EL LISSITZKY 1924: Photogram (advertisement)
here a completely opposite kind of material form does not support any sup
position of inequality.
The integration of halftone blocks in typesetting is a condition of good
typography and harmonious design. Since we of today do not recognize the
old book-designers' rejection of photography in book production and the
luxury-concept of the "Book Beautiful" belongs to the past. the modern
book designer sees the photographic block as equal in value to type in the
production of fine books. A splendid example of typo-photo in advertising
is shown facing, designed by Piet Zwart. Here also is a photogram used for
publicity (paper-insulated high-tension cables). The word "High" begins
with a tall H. the word "Low" with a small L. The balance of the chosen