Emil Ruder was a Swiss typographer and graphic designer. He and fellow Swiss designer, Armin Hofmann formed the Basel School of Design and established the style of design known as Swiss Design. He taught that, above all, typography’s purpose was to communicate ideas through writing. He placed a heavy importance on sans-serif typefaces and his work is both clear and concise, especially his typography.
Like most designers classified as part of the Swiss Design movement he favored asymmetrical compositions, particularly the counters of characters and the negative space of compositions. His style has been emulated by many designers, and his use of grids in design has influenced the development of web design on many levels.
Typographie: A Manual for Design http://www.rakuten.com/prod/typograpie/204681681.html?listingId=325610518&s_kwcid=
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