Emil Ruder (1914-1970)
After World War II, the leading model of modern typography came from Switzerland: a phenomenon known as 'Swiss typography'. For nearly 30 years, Emil Ruder taught typography at the Allgemeine Gewerbeschule in Basel and thus exerted a powerful influence on this development.
Ruder taught a rigorous mathematical logic in graphic design to his students and in 1959 published the underlying principles of the new movement, entitled 'The typography of order'. This new movement involved avoidance of the decorative, a strict adherence to 'objectivity' and impersonality, and a restriction of typefaces.
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