Typ graphic
International
Style
The International Typographic Style emerged in Switzerland in the 1950‘s. By the 70‘s this graphic style had been well known by the whole world. This Style was also known as Swiss Style. It emphasizes cleanliness, readability and objectivity. This style brought in the ideas to use a mathematical grid to provide orderly and unified structure and black and white photography was used in the place of drawn illustration to enhance communication. This style became the look for many different types of posters such as cultural institutions, political advertisements, street signs, maps, and public service announcements. The simplified layouts left room for more emphasis on text, negative space and objective imagery. This style had helped create the Olympic symbol with the most universal colors. Geometric elements can be found all over. Helvetica is a sans-serif typeface that had been created during this time. It had been developed in 1957 by a typeface designer named Max Miedinger. At this time it had been called Neue Haas Grotesk but changed in 1970 to what we know now as Helvetica. Some characteristics of this typeface would be tall x-heights which will make it easier for people to read in smaller sizes, narrow T’s and F’s, and square looking S’s rounded off Square tail of R’s. This is the type used to make signs we see all over. Its on the posters, street signs, any important sign. All in all this type face is very well known and used all over the world.
Helvetica
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