The goal of Swiss style graphic design is for the “content” of the design to stand out. This is achieved by supressing the designer’s subjectivity and instead favouring simplicity, legibility and objectivity.

Their iconic crisp, blocky layouts, sans-serif typography, and minimalist design style stemmed from the desire for design to be as invisible as possible. Swiss style graphic design revolves around using less, and so the removal of as many elements as possible is encouraged to emphasize only the necessary within the design.