Swiss Style, Internationale Grafik, Museum für Gestaltung Zurich
35 x 50 in. (90 x 128 cm)
Julia Born (1975 -), a Swiss designer who works in Amsterdam, designed this poster for an exhibition on the lasting international impact of Swiss Style graphic design. The highly rationalist Swiss Style, also known as the International Typographic Style, emerged in Switzerland in the 1950s. The strict grid-based compositions and san-serif typefaces (letters without end strokes) used by Swiss designers during this period soon became popular in other countries, particularly in America. Born's composition incorporates the signage for the New York City subway, designed in 1966 by Massimo Vignelli, an influential proponent of Swiss Style graphic design in America.