Late Modern

(Lou Dorfsman)

(Rudolph de Harak)

(Lou Dorfsman)

(Carlo L. Vivaarelli)

(Josef Muller-Brockmann)

(Max Bill)

"advancements in photographic and computer technologies applied to typography and printing began to change not only the look but the methodology of graphic design"

Swiss International Style

object photography, sans-serif typography, lack or ornamentation, and strict composition on the basis of the grid system are characteristic of this style

- the grid became the most significant design tool of the postwar era

=used for prospectuses, brochures, books, and exhibition catalogues, it was perfect adaptable to the requirements of international business

*Carlo L. Vivarelli

*Max Bill

*Josef Muller-Brockmann : "Copy and a picture are arranged and related in accordance with objective and functional criteria. The areas are sensitively organized with an assured touch in mathematical proportions, and due attention is paid to the rules of typography."

Corporate Style

job of the corporate communications designer was to create and maintain consistent identities and advertising campaigns

unadorned, economical graphics, and kinetic photographic accents

*Gene Federico

*Rudolph De Harak

*Lou Dorfsman