Swiss International

Clean, functional style with clear grid, sans-serif typography and mathematical precision. Born in Switzerland in 1950s.

Archetypes

Caregiver

Rebel

Ruler

Jester

Everyman

Colors

Red Blue White Grey Black

Shapes

Cells

Compositions

Systematic arrangement

Vertically symmetrical

Brand Attributes

Systematic

Clear

Style Characteristics

• Modular grid

• Helvetica/Univers

• Objective photography

• Lots of white space

• Clear hierarchy

• Neutrality

✓ When to Use

• When clarity, readability and universality are needed. Ideal for corporate design, infographics, transport systems.

✗ Avoid If

• Brand wants to appear emotional, playful or expressive. May seem too cold and faceless.

Usage Examples

Corporate annual report

branding

Airport wayfinding system

website

Financial app

website

Brand Examples

Lufthansa

Aviation

Classic example of Swiss style

American Airlines