BrandinZurich. Boost Your Creativity!
Imagine finding yourself in a world where form follows function and every element communicates with clarity. This is the beating heart of Swiss graphic design, a movement that revolutionised visual perception and graphic communication, giving rise to design strategies that continue to influence designers and artists around the world today. The first creative journey of 2025 will be called BrandinZurich and will be an itinerant journey to discover this unique country, renowned for its rigorous and modern graphic language.
Swiss graphic design, also known as the International Typographic Style, is one of the most influential movements in the history of visual design. Many of the rules introduced by the Swiss Style remain the foundation of modern design today, with a preference for simplicity and clear visual communication. But what makes Swiss graphic design so relevant? The answer is simple: its open and experimental approach.
For Graphic Design 3 students, it will be a journey to discover an approach that combines typographic rigour with experimental exploration, opening up new frontiers in typographic, colour and interactive design. A unique experience that, through visits to internationally renowned studios and direct exchange with their professionals, will allow students to explore the roots of Swiss graphic design, the source of many of the influences that have shaped the way we design.
RUFA students will visit several internationally renowned studios located between Zurich and Basel: Studio Ludovic Balland, Claudiabasel, Studio Farner, Studio Metadesign and Studio Norm. These studios are global leaders in the fields of design, graphic design, branding, artificial intelligence, publishing and typography.
The BrandinZurich project was conceived and coordinated by lecturer Agnese Angelini for third-year Graphic Design students, under the guidance of lecturers Antonio Pace and Massimiliano Napoli. Together, they will explore how the legacy of Swiss graphic design continues to enrich visual and communication experiences, combining innovation and elegance.
RUFA students Leonardo Borri, Lorenzo Bracaglia, Flavia Basile, Mattia Capomagi, Bianca d’Aquino, Valentina Formiconi, Maria Agnese Mancini, Marianela Lohana Vidal Nizama, Emilia Procopio, Lorenzo Puzielli will have the opportunity to develop a greater awareness of their creative and professional potential, in line with RUFA Academy’s ongoing commitment to fostering the growth of its talents.
Discovering leading Studios: the stages of the BrandinZurich journey!
DAY 1 – STUDIO VISIT AT CLAUDIABASEL
The Claudiabasel studio, based in Basel, is renowned for its significant contribution to the fields of graphic design and interaction. Founded by Thomas Bircher and Jiri Oplatek, it stands out for the originality and high quality of its projects, collaborating with cultural institutions, artists and fashion designers. Among its best-known works are its posters, appreciated for their bold and experimental design.
Claudiabasel stands out for its ability to combine creativity with typically Swiss precision, leaving a tangible mark on the contemporary design landscape. Its projects, which combine aesthetics and functionality, have received widespread recognition, with some of its works becoming part of the collection of the Centre Pompidou in Paris, one of the world’s most prestigious museums dedicated to modern and contemporary art. The studio also designed Doing Fashion Paper, an annual publication of the Institute of Fashion Design, demonstrating an extraordinary ability to create innovative and cutting-edge layouts. Discover more about Claudiabasel.
DAY 2 – STUDIO VISIT AT METADESIGN SWITERZLAND
MetaDesign is a leading agency in the field of graphic design and strategic consulting. Although its main office is in Zurich, the agency has branches in several cities around the world, working with local and international clients. Its work focuses on the development of brand identity, digital design, typography, packaging and much more.
Over the years, MetaDesign has created numerous visual identities, including: Deutsche Bahn, Lufthansa, Volkswagen, Zurich Insurance, New York Philharmonic, Adobe Systems, Museum of Modern Art Frankfurt (MMK) and San Francisco Opera.
In 2024, the agency received prestigious industry awards, including the Red Dot Design Award, the iF Design Award, the Art Directors Club (ADC) Award, the Deutscher PR Preis, the ADCE – Art Directors Club of Europe, the German Brand Award, the German Design Award, the Corporate Design Preis, Eurobest, the Transform Award and the New York Festivals Advertising Awards. Its approach to design is holistic, integrating all components of visual and brand communication to create coherent and engaging experiences. Thanks to this approach, students had the opportunity to engage with and gain first-hand insight into an organisation that represents a benchmark in the sector. MetaDesign is renowned for its ability to combine tradition and innovation, always keeping clarity and usability at the centre. These key elements give its visual identities longevity and versatility, making them recognised and appreciated worldwide. Discover more about Metadesign.
DAY 3 – STUDIO VISIT AT NORM The Norm studio is considered one of the most influential and important studios in Switzerland within the contemporary design landscape. Founded by Swiss designers Dimitri Bruni and Manuel Krebs, it combines a minimalist aesthetic with in-depth conceptual research.
Fully embodying the principles of Swiss design, Norm stands out for its clarity, simplicity and attention to typography. The studio has brought a contemporary and conceptual perspective to graphic design, going beyond traditional rules without ever compromising readability.
Norm has designed iconic typefaces such as Simple, Replica and Normetica, and its design approach is characterised by meticulous attention to detail and a desire to explore new typographic interpretations and applications.
Among its most significant works is the book Norm: Introduction, considered a kind of manifesto in which the designers reflect on design and typography. This volume has had a significant impact on the contemporary graphic design community. Norm also designed the urban signage system for the city of Basel and has collaborated with major Swiss and international institutions, including the Museum für Gestaltung in Zurich.
DAY 2 – STUDIO VISIT AT FARNER CONSULTING Farner Consulting is one of Switzerland’s leading communication and public relations consulting agencies, headquartered in Zurich with offices in several other Swiss cities. It provides consultancy to major companies, public and political institutions, startups and non-profit organisations, establishing itself as a trusted partner for many leading Swiss companies and multinationals. Recently, Farner Consulting has integrated artificial intelligence (AI) into its services to respond to the growing demands of the digital and data-driven market. Discover more about Farner Consulting.
