5
ro :rol rtru.r.^rr .ql hZ-it-t t6t uolrrnPor(t loog uHur.C) :iutputts:apun :or:rq qrr^\ uorrrro srqr uo ll.qrp.r'r]trLII r:qrrtu PUu P.ri^ortrl,ri:i \ slapout ltuourp rrr .LF urrt.L rrsrPrrouitrrr ^\.u ! u!'pro\\ r uI (:{ruirrnN) ad& r.I.turiP.Ig P.rrr ouri . ur pui or i ruq'(uurrulrE) ulrol IRrm?N .qr Jo rooqs 1}o Poorsr.Pun\ntl r rr 3ur^rrrlstrpo yrrrourpur m4 itrt:1t.rq or'ssrrrns ruru.ur.rad iut rla,uoq rnoqrl\'apuu sr^\ rdrr.rE ur ()061 rr'Inspu)5n[) ...t,Ls lrno ,, JF ul (elnqrun.ul Jo uolurnrr) srrtruipu.r ItuoDlpul iq Pi]u.nUuI iJun:rrr sch'rurodpurx p:qdrrr- odir r utor-t nr.l rr qrrq,r'(aa)8t sl.uolr'{) tu)tui^ou! r?r:) Pur suY.qr or qul(l .lrs puEISuE s:uq$o :qr 1o uolsrljuor rusllrn! iqr uodn Sur,(ottoi lu.Lu.lot)^)f t,, rlo",n^d^,,, $.'.nl ro !,,1.,,1j rl,, \.,P o, \U:rrq.i,.r )u, tu,,, | )-rH puq ur $Er rqr to s.sodlnd iqr ol iqdrr:lodit 3o uotttrdtpr p.rrpnLrldun arF sr rrrrr {rruud nI .sner.q {FU.U:rt) o' $oP rI sqr Put sP.iII liru oduraruo.r p:)urr:rd plirs rou rI ppq !I itqBrsinlorur n.dorn:l IHrLr.l uM tt)rd\ -.pr^r or u))q ., tq r.^.u ptno,\ n,)uiro,u .qf Iror\ r::uord ltnpnrpur :oqr -n, .,ntc\ Jtq, '.Il)\)ur rrlr r^ r. rrd r.rt: :t I t i--,rr|,o-,r\i -r.pun or srduJni sut.tu ou r(q qrq,t ,tit^ r'ituD rnolo \P):n Irrnrtrd put sar:urp uI Jqr Jo euruodr.r .qr sR rsaqr Prt€:I o1 )rtrnrrt rrou rn..\ 1I .Iu ol lnq :srolrn -rur \rrJo srrnru.^.rqr? Ituosr.d rql or rnP iq ot prrs aq u c.l ,(qdt:$od,(1 nr 5 :qr ,1o J u,r\,\,.,,1 purrd rrs,q, o,.. \,, t\)rt1.), i,,r,,,rD,,. ,.,J,,.d^o.,i't ru uJ.. d.rur iqf ,(lr8unH pur pu8lr.rzr.\\S uI pur i',rlt.lotsottr.z:) PutltoH rrolun r.r.\os .qr durrursC ur i rdouud Su':{ro.,r srrqd!$odir :r.'unol aqt 3o nrl r Jo siDriur. aqr s.rcrqlui ,..{qdui od.if .riN iqf., ruFr p:au:8 :t1 HS '.)./,(r Jnrr-n/ri f,f r,rr,r,u,(n,Ja !atdrp )ry pltt)ldr rl) rr\t n.1puptJ.l,q !r/.,rrrpJir !,,,i , trlr/r,l rry Irrrr.runo3 iIt6t aJ At6t ualJ ,tq$ )tl| a r.rssr.,srP rlrrldr r{tri !r'l P,rPrlufl !r /r 'rrv Irrrr.luuo:) lrtutrt f 4ug )tlt rt ,.uttt.1 rr,lr ,Lr\,. n, Ptlrtntu{ :t,.itttr 'l )t t).t t,ttn pili t 't trt1.11:,|4lotnLtdtrt ntt trl.L,,) ,,iatdDtst'd,1)t',1t )t(l 111it 't'tl1 /,ttt: r,t tll|1,, p,ryu otrnto4\t tlti p;prpar 'EunrPrs:Sl:nr(l .PIInrS )urf itod! t,r|r, :tp ylot,lr yur Ltnuu5 rtt :t1:utr put":t,tyldurttd \aoq ln o,tt D )!..ttt1 )lt:|qtnt.'tl aor pto tntotlt.ud \ta! .o purLu,)f ut s."r yyt4tults 1.',It1nu;.)d,{J ,'r\ ,'|.li) .,,,r/a,,' sf..' rk,rr!0drDrln sD,tt't pt\tl'tt, Dht s ry ptlLl t1d.))11.).) ldrtr'rdlt utr,Pori i,arri.,r' dd ;\ltttlD o ,tn\l N toldDttaltt t'tlu)t !'l ll,uto ! , '/166 t 'itldlrr8od.(f tiN irll n/,tr]l:rqdu8odiliniuir(I'ry.09tr,rx,,,r,,rraLLtr tpttlnttd)\'8a6t ttr)trtat) ).)1tt lt ttt'"in )tt pln' 61 Dtu)aN)'1li15 )0 4,1t'i'tur.D tttdon'7 ttlt 'Q ;tun'.ti ti'1t)t )Nnry tt1 tut)tru).l\) ittl '(,ltldt'tlodtt l/r/!,"r,1,, rrqduiodjr ..rrrurlrl:rl. lr \)iu,t, tr|oltt'ttr)ut ptarya| lt!61-20(it) pjaryq,'f ltpl 1o)tl) lirrn lnth;. )p'1t !,t)rtud r,'ir:iiuntl.rlrt{ rqrsrqdrr:lodt /l rrss/ cz6t rIrflor-)o 3Hr \I p1o1ttt1ts1 utI J-NI}Id NI gJI'] ,4A.AN 0e6t

