The International Typographic Style, also known as the Swiss Style, was an approach to graphic design that emerged in Switzerland and Germany during the 1950s.
Designers working in this style advocated, clear, readable, objective and accessible visual communication that de-emphasized individual expression. To this end they employed:
- asymmetric layout on a grid
- Use of photography, instead of illustrations
- Use of sans serif typefaces like Akzidenz Grotesk and Helvetica set in a flush-left rugged-right alignment.
This style was a direct descendant of modernists ideas developed by early 20th century artists and art movements, such as Constructivism, De Stijl and at the Bauhaus.
The International Typographic Style has had a lasting influence on graphic design to this day. A renewed interests in its methods by web desginers
From Meggs’ History of Graphic Design
