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100 Years of Swiss Graphic DesignFrom Lars Muller
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100 Years of Swiss Graphic Design takes a fresh look at Swiss typography and photo-graphics, posters, corporate image design, book design, journalism and typefaces over the past hundred years. With illuminating essays by prominent experts in the field and captivating illustrations, this book, designed by the Zurich studio NORM, presents the diversity of contemporary visual design while also tracing the fine lines of tradition that connect the work of different periods. The changes in generations and paradigms as manifested in their different visual languages and convictions are organized along a timeline as well as by theme. The various fields of endeavor and media are described, along with how they relate to advertising, art, and politics. Graphic design from Switzerland reflects both itnernational trends and local concerns. High conceptual and formal quality, irony and wit are its constant companions. A new, comprehensive reference work on Swiss design.
- Sales Rank: #439365 in Books
- Published on: 2014-10-15
- Released on: 2014-10-15
- Original language: English
- Number of items: 1
- Dimensions: 12.85" h x 1.02" w x 8.72" l, .0 pounds
- Binding: Hardcover
- 384 pages
From the Inside Flap
100 Years of Swiss Graphic Design takes a fresh look at Swiss typography and photo-graphics, posters, corporate image design, book design, journalism and typefaces over the past hundred years. With illuminating essays by prominent experts in the field and captivating illustrations, this book, designed by the Zurich studio NORM, presents the diversity of contemporary visual design while also tracing the fine lines of tradition that connect the work of different periods.
Most helpful customer reviews
17 of 17 people found the following review helpful.
Excellence is normal
By Robin
An excellent overview of Swiss graphic creativity. For such a small country and I read in the text that because of the mountains only about three-quarters of the land is habitable, so even more remarkable that in the last few decades the country exported and became famous for the 'Swiss Style'.
What I liked about the book was the comprehensive coverage and I think it's worth listing the Contents: Poster; Typo-graphics; Photo-graphics; Swiss style; Signs & symbols; Corporate design; Adverting; Public affairs; Type; Editorial design. Within each of these chapters, with essays and illustrations, there are some surprises, for example 'Signs & symbols' has sections on map making, traffic signs and banknotes (though surprisingly nothing on the countries stamps). The longest chapter is Corporate design, forty-three pages, dealing with Swiss international companies like Swissair, Geigy, Bally and Swatch, they generate a lot of printed material and of course company style manuals. Pages are shown from the manuals of Swissair, Swatch and Federal Railways.
For designers Swiss type needs no introduction and chapters 'Typo-graphics', a section in 'Swiss style' (by Lars Muller this book's publisher) and 'Type' look in detail at the designs that went round the world with Helvetica was the obvious winner. The country was, though, split into two camps, Zurich designers favored Helvetica while those in Basel preferred Univers, designed by Adrian Frutiger.
As the book covers a visual subject it is, of course, a pleasure to read and look through, the upright shape helps, too. Oddly all the text is in Akzidenz Grotesk, a German face designed around 1880, rather than Helvetica (or even Univers). There are 784 illustrations throughout the pages using numbers to identify them for the captions so avoiding the ungainly word directions (left, above, center right, bottom etc). The back pages have work related interviews with five contemporary Swiss designers, followed by a bibliography and Index (Bill, Gerstner, Hofmann, Lhose, Muller-Brockmann and Neuburg predictably get the most entries...no surprises there after all)
This could well become the standard reference on Swiss graphics and with a companion title: '100 years of Swiss design' (ISBN 978 3037784419) which looks at furniture and products, you'll have a comprehensive record of the remarkable creative output of a small country in central Europe.
0 of 0 people found the following review helpful.
Great work.
By B. Wolinsky
There is a photo in this book, of a 1928 portable miniature photograph, the size of a CD. This was long before the Walkman, the portable transistor radio, the pocket calculator, and the mania for miniature appliances. It seems, according to this book, that the Swiss were more concerned with utility that with beauty when they designed and built their tools, houses, and furniture. Perhaps it has to do with the fact that they were isolated by mountains, or that they have a history of neutrality? They managed to stay out of the wars that plagued Europe, so they had plenty of opportunity to develop their industries.
A lot of the furniture items in this book have dual uses, like the chair that can be collapsed into a bed. There’s also the Aermo Furniture Kit, containing a mattress, bed, desk, chair, and wardrobe, all folded into a carrying case. It was advertised as a way of dealing with displacement in post-war Europe, though I don’t recall over seeing it used. The simplicity is startling; almost all of the furniture items have squared edges, while American ones prefer things round. I suspect that it might be cheaper to have squared, rather than rounded edges, and without all the credit that Americans use, the average Swiss probably had to shop on a lower budget.
I thoroughly enjoyed this book. The designs are all simple and useful, not full of pretty housewarming stuff that you’d see in a Sears-Roebuck catalogue of the era. Then again, the USA, with abundant forests and fuel, had no shortage of materials and energy to waste. The Swiss obviously had to conserve.
0 of 0 people found the following review helpful.
An absolutely beautiful publication of the highest quality
By Robin Lee Reed
An absolutely beautiful publication of the highest quality, as one would expect from all that is Swiss! Wonderful resource for teaching connecting us with a long and accomplished culture of design tradition!
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