The Influence of Swiss Style and New Wave Design

Graphic design moguls Armin Hofmann and Wolfgang Weingart—pivotal figures in the golden age of the Swiss Style (Swiss Internationalism) and the New Wave—passed away in 2020 and 2021, respectively.

Rooted in modernist principles, the Swiss Style was shaped by influences such as Structuralism, Bauhaus, De Stijl, and New Typography, and refined through the contributions of designers like Josef Müller-Brockmann, Armin Hofmann, and Emil Ruder. Disseminated through the educational system of the Basel School of Design, it laid the groundwork for the emergence of the New Wave. The impact of the Swiss Style has been felt globally, helping to define the concept of graphic design as it is widely understood today, and establishing a foundation for design education worldwide.

In this seminar, Joe Chang, founder of Eyeson Type, traced the century-long evolution of Swiss graphic design. In the 1980s, educational initiatives promoting the exchange of ideas were launched, starting in Basel and extending to institutions such as the Lausanne School of Design (ECAL), the Geneva School of Design and Art (HEAD–Genève), and others. He illustrated how these events expanded the reach and influence of Swiss design, fostering a new generation of talent—including Nguyen Gobber, Josh Schaub, and the collective Automatico—who have carried forward the Swiss legacy of precision and meticulousness, while simultaneously challenging conventions and embracing a more exuberant, expressive spirit.