Tschichold-new Life in Print

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Page 1: Tschichold-new Life in Print

ro :rol rtru.r.^rr .ql hZ-it-t t6t uolrrnPor(t loog uHur.C) :iutputts:apun :or:rqqrr^\ uorrrro srqr uo ll.qrp.r'r]trLII r:qrrtu PUu P.ri^ortrl,ri:i \ slapout ltuourprrr .LF urrt.L rrsrPrrouitrrr

^\.u ! u!'pro\\ r uI (:{ruirrnN) ad& r.I.turiP.Ig P.rrrouri . ur pui or i ruq'(uurrulrE) ulrol IRrm?N .qr Jo rooqs 1}o Poorsr.Pun\ntl

r rr 3ur^rrrlstrpo yrrrourpur m4 itrt:1t.rq or'ssrrrns ruru.ur.rad iut rla,uoqrnoqrl\'apuu sr^\ rdrr.rE ur ()061 rr'Inspu)5n[) ...t,Ls lrno ,, JF ul (elnqrun.ul

Jo uolurnrr) srrtruipu.r ItuoDlpul iq Pi]u.nUuI iJun:rrr sch'rurodpurx p:qdrrr-odir r utor-t nr.l rr qrrq,r'(aa)8t sl.uolr'{) tu)tui^ou! r?r:) Pur suY.qr or qul(l

.lrs puEISuE s:uq$o :qr 1o uolsrljuor rusllrn! iqr uodn Sur,(ottoi lu.Lu.lot)^)f

t,, rlo",n^d^,,, $.'.nl ro !,,1.,,1j rl,, \.,P o, \U:rrq.i,.r )u, tu,,, | )-rHpuq ur $Er rqr to s.sodlnd iqr ol iqdrr:lodit 3o uotttrdtpr

p.rrpnLrldun arF sr rrrrr {rruud nI .sner.q {FU.U:rt) o' $oP rI sqr Put sP.iII liruoduraruo.r p:)urr:rd plirs rou rI ppq !I itqBrsinlorur n.dorn:l IHrLr.l uM tt)rd\

-.pr^r or u))q ., tq r.^.u ptno,\ n,)uiro,u .qf Iror\ r::uord ltnpnrpur :oqr -n,.,ntc\ Jtq, '.Il)\)ur rrlr r^ r. rrd r.rt: :t I t i--,rr|,o-,r\i-r.pun or srduJni sut.tu ou r(q qrq,t ,tit^ r'ituD rnolo \P):n Irrnrtrd put sar:urpuI Jqr Jo euruodr.r .qr sR rsaqr Prt€:I o1 )rtrnrrt rrou rn..\ 1I .Iu ol lnq :srolrn

