Swiss International
Clean, functional style with clear grid, sans-serif typography and mathematical precision. Born in Switzerland in 1950s.
Shapes
1
Compositions
2Brand Attributes
2
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
Airport wayfinding system
Financial app
Brand Examples
Lufthansa
Classic example of Swiss style
American Airlines
2013 rebrand using Helvetica
Everlane
Minimalist online store
In this database
- Archetypes
- 5 of 12
- Same archetype set
- 1 of 50
- Rarest archetype
- Rebel — 8 of 50
- Linked entries
- 10
Style DNA
See Also
Massive Typography
Huge letters; Typography as art; Boldness; Hierarchy; Contrast; Expression
Anti-design
Rule breaking; Chaos; Provocation; Readability on edge; DIY aesthetics; Rebellion
Close-up and Detailing
Close-up; Detailing; Textures; Realism; Photography; Intimacy
Emoji
Emoji; Universality; Emotionality; Simplicity; Digital culture; Recognition
Updated: