In 1928, the year he turned 26, the German-born calligrapher and typographer Jan Schichold (1902-74) published his landmark book Die Neue Typographie (The New Typography).
The new typography movement was a response to new printing technologies that allowed designers to break away from the constraints of traditional typecase. Most simply, it is defined as the rejection of the classical rules of typographic symmetry, effective design centers on four basic principles: contrast, repetition, alignment and proximity. These appear in every design. Schichold soon became a strong advocate of modernist design, which he expressed through an influential magazine supplement published in 1925. Two years later he held a solo exhibition showcasing modernist design. Moreover, his magnum opus Die Neue Typographie is a testament to his support for modernism.
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