-rur \rrJo srrnru.^.rqr? Ituosr.d rql or rnP iq ot prrs aq u c.l ,(qdt:$od,(1 nr 5 :qr ,1o

J u,r\,\,.,,1 purrd rrs,q, o,.. \,, t\)rt1.), i,,r,,,rD,,. ,.,J,,.d^o.,i't ru uJ..

d.rur iqf ,(lr8unH pur pu8lr.rzr.\\S uI pur i',rlt.lotsottr.z:) PutltoH rrolun r.r.\os.qr durrursC ur i rdouud Su':{ro.,r

srrqd!$odir :r.'unol aqt 3o nrlr Jo siDriur. aqr s.rcrqlui ,..{qduiod.if .riN iqf., ruFr p:au:8 :t1

HS '.)./,(r Jnrr-n/ri f,f

r,rr,r,u,(n,Ja !atdrp )ry pltt)ldr rl) rr\t n.1puptJ.l,q !r/.,rrrpJir !,,,i , trlr/r,l rryIrrrr.runo3 iIt6t aJ At6t ualJ ,tq$ )tl| a r.rssr.,srP rlrrldr r{tri !r'l P,rPrlufl!r /r 'rrv Irrrr.luuo:) lrtutrt f 4ug )tlt rt ,.uttt.1 rr,lr ,Lr\,. n, Ptlrtntu{ :t,.itttr 'l)t t).t t,ttn pili t 't

trt1.11:,|4lotnLtdtrt ntt trl.L,,) ,,iatdDtst'd,1)t',1t )t(l 111it 't'tl1

/,ttt:

r,t tll|1,, p,ryu otrnto4\t tlti p;prpar 'EunrPrs:Sl:nr(l .PIInrS )urf itod! t,r|r,:tp ylot,lr yur Ltnuu5 rtt :t1:utr put":t,tyldurttd \aoq ln o,tt D )!..ttt1 )lt:|qtnt.'tlaor pto tntotlt.ud \ta! .o purLu,)f ut s."r yyt4tults 1.',It1nu;.)d,{J ,'r\ ,'|.li) .,,,r/a,,'

sf..' rk,rr!0drDrln sD,tt't pt\tl'tt, Dht s ry ptlLl t1d.))11.).) ldrtr'rdlt utr,Pori i,arri.,r'

dd ;\ltttlD o ,tn\l N toldDttaltt t'tlu)t !'l ll,uto ! , '/166 t 'itldlrr8od.(f tiN irlln/,tr]l:rqdu8odiliniuir(I'ry.09tr,rx,,,r,,rraLLtr tpttlnttd)\'8a6t ttr)trtat)).)1tt lt ttt'"in )tt pln' 61 Dtu)aN)'1li15 )0 4,1t'i'tur.D tttdon'7 ttlt 'Q ;tun'.titi'1t)t )Nnry tt1 tut)tru).l\) ittl '(,ltldt'tlodtt l/r/!,"r,1,, rrqduiodjr ..rrrurlrl:rl.

lr \)iu,t, tr|oltt'ttr)ut ptarya| lt!61-20(it) pjaryq,'f ltpl 1o)tl) lirrn lnth;.)p'1t !,t)rtud r,'ir:iiuntl.rlrt{ rqrsrqdrr:lodt /l rrss/ cz6t rIrflor-)o 3Hr \I

p1o1ttt1ts1 utIJ-NI}Id NI gJI'] ,4A.AN

0e6ta:: ltur8rro rqr q:r r

rDsnuodo fue trru.rir^l

Page 2: Tschichold-new Life in Print

/-

ditional lorur evokect bv r nrore intensnc reserrch+ork, rcsuited urturrll,v rrr r LIr:-

irtrrion of.rerovc t-rccdonr ltlr.1 f-orccd it rt lengdr r.ro inrnition. ClonrilT to c\Pe.

trtior). the nlo\t nrrporti.l ltiu1 rcnrlting t_ronr thcs. velrs N.s thc rcdis.ovcr\ i:originrl rrrditio al irc.s (wi,lbruin. Ungcr. l)ldot. Bodo.i. (;rtrnrond. etc.), Nhi.-ti, \o re ti.re rnd rrth everv ju srific:rti o n h3!e b.cn prelerred.rborc thcir "prceur

sors" rn rcrlitr their imitrtors.fhe nrmr.il r.r.tio to thc inrtrition ol prcNrr trpogriphv \\'xs rhe Ne!

