Swiss Style Modernism Circa 1950

A new graphic design style emerged in Switzerland in the 1950s that would become the predominant graphic style in the world by the 1970s. Because of its strong reliance on typographic elements, the new style became known as the International Typographic Style. Label designs from this period use a mathematical grid to provide an overall orderly and unified structure; sans serif typefaces (especially Helvetica, introduced in 1957) and a clean precise illustration style. The overall impression is simple and rational, tightly structured and harmonious. Label designs signed by L.M. Kohler are some of the best examples of the 50's Swiss Style.