Motifs: Strong geometric forms, strong and evident use of underlying grid structure, Helvetica, aim of objectivity, standardized systems, abstraction and reduction of form.
Noted Designers:
- Armin Hoffman
- Max Huber
- Herbert Matter
- Josef Muller Brockman
- Siegfried Odermatt and Rosemarie Tissi
- Emil Ruder
- Jan Tschichold
- Carlo Vivarelli
- Wolfgang Weingart
- Successors in the USA: Hans Alleman, Inge Druckrey, Dan Friedman, April Greiman, Vignelli Associates
Noted Designers:
- Armin Hoffman
- Max Huber
- Herbert Matter
- Josef Muller Brockman
- Siegfried Odermatt and Rosemarie Tissi
- Emil Ruder
- Jan Tschichold
- Carlo Vivarelli
- Wolfgang Weingart
- Successors in the USA: Hans Alleman, Inge Druckrey, Dan Friedman, April Greiman, Vignelli Associates
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