Guiding questions:

• What does design thinking mean when applied to “Modern Typography” ?
• What does it mean when design leads vs. follows other cultural trends?
• How does Zeitgeist influence, or is effected by, design thinking?
  

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Functional graphics for science

New Swiss sans-serif typefaces

Design in Basel and Zurich, 363

The International Typographic Style in America

Key Terms (in order of appearance; the first page number of their appearance is

listed)

The International Typographic Style, page 356

Art Concret or Art Concrete, page 356

Semiotics, page 357

Semantics, page 357

Syntactics, page 358

Pragmatics, page 358

Tectonic element, page 360

Univers, page 361, (Figs. 18-13 and 18-14)

Helvetica, page 361, (Fig. 18-15)

Manuale Typographicum, page 363, (Figs. 18-17 and 18-18)

The golden mean, page 365

158

Swiss Poster

Late Moderns’ Second Phase, Swiss International Style

Key People and Their Major Contributions (in order of appearance; the first

page number of their appearance is listed)

Ernst Keller (1891–1968), page 356, (Fig. 18-1)

Théo Ballmer (1902–1965), page 356, (Figs. 18-2 and 18-3)

Max Bill (1908–1994), page 356, (Fig. 18-4)

Otl Aicher (1922–1991), page 357, (see Figs. 22-37 through 22-40)

Anthony Froshaug (1918–1984), page 357, (Fig. 18-6)

Max Huber (1919–1992), page 358, (Figs. 18-7 and 18-8)

Anton Stankowski (1906–1998), page 359, (Figs. 18-9 through 18-12)

Adrian Frutiger (b. 1928), page 361, (Figs. 18-13 and 18-14)

Edouard Hoffman (d. 1980) and Max Miedinger (1910–1980), page 361, (Fig. 18-15)

Hermann Zapf (b. 1918), page 361, (Figs. 18-16 through 18-18)

Emil Ruder (1914–1970), page 363, (Fig. 18-19)

Armin Hofmann (b. 1920), page 363, (Figs. 18-20 through 18-23)

Karl Gerstner (b. 1930), page 363

Carlo L. Vivarelli (1919–1986), page 364, (Fig. 18-25)

Josef Müller-Brockmann (1914–1996), page 364, (Figs. 18-30 through 18-33)

Siegfried Odermatt (b. 1926), page 365, (Figs. 18-36 through 18-38)

Rosmarie Tissi, (b. 1937), page 370, (Fig. 18-39)

Rudolph de Harak (b. 1924), page 370, (Figs. 18-40 through 18-42)

Jacqueline S. Casey (1927–1991), page 372, (Fig. 18-43) (Fig. 18-45)

Ralph Coburn (b. 1923), page 373, (Figs. 18-44)

Dietmar Winkler (b. 1938), page 373, (Fig. 18-46)

Arnold Saks (b. 1931), page 373, (Fig. 18-47)