A grid is a tool used to organize information in a given space.  A grid can break up space, and organize it into an attractive and cohesive image.

Designers use grids for this reason; to display information in an appealing and organized manner. 

A modular grid is a grid that is made up of modulars; it is broken up by even horizontal and vertical spaces that make up the grid.  These spaces act as divisions in which to organize the space. 

A margin is the border around the grid that usually contains no writing or images.  It looks like a border around the page

A column is a vertical section, or spacing of text.  It is used to organize the text on the grid.

Grid modules are the squares on a grid that are defined by the gutter.  These grid modules make up eighteen small square spaces on the grid.

The gutter makes up the grid modules.  The gutter is the space between the modules.

The flowline of a grid is a horizontal line made by text that leads the viewer’s eye through the grid.

Hierarchy is the way designers express the importance of an image or text to the viewer.  Hierarchy is a way of letting the viewer know where they should look first, second, third, and so on.  Hierarchy can be shown by placement of an image or text on a page, size of image or text, and the graphic elements incorporated into the design. 

A type family is a font that can have different weights.  These weights include regular, bold, italic, light, and extra bold.  These are variations of the font that make up the type family of the specific font.  These variations can also be condensed or extended versions of the type. A typeface style is a variation within the type family.  The different types of lettering within the family are the type styles

  

One of typography’s most important contributors is German typographer Jan Tschichold.  Born in Leipzig, he was trained in calligraphy.  He was different from other typographers because of his preference to use stock fonts and commercial paper.  At the time, most typographers were aiming for beauty and were attempting lettering that was too complex. Jan chose more simple and symmetrical fonts. He adopted modernist ideas from Bauhaus, Futurism, Constructivism, and De Stijl and uses their influence in his bold sans serif typefaces.  One of the most famous typefaces he invented is called Sabon.  Other fonts invented by Tschichold include Transit, Saskia, and Zeus.  He worked as a teacher as well as wrote many books during his lifetime.  Tschichold’s most famous book called Die Neue Typographie describe modern design and typography.  He was famous for starting a movement called “new typography”, which he discusses in this book. He developed what is known today as Tschichold’s grid in which he uses a modular system.  His modular grid has consistent divisions in which text and images are to be organized.  Jan’s new form of using typography helps the viewer comprehend the image in a more organized and aesthetically pleasing manner. 

  

 Instead of text wrapping around images, and an over abundance of text as before, now the viewer has a sense of clarity instead of an overwhelming amount of text.  His texts were more symmetrical than before, allowing more clarity. He also wrote a book on principles of modernist typography.  Other books wrote by Jan include Typographische Gestaltung and Geschichte der Schrift in Bildern.  Nazi Germany found Tschichold’s beliefs and fonts to be unattractive and condemned him for them.  Jan Tschich-

old eventually escaped to Switzerland where he returned back to classical ideals within his typography and design such as classic Roman typefaces. However, he will always be remembered for his fon-

ts and influential style in typography. 

Joseph Muller-Brockmann was a famous graphic designer whom helped invent and advocate using a modular grid system within design.  A modular grid system is a grid that consists of margins, gutters, and modules in which 

text and images are organized in a visually pleasing manner.  This designer studied design and history of art at the University of Zurich.  After college he was an apprentice and eventually opened his own studio in graphics. 

He also designed a wide variety of posters for various things such as concert posters for the Tonhalle, posters for the Swiss Automobile club, and the Zurich police.  This Swiss designer was very successful throughout his life.  

He was a founding editor of New Graphic Design.  He was also a design consultant to IBM.  He wrote many books, including The Graphic Artist and his Design Problems, History of the Poster and A History of Visual Communication, and Grid Systems in Graphic Design.  Joseph is most known for his simple, clean style.  He typically used Helvetica.  His style influenced the International Typographic Style, also known as the Swiss style.  The Swiss style is categorized by its cleanliness, objectivity, and readability.  His influence and timeless style is still seen in many designs today.