Emil Ruder

Emil Ruder (20 March 1914 – 13 March 1970) was a Swiss typographer and graphic designer, who was one of the most prominent masters of Swiss design and a faculty member of the Schule für Gestaltung Basel (Basel School of Design) alongside Armin Hofmann.

In his teachings, Ruder developed a notably holistic approach to design and typography that combined philosophy, theory and a systematic practical methodology. He taught that typography's purpose was to communicate ideas through writing, and placed a heavy importance on sans-serif typefaces. He expressed lofty aspirations for graphic design, writing that part of its function was to promote 'the good and the beautiful in word and image and to open the way to the arts' (TM, November 1952 Issue). No other designer since Jan Tschichold was as committed as Ruder to the discipline of letterpress typography or wrote about it with such conviction. Provided by Wikipedia