Article:

Theories developed in Switzerland throughout the 20th century have shaped international practice in graphic design and visual communication down to the present today. At the same time, the development and dissemination of these theories can be traced back to the migra-tion of objects, people and ideas, as well as to corresponding economic and political deci-sions. This topic most recently gained prominence with the acceptance of the Swiss immigra-tion referendum in February 2014. This panel discusses different forms, meanings and consequences of both internal and ex-ternal migration in the context of Swiss graphic design by focussing on the following case studies: 1. Exporting Swissness: Swiss Traditions and Visual Stereotypes in Contemporary Graphic Design 2. The Weiterbildungsklasse für Grafik, Basel School of Design 1968–1988: Dispersing “Swiss Style” through Education 3. Walter Ballmer: Designing Networks Between Switzerland and Italy 4. The Diffusion of the Swiss Style in America: Jacqueline Casey and the MIT Based on these case studies, this panel argues that migration contributed to the development of “Swiss graphic design” from a style into an asset that is part of national heritage – a fact that was confirmed in 2014 when it was one of eight Swiss candidates proposed to UNESCO as Intangible Cultural Heritage. This makes mandatory a critical discussion of the branding of Switzerland as a “graphic design nation”.