Swiss type setting in poster work

johnwashington's picture

Hi all

I am trying to understand why so many of the swiss posters have type that appears to be set very close to the page edge. Does anyone here know the reason for this. I personally like the tension it creates but would love to know the thinking behind it.

rcapeto's picture

John, I can think of many Swiss posters that don't follow this

hrant's picture

The margin is only a frame if you see typography as art. But when you see it as craft, the margin is simply a functional element: the white without which the black cannot be happy.

hhp

rcapeto's picture

Well, one of the criticisms leveled at the New Typography and the
subsequent concrete typography was that they - like art - treated
type blocks as mere grey shapes, to be manipulated on the graphic
space. But modern functional typography comes from and after this,
not from that which existed before. In any case,

hrant's picture

> tired, loaded

Overloaded, yes. But if we look with fresh eyes they don't need to be tired. The Art/Craft duality is I think at the heart of all of this.

> You should read Aicher on that.

I have! And Ovink too - a wonderful pragmatist.

hhp

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