The grid does the work
Swiss style comes from Zurich and Basel poster design of the 1950s and 60s. It is strict: a grid of columns, a plain grotesk font, headlines flush left with a ragged right edge, thin black rules, lots of white space and one strong color. Nothing is centered for the sake of it. Every layout here sits on twelve columns, so the words always start on a column and the rules line up with them.
It looks calm and sure of itself, which is why museums, architects and software companies keep using it.
The looks in it
- The numeral: one huge number, like a price, a share or a date, with a headline and three facts in columns
- The column photo: a photo set on the columns and run off one or two edges, the words beside or under it
- The poster: visible column lines, one large disc, a stacked headline and the facts
- The timetable: numbered rows on hairlines, for a week's classes, opening hours, rates or a festival program
- The quote: a review with a red square holding the score, and a portrait if you have one
- The report: a carousel with one point a page, a huge page number and a progress rule
Who it suits
A studio posting next week's timetable, a cafe's opening hours, a contractor's service areas and rates, a coach's workshop agenda. It is a natural fit for company posts on LinkedIn: the year in numbers, the product roadmap, a careers carousel, an uptime figure. When a post has facts, Swiss style shows them without decoration getting in the way.
Write for the grid
Short lines suit it. Write the headline in two to four words and let it break where it wants. Put numbers in figures, "42%", not "forty-two percent", because the big numeral is the picture. If a timetable has more than seven rows, split it over two pages.
Your colors
The style's own sets are Zurich red and black, Basel black with a red main color, and Geneva orange with deep blue. Press Colors and then Your brand and the red mark takes your accent. Shuffle tries another layout and another mix of your colors.
FAQ
Which font does it use?
A plain grotesk, the kind of sans serif Swiss posters used. Press Your brand to use your own font. A plain sans serif keeps the look.
Can I use my own photo in black and white?
Yes. Replace the photo, then press Photo, Filters and pick Mono. Black and white suits the style.
How many rows does the timetable hold?
Three to seven. Each row has a number, a name and a time or price.