New Typography
(die neue Typographie)

 

 

  • Inspired (to some degree) by a general degradation of typography

  • Also, a response to new printing technologies that allowed designers to break free from the confines of the tradition typecase.

  • Most simply it is defined as a rejection of the classical rules of typographic symmetry. (instead-asymmetry)

 

 

  • Many innovations in graphic design occurred outside mainstream society.

  • The person who applied these new design approaches to everyday design problems and explained them to a wide audience was Jan Tschichold.

Jan Tschichold

 

  • Tschichold wanted to promote
    functional design

  • He declared the aim of every typographic work to be the delivery of a message in the shortest, most efficient manner

  • He felt that a dynamic force should be present in each design for type should be in motion rather that at rest

 

 


Display poster for a publisher (1924)
Jan Tschichold

One of his earliest attempts to apply modern design principles. Printed in black and gold, the works states, "Books by Philobiblon are available here in Warsaw."

 


16-25
cover for "Elementare Typographie" insert, (1925)
Jan Tschichold

16-26
Pages for "Elementare Typographie" insert, (1925)
Jan Tschichold

  • This 24 page insert

  • explained and demonstrated the concept of asymmetrical typographic layouts

  • written and designed to the audience: printers, typesetters, and designers

  • This was inserted in a typographic magazine, "typographische mitteilungen" (typographic   impartations)—October 1925 issue
  • favored asymmetrical layouts

  • Also, orderly presentation instead of the centered arrangements of classical book printing or the fluid individualism of Art Nouveau.

  • Both rules punctuate the space, and Tschichold's essay explains the new approach.

 


16-28
brochure for the book
"Die neue Typographie"
insert, (1928)
Jan Tschichold

Die Neue Typographie, (his book) (1928)

Jan Tschichold
  • Page from a brochure announcing Jan Tschichold's book Die neue Typographie, designed by Tschichold, 1928.
  • The brochure demonstrates the principles of Tschichold's ideas.
 

 

 

Here is a book about his work and life. (Jan Tschichold: Master Typographer)

links about Tschichold

01 | 02 | 03 | 04 | 05

 

 

Some of the "ideal proportions" for the book page, based on the golden section, drawn by Jan Tschichold.
This is a page from his book.
Notice his ideas of layout are asymmetrical.
   

16-31
poster for
"The Professional Photographer"
(1938)
Jan Tschichold

Just as the Nazis shut down the Bauhaus, in 1933, Tschichold and his wife were arrested for being a "cultural Bolshevik" and creating "un-German" typography.