The Swiss Style follow the principles of clean, readability and objectivity. It’s also said that the grid was born here. Not the grid in itself but the way it’s now used in design.
“Typography begins with a mathematical structure”. Why not follow the same harmonious “easy-to-read” structure for design? These ideas shaped the Swiss Style, and it was dominated by grids, assymetric layouts and the sans serif type fontface. Photography was also more prominent than illustrations.
One of (or more like: the one) the most prominent typefaces from the Swiss Style is “Akzidenz-Grotesk”, or as it was often called and sold as “Standard” or “Basic Commercial”. It’s these kinds of sans-serif fonts that started the movement.
The teachers of Swiss Style argued that “design should focus on content, not decorative extras. These are some of the fundamentals that define the movement. It’s meant to let information heavy design to be “read and studied” rather than admired and seen.