Other early pioneers include Théo Ballmer and Max Bill. Keller's work uses simple geometric forms, vibrant colors and evocative imagery to further elucidate the meaning behind each design. He did not teach a specific style to his students, rather he taught a philosophy of style that dictated "the solution to the design problem should emerge from its content." This idea of the solution to the design emerging from the problem itself was a reaction to previous artistic processes focused on "beauty for the sake of beauty" or "the creation of beauty as a purpose in and of itself". Shortly thereafter, in 1918 Ernst Keller became a professor at the Kunstgewerbeschule Zürich and began developing a graphic design and typography course. A graphic design technique based on grid-work that began in the 19th century became inspiration for modifying the foundational course at the Basel School of Design in 1908. Two major Swiss design schools are responsible for the early years of International Typographic Style. The International Typographic Style evolved as a modernist graphic movement that sought to convey messages clearly and in a universally straightforward manner.
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The style emerged from a desire to represent information objectively, free from the influence of associated meaning. The influences of this graphic movement can still be seen in design strategy and theory to this day.
Many of the early International Typographic Style works featured typography as a primary design element in addition to its use in text, and it is for this that the style is named. The style is also associated with a preference for photography in place of illustrations or drawings. Hallmarks of the style are asymmetric layouts, use of a grid, sans-serif typefaces like Akzidenz Grotesk, and flush left, ragged right text. It emphasizes cleanness, readability, and objectivity. The International Typographic Style has had profound influence on graphic design as a part of the modernist movement, impacting many design-related fields including architecture and art. The International Typographic Style, also known as the Swiss Style, is a graphic design style that emerged in Russia, the Netherlands, and Germany in the 1920s and was further developed by designers in Switzerland during the 1950s. A 1959 poster for the Gewerbemuseum Basel