The role of British graphic designers and authors in spreading Swiss Style, “Swiss graphic design,” or “Swiss typography” internationally is evident, but less is known about the process and effects of transnational exchange in design. This article follows the trajectories of objects and texts, revealing how they have established and disseminated the labels in Britain and abroad, thus contributing to our current understanding of “Swiss graphic design.” It concludes with an example of alternative historiography of modern visual communication as a constant process of exchange that reveals the complex international interaction of design discourses.

中文翻译：

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瑞士平面设计：英国发明？

英国平面设计师和作家在国际上传播瑞士风格、“瑞士平面设计”或“瑞士排版”方面的作用是显而易见的，但对跨国设计交流的过程和影响却知之甚少。本文跟随物体和文本的轨迹，揭示它们是如何在英国和国外建立和传播标签的，从而有助于我们目前对“瑞士平面设计”的理解。它以一个现代视觉传播替代史学的例子作为结尾，作为一个持续的交流过程，揭示了设计话语复杂的国际互动。