MAX BURCHARTZ
and JOHANNES CANIS: Advertising
leaflet in two colours. A4.
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contrast between (apparent) plastic and flat. it can be said that today's
typography is completely different from everything in the past. Typography
has thus become "three-dimensional" - an express1on of our time. which
seeks to conquer space.
Photography has the advantage over drawing that it is free of the often
overwhelming "personality" of the artist. whose individuality is out of har
mony with the spirit of our time. Indeed. every drawing contradicts the aim
of good advertising for greater objectivity and reality. People believe a pho
tograph - a drawing not entirely.
A good example of the integration of photography with typography is pro
vided by the advertising leaflet for the old Bauhaus by Joost Schmidt shown
opposite. The grey tones of the photographs combine well with the type.
The apparently unnecessary vertical double rule in the middle was needed
as a thin grey form in contrast with the heavier greys of the photography.
When the available facilities of type are not exactly what is required. pho
tomontage can offer many possibilities for effective results in advertising
design.
On the two following pages the Gerasch fair-invitation shows a premedi
tated composition of photographs on the inner pages which fits in nicely
with the continuity of the whole. (Not only single pages must be legible