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ceramics by Dimitri Bähler -

© photo Raphaëlle Müller

The face of Design Switzerland

To help raise the profile of Swiss designers at international design events, Pro Helvetia has launched “Design Switzerland: Connecting Talent with the Market”. This initiative aims to link emerging Swiss designers with national and international markets by helping young Swiss design studios boost their visibility, build professional networks and achieve their business goals.

After working closely with Pro Helvetia to develop a name and brand for the initiative, we created an original typeface and graphic system, reflective of Switzerland's creative young talent. The Design Switzerland name was used for the first time at designjunction, part of the London Design Festival.

Our challenge was to develop a brand identity that would support the efforts of Pro Helvetia to promote the many facets of contemporary Swiss design – including its history of excellence, its originality, diversity, and its ability to surprise and break the codes. In order to develop a graphic system and specific typeface, we had to determine what tools were needed to promote contemporary Swiss design at all stages of the process, from concept to market.

Anthony Franklin, Partner & Design Director

The Pro Helvetia typeface, while drawing on the history of typography, is resolutely contemporary in design. The main feature of Pro Helvetia is that the letters are monospace, meaning each letter occupies the same amount of space.

This inspired us to play on classical letter proportions by placing the letters in a grid – a feature that was first developed in Switzerland and which continues to guide graphic designers in the meaningful organization of content on the page. We created the typeface together with Ian Party from Swiss Typefaces.

To support the launch of Pro Helvetia’s Design Switzerland initiative, we developed communication tools and a visual language that help to promote select designers at national and international events – putting them into contact with producers, investors and design enthusiasts.

Anthony Franklin, Partner & Design Director