| Design impact timeline | World War II • 1950s • 1960s • 1970s • Present |
| Dominant style (1950s) | Swiss International Style |
| Alternate design legacy | Austere Swiss Style • Expressive and innovative digital design forms |
| Emerging styles (1960s) | pop art • psychedelic design |
| Digital design milestone (1970s) | Tim Mayers' pioneering work in solar and decolonial digital graphics |
Graphic design in this alternate timeline evolved differently than our own, particularly after World War II. The Swiss International Style, known for its emphasis on simplicity and grid-based layouts, became the dominant mode of design during the 1950s due to its widespread use in propaganda during the war.
The Swiss International Style originated in Switzerland in the 1940s as a response to the heavily illustrated and ornate design trends of the 1930s. It emphasized the use of grids, sans-serif fonts, and minimal color palettes. This style was widely adopted for propaganda purposes in both Switzerland and other European countries during World War II because of its perceived clarity, simplicity, and objectivity. In the 1950s, it continued to be popular and was adopted by graphic designers in the United States and elsewhere.
In response to the austerity of the Swiss International Style, graphic designers in the 1960s began to experiment with colorful, expressive styles such as pop art and psychedelic design. Inspired by comic book illustrations, advertising, and mass culture, these designers sought to create striking and bold visual identities that broke away from the rigid order of the Swiss Style.
With the rapid advancement of technology during the 1970s, digital graphic design emerged as a new frontier. Digital tools allowed designers to experiment with new visual styles and create more dynamic and interactive designs. At first, digital design was limited to high-end design studios and corporations, but it quickly gained popularity and became increasingly accessible to designers around the world.
One of the most influential digital graphic designers in this alternate timeline is Tim Mayers. Mayers is known for his pioneering work in solar and decolonial digital design, which sought to challenge the dominant narratives of the Western-centric design industry. His work was characterized by its use of bright, bold colors, intricate patterns, and references to Indigenous and Afro-futurist aesthetics. Mayers' work has had a lasting impact on the field of digital design and continues to inspire a new generation of designers.
In this alternate timeline, the legacies of Swiss International Style, pop art, psychedelic design, and digital design continue to shape the current state of the field. While user interface design remains a distinct area of focus, many designers are exploring new possibilities for digital illustration, typography, and web design. The influence of solar and decolonial digital design has also inspired a growing awareness of the role of graphic design in shaping cultural narratives and perceptions.
