Armstrong, Helen. Graphic Design Theory: Readings From the Field, Princeton Architectural Press, 2009. Navigate to pages 55-63. In another tab open Margaret Rhodes, The Swiss Designers Breaking Tradition

  • How do each of these designers/authors think you should approach design?
  • Include an example of contemporary typography/layout that embodies the two design systems or philosophies described by Karl Gerstner and Joseph Muller-Brockman. And explain why!
  • How do the contemporary Swiss designers described in the Margaret Rhodes’ essay “flirt with breaking the rules of the International Typographic Style“?

The Philosophy of Karl Gerstner is that design can be reduced to a process of selection and rigidity. Designers just need to be given a wealth of options and choose how and where to utilize them. Joseph Muller-Brockman believes that the grid is a form of expression from the designer. The grid provides clarity. Brockman also believes that the work of a designer should be contributing to society and general culture.

An example of a contemporary typographic layout is the Pearl Jam 1993 Greek Theater advertisement print, designed by. This print utilizes a very clean, simple design and layout. It utilizes the primary color, blue, as the background, and then black and white text. The text, despite being slanted, aligns to create a cohesive look. There is no capitalization, and the main idea of the intent behind the poster is there and easy to read.

In Margaret Rhodes’ essay, designers break the rules of Swiss through losing the methods of rigidity that Swiss design was known for. Switzerland, having a diversity of French, German and Italian culture, would reflect this in the kind of design that would be produced. Erich Brechbühl is quoted at the end, “Everyone has his own approach, and it’s really personal from each studio”.