Milton Glaser on the Swiss style

Steven Heller: On the other hand, there are cerebral posters: For example the work of Armin Hoffman and others who practice the Swiss approach.

Milton Glaser: The problem that the Swiss have is that invariably all forms of address are reduced to the single system, as though all audiences were the same and all content is the same. And, since that’s clearly not true, it can’t be a logical way of working. If the audience or content changes, the form of address has to change. You can’t do a poster in Helvetica and say it’s equally applicable to all ideas, because there is some spirit in these forms that’s conveyed to an audience. The thing that Swiss design has been obsessed with is neutralizing content in favor of ideas of absolute Platonic truth about form. I don’t see design in those terms.