Ch 17 & 18

Question 1

Adrian Frutiger

Answer 1

• designed UNIVERS (21 sans serif fonts)
• swiss designer
• used a number system to identify all 21 univers faces

Question 2

Alexey Brodovich

Answer 2

• Harper’s Bazaar art director for 25 years
• ‘grandfather of magazine design’
• experimentation with photographic directions
• rethought editorial design//relationship between photographs and layouts
• use of white space
• hired Herbert Matter & Herbert Bayer for harper’s bazaar covers
• design magazine “Portfolio” which contained info about design and art
• started a school – The Design Laboratory where he’d give weekly lectures about design

Question 3

Armin Hofmann

Answer 3

• teacher at Bosel School
• Not as strict in following Swiss Style
• trademark for Swiss exhibition
• worked for Herman Muller Furniture

Question 4

Emil Ruder

Answer 4

• Swiss school of design - Bosel School
• typography teacher
• grids
• adopted univers as preferred typestyle
• wrote ‘A Manuel of Design’; set in UNIVERS, standard textbook

Question 5

Ernst Keller

Answer 5

• Zurich school of applied art
• instructor
• pictographic style
• geometric
• bright colors
• AKIDENZ-GROTESQUE

Question 6

Herbert Matter

Answer 6

• harper’s bazaar cover
• Noel Furniture
• biomorphic shapes used often in his furniture ads

Question 7

Joseph Binder

Answer 7

• air brush as tool
• war posters
• cubist influence

Question 8

Ladislav Sutner

Answer 8

• progressive ideas re: catalog & information design
• icons/symbols to help organize info
• sweets catalog - architect info
• ‘information architect’
• wrote books: ‘Catalog Design’ and ‘Catalog Design Process’

Question 9

Herrmann Zapf

Answer 9

• venitian typestyles & calligraphy
• PALATINO: common
• OPTIMA: more original, no serifs but still thick & thin strokes, used for Vietnam memorial, His favorite of his designs
• designed DINGBATS
• MELYR
• Manual typographic thinking (book)

Question 10

International Typographic Style

Answer 10

• also called Swiss Style
  1. asymmetrical organizational elements
  2. grids
  3. sans serif (ex. Helvetica, Akidenz-grotesque)
  4. flush left, rag right
  5. straight forward & clear info presented
• rejection of personal aesthetics
• universal style
• clear & ordered