CONTENTS
Introduction 7GROWTH AN D NAT URE OF THE NEW TYPOGRAPHY
The new world view 11
The old typography (1440-1914), retrospective view and criticism_ 15
The new art 30
The history of the new typography 52
The principles of the new typography 64
Photography and typography 87
New typography and standardization 96PRINCIPAL TYPOGRAPHIC CATEGO RIESThe typographic symbol __ 109
The business letterhead 112
The half letterhead 127
Envelopes without windows 131
Window envelopes 134
The postcard 136
The postcard with flap 144
The business card^148
The visiting-card^150
Advertising matter (slips cards leaflets prospectuses catalogues)_ 151
The typo-poster^174
The pictori al poster^181
Labels, plates, and frames^192
Advertisements^195
The periodical^202
The newspaper^212
The illustrated paper^215
Tabular matter^217
The new book^217Bibliography 229
List of Addresses 235