1!pognphv .rnning rbove rll rt supplenes tn ,ts nrcthods ol d.siSn.

Tso rinr c.rn be disccrned in 3ll nposr.rphlcirl rvork: the rccogultlorr rn:ti,lfillnrcnt olprrcri(.Jl rcquire rents rncl ll1e \ls11rl desigD (Vnn,rl desigr is,r qne-oon of:resrhetic: rt is \e seless to rtternPt to rroi(t .hi\ e\pressron) At this tor.:l;,ogr:rphv diilirs not r little lirr rrchitecturc: rr rs posltrle (rnd it hrs indced bttr:tlone b! the bcsr chire.rs) tllt the iorni ofr ltouse rr.tr bc detcttll.ed b) ir\ ft.r.'ri.rl purFore,but rn tht crse oltYpogrrphi rhe rr:sthcric side lrr (he Llu.srion o1.dcsili

ru.rkes itscli clerrlv nunrlist. fhir ftctor reletes tvpognph,v l'rr rnorc rr(.rrl) to t1r.

Jouunr oi n.ee desigu or r phnc { i.e (fi,nnns, dn\i g) drrn to rhrt oirrchrt.tLrrrl irt lloth t\pogriphv rDd the gnPhr. rrt\ rre rl\!.rvs conccrncd rvtth urti..(plile) d.si:an. Here rr rhis strge the re.ron shr rrone other thrn the 'rre\" printe^dre rbstrrct'prrntcrs. r\rre desrined ro 1,. tl,e ioitiltors ofthc N.\! T\'Pogrrth\r It i'tixr rriclt':r sLrbiect here to giie rn\ eccou|t oithc ricveioprt]ent ofrbstrr.t PriDhn!n) this conDcctur: \'i!it lln-! .\hiblrlon ofthcr *ork Itd its r.lrtion to the Nc\Tvpogrrph) is irrrnedirtclr di\.ernibl..Th$ (or)tre.iion is not. r\ r))r:ri beliere. r tormrll\t ore bLrt i' gcneirc, ,r fict rvLlch rbstrrct prnrtts thenrsclvcs hrvc f ilcd tr'rurdertrnd. Ab*rrct plirting is the trnpLrrposurg relrting oi pure cc,1c,r rnd forn:

srthout rn-v lrtcrrn rdn rir nr res. Tvp ogrrph,v rgnifics the vnurl (or rcsthcnc) orlcL

ing o1'gncn .lernents (prr.ticil requirenrcnts. tipe, pictLrres. eolor, ctc). on I Pht)isurti.c.Thc .lillerencc bcnveen pi,.t,nS rDd tvpogrrphv crrs oDl\ nrtrsrrrrr.h i\ iithc li)rirer there is.i tke choi.t ofcldne.ts rnd thc rcsuitu)g de.ign hrs no prrcti

crl purpose. Modcm lvpogrrph-v therelbre c;rnnot be better occupicd thrn Nith rn.n-.,..r\(.,,.1. ,f .' -,,,....,1 uruJ,,, ,l ..,, 1.,ii , ,!

Lei us e\.miDe the pnncipl.\ follo$ed bv prcsl tvpognphr: The nrrlsnctrrd,tiorrl nrod.l Lre\! olonlv orrt schen,e oldcsign d,e nreclirl rxis. thc rxul svnr

errv Nhosc pluinert c\rmplc \vrs drc htle Prge.The $holc oftvpogrrphv tolloNed

this s.herr1e, \\,hrte'cr lts inrnrcdiete trsk nrrghr b., Nhether trinrins I n.\!\prpcr or

r circul:r. lcttcrherrls or rdvcrtise enls.

Orrlv tu thc po\t!\rr period did the dL reilizstion .hln $lt rll these vere

.lLrifu dili-ercnt ttrsks, rrukrrg entrelv diferent tr;r.trcrl det)rlnds ro bc nrct crcrtiYch

bv $e tlpog pher.

