Reddy, Aodan Poire Tapio2020-09-292020-09-292020https://hdl.handle.net/1794/2580647 pagesThroughout the modernist period of the 20th century, Swiss designers of all types were some of the most prolific influencers of design. From the creation of the iconic Helvetica typeface to the application of architectural grid systems in commercial design, Swiss artists were dedicated to creating functional, communicative, and beautiful designs. Through many conversations and schools of thought, Swiss graphic design was born, gaining international recognition in 1958 with the first publication of Neue Grafik. Artists like Max Bill, Josef Müller-Brockmann, and Armin Hofmann curated a new form of visual communication through a set of rigid principles and pure dedication. This thesis seeks to identify those principles and apply them to a modern brand in an attempt to honor the tradition of Swiss graphic design and to carry on their legacy of commercial design’s capability of claiming artistic value.en-USAdvertisingDesignGraphic DesignSwissCommercialFunctionalBrandingThesis/Dissertation