08 IAT 102 Graphic Design 08 Swiss Style

08 IAT 102 Graphic Design

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

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

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

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

Armin Hoffman

Armin Hoffman

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

Font Design (Swiss Style)

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 10 pt. fonts look exactly the same - they can have differing x-heights.

Univers, Adrian Frutiger, 1957

Helvetica, (Neue Haas Grotesk), Max Miedlinger 1957

http: //www. anyonecanswiss. com/

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

Wolfgang Weingart, Punk-Typographer

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

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

Design Basics

How do you lead users through information by visual means?

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

hierarchy

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

balance

balance - symmetry

balance - asymmetry

balance – symmetry or asymmetry

contrast

visual contrast

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

http: //psychology. about. com/od/sensationandperception/ss/gestaltlaws. htm Proximity Information Design, Andres Wanner 2010

Similarity Information Design, Andres Wanner 2010

Good continuation Information Design, Andres Wanner 2010

Closure Information Design, Andres Wanner 2010

http: //www. andyrutledge. com/gestalt-principles-3. php Uniform Connectedness Information Design, Andres Wanner 2010

figure/ground

http: //psychology. about. com/od/sensationandperception/ss/gestaltlaws. htm Proximity Information Design, Andres Wanner 2010

Good continuation Information Design, Andres Wanner 2010

figure/ground

figure/ground

figure/ground

figure/ground

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 10 th Questions, feedback, etc: - Angela’s informal office hour, today 9: 30 -11 Blenz @ Mezzanine - Erin, Leah office hours

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