Theory at Work | 55Herbert bayer Poster for
exhibition of European arts and
crafts in Leipzig, 1927. In addition
to his role as the Bauhaus typo-
graphic instructor, Bayer produced
the bulk of the graphic design
that represented the school to the
public. In essence, his individual
style became the Bauhaus Inc. style,
as demonstrated in the familiar
poster above.
Jan tsCHiCHold Poster for the
film Napoleon, 1927. A movement
called the New Typography emerged
from the Bauhaus search for a
universal language and the resulting
typographic experimentation.
Tschichold codified this movement
for the printing industry in his book
The New Typography in 1928, which
turned Bauhaus ideals into straight-
forward rules. Through such texts
and designs, Tschichold attempted
to establish norms for practicing
typography and graphic design.