The formal organisation of the surface by means of the grid, a knowledge of the rules that govern legibility (lines length, word and letter spacing and so on) and the meaningful use of colour are among the tools a designer must master in order to complete his or her task in a rational and economic matter.The greatest works of art impress through their balance, their harmony, their proportions, all of which can be measured. I have always aspired to a distinct arrangement of typographic and pictorial elements, the clear identification of priorities. The grid was used to define the constant dimensions of the design space and elements were inserted precisely into it so that all parts of a page would be integrated coherently according to the aesthetic order. He was concerned with functional and objective design that by restricting design elements in the confine of typographic grid, would shift the focus of image on the core message displayed by a clean and sharp geometrical aesthetic. The ideal of design is to achieve clarity and order.ДЄ leading pioneer of the Swiss Style, Josef MГјller Brockmann, was the founder and editor of the Zurich published journal Neue Grafik, who introduced the Swiss Style into America.The designer acts as an objective and reliable transmitter of important information between members of society. The designer is a visual communicator and not an artist.Design should be grounded on universal artistic principles, and using a scientific approach should provide a well-defined solution to a problem. In design there is no room for eccentricity and/or idiosyncrasy.Design is a socially worthwhile and serious vocation.The initiators of the Swiss Grid Style were of the belief that the visual appearance of the work is not as important as the integrity of its philosophical tenets whereby Using sans-serif typography set flush left, ragged right - The movement believed sans-serif typography expressed the spirit of a progressive age and that mathematical grids were the most legible and harmonious means for structuring information.Presenting visual and textual information in a clear and factual manner, using objective photography and illustration, and ensuring that it filters any propaganda and the exaggerated claims of commercial advertising.Asymmetrically organizing the design elements on a mathematically-constructed grid to create Visual unity in a composition.In short, the visual characteristics of the International Typographic Style include: They chose photographic images rather than illustration, and typefaces that were industrial-looking rather than those designed for books. These pioneering graphic artists saw design as part of industrial production and searched for anonymous, objective visual communication. Characterized by a cold, emotionally sterile grid style they used structured layout, and unjustified type, that became very influential in the mid twentieth century and influenced a vast audience. After the second world war the Swiss Grid Style, also known as the International Typographic Style was developed by Swiss designers, such as Armin Hofmann, Josef MГјller Brockmann, Max Bill, Richard P Lohse, Hans Neuberg, and Carlo Vivarelli who began to experiment with typography and photo-montage.

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