International Typographic style

The international typographic style or better known as Swiss style, is a period that involved viewing design under a new light. Scientific reasoning became a new way to solve design problems and mathematics became the new tool to help organize a layout or used to set up grids. Both of the fields, science and mathematics played the main role in guiding design features of this period. Asymmetrical organization and mathematically constructed grids are not the only aspects of this movement, the international typographic style also gave way for more innovative designs free from commercial advertisements or propaganda. This freedom was due to the fact that Switzerland stayed neutral throughout WWII so designers were able to create without having to abide by any guidelines or strict rules.

Typography was one of the main focuses of the Swiss style. Designers mainly utilized sans-serif fonts in order to achieve a mathematically sound design. The letters themselves were organized flush left and ragged-right. This arrangement provided designers a clean grid set up that also created interesting abstract shapes. Some new sans-serif typefaces were created during the Swiss style like Adrian Frutiger's univers that involved twenty-one different fonts inside the family. Helvetica is another important type to com,e out of this style ans it was created by Edouard Hoffman and Max Miedinger. Even with the high demand for sans-serif fonts German born Henry Zapf is a designer that reinvented the classic serif typeface with his inbtroduction of types like palatino or melior.

During the Swiss style designers were always concerned with getting their message across whatever it may have been. Typography in the international typographic style communicates the message with clarity by incorporating those aspects from mathematics and science. Mathematical spatial division arranges the letter forms in a way that makes it clear for the audience to understand the message. According to Ernest Keller design was all about clear communication and visual order and this was a major characteristic of the Swiss style. Designers involved with the international typographic movement understood and believed the concept that type in itself can fulfill all aspects design.

Why did mathematics and science become so heavily incorporated with design during this time, is there any hint to why designers started to incorporate these fields with graphic design?