EAN: 9783038630777

THE BIRTH OF A STYLE - DOROTHEA HOFMANN KARTONI...

In the second half of the 20th century  Swiss graphic design succeeded in causing quite a stir
beyond national borders. Swiss Design and Swiss Style had become representative for high
quality ground breaking graphic design that would shape a whole epoch with its love of
precision  objectivity and reduction - and become a popular Swiss export with its innovative
works. The Basel education model of the Allgemeine Gewerbeschule  later known as Basel School
of Design  was an important pioneer that led to the international breakthrough of new Swiss
graphic design. Strict  yet undogmatic views coupled with a pragmatic attitude towards design
issues  experimental audacity and a clear commitment to modernism triggered a broad graphic
design movement reaching out from Basel to Europe and the USA. Dorothea Hofmann tells the story
of Swiss graphic design from a new perspective. Starting with a deliberate focus on Basel  she
paints a differentiated picture of this national graphic design movement  which  in its
complexity  overcomes the constraints of the Zurich constructive concrete direction with which
Swiss Style has generally been associated until today. The author gives a detailed account of
the movement's origins  which date back to the 19th century  discussing the development of
graphic design education in Switzerland and coherently describing its breakthrough as an
international style. Former teachers and students of Basel Allgemeine Gewerbeschule who have
contributed decisively to the international reputation of Swiss Design with their works are at
the centre of this book: Hermann Eidenbenz  Emil Ruder  Armin Hofmann  Karl Gerstner  Gérard
Ifert  Nelly Rudin  Pierre Mendell  Wolfgang Weingart  Kenneth Hiebert  Dan Friedman  April
Greiman  and many more.

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