Swiss Graphic Design: The Origins and Growth of an International Style, 1920-1965
By Richard Hollis
Swiss graphic design and “the Swiss Style are crucial elements in the history of modernism. During the 20s and 30s, skills traditionally associated with Swiss industry, particularly pharmaceuticals and mechanical engineering, were matched by those of the country’s graphic designers, who produced their advertising and technical literature. These pioneering graphic artists saw design as part of industrial production and searched for anonymous, objective visual communication. They chose photographic images rather than illustration, and typefaces that were industrial-looking rather than those designed for books.