Modernist Era / Mid-Century
[ Styles from 1960-1969]
With Photographs now days we can express everything better and so much more quickly than possible with words or in writing. Consequently, the photo has joined the letters and various lines in the printer’s case as a modern but highly distinct element of typographical composition.
/ United State /
In the advertising scene grew and led to a playful approach in typography in the book industry.
/ Switzerland /
An effect of avant-garde lead to minimalistic layout, lettering and imagery. The use of colorful and geometric forms in graphic design.
/ Japan /
Packaging design
Armin Hofmann
Graphic Designer
[ 29 June 1920–December 2020
A Swiss graphic designer. He was one of the most prominent individuals in Swiss design.
He began his career in 1947 as a teacher at the Allgemeine Gewerbeschule Basel School of Art and Crafts at the age of twenty-six. Hofmann followed Emil Ruder as head of the graphic design department at the Schule für Gestaltung Basel (Basel School of Design) and was instrumental in developing the graphic design style known as the Swiss Style. His teaching methods were unorthodox and broad based, setting new standards that became widely known in design education institutions throughout the world.
Various Graphic Designers:
Carlos Prosperi
Hans Michel
Harry Boller
Karl Gerster
Giancarlo Lliprandi
Otaka Takeshi
The use of the geometric forms in graphic design that began with the Swiss Style became one of the most commonly encountered basic approaches in the design work of the 1960’s.
Overlapping multicolored circles, triangles, and other shapes were to be seen as often on the labels of discs released by Brazilian record producers and Japanese packaging design.
