The International Type Style's primary design philosophy was cleanliness, readability, and objectivity. The overall goal is to reach a straightforward, rational, and tightly structured design that is serious, clear, objective, and harmonious. The pursuit of the style is for authentic simplicity. Antoine de Saint-Exupéry, one of the key figures in the movement claimed, “Perfection is achieved, not when there is nothing left to add, but when there is nothing left to remove.” It is for this reason that designers of this movement were dedicated to minimal elements like typography and content layout instead of relying on textures and illustrations to convey the message. In this movement, typography and typographic elements are the primary design element seen throughout this movement. This is why designers stuck to sans serif typefaces such as Helvetica, Univers, and other typefaces like Akzidenz Grotesk. Typefaces like these provided for a clear, legible, and universal appeal. Designers believed the type should be an unobtrusive tool of expression. Neutrality that still conveyed a clear and straightforward message was the primary concern. In order to obtain this goal, the designers developed asymmetric layouts and mathematical grids that help in achieving an overall orderly and unified structure. Text is generally set in narrow columns with a rigid left-hand margin and an unjustified right. In some cases the movement used black and white photography rather than drawn illustrations to because photography is a much stronger method of depicting reality. Exploration in tempo and rhythm in visual played a huge part. According to the International Type Style movement, adding more elements without fully exploring the fundamental ones is unnecessary. Typography is considered the primary design element and therefore there is rarely a need for other graphic elements.
* Design Philosophy
o Cleanliness
o Readability
o Objectivity
o Asymmetric layouts and use of mathematical grids
o Reach a design that is simple, clear, straightforward, and
harmonious
* Typography
o Typography and typographic elements primary design elements
o Use of Sans Serifs
-Helvetica, Univers, and others like Akzidenz Grotesque
-Allowed for a clear, legible, and universal appeal
o Unobtrusive tool of expression
o Fully explore the fundamental elements
-Adding anything else considered a waste
* Photography
o If an image is required, black and white photography much stronger
route
-Stronger tool in depicting reality than illustrations
