From January 8 to 10, 2025, students from the Graphic Design Bachelor’s programme will fly to Zurich to experiment with new creative dimensions, guided by professors Antonio Pace and Massimiliano Napoli. A unique educational experience, replicating the success of the previous editions: BrandinLondon e BrandinAmsterdam.
Imagine being in a world where form follows function and every element communicates clearly. This is the beating heart of Swiss graphic design, a movement that revolutionized visual perception and graphic communication, giving rise to design strategies that still influence designers and artists around the world today. Next year’s creative journey will be called BrandinZurich and will be a traveling experience to explore this unique land, famous for its graphic rigor and modernity.
Swiss graphic design, also known as 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 still form the foundation of modern design, 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 discovering this approach, experimental and typographically rigorous, toward an open vision of new typographic, chromatic, and interactive experiments. It will be exciting to explore and experience the roots of many graphic influences that have shaped our design thinking.
RUFA students will visit renowned studios located in 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 professor Agnese Angelini for third-year Graphic Design students, under the guidance of professors Antonio Pace and Massimiliano Napoli, who will provide valuable support throughout this journey of growth and exchange. Together, they will explore how the legacy of Swiss graphic design continues to enrich visual and communicative experiences, blending innovation with 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 greater awareness of their creative and professional potential, in line with RUFA Academy’s ongoing commitment to fostering the growth of its talents.
Discovering the Great Studios: the stages of the BrandinZurich journey!
DAY 1 – TALK WITH LUDOVIC BALLAND
Ludovic Balland is a Swiss graphic designer renowned for his innovative and experimental approach to typography and visual communication. Founder of the Typography Cabinet studio in Basel, he was a student of Wolfgang Weingart, considered the “father” of New Wave or Swiss Punk typography, and has achieved levels of excellence equal to his mentors.
Our journey allowed us to meet this extraordinary designer, known for his editorial, cultural, and typographic design projects. He has collaborated with international publishers to create books, catalogs, and magazines, establishing himself with his bold and unconventional typographic style.
One of Balland’s most iconic projects is Day After Reading, a visual communication experiment that explores how graphics and typography can tell everyday stories. This project combines interviews and design to document contemporary life, offering a unique perspective on visual storytelling.
Balland’s work is considered a reference point in contemporary graphic design. His ability to merge functionality, storytelling, and innovation has earned him a prominent role in the international graphic design scene. Find out more about Ludovic Balland.
DAY 1 – STUDIO VISIT AT CLAUDIABASEL STUDIO
The Claudiabasel studio, based in Basel, is renowned for its significant contributions 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 their most notable works are posters, celebrated for their bold and experimental design.
The studio also designed *Doing Fashion Paper*, an annual publication by the Institute of Fashion Design, showcasing their extraordinary ability to create innovative and cutting-edge layouts.
Claudiabasel is distinguished by its ability to combine creativity with quintessential Swiss precision, leaving a tangible mark on the contemporary design landscape. Their projects, which seamlessly blend aesthetics and functionality, have received widespread acclaim, with some of their works featured in the collection of the Centre Pompidou in Paris, one of the world’s most prestigious museums dedicated to modern and contemporary art. Find out more about Claudiabasel studio.
DAY 2 – STUDIO VISIT AT METADESIGN
MetaDesign is a leading agency in the field of graphic design and strategic consulting. While its main headquarters is in Zurich, the agency operates offices in various cities around the world and collaborates with both local and international clients. Its work focuses on the development of projects in brand identity, digital design, typography, packaging, and much more.
Over the years, MetaDesign has created numerous graphic identities, including some of the most famous: Deutsche Bahn, Lufthansa, Volkswagen, Zurich Insurance, New York Philharmonic, Adobe Systems, Museum of Modern Art in Frankfurt (MMK), and the San Francisco Opera.
In 2024, the agency received prestigious industry accolades, 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, the 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 consistent and engaging experiences. Thanks to this approach, students had the opportunity to engage with and learn from a reality that represents a benchmark in the sector. MetaDesign is renowned for its ability to blend tradition and innovation, always maintaining a focus on clarity and usability. These key elements give its graphic identities longevity and versatility, making them recognized and appreciated worldwide. Find out more about MetaDesign.
DAY 2 – STUDIO VISIT AT FARNER CONSULTING
Farner Consulting is one of the leading communication and public relations consulting agencies in Switzerland, with its main headquarters in Zurich and offices in several other Swiss cities. The agency has extensive experience in strategic communication, supporting clients in areas ranging from marketing to advertising. It provides consultancy services to large companies, public and political institutions, startups, and non-profit organizations, establishing itself as a trusted partner for many of Switzerland’s leading companies and multinationals.
Recently, Farner Consulting integrated artificial intelligence (AI) into its services to enhance communication strategies and respond to the growing demands of the digital and data-driven market.
Thanks to its solid experience and its ability to adapt to changes in the market and technology, Farner is considered one of the leading strategic communication agencies in Switzerland. The agency is recognized as a point of reference for excellence in strategic communication, capable of evolving with the times and incorporating digital technologies and new forms of communication. Find out more about Farner Consulting.
DAY 2 – STUDIO VISIT AT NORM
In Switzerland, Norm studio is regarded as one of the most influential and important studios in the contemporary design landscape.
Founded by Swiss designers Dimitri Bruni and Manuel Krebs, it combines minimalist aesthetics with in-depth conceptual research. Fully embodying the principles of Swiss design, Norm stands out for its clarity, simplicity, and attention to typography.
Norm has designed iconic typefaces, such as Simple, Replica, and Normetica, and its design approach is characterized by meticulous attention to detail and a desire to explore new interpretations and typographic applications. Their work is also well known for the design of books and catalogs for clients in the cultural and artistic sectors.
Among their most significant works is the book Norm: Introduction, considered a sort 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 has also designed the urban signage system for the city of Basel and collaborated with major Swiss and international institutions, including the Museum für Gestaltung in Zurich.