Base Design creates the visual identity for Pro Helvetia's Design Switzerland brand

Drawing on the paradoxes of Swiss values, the identity for the Swiss Arts Council's new initiative reflects the plurality of design in Switzerland – innovation versus tradition, diversity versus uniformity. While form is pushed to its very limits in an exclusive new font created in collaboration with Swiss Typefaces.

"Pragmatic construction meets limitless page layout. This focus on Swiss attitude enables the creation of a strong identity that still allows the potential of Switzerland's up-and-coming designers to shine through," explains Base Design.

The visual identity for Design Switzerland was used for the first time at London's designjunction, with seven Swiss studios selected by Pro Helvetia to showcase the country's diverse design talent to industry professionals from all over the world.