06 Jul Swiss “wave” in design

Swiss theme becomes more and more actual every year, and its echoes can be traced in the web design, which, as we know, until recently, prevailed minimalism. But Swiss style, or as it is called, the Swiss “punk” has brought its own flavor, perfectly complementing the first rationalist.

But before we tell you more about this direction, it is necessary to make a small excursion into history.

How it all began?

Swiss style originates from the 70-ies of XX century. At that time, it represented an innovative, increasingly individualistic approach to typography, and does not fit into the existing canons. He became a kind of gesture of protest, reflecting the spirit of time and the mood of society as a whole.

50-60 years of the last century were subject to a uniform system of means of expression, and that because the style of the Swiss managed to make a splash. That is, to increase the antagonism between it and the set at the time the order.

One of the first who decided to change the existing rules, became Wolfgang Weingart, designer and typographer. He managed to change the course of the history of design and realize itself in full force.

And, of course, have appeared Weingarten supporters – Epril Grayman and Daniel Friedman. They have put forward a theory in which the design was called one of the art forms an integral part thereof. But at that time their views were not supported.

All that changed with the advent of the 80s, when Epril Grayman received unofficial title “The Queen of the new wave.” Her works were admired and versatile orientation. One of its working methods was to make collages and the method of “cutting”, which appeared during the time of the Surrealists.

Often, proponents of the “new wave” lived in Switzerland or the United States. But there were followers of other countries such as the UK.

Rebellious motives Swiss style changed the usual look at the design, helping to manifest other areas.

Swiss “wave” lasted almost two decades. And at the moment, when many designers there is a craving for retro detail, the style becomes popular again. 

Characteristic features of the Swiss wave:

  • Changes in the composition structure. If the style of the 50’s suggested ordering, balance in the selection of visual elements, posters, leaflets, covers of music albums of the Swiss “punk” – a creative “chaos” in every sense of the word.
  • The set accents. Classic design preference for one of the central items on which to focus. The Swiss-style atsenty displaced, that is, each element carries a semantic component.
  • Mixture genres. The poster could be displayed elements of the business and the comic genre that was perceived absolutely normal.
  • Relevance. If classic timeless , “new wave” is absolutely consistent with the spirit of that generation visual taste.

1974. Paul Rand. Westinghouse Annual Report:

Today eclectic takes revenge again and returns to the creative community. Therefore, a triumphant return Swiss style is not only possible, but that probably is already quite close. Moreover, it may be due to the following factors:

-“Pure” minimalism gradually becoming obsolete, it becomes boring, without the use of additional components

– Popularity typography.

-Bright colors, rather than focusing on a single shade.

-The ability to engage users and create unusual combinations.

In addition, Swiss style in the era of advanced Internet technology can be widely used in web design, as we mentioned earlier in this article.

This does not mean that will only prevail once again returning “new wave”, but to be ready to return and borrow from it the best, it is always possible.

 Modern design in Swiss style

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