1. The New Typography: Towards a New Graphic Design 1920-1938; The 'New', the Arts and Crafts Tradition and the Werkbund Idea; The Bauhaus and Switzerland; Artists as Designers; Art and the New Typography; Principles of the New Typography; Typefaces and Lettering; New Technology, Politics and Social Issues; Graphics and Architecture; Exhibitions and Their Posters; The New Photography and Photo-Graphic Design; Graphic Techniques and Printing Methods; Walter Cyliax and Typographische Monatsblatter; Advertising and Graphics; Advertising and Functionalism; The Profession: Organization, Competitions, Training; Abstract Art and the Avant-Garde; 2. The Survival of Modernism: Conflicts and Contradictions 1939-1949; The Swiss National Exhibition 1939; Wartime; The Italian Connection; The Magazines; Postwar: Coexistence and Confrontations; Exhibitions; 3. Towards a Swiss Style 1950-1957; 'Individualist' Designers and 'Anonymous' Modernists; Concrete Art, Architecture and Design; The Grid: From Architecture to the Page; The New Generation; Typography and Typefaces; 4. 'New' Graphic Design 1958-1965; From 'Konstruktive Grafik' to Neue Grafik; Basel: Armin Hofmann and Emil Ruder; TM and 'Integral Typography'; Programmes as Solutions: Karl Gerstner; Aesthetics in Commerce; Trademarks, Logotypes and Corporate Styles; Designers' Books; Art, Commercial Art and Graphic Design; 5. An International Style; Exporting the Swiss Style; Dismantling the Constructive Style; Bibliography; Acknowledgements; Index.