Karl Gerstner, Designing Programmes pg55-61, Joseph Muller-Brockman, “Grid and Design Philosophy” pg62-63 Graphic Design Theory: Readings From the Field by Helen Armstrong; and Margaret Rhodes, The Swiss Designers Breaking Tradition. 

PROMPTS:

  • 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 Margaret Rhodes’ essay “flirt with breaking the rules of the International Typographic Style“?

RESPONSE:

Each designer’s approach to design is very similar. For example, In Muller-Brockman’s essay “Grid and Design philosophy” supports the use of grids to organize the content and create a visual hierarchy thus making the designs very clear, simple, and effective. On the other hand, Margaret Rhodes’ article “The Swiss Designers Breaking Tradition” talks about the Swiss design movement and how it is focused on clarity and simplicity as well as functionality to problem solving. Both approaches are very similar and emphasize problem solving as well as how they have to be simple and clear, not just aesthetically pleasing. 

An example of contemporary typography/ layout that embodies the two design systems mentioned by Karl, and Joseph-Brockman in the modern day is the Japanese clothing brand Uniqlo.Its logo creates a sense of order and simplicity in its design with the use of the grid system. The typography used is very simple and clean as well. Lastly, this design serves its purpose for the brand. This represents the systems mentioned by Muller Brockman and Gerstern’s design philosophies. 

In Margaret Rhodes’ essay “The Swiss Designers Breaking Tradition ” she describes how contemporary Swiss designers are not following the rules of the International Typographic Style. They incorporate new techniques and technology into the designs. Even though they understand the origin of design, they are evolving and moving away from it by experimenting with new forms, colors and textures, thus pushing the limits of Swiss designs.

Annotations:

  1. Uniqlo Grid Logo 
  2. Swiss Designers 

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