The New Typography

this we still f1nd truly childish. pseudo-constructive shapes. which are
totally contradictory to the spirit of the New Typography.
The newspaper advertisement shown here is a typical example of pseudo­
constructivism. found all too commonly. Its form is not natural but comes
from an idea before it was set. The advertisement is no longer typography
but painting with letters. it turns good typography into borrowed. misun­
derstood. and thoughtless shapes.
A similar example is in the two-colour bus1ness announcement on this
page. Again, a previously conceived and meaningless shape is used. which
has no connection with the text or its logical arrangement and in fact con­
flicts w1th it. Another serious fault is the lack of contrast in colour. which
emphasizes the bland and boring look of the whole.
The magaZine cover on the facing page is an even worse example. It
attemps to be "technical" but contradicts the whole nature of what actually

MUSIK DER ZEIT

WORT DER ZEIT

TANZ DER ZEIT

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JAN TSCHICHOLD: Typographic poster for a concert. Red and black on silver.