Chapter 18 - The International Typographic Style

Question 1

Major design style that focuses on the elements of objective photography, sans-serif typography, flush left/ragged right alignment, mathematical grids, and the rejection of propoganda techniques. The intent is design that is objective in its communication.

Answer 1

The International Typographic Style (Swiss Design)

Question 2

Philosophical study of signs, symbols, and signification.

Answer 2

Semiotics

Question 3

Sans serif type families created during the Swiss design movement. Each family has a remarkable continuity between various fonts. “Helvetica” is an approximate translation of “Switzerland” in Latin. Helvetica became the most popular typeface internationally during the 1960’s and 1970’s.

Answer 3

Univers & Helvetica

Question 4

Designs created to embellish public space, often purely typographic.

Answer 4

Environmental Graphics

Question 5

The quality of matching straight edges along a common axis with the use of type or images.

Answer 5

Alignment