Championing unmanipulated photography, asymmetrical layouts, rational-objective typography, and mathematical grids, the "Swiss Style" of graphic design is perhaps one of the most influential and recognizable design movements of the 20th century. Swiss Style Now, a traveling exhibition celebrating the Swiss design movement in its contemporary evolution, is now on view at The Cooper Union. Curated by graphic designers Xavier Erni, Erich Brechbühl, Noël Leu and curator Alexander Tochilovsky, the exhibit presents the movement’s contemporary transformation, displaying current work from over 100 Swiss graphic designers.
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Established in Switzerland in the 50s and often referred to as International Typographic Style, this rational discipline was the staple of graphic design in the 20th century, countering the dominant pseudo-artistic advertising surrounding it. Curator Tochilovsky tells The Creators Project, “The Swiss Style of graphic design was born during a time of post-war industrialization when there was a need for a simple visual language that could be understood by many within international trades. It brought together a lot of the ideas that were being explored in Europe before WWII. These Swiss designers formed a new way of visual thinking which emphasized presenting a clear message in the most objective way possible.”
Exhibiting over 150 printed objects including posters, books, flyers, and brochures, Swiss Style Now illustrates the success of the movement in a contemporary context. “The style became a hallmark of efficient graphic communication that could easily be applied to a variety of design problems. It transcended languages because the ideas are based on a simplification of forms and presented in clean unadorned ways with the objective use of photography and a strong emphasis on striking composition,” says Tochilovsky.Presenting work by designers Stephan Bundi, Melchior Imboden, NORM, Martin Woodtli, Jonas Vögel and more, the exhibition is a testament to the Swiss Style's influence on in graphic design today. Tochilovsky says, “The exhibition at The Cooper Union is a rare chance to see so much work from one place and to see many of the large-size posters at actual size—it's not something we get to see too often. The visitors can decide what they consider Swiss Style now. It's hard to say what it will be in the future, but I think it will continue to evolve and to embrace trends, and make new ones.”
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