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Swiss Typography

In: Other Topics

Submitted By epro007
Words 643
Pages 3
Elizabet T. Georgieva
Student ID: 200850268
Graphic & Communication Design

DESN 2730 Principles of Typography
Dr. Paul Wilson

The Swiss style sans-serif twins in contemporary design
Visual language, communication and design are one of the key players that have a great influence on today’s world. Advertisements, posters, billboards, logos, websites, marketing campaign and etc. all these things are connected with communication and they all convey a certain message directed to society. One of the most powerful tools of visual communication is Typography. At first, some people may consider it as something that is not important but it is proven that typefaces can both attract and disgust readers as well as affect us on a subconscious level. Typography gives the text a certain character and individuality and as Walter Tracy puts it “typography means the process of making the words visually attractive and effective” (Baines and Haslam, 2005).
One particular style that has left an enormous mark in the history of typography is the international typographic style and it is still utilised for a lot of contemporary design work. This particular style has its roots formed by the modernist movement that started a few decades before it emerged. The style was later called The International Typographic style because it was mainly built on the use of typography. There are two typefaces that are the big stars of the Swiss style, the so called “Sans Serif Twins”, Univers and Helvetica. Both of them gained huge popularity among typographers right after their emergence and up to date they are still one of the most favorable typefaces in the world. How can that be possible? How can typefaces designed half a century ago still be used in contemporary practice? Both Helvetica and Univers are special in their own way. Univers was designed by Adrian Frutiger in 1954 in Paris and…...

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