A distin.tion benvccn the Nes l-r'pognphr lnd thr old crtt onlv be dr rnbv nrcans of r negrnon-the NeN TvPogrlphv Lloes nor t rllrionrlize And rt fiedoor of the olct, shose rcndenc-v rvrs pLrlel,v trrdrnonll. the bhnrc for this ncgrtion

r)rLrs! be laid.lJut.rt thc srnrc tirne the Ncs-IiPogirphr be.Irs( otlt\ utter reje.tionofrDv lonnil'sr lmrt:rtio s. is l.ss rntitruditioirl rhrn nontrrditronrl. For in!trn.., to

rchleve t,vpolar.rphlcrl desiqn it is pernrisrblc to use ever.v hrditlotril rtrd uontridFrioniil ft.c, ever-v mrnner of phne rclrtrcnship rnd everv direction oa line The sole

ainr is design: $c creative harnrcnioLrs ordering of the Practical r.quircmcnrs.

Therel-ore drcrc ernt no Iinrimrnl\ such is arc mposed bv fte positing of "pernris

sible" anrt li,rbidden npc conjrructions. The o1cl. rrtritlue rrm of.lesigtl io present I''re\tful" p.rge n rlso rcversed rve 3rc at libert-v to prescnt r designed unres! '

::::thcr. tht \: , : i: J,rmrn oi;: ::::hr sc;.o..c..

::=hensrble to .,i

; ,. - :, ::o regrnle.iTh. nrethod or

: . , .:: thc best nrcrn:: .. "nerr" ri rr s;cr: - :.. r:rLz.ruon oi.l- :rle rroupe of p

:,:::.t cr1 rdapr.rtrrIhr mrkes tlr

.:: :.. rifther dcnlx,-::rlrn: Lrncs too n:r:. ::..re. ii for no odr:- ,-..i prod!.e\ n,- :::Ji ro rccosnlzc t::'trr ;r mo( drorou!

Page 3: Tschichold-new Life in Print

'.tqeluqrun sI slu:tu mber Friutpsl-lo aSpel^\oDl qBnoroql lsoru e lnoqll{\raqdusod-{r poo8 t snqf rrl3rll or u8r.p sq rdrpe put es.qr

'zuSor'r or '(pnls re

dord s,r.qduBod& rr{1 sI 1I puP sllrol rglr3ds esxr ,{D^a dlr.u uI sarnpord s'ss3rord

,/t\.u snorrtl'r.q1Jo .sn ridord.I{J pePIo^E eq 01 'uoslei reqro o 'Iol Jr ''Ioj3r'qlput pear 01 rFrrJIP err r.s PU" P.reds dl.PrN ool ro trI.{o.tr?u oor s:ul1 Irqrq€al

poo8 Inear 'przrseqdu. .{Fuors oor aq louuEr slql Put \Puelu.p r.qrnJ esodmd

'poolu3pufl-llrs srusrPrSul a D"ror3p Iue lo uolssnuo 'qr

selrtu srql.sodhd or uooqdePe ls3pr rsou aq1

sl irJdErsod{ ^€N

.qr lo PusuaP leqtr 3qJ sur.Pou opnesdlo ednol 'Ioqa

e 'qprds€rB ua.q ro seq rrrl sqf urojlo uold.ruotr Wur.rxa UtJo uorlezile'r

'ql1ouPur .uoP :{:o \lo rln$r .qr sI..urol,, turoj or ssodrnd srgirtrts 1IlI..aeu,' $,,rlnjD

-neeq.. os r.^au 1I eq iqderSod& u:apou og.rI Sul^aqrtlo sueau rs'q 'qr Pu" asod

-rndJo uoEEzrrtar r"rP t uodn P.seq sI IqdaBoddI ar.N aqlJo Poqreu aqJ..dIr se pepr?Bar osp sI tttr..ds

Fnsr^ to poqr:u raqrouE Ilsr.ru sr 1r asnx:,tq lqdefolol{d ll? o1 .lqlsuaqerduor sr

q)rq.{\ euo pu! &I^D).lqo 8ur:nporda:3o sutaur a,rrr:alqo ut sasod ct '{tldESoloqduI snql ed&.rndlo PI.IJ aorrEu.I{r trl.r.ru rou pue Suuurtd3o urtuop aloq^\ eqr

seretrqu. 'u8rs.p Jo sporlr3tu slr Jo .nu dq .{qderSodt .a\"N 3q1 l'qrnC

'tr13'uolRzIItnPr^QuIol uolrlzlprsPurls

enrpoo^l ol qrolq sa:o.rd oloqd

sB Ll,itrP ol sqder8oloqd

s:ss:rd Pueq or s.ssard .uII{rtrLIradtd apEupueq 01 laded eptu-euq)'rur

3uD1.s Putq or Suur:s auq)tlued& pr^uBua ol adh s.riPunoj.dIr

:s::3ard r1 sas:ro:d p:ruqr.r '\'leu roj 3)uareJ3rd eIIq p.zualrurqr sr lqduSoddJ A\eN eql spnrole leuollPrlrrlou sll ol lxrN

