Early in my career, I was captivated by minimalist design and quickly traced its roots to Switzerland. Much of modern corporate design stems from the 1960s, when the International Typographic Style, or Swiss Style, was at its peak. At its core, this movement championed the idea that less is more by favoring geometry, sans-serif typography, and rational grid structures to create clear, universal communication systems. While some saw this approach as rigid, many recognized its immense benefits. Ultimately, Swiss design reshaped the world, and its influence remains visible everywhere today.
Determined to learn from the source, I immersed myself in research, poring over archives and books, before traveling to Basel, Switzerland, in 2018 to study graphic design firsthand. I enrolled in three workshops at the University of Applied Sciences and Arts Northwestern Switzerland FHNW: Poster Design, Inquiry by Design, and Type Design. The experience was intense and humbling, surrounded by students from across the globe: Brazil, Dubai, Germany, India, Italy, Russia, and Spain. I had never felt a stronger desire to prove myself.
In Poster Design with Leander Eisenmann, I quickly realized my perception of Swiss Design was outdated. My initial work was critiqued as resembling a 1960s Swiss poster—painful but eye-opening feedback. Instead of imitating, I learned to innovate through experimentation. He requested that we leverage light and shadow through photography and use the resulting images as a basis for creating texture. We also focused heavily on treating each color as an individual layer—as if literally layering each ink color on top of the other during the eventual printing process. This type of strategic thinking creates visual excitement through a unique push-pull quality that emerges.
A highlight of the course was visiting the Claudiabasel studio, where we explored their archive of large-format posters. Their work embraced experimentation—using transparencies, reflective inks, and even controlled randomization at times. By occasionally rotating or flipping printing screens during production, they created unique collectible editions of each poster. That week taught me that modern Swiss Design is more of an ideology rather than a strict methodology, balancing systematic thinking with artistic expression to produce something truly distinctive.
Type Design with Philipp Stamm introduced me to the painstaking discipline of crafting optically balanced letterforms. I learned that letterforms fall into three primary categories: circular, rectangular, and triangular. By developing one letter from each—G, K, and H—I built the foundation for an entire type family, gradually adding serifs and weights. One of the most interesting techniques that I learned involved "drawing in" letterforms as silhouettes, gradually refining them with shading before defining their outlines. This approach has since influenced my process for creating custom wordmarks and iconography.
My final class, Inquiry by Design with Michael Renner, completely changed my outlook on how I approach design. Our goal was to seek a deeper understanding of how images generate meaning. As I began the project, I wanted to explore how I could research through the act of making. The parameters I developed to work within were simple: create a series of square compositions composed primarily of horizontal lines and shapes created with India ink on paper. The simplicity of my parameters allowed me to see how far I could push the use of my medium. The results were systematically analyzed, categorized, and documented in a visual report. This structured approach reinforced the idea that creativity and scientific thinking are deeply intertwined.
Today, as design is increasingly diluted by mediocrity, repetition, and AI-generated content, the lessons I learned that summer remain invaluable. Swiss Design’s core principles—clarity, precision, and systematic thinking—are more relevant than ever in an era of digital overload and fleeting trends. Its emphasis on hierarchy, functionality, and universal appeal ensures that brands stand out with a distinct, professional, and lasting presence. As technology evolves, the tools may change, but the thinking stays the same. True innovation starts with taste, understanding, and an unwavering commitment to excellence.
If your brand seeks to cut through the noise with intentionality and clarity, Swiss Design principles can offer the foundation needed for lasting impact. At Studio Gurr, we harness these ideas to craft visual identities that are not only striking but strategically effective. Let’s create something that endures—reach out to see how we can bring this approach to your brand.
David Gurr
Partner + Creative Director
