The New Typography (Weimar and Now : German Cultural Criticism)

First, the messages for typographers. The book itself is part of that message: sanserif body text, bright white paper, and geometric red and black graphics. Tschichold uses a few conventions that I quite like. Footnotes are indicated inline and at the end of the page by a heavy black mark. At first, it looked like a blot on the gray of the body type. After seeing it a few times, though, I realized that the heavy mark was very helpful for recovering my place in the reading after my eyes moved away to read the footnote. Emphasis is shown with heavy rules in the outer margins around text, much the way I mark books myself. My only complaint about the book as a whole has to do with indistinct paragraph breaks - there is clue from indentation or line spacing, so it is actually possible to miss a pragraph break altogether.

The second half of the book shows a number of examples, good, bad, and (today) historically interesting. Almost all examples are bold red and black - the first two colors to be used up in most sets of crayons. It is easy to forget that these examples were often designed for letterpress, since photocompostion barely existed as we understand the term. Despite Tschichold's passion for modernity, the style now looks as dated as Bauhaus, streamlined locomotives, and Art Deco.

The first half of the book is for typographers, but also for any modern student of polemic. Not many people have strong feelings about typography, so the ranting can be considered by itself. Tschichold's style is based on "the spirit of our age" somehow revealed to him alone, and on Germanic philosophical absolutes. It is ironic that, during the cultural purges of pre-WWII Germany, Tschichold was among those rounded up for politically incorrect artwork - another absolute in conflict with his own.

Happily, Tschichold was able to emigrate to Switzerland before war broke out. He had a long and influential career, and later regretted the strident excesses of youth that this book captures.

This is useful as a guide to typographic style, but beginners will probably get more from modern texts. It gives a very informative view of the DIN standards for paper and business correspondence. Most of all, however, it captures a time and a mentality that no longer exist, but that guided one strong school of typographic practice for over 80 years.


Good Historical Value, But No Applicable Lessons   July 7, 2002
 12 out of 15 found this review helpful

As other reviewers have written before me, this book surely has an historical value to it. It allows the reader to have a quick glance to a particular historical moment of typography in pre-WWII Germany, written in a Marxist tone. Also, the layout of the book is a beauty in itself, with its glossy paper and sans-serif Futura font. But that is pretty much it, unless you want to read it because you are a student in History of Typography. Do not expect to learn basic or advanced typographic elements here. If you want that, read "The Elements of Typographic Style" by Robert Bringhurst instead.


Interesting, if you're into type history   March 12, 2002
 4 out of 5 found this review helpful

I'll confess I was expecting something more contemporary when bought this book. If you're not carefull the title will fool you. "New" in this case means early 20th century. Tschichold, as I came to learn, is one of the great names in typeface design. This book is reissued as his classic rant/manifesto on graphic design and type.

Tschichold makes strong statements on what constitutes good typography, even going so far as to make philosophic natural law arguments in favor of san serif type. Serif fonts, particularly black letter styles, are the enemy. You have to take a historical leap in order to understand Tschichold's sour view of black letter. To us, black letter is a period typeface appearing outside pubs of the "Ye Olde Ale House" variety (or alternately to tattoo your back with gang symbols). But to Tschichold, black letter type was the Times New Roman of the day, plastered over every document and sign around. He argues correctly (in self-righteous, quasi-Marxist tones) about the unintelligibility of black letter type. He champions san serif styles, such as Futura.

Strictly speaking, Tschichold's arguments aren't of much practical use to contemporary designers now that the scourge of black letter has fallen aside and Helvetica/Arial rules the world, but I enjoyed the reproductions of Tschichold's own Weimar Republic era work. It reminds me of the possibility of using a strictly typographic solution to a design problem. I think if you were ever a fan of Emigre's type and design philosophy, you'll find things to like about this book.


Impresionante estudio historico y psicologico   June 28, 2001
 9 out of 22 found this review helpful

Este libro introduce en el estudio de las nuevas tipografias que surgen a principio de siglo en Alemania. Si bien el traductor reconoce que el autor esta equivocado en algunas de sus apreciaciones (tengan en cuenta que se escribio a principios de siglo) no deja de ser una forma de comprender los cambios mentales que surgen de las tipografias, y como estas interactuan con la sociedad.