Graphic design and typography determine the appearance of posters, books, logos, adverts, websites, animations, apps and much more. They convey information, influence opinions and shape people's values. They have a visible influence on our daily lives and enjoy a high status in Switzerland. The quality of graphic design and typography is upheld and cultivated in professional practice.
The specific Swiss tradition known as «Swiss graphic design» and «Swiss typography» emerged in the second half of the 20th century and gained international recognition and influence which persist to this day. Subsequently, «Swiss Typography» or «Swiss Style» shaped graphic design in Switzerland and internationally. In the meantime, graphic design has developed dynamically in the field of digital media and applications.