Cultural identity is not something that can be easily pinned down. Visual queues, color but hardly so simple as interaction. Braun can possibly be one of the easiest to pin down, MUJI is another possibility. But can a Swiss aesthetic be so carefully enumerated and identified.
In a recent article “20 Brilliant Examples of Swiss Design” we see some possibilities and of course ways where it all goes wrong. Examples such as this 1984 book cover design can hardly be called “Swiss” however examples such at the Swiss Army mailer can’t be denied. How far must design go before cultural intersections are necessary?