The Akzidenz-Grotesk typeface became the most frequently used in The New Typography, and almost the norm in later Swiss graphic design. It was liked for its clarity and precision, and the designers mainly used it in its lowercase form.
Ernst Keller (1891 – 1968) is seen as the father of the Swiss Style. He was a graphic designer, lettering artist and teacher. From 1918 he taught at the Zurich Kunstgewerbeschule (School of Applied Art), where he developed a professional course in design and typography. As a teacher he was the most important single influence on the development of the Swiss style. (Hollis, R.) The economically drawn images and inventive lettering of his posters designed in the 1920s and 30s made an important contribution to Modernism.
This is a poster by Ernst Keller for an exhibition at the Zurich Kunstgewerbemuseum, from 1931.