Compose two styles
Rather than blending two styles into a middle, this assigns them roles: one carries the structure, the other appears as an accent. Where the two fight, it says so before you start.
How to divide the work
- Composition
- Follow Corporate Modernism: Grid and margins given as numbers, clear space around the mark written down
- Type
- Set in Corporate Modernism's manner (One type family fixed, the name locked as artwork down to its letterspacing), and let Swiss's lettering (Neutral sans-serif; be bold with size contrast) appear only where you want the eye to catch.
- Material
- Ground in Corporate Modernism's material (Single color as the default, hues assigned by use rather than by business unit); bring in exactly one thing from Swiss (White space and objective photographs; almost no ornament).
- Colour
- Build on #e9e6dd, #67635d, #171615 and admit one accent from #f1efe8, #ed3b22, #121210.
Where they fight
These two are already listed as related, so the join should come easily.
Caution
- Corporate Modernism A manual with no one checking application lets exceptions pile up in the field and the force of unity goes first.
- Swiss Too much tidiness turns anonymous. Keep one strong jump in scale.
Image prompt
An original image that takes its structure from Corporate Modernism (Style, 1950s–1970s) and its accent from Swiss (Style, 1950s–). Structural cues: Abstract geometric marks; Standards manuals; Gridded application discipline; Single-color strength. Accent cues, used sparingly: Strict grid; Sans-serif type; Asymmetry; Objective photography. Composition: Grid and margins given as numbers, clear space around the mark written down. Type and lettering: One type family fixed, the name locked as artwork down to its letterspacing. Let one material quality come from the second style: White space and objective photographs; almost no ornament. Mood: Trust, Technology, Luxury, Calm. Color: build on #e9e6dd, #67635d, #171615 with a single accent drawn from #f1efe8, #ed3b22, #121210. Constraints: do not imitate, reference or name any specific artist, studio, brand, character or copyrighted work. Produce an original composition in the general period languages described above.
Related entries
- Corporate Modernism 1950s–1970s / Style / Contemporary Branding
The golden age of corporate identity established by Rand, Chermayeff and their peers: geometric marks, gridded standards manuals and disciplined application speaking for corporations in modernism's abstract language.
- Swiss 1950s– / Style / Functionalism
Puts order front and center and makes the information itself the protagonist.
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