Spread from New Graphik, No. 13
Date
Credits
- Carlo Vivarelli Designer
- Hans Neuburg Editor
- Josef Müller-Brockmann 6 Editor
- Richard Paul Lohse Editor
- Carlo Vivarelli Editor
Format
- Magazine 728
Type of Work
- Finished work 5562
Publishers
Typefaces
Techniques
- printing 670
Locations Made
The Neue Grafik, or New Graphic Design magazine was an integral part of Swiss design’s popularity skyrocketing across international waters to the Americas. Hans Neuburg, Josef Müller-Brockmann, and Lohse were the three editors and designers who developed the International Style.
The Swiss style of design, which is exemplified in this example of trademark design competition entries, is defined by a few characteristics:
- Unity of design
- Asymmetry
- Grids
- Sans Serif
- Objective photography
- Free from propaganda
When the International Style made landfall in America, it became a sensational hit with corporations and public institutions quickly adopting this design. Despite its name, however, this style reinforced social and racial hierarchies through its emphasis on a “rational” and “one size fits all” approach. The practice is rooted in white, upper-class European aesthetics.
A minimalist approach that is meant to be universal, actually excludes the narratives of minority and oppressed groups and conceals the realities of marginalized people in America.
References: Meggs, Philip B., and Alston W. Purvis. Meggs’ History of Graphic Design, Artist of the Day Blog
