Intro to Typography-Swiss Typography (aka the International Typographic Style)
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- čas přidán 29. 07. 2024
- MVA Studio founder and MCAD adjunct faculty Joshua Hardisty shows the development and ideology of Swiss Typography and its evolution into the International Typographic Style with examples of work by Jan Tschichold, Max Bill, Emil Ruder, Josef Müller-Brockmann, Armin Hoffmann, Rosemarie Tissie, Wim Crouwel, and Massimo Vignelli (amongst others).
Talk recorded in Joshua’s Typography Studio class at MCAD, Spring 2015.
Follow Joshua:
/ mvajoshua
/ mvajoshua
For more information about his teaching or design:
the-mva.com - Zábava
thanks for the lesson, I'm learning about swiss recently and this video helped me a lot
Thank you for watching! Glad you enjoyed it.
NB comes from the Latin phrase "nota bene" and is used to indicate that special attention should be paid to something.
I have a feeling that Theo Ballmer was probably referencing this meaning with his poster.
That’s an awesome insight, thank you!
Very informative Joshua, great takeaways here.
Seriously amazing video. Thank you so much for this.
Thanks so much for watching!
Thank you so much!
Very Informative and inspiring!
Glad you found it useful. Thanks for watching!
I loved your presentation very complete! thank you so much !
Thank you! Glad you enjoyed it.
thanks for the presentation man (:
Dude, this is awesome! Thanks 🤙
Thank you! Glad you enjoyed it.
Very cool sir. Bravo.
Thanks for the feedback (and for watching)!
Great! Thanks for sharing!
Thanks for watching and for the kind words.
Thanks dude!
Amazing content, thanks for the lesson!!!!!!
Thanks for watching and glad you liked it!
Thank you a lot for the video! It was super interesting! May I please ask for a presentation link? I want to analyze more each work
Looks like that saturated orange and/or a complimentary blue value is common is Swiss graphic design when they used colors as flat backdrops in the typographical pieces. Are there any palettes that stand out in classic Swiss typography or design? I would never get away with this type of style in the client driven world. If I said "We don't need more than this" I would get the evil eye. I have tried it. A lot of clients would define this as art and not communication cause they are not into stuff like hierarchy, grids, balance etc. I feel tired of not having the opportunity to use "the school of graphic design" if you know what I mean. Things are so client driven and they all seem to be focused on super imposed logos and noisy design. I always try to suggest and lead the client into a less "desperate" aesthetic, but I always seem to loose as they are so determined. I can't make my clients my enemies, so then I have to play along.
@Emil Rosenberg It's the person publishing this video that refers to The international typographic style in the title. I'm only referring to a generic expression so to speak. It's not like I'm juxtaposing this with dadaism or modernism or a periodic movement as such. If you read my post it's about the life of graphic design in terms of client driven situations that wipes out the schools of graphic design. The client driven aesthetic is like a whole "style" or movement by itself. It's become that significant.
@Emil Rosenberg After 30 years in the business I beg to differ. If you really mean that you haven't been working in a real life environment. That's something a box fresh designer would say due to lack of working experience. There's alot of talented designers out there trying their best to maintain a level of proficiency but in a client driven environment it's hard. As described in my initial post I struggle with that mechanism myself and it's gotten worse by the years. "The client is always right" philosophy doesn't go well in graphic design but they are paying the bills. Gotta eat remember. If a big client insists on supersizing a logotype, cram a ton of text into every available space and decide what colors to use then the result will suffer. It's as easy as that. If your okay with that then your ambitions as a graphic designer is low. At least you need to reflect on that, if not then your not a designer at heart, your just a monkey. This lack of ambition can save you a ton of worries and you'll become many clients favorite, but your not a graphic designer as such. See? Wish you well.
@Emil Rosenberg That's the kind of stuff you expect to find in any theory book, unfortunately real life doesn't always correspond with textbook theories. When a big client overrules any guidance from well meaning, softly spoken senior designers and is 100% set at punching trough their own ideas then it's a case closed situation, unless you decide to leave the client of course but very few can afford that these days. We are not Pentagram. My point is that no matter how big your perspective is the client will always triumph. I see alot of young designers coming in to the industry with a "textbook mindset" only to be disappointed when they experience the mechanisms of a real life environment. I always tell them not to bury themselves too much in lost cases.
@Emil Rosenberg I'm sorry to say it but you don't come off as a very experienced corporate designer. You seem to be caught in a type of indoctrinated schoolbook territory. You need to get you feet wet in some tuffer territories. Gain some experience in the terrain so to speak. Anyhow, wish you luck. When you get there you will know what I'm talking about.
Where can this presentation be found?
Marko - Sorry for the delayed response. Here's the PDF: www.dropbox.com/s/e016m0w4aasgnpa/ThMVA_TypographyLectures_Swiss_2.pdf?dl=0
Sick
appreciated.
Cool
Thanks
Why did you use such small letters in the titels on the left side. I'm watching this on my MacBook Pro but can barely read it out. I expected you to be more sensitive about choosing a typeface than people of other channels. ;) Still a great presentation - thank you for sharing this!
Hey sorry about that. Ultimately this presentation was designed to be shown in a small classroom to about 12 people so the type wasn't meant to be read in a CZcams screen. That said, it still sucks to read like that! I'll try to dig up the original presentation so you can download it and see everything better.
Ah, I see! Don't worry then, the explanation cures all my concerns. :) :)
@@MrsCaroVallo Hey, this is way after the fact but here's the PDF from the video so that you can actually read it: www.dropbox.com/s/e016m0w4aasgnpa/ThMVA_TypographyLectures_Swiss_2.pdf?dl=0
44:00 the calendar says 2014 but you write 1967, where is the truth???
The calendar was designed in 1967 but is updated yearly.
Thanks, now I know!
this is so ugly - the design is beautiful but the design of this presentation, no