"As a strictly designed grammar, the system allows free, playful application... This is comparable to ball games or chess, where fixed elements and an agreed set of rules allow playful freedom."
Otl AicherThis design system is based on a boldly minimalist aesthetic meant to elevate content by de-emphasizing its container. It's inspired by the design of museums, where unadorned space enhances focus on the art to stand on its own.
Since there is a variety of styles, content, and concepts presented, this system needs to support the work with continuity and a cohesive structural language. The design language also needs to be flexible enough to support various form factors, sizes, and conditions.
Based on these criteria, the elements and presentation are based on Swiss Design principles and methods. Swiss Design, also known as the International Typographic Style, emerged in Switzerland during the 1950s as a revolutionary approach to visual communication.