In Honor of the 100th birthday of Jan Tschichold

1. 1. The new typography emphasizes function.


2. The goal of every typography is communication (whose means it represents). Communication must appear in the shortest, simplest and most forceful form.


3. ... in this optically oriented world, the elementary means of the new typography is the exact image: photography.
The basic typeface form is the sans serif typeface in all variations: light, semibold, bold, condensed to extended.
Typefaces that belong to particular styles or have limited national character (Gothic, black letter) are not elementally designed and limit the possibility of international understanding.

4. External organisation is the design of strong, simultaneous opposites through the use of contrasting forms, degrees and weights ...