Emil Ruder
Emil Ruder (1914–1970), was a Swiss typographer and graphic designer, who with Armin Hofmann helped to found the Schule für Gestaltung Basel (Basel School of Design) and the graphic style known as the Swiss Style. In 1967 he published a basic grammar of typography in German, English and French.The book Typography helped spread and propagate the Swiss Style, and became a basic text for graphic design and typography programs in Europe and North America. The style was defined by the use of sans-serif typefaces, and employed a page grid for structure, producing asymmetrical layouts, as seen in these two classic posters.