The International Typographic Style By Josef Muller Brockman

1410 Words6 Pages
Formally known as the International Typographic Style, this Swiss design movement originated in Switzerland during the 1950’s as a direct influence from the modernization of graphic culture. As popularity for social use of visuals evolved, as did the changing conceptualization of structuring typographic elements. The philosophy of this graphic period was centralized around the creation of purity through scientific design in which mathematical minimalism was utilized to bring focus to the content. Ernst Keller also known as the father of Swiss Style was one of the pioneers of this particular movement who influenced many artists including one of the leading designers, Josef Müller-Brockman. These two helped forge the evolution of International Typographic Style and spread its ideologies beyond Europe and eventually to America. The European graphic modernism movement lasted for two decades and was highly successful, becoming a style that dominated the graphic design world with even lingering effects that is still relevant today as an underlying form of international communication. The early founding characteristics and disciplines of the International Typographic Style could be followed back to Ernst Keller during the early 1900s where he began teaching at the Zurich Kunstgewerbeschule. (The School of Applied Art) His basic beliefs of using the content as a way to solve design problems led him to experimenting with grid systems that will later become an essential

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