This book is the legacy of Emil Ruder, one of the originator of Swiss Style, famous throughout the world for the use of asymmetric layouts, use of a grid, sans-serif typefaces and flush left, ragged right text. His holistic approach is still recognized as fundamental for graphic designers and typographers all over the world. The voume is a comprehensive masterpiece seen in its overall structure: in the themes presented, in the comparison of similarities and contrasts, in the richness of the illustrations and the harmoniously inserted types. Behind the purely pedagogic examples of exact proportions, a rich, philosophical thinking shines through. Today, fifty years after this book was first published, it is still widely used and referenced.