Project Director

Greenwell, Matt

Department Examiner

Nasadowski, Becky

Department

Dept. of Art

Publisher

University of Tennessee at Chattanooga

Place of Publication

Chattanooga (Tenn.)

Abstract

This paper examines the Swiss grid as both a foundational tool of modernist graphic design and a cultural system embedded with ideological assumptions about order, neutrality, and authority. While the Swiss design tradition is widely celebrated for its clarity, rationality, and universality, this study argues that such principles are not neutral but historically situated, shaping how postwar Western visual culture organizes information, bodies, and value systems. Focusing on the circulation of Swiss design principles through editorial and advertising media, the paper situates the grid as a structuring logic that extends beyond layout into the framing of identity and gender. This dynamic is made particularly visible in 1960s Vogue, where modernist design systems intersect with dominant constructions of femininity, discipline, and visual control. Rather than treating the grid as a purely formal device, the analysis positions it as a cultural framework that helped define what counted as legitimate design practice. Additionally, the paper considers women’s creative labor during the same period—particularly textile-based practices such as weaving, sewing, and embroidery—which were largely relegated to the domestic sphere and excluded from the design canon. These practices formed an alternative visual language that, while marginalized, operated alongside modernist systems and continues to inform contemporary visual culture. By tracing the relationship between Swiss modernism and gendered hierarchies of creative recognition, this study argues that the grid participates in a broader structure that has historically devalued certain forms of labor. It ultimately highlights the enduring tension between dominant design systems and the practices that challenge, complicate, or exist outside them.

Degree

B. F. A.; An honors thesis submitted to the faculty of the University of Tennessee at Chattanooga in partial fulfillment of the requirements of the degree of Bachelor of Fine Arts.

Date

5-2026

Subject

Graphic design (Typography)--History--20th century; Feminism and art; Design--Social aspects

Keyword

Swiss Grid; Graphic Design; Modernism; Feminism; Bauhaus; Vogue

Discipline

Graphic Design

Document Type

Theses

Extent

ii, 32 leaves

DCMI Type

Text

Language

English

Rights

http://rightsstatements.org/vocab/InC/1.0/

License

http://creativecommons.org/licenses/by-nc-nd/4.0/

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