The New Typography

"The New Typography" refers to a movement, particularly popularized by the designer Jan Tschichold in the 1920s, that emphasized modern, clean, and functional design in printed materials. This approach rejected traditional styles, focusing instead on clarity and simplicity. It advocated for the use of sans-serif fonts, asymmetric layouts, and a dynamic use of space and contrast. The goal was to enhance readability and communication by prioritizing the message over decoration, reflecting the modernist ethos of functionality and innovation in design. This movement greatly influenced graphic design, advertising, and typography in the 20th century and beyond.