International style
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The document describes three graphic design styles: International Style focuses on carefully regulated curves and asymmetrically positioned blocks of text with lower case predominating. Basel Style breaks conventions by having non-horizontal type and overlapping images and text. ULM School - HfG emphasizes precisely measured grids, crisp geometric forms, sans serif type, and minimal text with a focus on theoretical aspects of design.
International style
- 6. International Style Carefully regulated curves Asymmetrically positioned blocks of text Lower case predominates Idea is that pure form and pure color give visual pleasure to the viewer Sometimes a grid system Type should always run horizontally Never mix typefaces and dont have more than two weights of type.
- 19. Basel Style Breaks the rules Type not always horizontal Letters that call attention to themselves Overlapping type and image
- 43. ULM SCHOOL - HfG Precisely measured axial grids Crisp Geometric forms San serif type Minimal use of text Concerned with theoretical aspect of graphic design
Editor's Notes
- #4: AkzidenzGrotesk, created in 1896
- #5: Joseph Muller Brockman
- #6: Joseph Muller Brockman
- #8: Sometimes embraced constructivists principles.
- #11: Futura also a popular typeface
- #16: Optima
- #17: Drinking natural grape juice will somehow give you the steely focus of man in picture.It is unusual to use the logical, clear, swiss style to deliver an emotional message.
- #18: Armin Hofmnn, Basil Style
- #25: Times New Roman
- #29: AlvinLustig
- #30: AlvinLustig
- #32: AlvinLustig
- #33: AlvinLustig
- #43: Saul Bass Logos
- #70: Paul Rand Logos
- #71: William Golden
- #76: Paul Rand Logos
- #77: Lester Beal