94 | Graphic Design Theory
new Wave and Postmodernism
above: KatherIne Mccoy
This design, titled “Renewal
Equation,” appeared in a booklet
on the topic of recycling, recycled
paper and environmental sustain-
ability, to introduce Strathmore’s
recycled paper, 1990. This hypo-
thetical “equation” speaks about
the complexity of determining
the environmental impacts of our
megaconsumptive lives on planet
Earth. All the images were copied
from newspaper advertising
supplements, using the trash of
our commercial throwaway culture.
left: WolfGanG WeInGart
Poster for the eighteenth Didacta/
Eurodidac at the Mustermesse
convention center, 1981. Weingart
led a second wave or “New Wave”
of Swiss-style typography begin-
ning in the 1960s. He explains
in his autobiography, My Way to
Typography, “I was motivated to
provoke this stodgy profession
and to stretch the type shop’s
capabilities to the breaking point
and, finally, to prove once again
that typography is an art.”^1
1 Wolfgang Weingart, My Way to Typogra-
phy, trans. Katharine Wolff and Catherine
Schelbert (Baden: Lars Müller, 2000), 112.