Research On The Applicability Of The International Typographic Style In Contemporary Brand Design

International typographic style,also known as swiss design style,is a pioneering movement that originated in Europe,sprouting in the Netherlands and Germany,and flourishing in Switzerland in the 1950 s.The calm and objective nature of this style made it the most influential and popular design style after World War II.The international typographic style has been widely used by designers worldwide to this day,especially in recent years,and has had a continuous impact on the development of the field of graphic design in China.Nowadays,the advent of the digital media era has given rise to the emergence of new forms of consumption.The international typographic style is particularly prevalent in contemporary brand design,even causing discussion among some media designers.This paper will use the literature research method to sort out the theories related to the international typographic style and brand design,and use the case study method to explore and summarize the characteristics of the international typographic style in contemporary brand design.Through the case study of contemporary brand design with the international typographic style,we analyze the applicability of the international typographic style in brand design in the "contemporary" context.It also compares the Swiss design style with the development and changes of the today’s international typographic style in the framework of brand design.This is a development and extension of the international typographic style,which enriches the connotation of the international typographic style.The success of their design practice is an inspiration and guidance for us to develop design competence and in enhancing design value and competitiveness.