'qinorqr uo.( stq ll{dE.rBodia ,$aNI aqa ruaqr rsurt8t

rJro\ ruqr duF,pr Jo :,tu',1, rr^! \preq-rrP p.rpuu8srp ,*.r.1 P rnq ruoLr trPPor-\rpr\

1e uo {reDe .3p EsJo 1).lqo eqr .r'a IqderSod,{1.ua51 eqr3o s'u:ra aqJ Plroa\ 8ur

-1uud .ql or lsttrptorq se \'000'8ZJo uoope uc uI paqsllqnd 'qrrq',!\ puP 'ruD

rsrg aqr

roJ peltrrsuoruep *a pt .IqrE srlnsr PuE eperu suoga .qr qrq^\ uI'(ruud3o rno

'cZ6t) ..ueBunl.u{ J sqtrsqdtrBodt,, aqr lo (...IqduBodt 3ltruaru'14,,) lurtueld

dns qroque rqr dq ua^I8 se^\ rslndu r.qunJ V sru.uluadxr Prlqder8od'{r uE8aq

sr.rur?d rrulsqe .u3t t:peerds lurtua^olu 3q1 ZZ6I uI Iqdefodt aeN aqrJo uu'ru

-n,or ).rIIp. )qr r.rr^\,rLt,,rrP\\ )rlr o,ur l)rq )rPP q'rq$)'NrrPP(l ')tl'Jo \uor1v''rl

-qnd r:qro pue s[qPueq .ql 'ase] du! ul snle^ r.ddd rl.qr rr pal?uus' 'q

reslePe6

,rrlro Pur'tJrqu:\lnH *or. Plru)rPrH'uuPtu'nPH Io \loorlr' rq1 ur Iorlr \q

.uop ]roa\ r.iuord luruodttlr aql ttlA'r .EIor ol 3.uu uI IIUo :trIluEu'{P slr puEsripun

or .rqno! .qr u.IRr lou :mq oln lueru Iq .r)opr:e.qs sR uodn prlool sr ulsltpt(l

IWor ua^A'IqdErBodft uI ru udol. ap.\\3u .ql ol .slndtul lsrg iqr a^RB '(urtur'3ur r)rtJpr ur^r pu, ..,btott JNIrrrinJ Jrrrqrl ur \rotu .Jl !q qrr.\ ilrrl uI or!ur rPl,l

qBnorqr'LLr.r,p16 uxr.rP u, P)rrP^ pur,r^rr.)rrrrr (1lensrr rrotull:\rr \rqr:lrru or p'q

i u aullrs Ip rE rnq GIx" ItIp.tlI .qr uEqr) rurol .^lrnllsuor etqtzlt'r IIs€' arou

pur r.)tdlllrs r prrg or lluo rou peq lqdtl:Jodll uouttua,3rd trruIouor' Jo uoDt|1tr

-Ier .rtJnIE rsou R or r.qrrnJ sn s.IoJ ss.slsnq ur.PotuJo oduar lIAs aqJ

., rs.lun,. p.uFrs:r ruas:.rd or u8rs:p josru:;d,, jo Burtrsod ;

gueuarmber lcrDrrr.tos .qJ..urr Jo uoul-P?rluou pu? I rourlor '.rue1sur rol Iruo.uo!r.lJl r4rn slrlo .uoqrilau srqr roJ .rur3qt rc Puv .zr|ruourludtlp .q iluo urtr pl

,tla^oBal] l u .q o) !ilt^\ .s:ql lP r.qr u \.

ro r.deds.riu r Suuurp:mo1o; iqdr:Sod.u -r

-ru,{s ierxe aqi \r\r I.rlrus.teul .qf riqdu;o

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Page 4: Tschichold-new Life in Print

The present mass ofprinted matter. circulars (a thing which closely affects theindividual as he receives no smd) part of rhem), renders the use ofa strndrrdized for-

Of che avdlable standing rypes, the Nelv Typographv is molt partial to the"grotesque" or "block" type, as this is simply formed and easy to read.The use oforh-ers. easily legible. or even traditional faces. in the nerv sense h quite admissible, as theyare "evaluated" one €ainst the orher, i.e.. if the contrast between then be designed.

