Luxury Minimal vs Swiss

ラグジュアリー・ミニマル / スイス・スタイル

Luxury Minimal comes from Contemporary Branding and Swiss from Functionalism. Both are read here as style. They are reached for with some of the same intent, which is where they get confused.

Luxury Minimal

Luxury Minimal — Dieter Rams《Braun ET66》1987 — Wikimedia Commons / CC BY-SA 2.0Luxury Minimal — Dieter Rams による Braun のターンテーブル — Wikimedia Commons / CC BY 2.0Luxury Minimal — Dieter Rams《Braun T4》トランジスタラジオ — Wikimedia Commons / CC BY 4.0

Communicates confidence, not price, through silent margins and precise typesetting.

Swiss

Swiss — Josef Müller-Brockmann《Beethoven》ポスター 1955 — Wikimedia Commons / CC BY-SA 4.0Swiss — Josef Müller-Brockmann《Musica Viva》ポスター — Wikimedia Commons / Public domainSwiss — Josef Müller-Brockmann《der Film》ポスター — Wikimedia Commons / Public domain

Puts order front and center and makes the information itself the protagonist.

Luxury MinimalSwiss
Era1990s–1950s–
FamilyContemporary BrandingFunctionalism
KindStyleStyle
CuesVast margins / Refined serifs / Low chroma / Quiet photographyStrict grid / Sans-serif type / Asymmetry / Objective photography
Best used forConveying quality without raising your voice · Making the product or photo the single focusMaking complex information fast to read · Giving an organization rationality and transparency
TypeHigh-contrast serif with a small sansNeutral sans-serif; be bold with size contrast
CompositionOne point at the center or edge; margins play the lead12-column grid, left-aligned, asymmetric
MaterialOff-white, black, faint textures of stone and clothWhite space and objective photographs; almost no ornament
CautionTiny type and faint color are not luxury. Being readable comes first.Too much tidiness turns anonymous. Keep one strong jump in scale.

Put these two together

Contemporary Branding ／ Functionalism

IndexStyle