The International Typographic Style (ITS) was a design movement formed from the ideas of modernism in Switzerland. ITS was based around using mathematical grids to structure typography and often features bold colours and shapes, sans-serif typography, asymmetric layouts, and photography rather than illustration. Whats particularly interesting about ITS is that it paved the way for new design mediums that arrived decades after its inception. Today Web and Digital design as almost always based around mathematical grids, the same grids that saw first use in this movement.
Credited as “the father of Swiss Style”, Ernst Keller was a Swiss graphic designer whose time as a teacher of design lead to him forming the style of design that is seen in the ITS. Keller taught his students that "the solution to the design problem should emerge from its content”, which allowed him to focus on typography and shapes. While Keller’s work features qualities which are atypical of the ITS, it’s clear to see the beginnings of the grid structures and typography centric work which is seen throughout the ITS. I like Keller’s work, it’s almost a weird in between of Saul Bass’ work and what we associate with ITS. Theres quite a few particular pieces of his which are extremely similar to work done in the ITS but just lacks the perfectly structured geometry and typography. It’s been really interesting to see how the ideas and imagery of the ITS were already being created before the movement even started.
Josef Müller-Brockmann was a Swiss graphic designer and is one important figures that is associated with the International Typographic Style. Most notably, Brockmann wrote the book, “Grid Systems in Graphic Design”, which is a set of guidelines aimed to help graphic designers organise content. The book is incredibly useful for designers and the importance of understanding the use of grids cannot be stated enough.
Brockmann’s work is extremely iconic, his use of Akzidenz Grotesk, bold shapes, and rigorous use of grids makes his work clearly identifiable. He manages to create a rhythm and energy by just using rigid shapes which is fascinating to me. I find it incredible just looking at Brockmann’s work; the balance, composition, colours, and sizes all work harmoniously and is so simple yet pleasing to look at. It’s amazing to see not only the stunning work of Brockmann, but the legacy he has left behind.
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Armin Hofmann was a Swiss graphic designer who pushed the International Typographic Style into new territory. Hofmann’s work was more experimental with typography and images while still sticking to the fundamental principles of the ITS. The strong grid and bold sans-serif typography still remain however Hofmann utilises more expressive imagery and forms, and typography atypical of the ITS. I find it interesting to see how Hofmann evolves the style while still being faithful to it. His use of photography is really unique and adds a new element to the typography as the image is more incorporated around it. I also like how Hofmann explored the typography, using unorthodox typefaces and removing parts creates interesting shapes but the use of grids still keeps the typography identifiably Swiss.
Rudolph de Harak was an American graphic designer who was one of the first American designers to embrace the International Typographic Style. Harak took the ideas of ITS and applied them into the American corporate design culture. The typographic elements are clearly taken from the ITS and the imagery he uses, while unique to his style, is clearly inspired by and structured by it too. I really like the graphic illustrations that Harak uses, they’re playful and colourful but also rigid and structured meaning they fit nicely alongside the grid based typography. It’s a style I could see myself exploring as I really love the use of bright colours and geometric forms.