It is not rherefore demanded that everything be set in "grotesque," although in most

cases this is indicated as most fitting.This face in its m:rny v iarions (thin, semi-bold.bold faced. condensed, expanded, hair-spaced, etc.) is open to many etlects which injuxtaposition are capable of rich and varied contrasts. Varying contrasts can be ob-tained by the introduction ofantique faces (Egyptienne, Walbaum, Garamond. ltalic.etc.), and there is no rcason why these effects should not be used in conjunction.Typescript is also a very peculiar and ef€ctive face.

Design is the most legible ordering and the correct choice oftype dimensionsaccording to their value lvithin the logical bounds oithe text (which can be inten-silied or diminnhed).The conscious use ofmovement by means oltype or now and

ag:in a thick or thin rule, or group ofrules, the visual agitated contrast ofupper rndlower case, thin and bold face, condensed and expanded type, gray and coJored patch-es, shnting rnd horizontal, compact. and loose groups oftype, etc., are further means

ot design. They represcnt the "iesrhetic" side of typographicrl composition. Withinthc deinite limits set by pricrical requirement and logical structure it is possible totread various paths so that lrom this point onwards the visual sensibilities oi thetypographer nlust be the de.iding f:tcror. Thus it comes about that when sevenltypographers are engaged upon the one dcfinite task, they each rchieve a va.yingresulr. each ofwhich may have the same practical advrntages.The various men rvhose

vork is illustrrtcd in this article reveal tremendously varying posibilities. in spite ofthe rse ofthe same means and merhods ofdesign.Thus, means which are practicallyidentical meet with an extraordinary variety ofusage. And these exrmples show thatmodern methods. in spite of Gequent surmise, do not lead to monotony of expres

sion, blrt on the contrary to results ofextreme dnsimilaricl and which above all pos-

sess more originality than rhose ofprewar typography.

Color is just such another effective element as type. In a certain sense theunprinted surlace must be reckoned in with it and thc discovery of its etllctivenesDrust be put to the credit ofthe New Typographers. The white surface is not rcgaded as a pasive background but as an active element. Among actual colors preference

is given to red;rs "The" color it forms the most effcctive contrast to the norrnal bbck.The cleu tones yel]ow and blue must also be given place in the foreground ofinterest as .hese tNo are not diffuse. Color is not used as a decorative, "beautiiying" ingredicnt. but the peculiar psychophysical properties of each are used as a means toheighten (or tone down) effectsl

Illustration is supplied by photograph,v. By this means we are given the mostobjective rendering of the object.

Whether photography is in itself an art or not an art need nor concern us

here; in conjunction with rype and a plane surface it can be an art. as then it is purelya maner of values. of fitnes in structural conrralts and relationships. Many people

incline ro mistrust graphic illustrations; the old (often falsi8ing) gr:iphic illustrationsno longer convince us and thcir individualistic pose and mrnnerisnx affect us

unpleasandy. Ifit be desired to give severJ pictorial impressions ar the same time, to

.si-.r several contrasri+-: general methods o:.:.. rhe photograph b.-i! .onnection so irs to

;--r:hic posibility rs th,

=!.:1 \\ithout :r c:rmerir

';-,-d mediun (paper--.rophoto."

The extrxordin;r:::o\e renders it an ir

=; Fo\irion reveal thr!-.i!!. oi all further tlpoi

Kirel Teige of-pography as lolloss:

''Constructivisr

1. Freedom fio,detnictsnr anc

drtional rules("dre golden

LA .hoice ot t,simpliciry U.accord with tenrph:rsize co

-1. Constant apflerentiatiotl iitance rcquire

+. Harmoniousvrsual larv; sur

5. E\ploitatiorlfuture technr!pophoto.

6.The closesr cc

ing room rs (

con!tru.tiona

There rs nothrnr:9-:::r rrirh other er,::i.: rilirion\hips rnd

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Page 5: Tschichold-new Life in Print

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