In 1950s Switzerland, not long after the end of World War II, a new approach to graphic design was being developed that would go on to serve as the foundation for much of modern Western graphic design. The approach was termed ‘Swiss Style’, and it was slowly shaped over the following decade by a number of influential designers active during this period – most notably Josef Müller-Brockmann and Armin Hofmann, whose contributions to this movement include the perfection of the modular grid system, and the focus on geometric forms and clean typography that are two of the defining features of the style.
Today, the influence of Swiss Style on the field of graphic design is clear for all to see. Though many practitioners continue to push and bend the “rules” of graphic design, the discipline is first and foremost a tool for communication, and the principles set forth in the Swiss school of design continue to inspire best practice around the world. These include craftsmanship, functionality and colour harmony – principles that have not only formed the basis of contemporary graphic design, but have shaped approaches to design across a range of different disciplines, including architecture, industrial and product design.
Over the years, Switzerland’s influence in this area has unsurprisingly given rise to a number of impactful design-led Swiss brands. Names that spring to mind include Swatch, Rolex, Vitra, USM Modular Furniture and SIGG. More recently, another that has begun to emerge as a leader in its category is On, a Zürich-based sportswear brand that specialises in running shoes and performance apparel. Known for its innovative design ethos and futuristic aesthetic, On has become a household name in the world of running, favoured by professional athletes and weekend runners alike. The brand has even made waves in fashion circles of late, boasting partnerships with style icons such as Zendaya and revered fashion houses like Loewe.
In our recent article with On, we spoke to the team about what drives them forward, and the roles that innovation and experimentation play in developing their groundbreaking products. Naturally, there was no end to the possibilities being explored at the brand’s Zürich headquarters, and much of this design process is undoubtedly influenced by the brand’s heritage as a Swiss company, including its focus on products that are well-designed, well-made and able to strike the right balance between form and function. With this in mind, in our second article with the brand, we want to delve deeper into what exactly defines Swiss design today, and how this plays out across a range of disciplines and in the practices of a range of designers, including those working at On.
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