburghardt.de/swisscolors.html; Retrieved 23/01/16 at
07:42:52 AM
 Bllanka (2016): Muller Brockman, http://www.blanka.co.uk/Design/Muller-Brockmann
 Design is History (2016): Swiss Design in http://www.designishistory.com/home/swiss; retrieved 22/01/16 at 13:35:14
 French, N (2014): Creating a Swiss-Style Poster, in Lynda.com, http://www.lynda.com/Illustrator-tutorials/Type-Project-Swiss-Style-Ad/173878-2.html
 International Poster Gallery (2016): International Typographic Style,http://www.internationalposter.com/about-poster-art/international-typographic.aspx; retrieved 13:36:52 at
13:36:59
 Linotype (2014): Zurich Font Family – Designed by Adrian Frutiger, Details and Background Information, in Linotype.com, http://www.linotype.com/1086975/zurich-
family.html?site=details; retrieved 23/01/16 at 08:06:08
 McCoy, K (1994): ‘Rethinking Modernism, Revising Functionalism’, Looking Closer: Critical Writings on Graphic Design, Bierut, Drenttel, Heller & Holland, eds., Allworth
Press, New York, 1994, p. 49.
 Miekle, L and Pigot, E (2012): 'Top Ten Australian Logos: 9th – Australia Post' in Desktop Mag: http://desktopmag.com.au/features/top-10-australian-logos-
9th/#.VqKYmSp97cv; published September 20, 2012; retrieved 22/01/16 at 13:33:59
 Smeared Black Ink (2008): International Typographic Style, in Smearedblackink.com,http://smearedblackink.com/swiss_style_timeline/; retrieved 23/01/16 at 08:55:12
 Tech Samurais (2013): A brief history on Flat Design by Rob, 31 s t July 2013 in http://www.dojo.techsamurais.com/?p=1232; retrieved 12th January, 2016.
 Terror, D (2009): 'Lessons from Swiss Style Graphic Design' in Smashing Magazine, https://www.smashingmagazine.com/2009/07/lessons-from-Swiss-style-design;
published July 17, 2009; retrieved 22/01/16 at 13:45:21
 Wikipedia (2016): International Typographic Style, https://en.wikipedia.org/wiki/International_Typographic_Style; updated 7 January 2016, at 02:45; retrieved 22/01/16 at
06:09:42
 Wikipedia (2016): Joseph Muller Brockmanhttps://en.wikipedia.org/wiki/Josef_M%C3%BCller-Brockmann