The International Typographic Style, also known as Swiss Style, emerged in the 1950s in Switzerland. It emphasizes clarity, simplicity, and functionality in design, using a grid system to create structured layouts. This style often features sans-serif typefaces, minimal color palettes, and a focus on typography as the primary means of communication. Key figures in this movement include designers like Josef Müller-Brockmann and Max Bill. The style aims to convey information efficiently, making it popular in graphic design, advertising, and corporate branding. Its principles continue to influence modern design practices worldwide.