New Wave vs Swiss
ニュー・ウェーブ / スイス・スタイル
New Wave comes from Counterculture and Swiss from Functionalism. Both are read here as style. They are reached for with different intent, which is the fastest way to tell them apart.
New Wave
Keeps punk's freedom while re-editing color and grid with urban polish.
Swiss
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Puts order front and center and makes the information itself the protagonist.
| New Wave | Swiss | |
|---|---|---|
| Era | 1970s–1980s | 1950s– |
| Family | Counterculture | Functionalism |
| Kind | Style | Style |
| Cues | Irregular grid / Dots / High chroma / Rotated type | Strict grid / Sans-serif type / Asymmetry / Objective photography |
| Best used for | Editorial heat for culture media · Adding surprise to serious content | Making complex information fast to read · Giving an organization rationality and transparency |
| Type | Mix condensed, geometric and vertical setting | Neutral sans-serif; be bold with size contrast |
| Composition | Shift the grid; hold several angles at once | 12-column grid, left-aligned, asymmetric |
| Material | Yellow, red, blue, dots, thin rules | White space and objective photographs; almost no ornament |
| Caution | Don't multiply small decorations. Choose one starring deviation. | Too much tidiness turns anonymous. Keep one strong jump in scale. |